BEIJING, May 7 : The flagship international communication project ” Discover China 2026,” created by the News and Information Center of Xinhua News Agency, officially kicked off in Beijing on May 6.
The campaign aims to portray a panoramic view of China’s high-quality development in the new era through cross-cultural dialogue. More than 150 guests attended the launch, including Shahbaz Khan, Director of UNESCO’s Regional Office for East Asia, as well as diplomatic envoys from various countries and media representatives.
During the event, the News and Information Center of Xinhua News Agency and UNESCO formally signed a letter of intent to deepen cooperation in areas such as knowledge dissemination and the preservation of river civilizations. Shahbaz Khan noted that “civilizations become richer through exchange and more diverse through mutual learning,” adding that Chinese cities’ experiences in heritage conservation and ecological innovation are contributing Chinese wisdom to the world.
Ji Tiejun, Member of the Standing Committee of the Nanjing Municipal Committee and Director of the Publicity Department of the CPC Nanjing Municiple Committee, and Lan Feng, Member of the Standing Committee of the Harbin Municipal Committee and Director of the Publicity Department of the CPC Harbin Municipal Committee, shared local practices. From the ecological scene of “finless porpoises frolicking in the waves” in Nanjing to the “turning extreme cold into extreme beauty” ice and snow wonderland in Harbin, the two cities showcased the unique charm of where Eastern and Western civilizations meet, as well as vivid examples of Chinese-style modernization.
According to the organizers, from May to December, the campaign will invite approximately 2,000 international opinion leaders to conduct in-depth visits to more than 40 cities across 20 provinces, autonomous regions, and municipalities. Sergio Gomez, the lead creator of the “Panda Latino” influencer studio, and other media representatives expressed their eagerness to uncover more heartfelt stories and present a vivid, authentic China to the world.
Corporate partners such as Trip.com Group and Yili have already joined the initiative. The project aims to build a high-end value-sharing platform, creating a resonance between brand narratives and the national story.