中新网北京12月20日电(记者 刘越)12月19日，由华语教学出版社、中国外文局文化传播中心联合北京市 高等教育学会大学英语研究分会、江苏省高等学校外国语教学研究会共同主办，华语教学出版社承办 的"2025中华文化国际传播论坛·'文韵中国'大学英语教学与中华文化传播分论坛"在中国传媒大学举行。 众多高校专家学者、外语院系负责人、骨干教师、学生代表出席本论坛。 在"文韵中国"文化英语系列教材主编论坛环节，各位主编各抒己见，围绕教材中中国文化的融入方式、 内容选取等核心问题分享观点。或强调应精选具有广泛代表性和独特魅力的文化元素，以生动形式呈 现；或主张结合现代传播手段，增强教材的趣味性与互动性。在提升文化自信方面，大家一致认为教材 要引导学生用英语讲好中国故事，传递中国声音。 对于跨文化交流，与会嘉宾们提出要兼顾文化差异，让学生在理解不同文化的基础上，更好地传播中国 文化。此次论坛凝聚了各方的智慧与力量，为"文韵中国"文化英语系列教材的进一步优化指明方向，助 力培养更多能担当跨文化交流使命的优秀人才。(完) "文韵中 国"分论坛现场图。主办方供图 华语教学出版社社长汪涛在致辞中指出，面对"坚定文化自信、讲好中国 ...

新加坡《海峡时报》12月19日文章，原题：随着文化自信提升，中国品牌在叙事中日益注重展现传统文 化 如今，越来越多中国企业不再依赖西方地标来彰显现代性和全球影响力，而是日益将中国本土的风 景、美学和文化特色融入其营销策略中。这表明中企对自身文化实力的信心不断增强，认为中国文化已 足够成熟，可独树一帜。西交利物浦大学艺术科技产业研究中心助理教授陈一鸣说，中国品牌正越发努 力通过中国本土的地理和历史来传达全球愿景，将本土场所视为展示创造力的舞台，但"我们现在所看 到的并非是对全球化的拒绝，而是一种重新调整"。 此类选址表明，随着中国文化自信的提升，中国品牌正越来越多寻找那些能引发消费者情感共鸣、更能 有力彰显中国特色的国内景观。仲量联行高管朱建辉说，这种变化在一定程度上是由代际因素推动的， 因为中国年轻一代在消费决策中更注重情感联结，"Z世代对中国文化的认同感和民族自豪感已达到前 所未有的高度。消费者不再认为在海外拍摄的广告就一定更高端。"相比之下，中国自身丰富的文化和 自然资源更能带来新鲜感与情感共鸣。上海社交媒体营销机构WaiSocial的负责人奥利维亚·普洛特尼克 说，如今中国消费者更具辨别力，他们寻求的产 ...

Core Insights - The younger generation seeks a more relaxed and fashionable way to express cultural confidence, which brands like Adidas are tapping into by interpreting traditional Chinese culture through their products [1] Group 1: Consumer Trends - The global consumption market is undergoing deep structural changes, with increasing trends of market segmentation and personalization, necessitating brands to accurately identify and cater to diverse consumer needs [3] - Adidas is diversifying its product offerings in the running category, providing a range of shoes tailored to different types of runners, such as the ADIZERO 0 series for elite runners and the SUPERNOVA series for casual joggers [3] Group 2: Brand Innovation - Adidas has successfully launched its flagship store on Anfu Road in Shanghai, which has become a cultural hub for young consumers and has performed exceptionally well since its opening [5] - The brand is focusing on cross-industry collaborations to enhance product appeal, including a partnership with Chinese designer SAMUELGUÌYANG for a limited New Year collection, which has gained popularity among young consumers and NBA stars [7] Group 3: Financial Performance - Adidas reported a revenue of €2.774 billion in the Greater China region for the first three quarters of 2025, reflecting a 12% year-on-year growth and demonstrating the effectiveness of its localized strategy [9]

从非遗服饰到国潮手办，从智能手机到电动汽车，传统文化筑基、时尚创意破圈、前沿科技加持， 文化自信正助推国产品牌逐渐成为中国年轻人的消费首选。 记者：何鑫源 蔺妍 胡萨姆（报道员） 【纠错】 【责任编辑:胡蓉】 跟随叙利亚报道员胡萨姆，来体验"国潮"一天吧！ 编导、视频：何鑫源 胡冠 ...

