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Professor Yang Yueming visits CECCI, Exploring New Paths in International Cultural Communication
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30th December 2025
30th December, Professor Yang Yueming, Associate Dean of Beijing Institute of Culture Innovation and Communication, Beijing Normal University and China Committee member for UNESCO’s Cultural Sustainable Development Commission, visited the China Europe Centre for Cultural Innovation (CECCI) for a working exchange on regional and international communication.
Bryson Xue, chairman of CECCI, gave Professor Yang an overview of the core work in international culture, education and innovation, drawing on recent case studies from its people-to-people diplomacy initiatives. Yang praised the focus on practical outcomes and relationship-building, saying its approach offers a useful reference point at a time when many communication efforts struggle to travel across cultural and social contexts.
Speaking from both research and field experience, Yang cautioned that most international communication remains performative, shaped more like internal reporting than outward engagement. This, she argued, creates a fundamental disconnect: what works for domestic summaries often fails abroad. “Culture isn’t a supporting act for economics — it’s the script,” she said, describing it as the unseen infrastructure that enables trust, cooperation and social alignment across sectors. Its impact, she noted, is quiet but enduring, and far more consequential than metrics alone can capture.
“Communication isn’t transmission — it’s a relationship,” Yang continued. She stressed that credibility abroad is built through shared context and everyday relevance, not institutional messaging. The real barriers, she suggested, are narrative ones: audiences will only engage when they recognise themselves in the story, emotionally and socially. To move forward, she urged communicators to start not with slogans, but with situations — creating shared experiences where understanding is negotiated, not delivered.
Following the discussion, Yang toured several landmark platforms, including the China Cooperation Centre for BRICS Special Economic Zones, the Jianghai City Exhibition Hall, and the Micro-Series Innovation Village. She commended the district’s progress in building outward-facing cultural infrastructure with commercial relevance.
Wang Yejun, vice chairman of CECCI, said the visit marked a clear steer for the centre’s next phase. “The challenge now is not access to channels, but access to context,” Wang said. CECCI plans to expand its partnerships with universities and international organisations in 2026, prioritising joint talent development and project-led exchange. Upcoming programmes will test new models of public communication rooted in co-creation, lived experience and sustained dialogue — an approach the centre believes will help local stories from Qiantang land with greater authenticity abroad.
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.