Summary of Sichuan Activities of the First China Giant Panda International Cultural Week

　　If people from all over the world were asked to choose a cultural symbol representing China, what would it be?

　　According to a survey, Russian, American, Japanese and other foreign people’s cognition of China’s cultural symbols is "Giant Panda" at first.

　　Giant panda! This is also a popular hot word during the first China Giant Panda International Cultural Week held in Beijing from August 21st to 26th. From the party and government departments to international organizations, from academia to business circles, from writers to biologists, from children to the elderly, everyone focuses on the giant panda and tells the story of the giant panda from different sides.

　　In a series of supporting activities such as "Panda China Sichuan Night" led by Sichuan, it is hard to get a ticket for activities related to giant pandas in some landmarks and community hutongs in Beijing. The Sichuan Theme Exhibition held at China Millennium Monument has twice as many visitors as other ordinary exhibitions.

　　From Sichuan, the hometown of giant pandas, to Beijing, the capital, a giant panda whirlwind blew. The center of the whirlwind is the giant panda culture.

　　At the opening ceremony of the Cultural Week, the "Global Recruitment Plan for China Giant Panda International Image Design" was launched, inviting global designers to "develop the international image of China Giant Panda with China cultural connotation, China concept and national image of China".

　　At the "Panda China Sichuan Night" event, Peng Qinghua, secretary of the provincial party committee, cordially invited: "In the next five years, we will recruit 100 messengers to promote the giant panda culture around the world, so that the world can know more about the giant panda culture, pay more attention to Sichuan, and promote exchanges and cooperation between Sichuan and other countries to a deeper level and a wider field."

　　From giant panda to giant panda culture, from sprouting in the eyes to entering the heart, giant panda has become a bridge of friendship and cultural messenger to promote blind date between the country and the people at the turn of the century. "After living on this planet for 8 million years, the giant panda seems to be being given a new mission." Han Song, one of the 14 ambassadors for global promotion of giant panda culture and a well-known science fiction writer, wrote.

　　Stand higher

　　Excavating the panda culture and telling the panda story are the important contents of telling the story of China. As the home of giant pandas, Sichuan has improved its position and actively integrated into the overall situation of national publicity work, helping giant pandas become "national business cards"

　　More than 500 million person-times-this is the total number of hits on the internet related reports about Culture Week as of the afternoon of August 26th. Such popularity can be called a "big hit" in this year’s national publicity activities.

　　Such popularity also appeared on the scene of "Panda China Sichuan Night" on August 21st: more than 300 guests gathered together, including foreign dignitaries, diplomatic envoys in China, leaders of national ministries and commissions, as well as famous scientists, entrepreneurs, artists and celebrities from all walks of life. A person in charge of the provincial government information office said that this is the highest-standard publicity activity in our province in recent years, and the popularity of the scene exceeded expectations.

　　On the same day, a national conference on propaganda and ideological work was held in Beijing. General Secretary of the Supreme Leader stressed at the meeting that it is necessary to promote the construction of international communication capacity, tell the story of China well, spread the voice of China well, show the real, three-dimensional and comprehensive China to the world, and improve the national cultural soft power and Chinese cultural influence.

　　It is the important content of telling the story of China to excavate the panda culture and tell the panda story well.

　　"The image of the giant panda is deeply rooted in the hearts of the people and represents tenderness, friendship and courtesy. As the diplomatic image of China, the giant panda has deepened the friendship between China and Thailand." Gong Tapalangsy, President of Thailand-China Friendship Association and former Deputy Prime Minister of Thailand, said in his speech "Panda China Sichuan Night" that about one third of Thais participated in the naming of the giant panda "Lin Bing". Talking about the deep friendship between the Thai people and the giant panda, he choked several times and the scene was all moving.

　　Li Wei, vice president of Peking University New Media Research Institute, has participated in the major topic of "Research on the External Communication of China’s Cultural Soft Power" for many times, and conducted extensive surveys on people in many western countries. The results show that "the friendly giant panda has become the most recognizable symbol of China culture."

　　Zhao Qi, Deputy Secretary-General of Publicity Department of the Communist Party of China, said that the International Cultural Week of Giant Panda will make the world understand the cultural connotation of giant panda more deeply, further draw closer the hearts of Chinese and foreign people, and gather spiritual strength for building a community of human destiny.

　　All good principles should adapt to changing times to remain relevant. When General Secretary of the Supreme Leader visited Sichuan in February this year, he put forward ardent hopes for Sichuan to "build a three-dimensional and comprehensive opening pattern and build an inland open economic highland". The Third Plenary Session of the Eleventh Provincial Party Committee clearly implemented the strategy of all-round opening and cooperation, and raised the global opening to an unprecedented height. Sichuan is the home of giant pandas, where about 75% of the giant pandas live, and it is the main force of China’s giant pandas’ foreign exchange. Actively planning the international cultural week of giant pandas, based on the national position and international vision, striving for the support of the State Council Press Office, and cooperating with state organs, institutions and provincial governments to host it is not only an initiative to integrate into the national opening strategy and the overall situation of the central publicity work, but also a powerful measure for Sichuan to expand its opening up.