一年前，花3万块买个金手镯，可能被认为"人傻钱多"；如今，同样的钱在古法黄金店里只能买到一个 小吊坠——还要排队、配货、等一年工期。 更魔幻的是，这些"天价"金饰的买家，正是那些平时购买爱马仕、LV的高端消费者。当一件黄金吊坠 的价格超过一只入门款香奈儿包包，当顾客需要像抢茅台一样抢购黄金饰品，一个颠覆性的消费现象正 在重塑整个奢侈品市场。 老铺黄金开创的古法黄金赛道火爆之后，一批追随者也相继出圈——琳朝珠宝目前每周接受12个订单， 热门款式需要配货才能购买，工期长达一年；寶蘭的热门款式长期处于预售状态。这些品牌在工艺和稀 缺性营销上比老铺更加极致。 资本市场的嗅觉同样敏锐。12月初，寶蘭、琳朝珠宝先后完成亿元级融资，背后不乏雷军的顺为资本、 全球奢侈品巨头开云集团等重量级投资机构。 投资机构接连出手，巨头、大佬跨界押注，古法黄金何以得到市场青睐？当产能限制遇上规模化扩张， 当手工艺遭遇商业化运作，谁将成为下一个老铺黄金？ 从"论克卖"到"天价收藏品" 琳朝珠宝的直播间或许是整个黄金行业最"反常"的存在：工作日上午11点，只有80余人在线，主播却不 慌不忙地"劝退"着急购买的粉丝。 "没办法量产，只能一件一件 ...

Group 1 - The core viewpoint emphasizes that the establishment of the Hainan Free Trade Port and its full island closure is a significant step towards high-level opening-up and building an open world economy [1] - Cultural construction is highlighted as an essential component of the free trade port's operation, with a focus on enhancing cultural soft power as the spiritual core of the port's development [1][2] - The integration of culture and tourism is crucial for activating industrial development, with cultural elements enhancing the tourism experience and contributing to economic growth [3] Group 2 - Post full closure, the focus should be on enhancing cultural confidence and ensuring that openness aligns with cultural identity, which is vital for navigating a complex cultural environment [5] - Protecting and revitalizing Hainan's unique cultural heritage is essential for building a strong spiritual foundation, with efforts needed for both rescue and active transmission of cultural practices [5] - The Hainan Free Trade Port must enhance its international communication capabilities to showcase its cultural soft power and contribute to the broader narrative of China's commitment to an open world economy [6]

Core Viewpoint - Impression Dahongpao (2695.HK) is set to issue 36,100,000 H-shares globally, with a maximum offering price of HKD 4.10, aiming to capitalize on the growing cultural tourism market in China [1][7]. Company Overview - Impression Dahongpao is a state-owned cultural tourism service enterprise based in Wuyishan, Fujian Province, listed on the New Third Board since January 20, 2017 [1]. - The company focuses on providing comprehensive cultural tourism experiences, with its flagship performance "Impression Dahongpao" being a significant draw for both domestic and international tourists [1][2]. Market Context - The Chinese cultural tourism market is undergoing a transformation from traditional sightseeing to immersive experiences, particularly appealing to younger generations seeking diverse cultural recognition [2]. - The market for cultural tourism performances in China reached approximately RMB 16.6 billion in 2023, showing a year-on-year growth of about 416.2% [2]. Performance Metrics - Since its premiere in March 2010, "Impression Dahongpao" has held over 6,700 performances, attracting more than 9.4 million viewers, with a 2024 average attendance rate of approximately 75.7% [3]. - The performance's ticket revenue is projected to reach around RMB 129.8 million in 2024, ranking third among all tourism performances in China [2][3]. Business Strategy - The company is expanding its business model beyond performances to include a synergistic ecosystem of "performances + cultural tourism towns + themed hotels," aiming to provide a one-stop deep experience for visitors [4][6]. - A new indoor performance, "Moonlight Wuyishan," is set to launch in May 2025, complementing the existing outdoor performance and catering to different audience preferences [4][5]. Financial Planning - The funds raised from the IPO will be allocated for upgrading audiovisual equipment and stage effects for "Impression Dahongpao," as well as developing the Impression Cultural Tourism Town and exploring acquisition opportunities [8]. - The company has committed to a proactive profit distribution policy to ensure reasonable returns for investors post-IPO [7][8]. Industry Implications - Impression Dahongpao's entry into the Hong Kong stock market serves as a new model for capitalizing state-owned cultural tourism enterprises, integrating cultural and commercial values [9]. - The company is positioned to benefit from national policies promoting cultural confidence and tourism consumption upgrades, enhancing the value of quality cultural tourism IPs [9].

