#China #Beijing #China Travel #Ne Zha II #Cinema Initiative

Bridging Cinema and Travel: The Launch of an Innovative Initiative in Beijing

On February 18, 2025, the China Global Television Network (CGTN) launched an innovative campaign in Beijing aimed at merging the worlds of cinema and travel. This initiative gains significance following the global success of the animated blockbuster Ne Zha II, which broke box office records by surpassing 12 billion yuan (about $1.66 billion) by February 17, emerging as one of the highest-grossing films of all time, even surpassing iconic titles like The Lion King.

Success of Ne Zha II

Ne Zha II has not only excelled in China but has also made its mark internationally. Debuting in North America on February 14, the film quickly climbed into the top five of the weekend box office charts, a testament to its global appeal. Producers and industry insiders describe this film as a significant milestone that showcases the evolution of Chinese animation.

American animator Sheila Sofian expressed her admiration for the film, stating, "I was deeply impressed by the intricacies of its storyline, making me feel entirely immersed. The production value, sound design, and music took the experience to new heights." Such reactions highlight the film's capacity to captivate diverse audiences.

The Initiative: China Travel with Chinese Films

In light of this cinematic achievement, the ‘China Travel with Chinese Films’ initiative was officially launched at the National Film Museum of China. Spearheaded by the China Film Administration and co-hosted by CGTN, this campaign aims to leverage the success of films during the Chinese New Year period to entice foreign tourists to explore China.

The campaign focuses on the ‘film + tourism’ concept, promoting a variety of activities including screenings of Chinese films, international film festivals, and cross-border film exhibitions. This approach is intended to encourage international audiences to experience China not just as a destination but as a cultural narrative threaded through its cinema.

Enhancing Cultural Exchange

Jiang Qiudi, head of the European office of China Media Group (CMG), stated the goal is to build upon the global network of correspondents and partnerships with media outlets worldwide to effectively promote this initiative. The strategy involves creating engaging travel itineraries featuring film-themed experiences, targeting both cinematic and geographical exploration of China.

Such initiatives have the potential to strengthen China’s cultural presence on the global stage by forming unique tourism experiences that connect visitors with the rich storytelling found in Chinese films. CMG plans to further this campaign through collaborations with key international film institutions, ensuring that Chinese cinema is well represented internationally.

Collaboration and Industry Support

The launch event of the initiative was attended by key industry stakeholders, including representatives from the public relations department of the Central Committee of the Communist Party of China, leading film production companies, travel agencies, and participants from the International Silk Road Film Festival. This gathering displayed a united front in promoting the ‘film + travel’ synergy, aligning various sectors to enhance the appeal of both industries.

As the film industry continues to break records and evolve, initiatives like ‘China Travel with Chinese Films’ play a crucial role in establishing a dynamic connection between cinema and tourism that highlights cultural narratives and fosters international engagement. The popularity of films like Ne Zha II signifies an opportunity for not just entertainment, but a pathway to deeper intercultural understanding and exploration.