文明交流互鉴｜做强对外文化交流的“上海品牌”

Core Perspective - Shanghai is focusing on cultivating globally competitive cultural entities, enhancing brand building, and innovating communication mechanisms to effectively tell China's story and promote cultural exchange, providing a replicable "Shanghai model" for global engagement [1]. Group 1: Cultivating Diverse Cultural Entities - The internationalization of cultural entities is the core support for cultural outreach, with Shanghai having a number of leading cultural enterprises like Oriental Pearl, Shanghai Film Group, and MiHoYo, which are evolving from "content export" to "ecosystem export" [2]. - Support for small and medium-sized cultural enterprises is essential, encouraging the development of cultural IP derivatives and providing a "lightweight" empowerment model, including a public service platform for overseas expansion [2]. - A collaborative matrix of cultural enterprises is being constructed to enhance the synergy between large and small entities in the international market, promoting a more vibrant and layered approach to cultural outreach [2]. Group 2: Strengthening Brand Building - Shanghai has strong capabilities in film, performing arts, design, digital entertainment, and art trading, which provide a solid industrial foundation for cultural outreach [3]. - There is a need to create a globally recognizable "Shanghai brand" that combines local cultural resources with international market demands, encouraging the creation of works that feature "Chinese narratives" and "Shanghai expressions" [3]. - The identification of Shanghai's cultural symbols is crucial, focusing on core values that can be globally disseminated, and developing sub-brands that resonate internationally, such as "Shanghai Design" and "Shanghai Light and Shadow" [3]. Group 3: Innovating Communication Mechanisms - Cultural communication is shifting from broad outreach to precise targeting, requiring Shanghai to build a new communication mechanism that emphasizes data-driven approaches and emotional connections [4]. - The integration of culture with other sectors like tourism, commerce, and technology is essential to expand the influence of cultural brands and enhance user engagement through innovative scene design [4]. - Major cultural events in Shanghai, such as the Shanghai International Film Festival and the Shanghai Book Fair, are being upgraded to global cultural events to enhance their international impact and attract top cultural projects [4]. Group 4: Enhancing International Cultural Exchange - Strengthening the "Shanghai brand" in cultural exchange is a systematic project aimed at transforming local cultural resources into international cultural appeal and competitiveness [5]. - This initiative is designed to elevate Shanghai's status as an international cultural metropolis, facilitating mutual understanding and exchange among civilizations [5].