Views on related activities in China.

It is the important duty of the State Council Press Office to promote communication, understanding, cooperation and trust between China and other countries through cultural exchanges with foreign countries. Since 1999, the State Council Information Office has held a series of cultural exchange activities with the theme of "Perception of China" in France, the United States, Germany, Russia, Brazil, Argentina, Switzerland and other countries, introducing China's excellent culture and art to all parts of the world, which has been welcomed and praised by governments, relevant international organizations, news media and the public. In his congratulatory letter to China Culture Week (1999), French President Jacques Chirac said, "Holding China Week on the eve of the 50th birthday of the people of China and China, with the theme of' Towards China in the 2nd1century', just shows that this great country with thousands of years' tradition hopes to make great strides towards modernization. As French, we can especially understand this pursuit: we must cherish the long historical tradition and participate in building the future. " In his congratulatory letter to China's cultural visit to the United States (2000), US President Bill Clinton said, "I thank all those who participated in this landmark series of activities. They have played a role in building a bridge of mutual understanding between our two peoples, which will further promote the deeper and broader development of US-China relations. " In his congratulatory letter, UN Secretary-General Kofi Annan said: "I am very happy to extend my warmest congratulations to the China National Music Concert on the' China Cultural Visit to the United States in 2000'. I am especially grateful for this wonderful concert held at the United Nations. " German President johannes rau said in his congratulatory letter to Berlin's China Festival (200 1), "Europeans are often unfamiliar with China and think it is full of exotic feelings. But anyone who looks at China Festival with his eyes and feels China Festival with his heart will find that we have much more than we realize in our daily life. Finding and cultivating these similarities will be one of the most important tasks of our 2 1 century. " Russian President Vladimir Putin said in his congratulatory letter to China Week in St. Petersburg (2003): "Holding' China Week' in St. Petersburg is a beautiful gift to this northern Russian capital and an important activity of cultural dialogue between two great neighbors." Argentine President Kirchner said in his congratulatory letter "Perception of China's Activities in Argentina" (2004), "In today's increasingly globalized world, culture has become a link between people living in five continents and four seas more than ever before. I believe that at the end of this activity, the people of China who participated in this activity will better understand the bilateral friendship and cooperation established by the two governments. "

Politicians from many countries and celebrities from all walks of life, such as culture and news, attended the theme activity of "Perceiving China" held in various countries, and the mainstream news media in various places gave positive reports and comments on the activity. The French newspaper le figaro commented that the China Cultural Week "has a series of colorful displays, forming a rainbow-like panorama of the nation. This nation has never abandoned its long-standing culture and is good at absorbing the nutrition of artistic innovation from its oldest tradition. " Associated Press, Reuters, Agence France-Presse, DPA and other media actively reported the activities of China culture in the United States, such as "China's charm offensive was praised and opened in the United States" (Reuters), "China launched a charm offensive against the United States in the face of difficult Sino-US relations" (DPA), "Cultural Great Wall" (NY Daily) and "Exhibition builds a bridge across cultural gaps" (new york Post). Russian media reported a lot about China Week in St. Petersburg, believing that the scale of China Week is unique, and China Week is a great event of national significance and the beginning of a new stage of Sino-Russian cultural exchange and development. The media in Brazil and Argentina actively reported the activities of Perceiving China in Brazil and Argentina. During the event, Brazil's Universal Television, National Radio and Television Corporation, Flag Bearer Television and Argentine National Television all broadcast China cultural feature films or promotional videos. The main Swiss news media reported in detail the activities of China as the guest of honor during the Geneva Festival. The Geneva Tribune reported that "all the performances in China, the guest country, have been a great success, and people are very happy to enjoy such exquisite performances."

Over the past few years, the theme activity of "Perceiving China" has introduced a great deal of China's excellent culture and art to the world public. These include the most precious cultural relics in China, such as the oldest musical instrument chime in China, Qingzhou stone carving which is of great significance in carving art, the famous ancient bronze art in China, and the traditional China arts such as Chinese Peking Opera costume, China national costume and China arts and crafts, as well as China contemporary art exhibition reflecting modern China, China World Heritage photo exhibition and modern China photo exhibition. The scope of performing arts is very wide, from kung fu, drama, music, dance, acrobatics, costumes to social fire. Famous programs such as Shaolin Kung Fu, Yunnan Image, cappella in Inner Mongolia, and National Costumes of Past Dynasties all participated in the theme activity of "Perceiving China". In addition to exhibitions and performances, the theme activities of "Perception of China" often include keynote speeches, media forums, film and television weeks, square activities, and sometimes bilateral economic and trade seminars are held as needed.

