Explore new paths for international cultural exchanges and build a new chapter for national image. From November 8th to 10th, Assistant Professor Zhang Bowen of the School of Business of Shenzhen University of Technology was invited to attend the 2024 Tsinghua National Image Forum hosted by the National Image Communication Research Center of Tsinghua University. The forum, with the theme of "International Cultural Exchange and National Image Communication", brought together more than 400 experts and scholars from the government, enterprises, media and academia to discuss in depth how to shape and spread the national image through multi-dimensional cultural exchanges.

Forum grand occasion and theme discussion

This forum was held grandly at Tsinghua University for two days. The forum focused on the major issue of "International Cultural Exchange Shaping National Image" and launched multi-level and multi-angle discussions. The guests agreed that in the context of globalization, international cultural exchanges have become an important way to spread the national image. Through multi-dimensional exchanges such as culture, media, cities and enterprises, a more real, three-dimensional and comprehensive national image can be created, thereby promoting harmony and cooperation in the international community.

Figure 1: Group photo of the main guests of the forum

Discussion on the construction of the Asia-Pacific Regional Brand Association and the International Annual Meeting

During the meeting, Assistant Professor Zhang Bowen also actively participated in the construction of the Asia-Pacific Regional Brand Association. He had in-depth exchanges with experts and scholars from all over the world on the development plan, organizational structure, and event arrangements of the association, and reached a number of consensuses. In addition, the forum also discussed the preliminary intention and arrangements for Shenzhen University of Technology to host the 2026 International Regional Brand Association AnnualConference. Professor Zhang said that Shenzhen University of Technology will fully support the preparations for the annual meeting and looks forward to further strengthening cooperation and exchanges with the International Regional Brand Association through this platform.

Figure 2: Group photo of participating enterprises and university guests (from left to right: Zhang Jinting, Director of the Cultural Communication Center of China Foreign Language Bureau; Viriya Taecharungroj, Associate Professor of International Business School, Mahidol University, Thailand; Chen Deng, President of Brand Finance; Fan Hong, Professor of School of Journalism and Communication, Tsinghua University, Director of National Image Research Center; Professor Lv Dapeng, Dean of the Institute of State-owned Enterprise Image Construction, Renmin University of China, and Executive Director of the Expert Advisory Committee of China Public Relations Association; Professor Hu Yu, Dean of the Institute of Cultural and Creative Development, Tsinghua University; Zhang Bowen, Assistant Professor of School of Business, Shenzhen University of Technology)

Assistant Professor Zhang Bowen'sspeech

In the fourth sub-forum "The Power of International Cultural Exchange of Cities - Demonstrating the Cultural Charm of Chinese Cities", Assistant Professor Zhang Bowen was invited to deliver a speech entitled "FromCityCulture to Cultural City: The Shift of Chinese City Brand Practice". Combining the actual cases of Chinese city brand construction, he deeply analyzed how urban culture is transformed into a cultural city, thereby enhancing the process of the city's international influence. Professor Zhang pointed out that the city brand is not only a reflection of the city's image, but also a symbol of the city's cultural soft power. By strengthening the city brand construction, the city's international visibility and reputation can be effectively improved.

Figure 3: Assistant Professor Zhang Bowen delivered a speechon parallel session 4

Academic Exchange and Gains

During the forum, Assistant Professor Zhang Bowen conducted extensive academic exchanges and interactions with the guests. He listened carefully to the views and suggestions of other experts, and actively participated in the discussion, which was fruitful. Professor Zhang said that this conference not only gave him a deeper understanding of international cultural exchanges and national image communication, but also provided him with new ideas and inspiration for his future academic research and teaching work.

With the deepening of globalization and the increasing frequency of international exchanges, the importance of national image communication has become increasingly prominent. The School of Business of Shenzhen University of Technology will continue to uphold the school-running philosophy of "unity of knowledge and action, innovation and far-reaching", actively build an academic exchange platform, encourage and support teachers to participate in international academic conferences and cooperation projects, and continuously improve the academic level and international influence of the college. At the same time, the college will continue to strengthen cooperation and exchanges with enterprises, media and governments to jointly promote the development of national image communication.

Copywriter: Zhang Bowen

Photographer: Zhang Bowen