CultureBeyondBordersZongYuan:TheICIF

“This diversity is manifested in the rich cultural content of different countries, their arts, and their products, which provides a wealth of choices for everyone who visits here.” Zong Yuan, Chairman of the New Zealand China Investment amp; Trade Association Incorporated participated the 20th China International Cultural Industries Fair (ICIF) for the first time, bringing the New Zealand’s culture to Shenzhen.

The 20th China International Cultural Industries Fair (ICIF), running from May 23 to 27, showcases over 120,000 cultural products from across China and features 302 exhibitors from 60 countries, both online and offline.

Zong Yuan was also deeply acknowledged with the rapid growth of the digital cultural industry in the Greater Bay Area and considered it will provide more opportunities for deepened cooperation with New Zealand from online art exhibitions to food and services.

SFC Markets and Finance: Could you introduce the New Zealand National Arts and Lifestyle Pavilion for us? What kinds of cultural products have brought here?

Zong Yuan: Let's walk together into the New Zealand National Arts and Lifestyle Pavilion. Invited by the 20th China International Cultural Industry Fair, we arrive at the Shenzhen World Exhibition amp; Convention Center. At the main entrance to the New Zealand National Arts and Lifestyle Pavilion, the first thing that catches our eye is a striking piece of art. Characterized by its vibrant colors and distinctive artistic style, this artwork is from the Flox and Pierre Art Studio. These two artists are popular figures in contemporary New Zealand art. Much of their inspiration comes from New Zealand's contemporary culture and natural environment, including elements such as flowers, birds, and traditional Māori culture. They perfectly encapsulate the fresh, natural image of New Zealand. In this event, we have also invited some brands related to New Zealand to participate. For example, Hainan Airlines now operates routes from Auckland to Shenzhen and from Auckland to Haikou. They have collaborated with usto integrate culture and art with business. We also have some activities, including art exhibitions and business promotions in partnership with service providers. So, the New Zealand National Arts and Lifestyle Pavilion, through our brands and artworks, creates an immersive New Zealand living scene and lifestyle. This allows the citizens of Shenzhen and art enthusiasts to closely experience this Western New Zealand lifestyle, which is one of our main goals for participating in the Fair.

SFC Markets and Finance: What do you think is the significance of the International Cultural Trade Hall at ICIF?

ZongYuan: Our exhibition area is dedicated to international culture and art, which I find quite distinctive.Firstly, it brings together unique products, cultures, and artistic expressions from different countries, creating a multicultural environment.I believe that at this stage of China's highly mature economic development, embracing diverse international cultures is essential.This diversity is manifested inthe rich cultural content of different countries, their arts, and their products, which provides a wealth of choices for everyone who visits here.Secondly, it also offers a chance to learn about various national cultures.

Actually, it's like a mini World Expo.This fair not only fosters exchanges among international exhibitorsbut also enables the Chinese public to gain a deeper understanding of foreign cultures, fostering friendship, increasing understanding and trust, and building cooperation.This also aligns with China's Belt and Road Initiative, representing a great embodimentand a successful cooperation model.

SFC Markets and Finance: Can you give some concrete examples of the progress made by China and New Zealand in the field of cultural trade?

ZongYuan: In 2019, at the AI International Art Gallery, we organized a group of over 30 New Zealand artiststo participate in the Beijing International Art Biennale, which I regard as the Olympics of the art world.The Biennale had 125 participating countries with six national pavilions, and we spearheaded the creation of a New Zealand national pavilion, comprehensively presenting contemporary New Zealand art to the Chinese audience.

That year also marked the 47th anniversary of China-New Zealand diplomatic ties. The New Zealand Ambassador to China, Clare Fearnley, highly commended this art exchange. She noted that it was the first time the contemporary New Zealand art was introduced comprehensively to China. This reinforced our commitment to promoting New Zealand through art, as it is highly visual, widely accessible, and culturally rich. This, I believe, is the magic of art.

SFC Markets and Finance: What role do you think cultural trade plays in promoting economic development for China and New Zealand?

