China is celebrating 55 years of friendship with Italy in style: a new documentary programme "Xi Jinping's Cultural Bond" will flood the screens of more than 30 Italian TV stations with the sole aim of presenting President Xi Jinping as a guardian of tradition and a cultural icon of a new era.
The programme was inaugurated on 25 June in Rome by the China Media Group (CMG), charting the Chinese President's personal interest in cultural heritage and highlighting his philosophy that "culture is the fundamental force behind the nation's prosperity". Through compelling stories, it is intended to bring out the deeper layers of his cultural thinking and his way of governing.
According to CMG CEO and Vice Minister of Propaganda Shen Haixiong, the show is intended to show "the timeless mystery of Chinese culture" and contribute to better understanding between nations. He also announced the launch of the "Year of Excellent Chinese Film and TV Works in Italy" and the upcoming Sino-Italian co-production.
This cultural offensive is not only to appeal to the audience, but above all to reinforce China's image as a modern civilisation with deep roots. CMG is thus sending a clear signal: culture is a tool of soft power and the key to global dialogue.
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