A high-level forum series focusing on building China's cultural strength was held in China's hub of innovation and globalization, Shenzhen, from Monday to Tuesday, convening industry leaders, academics, and representatives from globally recognized Chinese enterprises. Among the series of forums, one focusing on the mutual empowerment of culture and business spotlighted how cultural narratives and brand-building strategies are reshaping China's approach to overseas expansion, moving beyond product exports to fostering cross-cultural dialogue rooted in equality and mutual respect.

A forum series on building China's cultural strength was held in Shenzhen.

From Products to Cultural Narratives

The forum underscored a paradigm shift among Chinese enterprises: transitioning from selling goods to sharing stories.

Wang Chen, Vice President of Public Affairs of China Literature Group—a pioneer in exporting Chinese web novels—emphasized the subtle power of cultural storytelling.

"Our novels organically embed Chinese values. When global readers resonate with characters or plots, they're also embracing elements of Eastern philosophy and ethics," he noted. With over 15 million works, China Literature's platform demonstrates how cultural products can serve as "soft ambassadors," fostering understanding through relatable narratives.

MINISO Group, known for its lifestyle products, highlighted localization as key to cultural integration.

Chen Chang, Head of Public Relations, explained how the company adapts its strategies: "When our products enter new markets, we study local aesthetics and traditions. For instance, in Southeast Asia, we incorporated batik patterns; in Europe, minimalist designs." By blending Chinese efficiency with regional tastes, MINISO has expanded to 7,000 stores globally. Chen added that localized teams drive deeper engagement: "Our overseas institutions bridge cultural gaps, ensuring our brand philosophy resonates universally."

A forum series on building China's cultural strength was held in Shenzhen.

One of the forums in the series focuses on the mutual empowerment of culture and trade.

Cultural Confidence: "No More Looking Up or Down"

Pop Mart, the toy giant behind the viral Labubu figurines, emphasized cultural confidence.

Vice President Chen Xiaoyun underscored this idea: "We don't need to look up to or down on the world—we engage as equals." Pop Mart's success overseas reflects a shift in global consumers' appetite for diverse narratives. True equality means creating as peers, not followers or superiors, Chen asserted.

Wei Pengju, Director of the Central University of Finance and Economics' Institute of Cultural Economy, tied brand value to cultural identity.

"A brand's longevity hinges on its ability to embody shared values. Huawei's and BYD's presence in overseas markets isn't just business tactics—they're cultural conversations," he argued. Wei stressed that China's rise as a cultural-economic power relies on brands becoming "value carriers," blending innovation with humanistic traditions like harmony and collective well-being.

The forum concluded that China's dynamic brands, infused with humanistic values and storytelling, are reshaping global perceptions, proving that cultural resonance is key to sustainable growth abroad. As these enterprises expand, they carry forward China's rich heritage while forging modern, equitable dialogues worldwide.

Reporter/Script | Huang Xinyi

Video & Photo | Pan Jiajun

Poster | Lai Meiya

Editor | Ouyang Yan, Hu Nan, James, Shen He