Zhao Haisheng is an official with the Ministry of Culture. As the organizer of "African Cultures in Focus," he is well aware of the need for cultural exchange with Africa. "Cultural exchanges between us lags behind political and economic ties," he says. He believes that how the event has been designed should improve the situation.

According to one Chinese ambassador to Africa, China used to hold similar events like "Culture Year" with other countries. African countries also tried to build up cultural ties with China, but were sometimes limited in how they could reciprocate due to financial constraints.

Regardless, Chinese people crave knowledge about Africa. In a published article detailing a recent visit to the continent, one Chinese official wrote, "Africa is a fertile land of culture. When we, a nation with a splendid civilization, look into the root of culture, we should go to not only the birthplace of Chinese civilization but also to the African continent, for it is the birthplace of human beings."

"African Cultures in Focus" has embodied that ethos since the day it was created. In 2011, it was voted by Chinese netizens as one of the top 10 hottest culture events of 2010. 

Zhao believes that the ultimate goal of "African Cultures in Focus" is to move people. "When Chinese people look to Africa, it's an opportunity for further communication. This promotes our friendship," he says.

According to Zhao, whether in China or Africa, the most popular aspects of the festivals are artists who make efforts to give a performance reflecting the other culture. "It's through this that artists can learn about a different culture," he explains. "But most crucially, it informs audiences about showing respect for the other culture."

Event expansion

The idea for "African Cultures in Focus" came about in 2006, after the Forum on China-Africa Cooperation (FOCAC) Summit wrapped up in Beijing. With an echo of the conference's spirit of promoting Chinese-African cultural exchange, several government departments began planning their new program. In 2008, the first "African Cultures in Focus" event kicked off in Shenzhen, a dynamic city in the south of the country.

It was a trial run in a way – the event lasted only seven days – but its success exceeded expectations. A year later, a twin version of the festival, "Chinese Culture in Focus," was carried out in Africa.

More success followed, attracting the attention of various governments. In November 2009, when the Sharm el Sheikh Action Plan was drawn up at FOCAC's fourth Ministerial Conference, "African Cultures in Focus" and "Chinese Culture in Focus" were officially included in its contents. The plan cemented that both were to become regular programs with support from the Chinese and African governments. It was decided that "African Cultures in Focus" and "Chinese Culture in Focus" events would be held in alternate years.