Zong Yuan: I think it plays a vital role, indeed. Take, for instance, our ongoing project, the New Zealand Style Park. This is basically a theme park centered on the essence of New Zealand. The park offers extensive insights into New Zealand's natural and cultural environments, its products, and involves interactive, immersive cultural and travel projects. Setting up this style park allows us to comprehensively showcase New Zealand’s culture, national image, and corporate offerings to the Chinese market, so as to generate substantial economic benefits. There are similar projects in New Zealand. It's a country with only five million people, yet it attracts around thirty to forty thousand visitors annually. In Japan, the numbers might reach up to a hundred thousand. In China, I believe the number of visitors could hit three hundred thousand annually. Through such cultural and economic integration and exchanges, we not only bring business opportunities to New Zealand companies but also provide the Chinese market with unique cultural and tourism experiences, leading to strong business results and opportunities for commercial exchange and collaboration between companies from New Zealand and China.

SFC Markets and Finance: In terms of cultural exchange and cultural trade, what kind of challenges still exist? How to solve it in the future?

Zong Yuan: Certainly, there are challenges. The first one is the difference in culture. After all, New Zealand is a Western country and quite distant from China. Secondly, it has a smaller population, and its thinking may be limited by national characteristics. However, the Chinese market is vast. The real challenge lies in how to effectively present the cultural essence of a small Western country like New Zealand in a specific location in China, which is crucial. For New Zealand, given the size of China, which has over a billion people and a vast geographical spread, my understanding is that New Zealand needs to focus on establishing its footprint in a major economic city where the culture and economy align. I believe this approach would greatly support New Zealand's promotional efforts in China.

SFC Markets and Finance: With Chinese traditional culture going abroad, such as Chaoshan Yingge dance, do you think the New Zealand’s understanding of Chinese culture is deepening?

Zong Yuan: There's a need for New Zealand to deepen its understanding, as cultural understanding is mutual. Consistently promoting Chinese culture in New Zealand is essential for enabling their public to better understand what Chinese culture entails. As I mentioned earlier, Eastern culture, particularly Chinese culture, is profoundly nuanced and regionally diverse. Therefore, various provincial cultural and tourism departments, as well as commerce departments in China, are actively promoting in New Zealand, which I think is the right approach. China is vast, with diverse cultural aspects across different cities and regions. If you wish to be understood, such as coming for tourism, investment, or business, you must first promote your own culture to make yourself known. From that recognition, trust, understanding, and cooperation can develop. Hence, I believe it's crucial for us to promote our culture abroad. A lot has already been accomplished, and I look forward to seeing more unique and high-quality content presented in New Zealand in the future.

SFC Markets and Finance: In recent years, the digital cultural industry in the GBA has flourished. In your opinion, what kind of cooperation will New Zealand have with the GBA in the digital cultural industry?

Zong Yuan: I believe this represents a significant business opportunity and challenge for New Zealand in the future. The Guangdong-Hong Kong-Macao Greater Bay Areais one of China's most economically powerful regions, it will form the wealthiest region in China, characterized by a dense population and a large economic scale. It could play a vital role in the promotion of New Zealand products and culture in the Greater Bay Area. We also plan to take advantage of the growth of China's digital economy to showcase New Zealand's artistic brands and product services in a digital format. For example, we could establish an online New Zealand National Arts and Lifestyle Pavilion, incorporating various aspects of New Zealand into it. Additionally, we can host a virtual expoto connect New Zealand products with the Greater Bay Area. There's a similar concept of bay areas in New Zealand itself, where several cities around a bay collaborate for economic development. I see an opportunity hereto link these economic zones in New Zealand with the Greater Bay Area, enriching our exchanges in culture, art, and cuisine. As a maritime nation, New Zealand offers a wealth of seafood and ocean products, and the famous Sauvignon Blanc wines. These cultural elements could quickly resonate within the Greater Bay Area. Then the arts and culture from New Zealand could soon reach this region through ongoing exchanges between cultural businesses of both countries. We are currently planning with enterprises in the Greater Bay Area to establish the first New Zealand National Arts and Lifestyle Gallery here. It’s an exciting prospect for the people in the Greater Bay Area to look forward to.

SFC Markets and Finance: What direction shall the GBA's cultural industry develop and improve in the future?

Zong Yuan: I believe the Greater Bay Area's economy is among the most prosperous and robust in China. However, the future should focus on integrating international resources. The first step is to consolidate national resources, followed by adopting an international perspective and actively embracing the best global offerings, including products and cultural values. and I believe it will make a significant impact.

策划:于晓娜

监制:施诗

制作:李群

拍摄:肖航

新媒体统筹:丁青云 曾婷芳 赖禧 曾昭发

海外运营监制: 黄燕淑

海外运营内容统筹: 黄子豪

海外运营编辑:庄欢 吴婉婕 龙李华 张伟韬

出品:南方财经全媒体集团