Core Insights - Multinational companies are increasingly using traditional Chinese cultural themes in their advertising to attract Chinese consumers, reflecting a shift towards local cultural integration [1][2][4] - The Chinese market continues to show strong growth potential, with retail sales expected to exceed 50 trillion yuan in 2024 and foreign investment surpassing 700 billion USD during the 14th Five-Year Plan [1][3] Group 1: Advertising Strategies - Companies are shifting from a Western-centric advertising approach to one that resonates with local culture, utilizing teams familiar with Chinese social media and cultural nuances [2][3] - Popular social media platforms like Douyin, Bilibili, and Xiaohongshu are being leveraged by foreign companies to engage with audiences through culturally relevant content during traditional festivals [2][3] - Collaborations with local brands and timely marketing campaigns, such as Coca-Cola's "Tribute to 40 Years" series, are becoming essential strategies for foreign companies to connect with Chinese consumers [3] Group 2: Cultural Integration - There is a growing trend among younger consumers to favor local cultural elements, as seen in Adidas's use of traditional motifs like Miao embroidery and the story of "Fish Leaping Over the Dragon Gate" [4] - The rise of cultural confidence in China is reshaping consumer behavior, leading to a preference for products that reflect local heritage and emotional resonance [4] - The success of non-material cultural heritage products on platforms like Douyin, which sold 6.5 billion units of related items, indicates a strong market for culturally inspired goods [3]

（作者为中国文联副主席、中国民间文艺家协会主席） 《 人民日报 》（ 2025年12月12日 08 版） (责编：袁勃、赵欣悦) 我国丰富的民间故事、神话传说、歌谣谚语等文学传统，包含中华民族的集体记忆、生活智慧和精神品 格，是极具开发潜力的文化IP资源。近年来，中国游戏产业、影视产业在相关资源运用方面取得突破性 进展，通过科技介入，民间神话IP的开发已形成从单一项目的内容产品，发展到系列化产业以及周边衍 生品等完整的产业链。推动"创造性转化、创新性发展"，丰厚的民间文学资源将是持续生成新内容、新 业态、新模式的活性资源，促进具有中国辨识度的文化产业不断发展。 古往今来，世代相传的民间文学是广大民众开展文化交流、推动社会实践、维系社会关系的重要载体和 纽带，也是一个群体区别于其他群体的独特标识。大系出版工程重新梳理海量的民间文学素材，这些带 有文化根基属性的民间文学，是全民族的精神文化财富，不仅为人民的情感表达提供了现实与历史的参 照，并将进一步提升人民群众的文化凝聚力和向心力，书写文化自信的生动篇章。 习近平总书记指出："中国文化历来推崇'收百世之阙文，采千载之遗韵'。要挖掘中华优秀传统文化的 思想观念、人 ...

Core Viewpoint - The successful transition of "Hezhe Ethnic Group's Imakan" from the urgent protection list to the representative list of intangible cultural heritage, along with the inclusion of the "Hezhe Ethnic Group's Imakan Protection Plan" in the excellent protection practice list, highlights China's commitment to preserving its cultural heritage and contributes to international efforts in safeguarding intangible cultural heritage [1][3]. Group 1: Cultural Significance - The Hezhe ethnic group is one of China's minority populations, primarily located in the Heilongjiang, Songhua, and Ussuri River basins. The "Hezhe Ethnic Group's Imakan" is a traditional oral narrative that conveys the history, hero stories, and cultural practices of the Hezhe people [2]. - The Imakan serves multiple functions, including recording history, educating future generations, and providing entertainment, while promoting values such as justice, bravery, and harmony [4]. Group 2: Achievements and Recognition - The successful transition of "Hezhe Ethnic Group's Imakan" and the recognition of its protection plan as an excellent practice demonstrate China's effective use of UNESCO's mechanisms for intangible cultural heritage protection [5][6]. - Since its inclusion in the urgent protection list in 2011, the Imakan project has seen significant progress, including an increase in the number of practitioners from 5 to 121, and heightened interest among the youth in preserving their cultural heritage [7]. Group 3: Future Directions - Moving forward, China aims to enhance its efforts in applying for more projects to be included in UNESCO's intangible cultural heritage lists, emphasizing the importance of these cultural practices in fostering national unity and cultural influence [8][9]. - The country plans to strengthen international cooperation in intangible cultural heritage, sharing its protection experiences and promoting cultural exchange [9].