On 27 November, Lin Rupeng, Party Secretary of Jinan University and expert in journalism and communication, explained why culture is an important element driving urban progress at the Culture, Education, and Tourism Development Forum of the Asia Youth Leaders Forum 2021.

The full speech is as below.

As we carry forward urban development, culture has become a very important element. Recently, phenomenal cultural products, as well as its production and spread, have become a topic in which both industry and academia are interested. From my point of view, a phenomenal cultural product, or a quality cultural product, can spread and gain popularity, love from the audience, and constant attention from the public. The experience of culture is actually a very personal mental and physical process. As everyone has different cultural experience, people draw different conclusions. So, I can only talk about my feelings from my perspective and my experience.

Firstly, I think the content itself should be special and distinctive. I believe that quality content is special and distinctive, which are the basic traits. For example, when a stranger or a relative or friend of ours comes to Guangzhou, where will they go first? They will definitely go to Canton Tower, Zhenhai Tower, Five Rams Statue, Tomb of the Nanyue King, and so on, because these are landmarks of Guangzhou. When a tourist goes to, for example, Kaiping or Jiangmen, they will go see the dragon dance and diaolou. If they go to Shaoguan, they will go see Nanhua Temple, danxia landscapes, Yangyuan Stone, and so on. No matter how many years go by, these will forever be cultural landmarks of these places. These are the important references we often rely on when we create quality content, which is special and unique.

Secondly, it is characteristic of the times. Each era has its own cultural hallmarks and popular culture. While we are shaping popular culture and high-quality culture, we must take into account that today's audience may be very different from before. What are the hallmarks of this era? For example, Universal Beijing Resort, which went viral on the Web some time ago, applies very advanced acoustic-optic-electronic technology that provides young people who grew up watching Harry Potter with immersive experience of Harry Potter, Minions, Kung Fu Panda, and so on. This is a hallmark of the era. As we can see today, the presence of these symbols of the era can be reflected remarkably in quality content. When it comes to Yong Qing Fang in Guangzhou, it has been a must-go for online influencers. No doubt the place is beaming with the charm of President Xi. But it also features a combination of traditional lingnan veranda blocks and modern business elements. In regenerating this place, Guangzhou Municipality did not resort to demolition; instead, it used modern business elements to transform the ancient veranda blocks in the minutest details and introduced many business cultures. Therefore, the place inspires a sense of both modernity and vintage. That's why it is popular among today’s tourists. It is now crowded with tourists every day, which adds to its charm of modernity.

Thirdly, quality content is itself an integration when presented to us. Such integration, from my point of view, is characterized by these traits. The first is the integration of traditional content and modern communication technology. Not long ago, something on the Web drew the attention of domestic and overseas viewers: CCTV’s webcasting of archaeological activity at the Sanxingdui Ruins. Archaeology is supposed to be a very specialized, mysterious, and enigmatic activity. By means of this down-to-earth and vivid livestreaming with experts and on-site commentators, we were drawn to the scene. I think this is a good combination of current means of communication and traditional content. The second is the integration of traditional content and today's popular narratives. This integration can also produce excellent content. For example, CCTV's National Treasure and Everlasting Classics, Henan Satellite TV's Palace Banquet in Tang Dynasty and Lantern Festival Wonderful Night, and so on, these shows reproduce China's cultural relics, traditional festivals, and traditional classics with very popular narratives. What's the outcome? These shows become insights into the excellent Chinese traditional culture while elevating popular narratives to the level of mass participation and appreciation. These cases of communication of classics are quite successful. There is also integration of traditional content and modern industrial design. For example, The Forbidden City carries with it many cultural symbols, from which a series of products have been developed through modern industrial design, such as stationery, cosmetics, accessories, and ornaments. They have captured the heart of many, and many young people buy them. We also buy these when we visit the Palace Museum. So, I think the three communication characteristics are uniqueness, integration, and modernity.

