China Media Group (CMG) took a major step in the global celebration of Chinese New Year by hosting a special "Prelude to the Spring Festival Gala" event in São Paulo, Brazil on Wednesday. The event, which attracted more than 200 participants including officials, diplomats and cultural figures, showcased Chinese culture and celebrated the growing international recognition of the Spring Festival.
The event's program included fascinating performances, including ink painting demonstrations by the Confucius Institute at the State University of São Paulo, traditional Chinese folk music by the Confucius Institute at the State University of Campinas, and dynamic performances of the Sichuan Opera's "Face-Changing," lion and dragon dances. There was also an exhibition of traditional Chinese clothing, which offered guests a hands-on experience of the elegance and beauty of Chinese fashion.
The event also featured promotional clips for various CMG programs, including the Spring Festival Gala, the Spring Opera Festival Gala, and the "China in Intangible Cultural Heritage" cultural program, which highlights the enduring appeal of traditional Chinese culture.
A significant moment was the display of the CMG Spring Festival Gala trailer on Paulista Avenue, the main street in São Paulo, which attracted a lot of attention from the locals.
Shen Haixiong, President of CMG, delivered a video speech in which he emphasized the importance of the Spring Festival as a core Chinese tradition and celebration of cultural diversity. He said the festival was recently listed as an intangible cultural heritage by UNESCO and has transformed into a global event.
Shen also stressed the importance of the Spring Festival Gala, a 42-year tradition and the world's most popular televised cultural and artistic event, and invited global audiences to attend this spectacular cultural and visual experience. He expressed his hope that the gala would connect Chinese communities abroad with their cultural roots and provide international audiences with an authentic taste of Chinese culture.
Tian Yuzhen, Chinese consul general in São Paulo, said China will work with international partners to promote cultural exchange and mutual understanding.
Rodrigo Moraes, a member of the Legislative Assembly of the State of São Paulo, highlighted the role of the event in strengthening cooperation and cultural exchange between Brazil and China, expressing hope for increasing economic prosperity and deeper cultural ties.
Ângela Gandra, São Paulo City Secretary for International Relations, highlighted the event as a symbol of cultural exchange and lasting friendship between the two nations.
Carolina Lafemina, Deputy Secretary of Culture for the City of São Paulo, highlighted the strong ties between São Paulo and Shanghai, highlighting their city partnerships and the potential for greater cooperation.
Thomas Law, president of the Brazil-China Sociocultural Institute (Ibrachina), noted that the CMG event marks the beginning of a series of cultural exchanges between China and Brazil before Brazil hosts the BRICS summit in 2025.