　　A craze is forming. The first China Giant Panda International Cultural Week was directed by the the State Council Press Office and co-sponsored by the State Forestry and Grassland Bureau, the Chinese People’s Association for Friendship with Foreign Countries, the Sichuan Provincial People’s Government, the Shaanxi Provincial People’s Government and the Gansu Provincial People’s Government. It is dedicated to making the event a symbolic brand of China’s foreign cultural exchange.

　　In order to promote the giant panda cultural brand to become a national image symbol for external publicity, Sichuan has been making intensive preparations since the beginning of the year. The main activities during the whole cultural week were planned and undertaken by Sichuan, and the most eye-catching scenery was also painted by Sichuan. The secretary of the provincial party Committee and the governor attended the panda publicity activities at the same time, which was rare in the past and set an example for the province to form a good situation in which leading cadres took the lead in grasping the publicity work.

　　A whole new situation is opening up. Shi Kefang, Panamanian ambassador to China, said that in the future, it is necessary not only to promote the giant panda culture in Panama, but also to let people in Latin America know about giant pandas and Sichuan.

　　"Giant pandas can make people open their hearts." Zhou Haoli, Indonesian ambassador to China, said that the panda culture will be spread continuously in the future. He believes that people connected by giant pandas can also bring more opportunities for cooperation.

　　Connotation renewal

　　Let the beautiful image of the giant panda bear the story of China, cross the barriers of race, culture and region, reach the hearts of the people and win the world’s listening.

　　"Why is there a giant panda only in China?" Xu Gang, who just won the 7th Lu Xun Literature Prize, said, "Every creature has the most suitable environment it seeks, and only China and Sichuan, and the excellent natural ecology has made the giant panda a paradise for survival." August 22nd, National Library of China. Xu Gang, 89-year-old "father of pandas" Hu Jinchu, Mao Dun literature prize winner Alai of Lu Xun literature prize, and giant panda culture research scholars Tan Kai and Sun Qian discussed the giant panda culture at the sharing meeting of giant panda theme books. Sun Qian said, "The core connotation of giant panda culture is natural selection, harmony and common prosperity, friendliness and tolerance." Tan Kai believes that "the giant panda contains unique scientific, aesthetic, cultural and ecological values, among which the most important feature is the word’ goodness’, and the giant panda culture is a synthesis of truth, goodness and beauty. The’ kindness and tenacity’ conveyed by the giant panda is part of the fine culture of the Chinese nation. "

　　….. These thoughts about the cultural connotation of giant pandas are enlightening.

　　Giant panda culture, a super IP in Sichuan and even China, has been widely developed and utilized in recent years. However, in the first half of this year, organized by the Propaganda Department of the Provincial Party Committee, we went to Chengdu, Ya ‘an and other six cities and 18 counties for "great learning, great discussion and great investigation". At 15 symposiums attended by giant panda researchers, cultural celebrities and cultural enterprises, everyone reported that the connotation of giant panda culture was not explored enough at present, and the phenomenon of fragmentation and disorder was obvious, which affected the overall communication effect.

　　Therefore, the deep exploration of the cultural connotation of the giant panda and the unified creation of Sichuan’s foreign cultural exchange brand have become a main line for Sichuan to actively participate in this cultural week and host two major theme activities and eight supporting activities.

　　During the Cultural Week, with the advantages of gathering experts and developed think tanks in Beijing, top scholars and well-known cultural figures in the industry were invited to the international communication and sharing meeting of giant panda culture and the sharing meeting of giant panda theme books, and everyone offered suggestions and suggestions, which significantly improved the connotation and extension of giant panda culture.

　　As the curator of "Panda China Sichuan Theme Exhibition", Chen Xiaobo, the lead editor of Xinhua News Agency, highlighted Sichuan’s good natural ecological environment in the exhibition. "The safety of giant pandas reflects the efforts of human beings to understand nature and explore harmony with nature step by step."

　　Luo Qin, deputy general manager of CCTV, who is in charge of the Panda Channel, believes that the pure panda image appears in front of foreign audiences, and its own animal posture, black and white posture, is already a tangible and intangible embodiment of China’s "Tai Chi culture" and "philosophy". It looks naive, and it is also the most authentic thing in China’s traditional cultural values, surpassing reality and history.