Fourthly, quality content always reflects the pursuit of truth, kindness, and beauty. Fakes, ugliness, and evils never become popular. However large investment is made in the production of fakes, ugliness, and evils, they will not leave an impression on people. I look forward to seeing new works from Miss Li Ziqi, who is also present. From my observation, works of pastoral life from A-list influencers are very popular. The number of her subscribers on overseas social platforms has surpassed that of BBC. Watching her videos makes us feel as if living a very pleasant, comfortable, and relaxing pastoral life. And it also meets young foreigners' imagination about pastoral life in China. So, truth, kindness, and beauty will be popular, rather than fakes, ugliness, and evils.

Fifthly, I have realized the importance of charm and charisma of a great leader. As we all know, on October 24, 2018, President Xi Jinping visited Yong Qing Fang during his stay in Guangzhou. Many people have been to Yong Qing Fang and seen the veranda blocks, but why is Yong Qing Fang still popular today? Years passed and people from all parts of the country and the world still go to Yong Qing Fang if they visit Guangzhou. Because President Xi has been there. In addition, President Xi once visited the School History Museum of Jinan University, and the Archive of Overseas Chinese Students of Jinan University received thousands of visitors. Now, these spots have become a must-go for online influencers. Netizens call him the best influencer and marketer of quality content of outstanding traditional Chinese culture. There are few chances that one would sit with President Xi and listen to what he said. Most people learn of his charisma through TV coverage. Thus, following his footsteps is another way to learn more about it. This is often a very important factor in the spread of cultural products.

Sixthly, quality content that stays popular is definitely endowed with certain everlasting charms. For example, everyone knows the Communist Party of China (CPC) celebrated the 100th anniversary of its founding. Countless young people have shared revolution stories, and countless other visited the Red-themed tourist attractions, including the Red Boat in Jiaxing in Zhejiang Province, Ruijin and Jinggangshan in Jiangxi Province, Yan'an, and Zunyi. Because these spots carry the everlasting aspirations of the Communists and the Red culture. On October 13 last year, for example, President Xi visited the Qiaopi Museum in Shantou. I recommend visiting the museum, where 12 qiaopi are on display. What is qiaopi? Early in the late Qing Dynasty, overseas Chinese people who made a little money in Southeast Asia would send this hard-earned money with letters by means of parallel import or postal agencies. This combination of money and letter is called qiaopi. President Xi pointed out that qiaopi reflected the difficulties of overseas Chinese in making a living in early times and their patriotism, as well as the honesty of the Chinese people and Chinese nation. Overseas Chinese wrote to their families. Once the letter arrived, the money arrived. With qiaopi, their families back in China could exchange it for money. This is Chinese people's morality of keeping promises. Now many people are studying qiaopi. I believe films and TV shows on qiaopi will soon be released, one after another.

To recap, I talked about the six basic elements that quality content usually has. 

About Li Ziqi’s success, I agree with her. Her success owes to this great era, when media technology is very developed. Before new media emerged, when traditional media prevailed, it was hard for quality content to spread as fast as today. As time goes by, we are now living in a great era. I mentioned one method of the communication of quality content was the integration of traditional content and modern communication technology. We say that communication technology is an extension of the human body. It extends our senses infinitely. So, media is very important today. The evolution of media technology and mediums plays a very important role in the spread of our quality content. Personal quality is important, of course. We cannot deny Li Ziqi's acute senses and dedication to content. From her speech, I hear her diligent pursuit of content. I was moved when she talked about how a seed germinated and how to record every stage of it. She is very popular now, but she still pays great attention to the quality of her content. This is very important.

I think we have the confidence and capability to groom communicators of excellent content like Li Ziqi. I want to introduce you to an undergraduate from our School of Journalism. There is a girl named Kuang Anqi, who is in her junior year. Now she is running her own business. She set up Shenghai Studio, which consists of seven or eight classmates majoring in broadcast and fine arts. Several years since then, they have created over 7,500 pieces of audio. As they major in broadcast, their voices are better than ordinary people in nature. So far, they have produced over 7,500 voice recordings. Their project “Youths Tell Red Stories” has received comments from 150,000 people this year alone on Lizhi FM. Over 38 million followers have posted their recitation. It has garnered more than 1.17 billion listens across the Web. Besides, they won the gold award in this year's China International College Students' “Internet+” Innovation and Entrepreneurship Competition (Guangdong Division). With their works, the Studio has received over 40 national and provincial/ministerial awards. They have also made considerable economic gains. So, our students also have good performance.