Guangdong province in southern China unveiled a new slate of policies to boost the province's cultural industries and promote international cultural exchange on May 22, the opening day of the 21st China (Shenzhen) International Cultural Industries Fair (ICIF).

At a press conference held at the fair, officials from China's top economic and cultural powerhouse announced a series of measures to streamline approval processes for commercial performances, encourage the introduction of major international productions, build platforms for world-class cultural events, and attract global talent in cultural industries. 

Authorities also called on global film and television producers to "come shoot in Guangdong," pledging top-tier services and resources to support international collaboration.

Zeng Xiaofeng, Deputy Director General of the Guangdong Department of Culture and Tourism, noted that the province plans to shorten approval times for commercial performances and help performance companies promote their shows more efficiently. "Regions with the right conditions will be encouraged to bring in top-tier shows, both from home and abroad."

"We sincerely welcome film and TV companies from across the globe to develop in Guangdong," said Cui Chaoyang, Deputy Director General of the Publicity Department of the CPC Guangdong Provincial Committee. "We are ready to provide the best services."

This message of openness set the tone for the five-day fair in Shenzhen, a city known as a pioneer of China's reform and opening-up. The ICIF, China's largest and most influential cultural expo, brings together over 6,200 government bodies, cultural institutions, and companies, showcasing the country's growing cultural industries — from AI-powered tools to centuries-old craftsmanship.

Among them are more than 300 overseas exhibitors from 65 countries and regions, participating both online and offline. The fair offers not just a window into Chinese innovation, but also a platform for cross-cultural exchange.

"We came here to promote African cultural products," said Daouda, an exhibitor from Mali. "I even met people doing African music who now have a workshop in Shenzhen. They are learning directly from African masters."

China's increasingly open cultural environment is drawing international creatives and entrepreneurs. 

"From June 1, we'll have visa-free access to China," said Asilbek Khonkhujaev, an exhibitor from Uzbekistan, who has lived in China for around eight years. "That's a great sign from a cultural perspective." 

"There are so many stereotypes in the world — even I had them before coming to China. But once you're here, you realise the big opportunities and the openness of culture in the country," said Khonkhujaev.

Reporter | Liu Xiaodi, Ouyang Zixuan (intern)

Host | Liu Xiaodi

Video Editor | Pan Jiajun

Video Script | Liu Xiaodi

Camera | Pan Jiajun

Text | Liu Xiaodi

Cover Designer | Lai Meiya

Editor | Ouyang Yan, Yuan Zixiang, James, Shen He