　　"Cultural symbols are a national business card, which contains national preferences, habits, spirits and values, and contains historical memories." Wei Li believes that with the help of giant pandas, we can tell the story of China, spread the voice of China and push Chinese culture out.

　　Whether it can be modernized, shared and futuristic determines to what extent China culture can contribute to and influence the world.

　　The friendly and amiable image of the giant panda has come to the fore. "The giant panda has the greatest potential to become the most cute cartoon image representing China." At the international communication and sharing meeting of giant panda culture, Wang Zhongyi, editor-in-chief of People’s China Magazine, said, "The globalization of the cultural product market requires us to explore the greatest common denominator and seek world acceptance. An important feature of open cultural exchange is to encourage others to take their own cultural elements. Cultural exchange must be a process of mutual integration, and the game of culture must not be a zero-sum game. " He suggested that Sichuan should take the giant panda as the theme, and create a unique cartoon image similar to the Japanese "Kumamon". When it comes to giant pandas, the first image that comes to mind.

　　The global recruitment campaign for the international image of China Giant Panda initiated by Culture Week invites outstanding designers at home and abroad to create unique panda cultural images, so as to better interpret and interpret the panda culture and friendly image to the world.

　　Participate more widely.

　　Horizontal departmental cooperation and vertical hierarchical linkage, with extensive participation from departments to cities and counties, enterprises, media and society, the province has formed a "great publicity" force to jointly grasp the giant panda culture.

　　At the "Panda China Sichuan Night" event, 14 Chinese and foreign guests accepted the certificate of "Global Promotion Ambassador of Panda Culture", and 12 diplomats in China lit up the panda map, and the audience applauded.

　　Behind this highlight moment, there are many people’s hard work.

　　In order to invite suitable guests to be "ambassadors for global promotion of giant panda culture", overseas Chinese Affairs Office, Provincial Friendship Association, Provincial State-owned Assets Supervision and Administration Commission, Provincial Forestry Department, Provincial Department of Culture, Provincial Federation of Literary and Art Circles, Sichuan Daily Newspaper Group, Emei Film Group and other units have made extensive contacts through their own channels to ensure the level and broad representation of global promotion ambassadors for giant panda culture.

　　There are many activities led by Sichuan this time, and the tasks are heavy, and there are many things. It is by no means that any department can do it.

　　On August 16th, an A350 plane, known as the "cutest plane", was painted with giant pandas and carried more than 300 passengers from Chengdu to Beijing Capital International Airport, marking the commercial maiden voyage of the first "Panda Road" themed flight launched by Sichuan Airlines. Since the maiden voyage, many Sichuan delegates who went to Beijing to participate in the International Panda Culture Week have chosen to take this flight and walk with the giant panda culture. Next, the "Panda Road" theme flight will also fly to Shanghai and other routes, and will be put into operation on international routes in due course, making this "road" wider and wider.

　　On the Cultural Week, Wang Jian, general manager of Sichuan Airlines Cabin Department, received the certificate of "Global Promotion Ambassador of Giant Panda Culture" on behalf of more than 3,000 Sichuan Airlines flight attendants, which indicated that all Sichuan Airlines flight attendants had become publicity workers.

　　From 1 to 3,000, it vividly embodies and interprets the concept that the whole society participates and everyone is an ambassador for foreign propaganda.

　　In accordance with the requirements of the provincial party Committee, Sichuan’s foreign propaganda work has strengthened the overall coordination of the province and actively promoted collaborative cooperation. In this cultural week, the provincial tourism commission, the provincial library, Wuliangye Co., Ltd., Sichuan Airlines Group, the provincial airport group, Sichuan Radio and Television Station, chengdu research base of giant panda, Chengdu Wenlv Group and other units also actively participated and cooperated with each other. Under the guarantee of the joint conference system of Sichuan’s international publicity, the preparation of various activities has achieved horizontal departmental cooperation and vertical hierarchical linkage, with extensive participation from departments to cities, States, enterprises, media and society, forming a new pattern of large-scale international publicity work and exploring a new paradigm of Sichuan’s international publicity activities.

　　At the Cultural Week, Wuliangye Giant Panda Modeling Wine was praised as "Sichuan Gold Business Card" for its colorful appearance and pleasing theme. In order to make the cross-cultural integration of giant panda and liquor and the Sichuan expression of constantly innovating Chinese culture fully displayed, Tang Bochao, deputy general manager of Wuliangye Co., Ltd., discussed the scheme with the team on the spot for several days until late at night. "No matter how hard it is, it is worth it."

　　HeartPanda, a Tianfu panda created by Chengdu International Culture and Art Center, was selected as one of the exquisite accompanying gifts of "Global Promotion Ambassador of Giant Panda Culture". The artistic giant pandas obtained by each "ambassador" are of different shapes and colors, which combine the elements of Sichuan non-legacy lacquerware and express China culture in a creative and innovative way.

