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Press Release for May 14, 2018 (Afternoon Session) Media Briefing by the Shanghai Municipal People’s Government

May 15, 2018

Press Release for May 14, 2018 (Afternoon Session) Media Briefing by the Shanghai Municipal People’s Government

The Information Office of Shanghai Municipality held a press conference this afternoon (May 14), during which Hu Jingjun, Deputy Chief of the Publicity Department under the Shanghai Municipal Committee of the Communist Party of China, introduced the Three-Year Action Plan (2018-2020) for Making Full Efforts to Construct “Shanghai Culture” Brand and Make the City a Global Cultural Metropolis. Deputy Director of the Shanghai Municipal Education Commission Gao Deyi, Director of the Shanghai Administration of Culture, Radio, Film and TV Yu Xiufen, Director of the Shanghai Press Publication Bureau Xu Jiong and Deputy Director of the Shanghai Office of Spiritual Civilization Song Hui attended the press conference, and jointly answered questions from reporters.

The General Office of the Shanghai Municipal Committee of the Communist Party of China and the General Office of Shanghai Municipal People’s Government recently released the Three-Year Action Plan (2018-2020) for Making Full Efforts to Construct “Shanghai Culture” Brand and Make the City a Global Cultural Metropolis, making the goal, timetable, route, and mission clear for accelerating the construction of the “Shanghai Culture” brand. The details are as followings:

First, considerations about the focus

The cultural brand is the most attractive postal card for a city, defining its characteristic and pursuit. Based on the principles raised in the speeches to push forward Shanghai’s construction of “Four Brands” by Shanghai Party Secretary Li Qiang and Shanghai Mayor Ying Yong, the focus of building “Shanghai Culture” brand is to raise its awareness and make the city more recognizable. To achieve it, Shanghai will attach great importance to shape the city a “pier” and a “source” for culture.

I Shape Shanghai a “source” for culture

A “source” means originality. It is related to the whole process of the construction of brand building of culture, and is directly related to the sustainability of the brand of “Shanghai Culture.” Only by making a brand mix like “Shanghai Created,” “Shanghai Manufactured” and “Shanghai Produced” can highlight the important position of “Shanghai Culture.”  We have to focus on three aspects to shape Shanghai a “source” for culture.

First is to focus on the source of good traditional Chinese culture. Besides the special act to inherit traditional culture and showcase the culture in the south of Yangtze River, Shanghai will focus on developing Shanghai’s potential and advantage through a unique perspective of targeting the general source of Chinese culture. A lot of peoples in the world have their own epic, but Shanghai does not. As an important research center for China’s mythology, Shanghai should play a bigger role to create epic-like myths with its rich resources. To realize it, Shanghai is the first to raise and implement the project of “Creating the world -- Literary and Artistic Works on Chinese Myths Interpreting the Origins of the World.” With the construction of a highland for academic research, content creation and education, Shanghai will take the responsibility in inheriting and growing good traditional Chinese culture, and accelerate the interaction of different art genres to formulate scale, brand and strength of “Shanghai Culture,” ensuring its influence over the city, over the nation and over the world.

Second is to focus on the source of China’s red revolution. Shanghai is the camp for workers’ revolution in China’s recent history, the earliest to know Marx’s theories and the birthplace for the Communist Party of China. Shanghai is home to rich resources of red culture and should make good use of it. The special act to explore the birthplace of CPC is to integrate the spirit of creating the Party with the city spirit, and to integrate the red gene with the city’s gene of culture. Shanghai will take the development of the source of China’s red culture as a general target, and achieve it through exploration and protection of the Party’s historical assets, strengthening the study of the Party’s history and spirits, broadcasting the great achievements by the Party, having more education on the red culture and developing fine tourism products for red routes to push forward the construction of “Red Culture” in Shanghai.

Third is to focus on realistic works. Shanghai, as a vanguard in the journey of reform and opening-up and modernization, provides enormous sources to realistic works creation. As this year marks the 40th anniversary of reform and opening-up policy, Chinese Communist Party Secretary Xi Jinping has proposed that we shall start again on reform and opening-up at the just-concluded Boao Forum for Asia (BFA) Annual Conference 2018, which has raised new requirements and expectations for the creation of realistic works. Echoing his aim, Shanghai has proposed to produce over 100 selected works every five years, which will focus on realistic topics and depict the hard work of people who are contributing to the realization of the rejuvenation of the Chinese nation.

II Highlight Shanghai’s position of the “port” to attract excellent sources worldwide

Shanghai in history has been regarded as a “cultural port.” Such “port” attracts selected sources worldwide and nurtures excellent cultures, which plays a key role in the development of “Shanghai culture.” The city will be open and practical, attracting sources worldwide to develop Shanghai into a “basis” where companies and people worldwide choose to first release and display their works. We will highlight three points for “convening” and three points for “highlighting” to help the development of “cultural port” in the new era.

First, convene professionals. “Talent is the most important resource.” Shanghai’s cultural heritage will be richer only by attracting more and more masters. The city has plans covering selecting cultural masters, nurturing talent in cultural development and developing policies to boost cultural development, which are aimed at forming a mature and innovative mechanism to find, trace, introduce, nurture, educate and inspire cultural masters and talent.

