News
Home > News > From Cultural Industry to Cultural Outreach: Exploring New Pathways for Global Cultural Symbols
From Cultural Industry to Cultural Outreach: Exploring New Pathways for Global Cultural Symbols
图片及内容版权归CECCI所有，如发现侵权或盗用行为将追究法律责任
All images and content are the property of CECCI. Any unauthorised use or infringement will result in legal action.
8th June 2025
On 5th June 2025, the event titled “From Cultural Industry to Cultural Outreach: Exploring New Pathways for Global Cultural Symbols”, co-hosted by the Hangzhou Municipal Committee of the China Zhi Gong Party, the Hangzhou Western Returned Scholars Association (WRSA), the Publicity Department of the CPC Qiantang District Committee, and the CPC Qiantang District Committee, was successfully held at the BRICS Special Economic Zone China Cooperation Center. The event was organised by the Qiantang Branch of the China Zhi Gong Party, the Qiantang District WRSA, the Qiantang District Bureau of Commerce, the Qiantang District Bureau of Civil Affairs, Culture, Tourism and Sports, and the China Europe Centre for Cultural Innovation (CECCI). The forum invited experts and scholars from the cultural sector at home and abroad to jointly explore new paradigms for cultural outreach, marking a significant step forward in promoting the global dissemination of Chinese culture.
Bryson Xue, Head of the China Europe Centre for Cultural Innovation (CECCI), presided over the event and emphasised the importance of cultural outreach in enhancing national cultural soft power and international influence. In today’s era of deepening globalisation, he noted, exploring how to bring Chinese culture onto the world stage is a crucial task.
This forum, themed “From Cultural Industry to Cultural Outreach: Exploring New Pathways for Global Cultural Symbols”, aimed to bring together cultural experts and scholars to discuss innovative approaches and new models for cultural outreach, contributing to the global promotion of Chinese culture.
1. Liang Ruxiao
Deputy Director of Jinan International Communication Centre, she shared the Centre’s experience in building an integrated international communication matrix by combining social media, outdoor advertising, self-media platforms, and overseas media resources to innovate communication formats. The Centre has launched a number of acclaimed projects, such as Stories by the Springs in the New Era and Generation Z’s Journey along the Yellow River, which have won several international communication awards. Leveraging the resources of the Publicity Department of the CPC Central Committee and the Ministry of Foreign Affairs, the Centre collaborates with CCTV and Xinhua News Agency to amplify its global reach. Through the establishment of the “Springs Welcoming the World” International Communication Association and regular cultural experiences for foreign visitors, Jinan has effectively expanded international exchange channels and enhanced the city’s global cultural influence.
2. Da Yanan
Assistant Professor at the School of International Communication, Xi’an Jiaotong University, She explored the precision pathways for regional international communication within a global context. Addressing key challenges such as untranslated cultural nuances, superficial emotional narratives, and limited algorithmic adaptability, she proposed innovative solutions. She suggested connecting audiences through universal emotions, activating user co-creation and key engagement points, and integrating product-oriented content within an industrial ecosystem supported by data insights and algorithm optimisation. She emphasised that genuine cultural outreach is not about “packing culture for export” but about “inspiring people to take it home willingly”.
3. Xu Shiqing
President of Hangzhou Polytechnic University, he highlighted the institution’s achievements as a National Key Vocational College and a Double High-Level Programme Institution (Category B). He outlined the university’s strong performance in teaching, research, faculty development, and student competitions, as well as its international cooperation with enterprises such as Bosch (Germany) through China-German dual education programmes. Hangzhou Polytechnic provides vocational training for students from more than 40 countries, has developed China-African vocational qualification certificates, and actively promotes industry–education integration to cultivate skilled professionals. In addition, through programmes such as “Chinese Bridge”, “Chinese + Vocational Skills” education, and international Chinese language education, the university contributes valuable experience to the internationalisation of vocational education.
4. Li Jun
Vice President of the Hangzhou Western Returned Scholars Association, President of the Qiantang District WRSA, and Deputy Director of the Qiantang New Area Administrative Committee, Li shared successful cases such as the Zhangwan Short Drama App,illustrating how enterprises utilise digital technologies to drive cultural innovation. He also presented examples of brands such as “Wen Tongzi” and “King’s Handcraft”, which have become cultural symbols in the international market, highlighting the significance of integrating traditional culture with modern industries. Li further noted that Qiantang District has reduced the barriers for enterprises entering overseas markets by establishing platforms for international copyright trading and cultural exhibitions, attracting global creative talent and promoting the internationalisation of China’s digital cultural products.
5. Zhao Aili
Member of the Yuhang Branch of the China Zhi Gong Party and Partner at Hangzhou Liangzhi Zhongcheng Tax Firm, Zhao shared her experience of building a China–France cultural bridge through tea. By organising tea art performances and cultural lectures, she has introduced the profound heritage and unique charm of Chinese tea culture to French audiences, fostering mutual understanding and friendship between the peoples of China and France. Her work transforms the idea of “appreciating each culture’s beauty” into “shared beauty in harmony”, not only showcasing the allure of traditional Chinese culture but also providing a vivid example of international cultural exchange and integration.
During the Q&A session, participants and audience members engaged in lively discussions. Many remarked that the exchange of diverse perspectives provided a more systematic understanding of the logic behind breaking barriers in cultural outreach, and expressed their hope for deeper cross-sector collaboration in the future, enabling Chinese culture to reach the world in more engaging and dynamic ways.
The “From Cultural Industry to Cultural Outreach: Exploring New Pathways for Global Cultural Symbols” roundtable provided an open and innovative platform for dialogue, deepening understanding of the evolving logic behind global cultural exchange. It vividly embodied the concept that “the friendship between nations lies in the closeness of their peoples” and represents a strategic step in building a shared ecosystem for cultural outreach amid global transformation.
Looking ahead, the China Europe Centre for Cultural Innovation (CECCI) will continue its mission to connect the world through culture, steering the voyage of mutual learning among civilisations in the tide of globalisation, and bringing Chinese culture to the international stage in ever more vibrant and compelling forms.
图片及内容版权归CECCI所有，如发现侵权或盗用行为将追究法律责任
All images and content are the property of CECCI. Any unauthorised use or infringement will result in legal action.