　　As the planner and executor of the "1+1+8" event of the first China Giant Panda International Culture Week in Sichuan, Sichuan Culture Communication Co., Ltd., a wholly-owned subsidiary of Sichuan Daily Newspaper Group, fully integrated the media, social and market resources of Sichuan Newspaper Group to provide professional guarantee for the successful operation of the event.

　　At the "Panda China Sichuan Night" event, a guest lamented, "I have never participated in such a grand and emotional event with the theme of giant pandas." In the eyes of many guests, there were not only bartenders who used Wuliangye to bring out cocktails with unique flavor, but also baritone singer Liao Changyong who sang "The Matador’s Song" live, and the performance of combining Sichuan traditional and modern music and song and dance brought by Chengdu Wenlv Group. "The form is very creative, fully respecting international practices, with Sichuan flavor and full international style."

　　The pattern is bigger

　　Sichuan has made great efforts to expand the global circle of friends. Every "ambassador for global promotion of giant panda culture" and every "cat powder" is a seed and a microphone to spread the giant panda culture, and the promotion of giant panda culture has moved from solo to multi-voice chorus.

　　In June this year, on the occasion of the first anniversary of the formal establishment of diplomatic relations between China and Panama, a film called Carol! The experiential documentary Panda Powder from Panama was broadcast in Panama, and the response was enthusiastic. Carol, the "panda powder" in the film, has been fascinated by giant pandas since she heard her father tell the story of giant pandas at an early age. She once made a giant panda handbook by imagination. In May this year, he finally met the giant panda in Sichuan, fulfilling his long-cherished wish.

　　The father who told Carlo a story was the Panamanian ambassador to China, Shi Kefang. This time, Shi Kefang was invited to be one of the 14 "ambassadors for global promotion of giant panda culture", and he said that he would tell the story of the giant panda to more people in Latin America.

　　According to the person in charge of the event organizing committee, the selection of 14 "ambassadors for global promotion of giant panda culture" is very particular. First of all, they are loyal "cat powder" and are inextricably linked with giant pandas. They are also iconic figures in the fields of foreign exchange, literature, art, photography, culture, science and technology, etc. With these foreign politicians and opinion leaders who are deeply involved in their respective fields as the fulcrum, they incite the lever of spreading the giant panda culture and influence and drive more people to publicize and promote the giant panda culture.

　　The appointment of an "ambassador" is both a ceremony and a beginning. Relying on giant pandas, they will bring the splendid Chinese culture and Bashu culture to a wider world. A "friend circle" radiating around the world is taking shape.

　　Gong Taparanxi said that the giant panda is a link between culture, economy, education and sports exchanges and cooperation. "Some travel agencies in Thailand even specially launched the’ Panda Package’."

　　Austrian ambassador to China Shi Difu said, "I want to tell the children the story of giant pandas, and let the next generation know and cherish natural species through giant pandas to protect our environment."

　　Alai, a famous writer, practices his promise as the "global promotion ambassador of giant panda culture" with actions, and promotes the giant panda culture through literature, so that the world can pay attention to nature and ecology.

　　Knowledge sharing links human’s thirst for knowledge. The topic "How can I not know about pandas if I want to raise them in the cloud" launched by Zhihu has accumulated more than 5 million readings in less than one day. Kelly Y Zhou, founder and CEO of Zhihu, said that Zhihu can build a sustainable platform for the panda culture.

　　Stars drive the spread of traffic on the network. On the evening of 21st, the news that Chris Lee was appointed as the "Ambassador for Global Promotion of Giant Panda Culture" was released, which quickly became a hot search in the national network. By the 22nd, the number of Internet hits had exceeded 100 million, which rapidly enhanced the popularity and influence of Giant Panda Culture Week among young people.

　　Ji Shaoting, co-founder of Shell Network with many young fans in the field of science fiction, Zhou Mengqi, photographer, Zhang Zhihe, director of chengdu research base of giant panda, Cao Hongying, chief wine taster of China and chief tasting and blending technician of Wuliangye Group … All the "ambassadors" are in their respective subdivisions, spreading the giant panda culture to audiences in all circles accurately.

　　Communication channels are constantly increasing, subdividing and sinking. Tencent, CCTV Panda Channel, Ergeng and other new media have helped, using highly interactive and participatory new media products, so that the spread of giant panda culture is very friendly and smooth.

　　From a solo of a region and a department to a multi-voice chorus, China Giant Panda International Culture Week planted a seed in the fertile soil of Sichuan’s foreign cultural exchange, allowing the giant panda culture to take root in Sichuan, bloom in China, sing a good voice of China and win the world’s attention. (Reporter Xiao Wei Lynn Yang)