On Dec 27, Beijing International Studies University's research institutes co-hosted the seminar on "Beijing Grand Canal Cultural Brand Construction and International Communication".

The seminar was presided over by Professor Qu Ru, president of BISU's Beijing Institute of Intercultural Communication.

Cheng Wei, a member of the Standing Committee of the CPC BISU Committee and vice-president of the university, delivered a speech at the seminar.

Cheng briefed the guests on the basic situation of BISU and the Beijing Institute of Intercultural Communication, and she expressed her gratitude for their visit.

She mentioned that the seminar aims to theoretically explore cutting-edge issues related to the Grand Canal culture project and respond to the historical mission of mutual learning and exchanges between Chinese and foreign civilizations.

She said that BISU is willing to work together with experts from various government departments and universities to jointly promote the international dissemination of Chinese civilization.

Beijing Grand Canal Cultural Brand Construction and International Communication Seminar is held at BISU on Dec 27, 2024.

Cai Fan, an expert from the China Institute of Water Resources and Hydropower Research, pointed out the difficulties in the construction of the Grand Canal in Beijing as well as its rich cultural significance. The canal not only serves as an important part of the Beijing-Hangzhou Grand Canal but also addresses Beijing's water supply and transportation issues. In addition, it carries profound political, economic and cultural significance, promoting the exchange and integration of different local cultures in Beijing.

Jiang Heping, a senior editor at China Media Group, proposed that the international communication of the Grand Canal should focus on "senses of history, responsibility and affinity" to bridge cultural gaps, enhance international credibility, improve communication and achieve effective dissemination. He also shared several successful cases and suggested enhancing exchanges with other canals worldwide.

Wang Jingzhong, a senior director at Xinhua News Agency, proposed leveraging existing resources and technological means through methods such as generating videos using AI, creating international tourism projects and unearthing historical records to enhance communication effectiveness. 

Zhang Kai, a professor at Communication University of China and a member of the Expert Committee of the World Historic and Cultural Canal Cities Cooperation Organization, analyzed the characteristics of the Grand Canal brand, such as its long history, strong continuity and unique status as a cultural link and a symbolic representation of common identity for the Chinese nation.

She presented the Grand Canal Brand Construction Chart, which includes collaboration mechanisms, museums, international exchanges and public welfare projects, citing the IP of Yangzhou Canal Culture as an example. 

Li Lei, chief editor of "News and Writing", pointed out the trend of international communication towards diverse entities, digital empowerment and innovative forms, emphasizing the importance of telling China's stories and offering Chinese solutions.

The guests also discussed the guiding principles, strategies and significance of the international communication of the Grand Canal culture and brand.

In addition, officials from Beijing spoke about the achievements and plans for the protection and dissemination of the Grand Canal culture.  

This seminar not only delved into the cultural value of the Grand Canal, but also provided valuable ideas and strategies to promote the international dissemination of the Grand Canal culture.