As part of the 2025 Annual Conference of the Overseas Chinese Media Cooperation Organization (OCMCO), a dedicated session on international communication and media innovation was held in Changsha, featuring in-depth discussions on Challenges and Strategies in Cross-Cultural Communication and Global Communication and the Opportunities of New Media. Representatives from leading Chinese-language media outlets around the world shared practical insights and bold ideas, engaging in rich exchanges with fellow guests and experts.
Embracing Youthful and Global Communication: Hunan Broadcasting System
Xu Rong, Member of the Party Committee and Deputy General Manager (Vice President) of Hunan Broadcasting System (HBS), opened the session by highlighting the Group’s commitment to creating a communication model that is both youth-oriented and internationally appealing. In recent years, Hunan Broadcasting has actively developed a global social media matrix, strengthening its digital footprint and international presence.
Xu also emphasized the unique advantages of media outlets in Hong Kong, Macau, and Taiwan in global communication and expressed a strong willingness to deepen collaboration with peers from those regions.
“We hope to build a new communication ecosystem for the Chinese-speaking world — together,” she said.
Short Videos, Big Impact: The Power of Platform Algorithms
Rémon Chen, Canada Solo Media Inc. CEO, pointed out that short-form video has revolutionized media dynamics by allowing anyone to become a content creator — anytime, anywhere.
“New media has shattered the time-space constraints of traditional journalism,” he said.
Chen stressed that algorithm-driven distribution is the new battleground. The more high-quality and niche the content, the more exposure it receives. He urged overseas Chinese media to better understand platform mechanics and data analytics, and to leverage AI tools to tell China’s story in more effective, layered, and emotionally resonant ways.
“We must give the world a fuller, more authentic, and lovable image of China,” he remarked.
From “Made in China” to “Created by China”: The Power of Experiential Storytelling
Zhou Hongtu, President Zhou Hongtu of Kaiyuan Tourism Group in Germany, observed that for many international audiences, the phrase “Made in China” once evoked images of assembly lines.
“But through cultural festivals, food fairs, and travel experiences, that perception can evolve to ‘Created by China’ and even ‘Chinese culture’ itself,” he explained.
He underscored the importance of experiential communication in shaping long-term impressions and called for media-industry integration to drive sustainable storytelling.
“News alone isn’t enough. We need to combine media with industry to create lasting cultural impact,” Zhou said.
🍶 Telling the Story of Hunan’s Flavor: The Role of Local Brands
Sun Quanchao, Brand Director of Wuling Liquor Co., Ltd., expressed his hope that overseas Chinese media would help bring the “taste of Hunan” to a larger global audience.
“We want to be a bridge — linking tradition with modernity, and connecting Hunan with the world,” he said.
Sun shared that Wuling Liquor is actively exploring youthful and international branding strategies, using immersive experiences and creative events to make baijiu culture more appealing to younger generations worldwide.
A New Model for Global Communication: Ta Kung Wen Wei’s Vision
Wang Xiao, Director of the International Communication Center of Ta Kung Wen Wei Media Group, introduced the Center’s development since its founding in 2023. Drawing on the group’s resources and the Cooperation Organization’s global network, the Center has made notable progress in enhancing the effectiveness of international communication.
Wang outlined three strategic directions for building a distinctive model of Chinese international communication:
- Leverage Hong Kong’s hub status to build a diversified communication matrix;
- Deepen collaboration through the Organization’s platform, expanding a global network of media partners;
- Extend the scope of communication services to amplify the economic and cultural impact of cross-border media cooperation.
“We hope this year’s conference will help us tell China’s story better, farther, and louder — with a voice that is both trustworthy and compelling,” she concluded.
The session reflected the broader mission of the 2025 annual conference: to strengthen the international voice of Chinese-language media, enhance mutual understanding across cultures, and tell more powerful stories of China’s transformation — from the heart of Hunan to the rest of the world.
(Reporter: Lu Jingyi)
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