The theme activity of "Perceiving China" has accumulated a lot of experience in many years' practice, and gradually formed some brand characteristics of its own. These functions are:

The mission is to spread China's excellent culture and enhance understanding and friendship between China and foreign countries. The theme activities of "Perceiving China" usually choose the most representative exhibitions, performances, speeches, etc. as the activities, which not only show the splendid civilization of ancient China, but also show the new features of modern China's culture, art and social development, so that foreign audiences can have a more comprehensive understanding and experience of China. In the planning and arrangement of activities, special attention is paid to the understanding of China by the public in the destination country and the cultural exchange activities with China that have been held in that country, so that the arrangement of activities is more in line with the needs of the public in the destination country to understand and appreciate China's culture and art, and it is more targeted. Pay attention to giving full play to the advantages of government activities and pursue higher standards and greater influence. The theme activity of "Perceiving China" has attracted the attention of Chinese and foreign heads of state for many times. They either sent congratulatory letters or attended relevant activities in person, which played a positive role in enhancing bilateral relations. Most of the foreign partners in the theme activities of "Perception of China" are government departments, intergovernmental international organizations or influential large multinational companies and professional companies, such as Berlin Municipal Government, St. Petersburg Municipal Government, United Nations Headquarters, UNESCO, News Corporation, time warner Inc. Company, etc ... Most of the art groups participating in the theme activities of "Perception of China" are the best art groups in China, such as Central National Orchestra, Guangdong Acrobatic Troupe, New Silk Road Model Company, China Arts and Crafts Museum and Shanghai Museum. The participation of these excellent troupes ensures high-level performances. We also choose the most famous local theaters, museums or exhibition halls as venues for holding activities, such as Lincoln Art Center and Kennedy Art Center in the United States, the old museum in Germany and Mariinsky Theatre in Russia.

Give priority to comprehensive activities and give play to the scale effect of large-scale activities. In the overall planning, the "Perception of China" series pays great attention to the comprehensiveness of the activities, and attaches great importance to the comprehensive display of China through exhibitions, performances, movies, square activities, seminars, lectures and other forms. For example, the China Festival in Berlin includes nearly 20 projects, including exhibitions, cultural performances, folk performances, clothing exhibitions, films and forums. The theme activities of "Perceiving China" mostly choose foreign capitals and important cities. Sometimes one place, sometimes many places. The number of people going abroad to participate in domestic activities is usually 200-300, sometimes reaching more than 500. Event-based marketing, public relations activities. The theme activity of "Perceiving China" attaches great importance to communication with Chinese and foreign news media. Usually, a press conference and a special session for journalists will be organized before the event, and relevant responsible persons will be arranged to be interviewed by reporters. Event organizers often take the form of media advertisements and outdoor advertisements. , and publish relevant information about the event in the local media and main streets of the city where the event is held. Organize the opening ceremony and reception during the event, and invite local politicians, literature and art, news and other celebrities from all walks of life to participate. In addition, a large number of brochures, programs and other promotional materials were designed and produced for each activity and distributed in the above promotional activities and related performances.

Actively carry out international cooperation and absorb various professional services. The theme activity of "Perceiving China" has cooperated with powerful professional companies in various countries for many times, so that exhibitions, performances and other activities from China can be well integrated into the cultural life of the local public in the visiting countries. German-Korean production company, American Rubins public relations company, Mexican CIE company, Brazil-Brazil communication company, Argentine Southern public relations company, etc. have all cooperated with the theme activities of "Perceiving China", participated in organizing performances, exhibitions and other activities, or provided public relations and news services for the activities.

As a well-known brand of foreign cultural exchange activities of China government departments, the theme activity of "Perceiving China" has played an important role for foreign public to directly experience the culture and art of China, China and China in their own countries for many years. From September 2006 to June 2006 165438+ 10, the State Council Press Office will also hold "Perception of China" theme activities in South Korea and South Africa respectively. The theme activity of "Perceiving China" is closely linking China with more and more countries in the world.