Second, convene leading companies. Companies are the main players in the cultural market, as well as the indispensable core element to boost cultural brand development. Leading companies will invigorate the overall industry, proven by the example that China Literature Limited has driven the development of online literature market. Shanghai will speed up the implementation of policies such as “50 items on cultural innovation development”, convene and nurture a batch of leading companies with high competitiveness in cultural market.

Third, convene innovative ideas. Innovation is the impetus of cultural development. Creation of cultural works has no fixed method, but innovation is the key generally applied in mass of areas. We aim to encourage people in Shanghai to be more innovative, which will help boost the city’s cultural development with greatest efforts.

Fourth, highlight the innovation of policies. The innovation of political mechanism has been the largest highlight in the national deepening reforms. Shanghai has learned from the world’s leading cities such as New York, London and Paris, as well as domestic rivals covering Beijing, Guangdong and Zhejiang, in a move to upgrade its political and economic systems. The government meanwhile has consulted the city’s experts in the scientific, financial and commercial areas to take in practical experience across the board.

Fifth, the city will demonstrate more openness. To build Shanghai as a cultural port, the city will allow more people coming to Shanghai in an open manner. Shanghai has its own strengths to open wider. For example, with the development of the China (Shanghai) Pilot Free Trade Zone, Shanghai’s cultural market will open wider. Performance brokers, game machine manufacturers, entertainment venues and printing companies will open wider to the world. Shanghai has a number of major festivals with international influence such as the Shanghai International Film Festival, China Shanghai International Arts Festival, China Joy and other festivals. These Shanghai festivals and exhibitions demonstrate Shanghai's openness and vitality.

Sixth, the city will demonstrate the spirit of cooperation. Under the new era, the development of a cultural port depends on the degree of cultural exchange and cooperation with other cities in the world. The development of Shanghai Culture is based on global thinking country’s overall planning and development. Focusing on the One Belt and One Road initiative and the integrated development strategy in the Yangtze River Delta, Shanghai will establish six major cooperation mechanisms and set up alliance including art festivals, film festivals, art galleries, museums, music performances and intangible protections, the first Shanghai International Cultural & Art Industry Expo will be held on June 15 this year. Shanghai, Jiangsu, Zhejiang and Anhui will hold the first Yangtze River Delta International Cultural Industry Expo on November 29 this year and other activities such as the Yangtze River Delta Intangible Cultural Heritage Expo.

III Coordinate the development of source and port

Shanghai Party Secretary Li Qiang earlier pointed out that “Shanghai must work harder on the development of the cultural port and consolidate its position.” To further accelerate the development of Shanghai Culture, the city must handle the relationship of port and source. It is necessary to build a cultural port as well as source of culture. Shanghai will take the advantage of the port to attract and gather famous artists, enterprises, celebrities, masterpieces, exhibitions and famous performances. Shanghai will also take advantage of the source and enhance the global influence of the city. The development of port and source should go hand in hand and run through the whole process of cultural development as well as all aspects of 12 actions in the action plan. When Shanghai becomes a port with domestic and foreign talents and masterpieces, it will inevitably become a place where the vitality spouts.

Second, implementation of the actions

The Action Plan officially released on April 22 set the goal of motivating creativity and innovation on Shanghai culture, and speeding up developing Shanghai into a more open and inclusive international cultural metropolis. The action plan highlights five aspects which are, producing more content of high quality, holding more attractive cultural activities, having more famous intellectuals and artists, promoting cultural landmarks, and enlarging and enhancing the cultural and creative industry. The city will make the development of "port" and "source" all the way through, and put forth three main brand missions, 12 special programs, 46 specific methods and 150 key projects. To promote the implementation of the actions, Shanghai further made and issued a specific task list for the 150 key projects of the development of the Shanghai Culture brand and their goals. The task list is in accordance with the division of responsibilities for the 150 key projects, and makes detailed explanation for the goals and measures of each project to better guide the work. All the tasks on the development of the Shanghai Culture brand will be pushed forward simultaneously by 65 responsible organizations in line with the duty division. To better promote the cultural brand development, Shanghai will lay emphasis on work in three aspects:

First, enhancing the collaboration of the whole city. The key of brand development is implementation. Shanghai should make good use of the leading group for the development of the Shanghai Culture brand, establish the mechanism of cross-departmental collaboration and linkage among the municipality and districts, gather power of various authorities to start a new journey of cultural brand development together.

Second, strengthening the tracking and supervision. In line with the requirements of a single arrangement, a full set of proposals, a portfolio of measures and a thorough supervision, the city will make the supervising mechanism play the role of accountability. It will constantly track and supervise the work to make sure every program to be put into practice effectively.

Third, deepening the publicity and promotion. The city will take the promotion and explanation of policies as an imperative follow-up work of the Shanghai Culture brand development, raise the awareness and propagation of cultural brands, and create an atmosphere of the whole society promoting the cultural brand development together, so as to really build up the reputation of the Shanghai Culture brand.


To make an all-out effort to develop the Shanghai Culture brand, the key is the development of "port" and "source" to actually transform the three main cultural resources, the red culture, Shanghai culture and Jiangnan culture, into the driving forces for the brand development. To develop cultural brands, the city should highlight and concentrate the advanced energies in the key points. The development of cultural brands should be brought into the life and mind of all the citizens, which is a long-term process of accumulation. It requires strategies with long-term planning and tactics of short-term breakthrough. Shanghai will inversely arrange the schedule in accordance with the task list and accelerate the substantial progress to make the final consummation of improving the recognition and awareness of the Shanghai Culture brand.