CULTURAL EXPORTS: Popular Chinese soap opera

New expectations 

Three brands have been borne out of the Sharm el-Sheikh Action Plan: Culture in Focus, Happy Spring Festival, and China-Africa Exchange Visits. Now, more attention is being paid to their comprehensive, in-depth and balanced development.

Yu feels that cultural exchanges should expand beyond provincial and municipal levels. "Even grassroots cultural organizations such as art galleries [can hold activities]," he says. "They are more close to people's everyday life. When staff at grassroots cultural institutions are involved in these programs they gain a wider perspective, which serves their community better after they return home. These exchanges can be a driving force for social development."

This year, Chinese enterprises in Africa have given some support to Culture in Focus activities. Huawei Technologies donated 50,000 rand to match the China Disabled People's Performing Arts Troupe's contribution to disability initiatives in South Africa; Sinosteel Corp. purchased tickets to support the troupe's performances.

But there is still a long way to go. "Support [from Chinese business interests] is still scattered," says Yu, suggesting that incentives like preferential tax policies could help to encourage enterprise participation. He believes support should become the norm for Chinese companies operating in Africa. Not only will companies benefit economically from these practices, he says, but their efforts may help improve "their images in local communities."