CULTURAL EXPORTS: Dance

The brand effect

As to whether the political instability in North Africa has affected Culture in Focus activities, "the answer is no," says Zhao Haisheng, head of the Division of African Affairs, MOC's Bureau for External Cultural Relations. "Some events scheduled to be held [in that area] were canceled, but at the same time some new programs were added. [Chinese Culture in Focus] is dynamic." Zhao believes the program's adaptability signals its strength as a brand.

It has been four years since the first African Culture in Focus was hosted in China in 2008. Over the years, Culture in Focus has expanded its reach. Its brand now attracts active participation from both national and local levels of government. According to Yu, in the past, China's Central Government needed to assign local governments exchange activities. But this year, these governments took their initiative to participate.

Take Qinghai Province and the Republic of Benin as an example. At Chinese Culture in Focus 2009, the northwestern Chinese province held month-long exchange activities at a China Cultural Center in Benin. There, the two sides bonded over the handicraft industry. In the years since, both have reaped benefits from expanded cooperation in that area. "The exchange events provide a good platform for provinces to demonstrate their unique qualities," explains Yu. He also believes the allure of new cooperation is highly motivating for governments partaking in Chinese Culture in Focus. Fujian Province's signing of a one-year agreement with a China Cultural Center in Mauritius points toward this trend.

The brand's success in Africa has attracted the All-China Federation of Returned Overseas Chinese. As a new member of the program, the organization will send art troupes this September to perform in four African countries including South Africa and Kenya.