Embracing the spirit of tradition and inspiring Chinese brands to "go global".

" Traveling Far and Wide: Chinese Culture Goes Global 2025 - Cyprus Trip

" In the era of the Belt and Road Initiative's in-depth advancement, China is actively promoting the deep integration of culture and economy, helping Chinese brands go global.

The Belt and Road Initiative, like a spring breeze, has brought unprecedented opportunities for Chinese brands to "go global." China actively responds to the initiative, carrying out extensive cultural exchange activities with countries along the route, allowing Chinese culture to take root overseas. Through various cultural festivals, art exhibitions, and other activities, China showcases its rich and diverse cultural treasures to the world, allowing the world to gain a deeper understanding and appreciation of Chinese culture, and also stimulating overseas consumers' interest and goodwill towards Chinese brands.

On January 20th, Ambassador Liu Yantao attended the 2025 Spring Festival Reception and the "Happy Spring Festival" Intangible Cultural Heritage Celebration Gala. This event was co-hosted by the Chinese Embassy in Cyprus and the Confucius Institute at the University of Cyprus, with the China-Cyprus Cultural and Tourism Association as a co-organizer. Cypriot President Christo Zulidis delivered a video address. Nearly 300 people attended, including Cypriot representatives, Minister of Energy, Commerce and Industry Papanastasio, Deputy Minister of Culture Kasididou, Secretary-General of the Progressive Labor Party Stephanou, other dignitaries, friends from all walks of life, ambassadors to Cyprus, representatives of overseas Chinese, Chinese-funded enterprises, and teachers and students of the Confucius Institute.

The University of Cyprus and the Confucius Institute exchanged gifts with the China-Cyprus Cultural and Tourism and "Traveling Far and Wide" delegations.

Intangible cultural heritage, as a treasure of Chinese culture, is an important support for Chinese brands "going global." China boasts numerous intangible cultural heritage projects, which embody profound historical and cultural heritage and unique artistic charm. In recent years, more and more intangible cultural heritage projects have begun to step onto the international stage, becoming important ambassadors for spreading Chinese culture. For example, traditional Chinese embroidery techniques, with their exquisite craftsmanship and beautiful patterns, have attracted the attention of many overseas consumers. They not only showcase the charm of traditional Chinese crafts but also win a good reputation for Chinese brands. China's time-honored food brands have also sparked a craze for Chinese cuisine in overseas markets.

The "Happy Chinese New Year - Intangible Cultural Heritage Celebrates Spring Festival

" gala showcased the remarkable achievements of Chinese brands "going global," not only in the cultural and culinary fields but also in manufacturing, technology, and other sectors. Chinese high-speed rail, 5G communications, and new energy vehicles are highly competitive in the international market. Through continuous innovation and technological development, they have provided high-quality communication services to global users, enhancing the international influence of Chinese brands.

The Director of the Confucius Institute and Chairman Zhao of the China-Cyprus Cultural Tourism Association stated that "going global" for Chinese brands is a long-term and arduous task, requiring the joint efforts of the government, enterprises, and all sectors of society. Guided by the Belt and Road Initiative, they are confidently stepping onto the world stage, demonstrating China's strength and charm. In the future, Chinese brands will achieve even greater success in the global market, making a greater contribution to building a community with a shared future for mankind.