Culture Beyond Borders | Zong Yuan: The ICIF fosters exchang

（原标题：Culture Beyond Borders | Zong Yuan: The ICIF fosters exchanges globally）

南方财经全媒体记者杨雨莱 深圳报道

“This diversity is manifested in the rich cultural content of different countries, their arts, and their products, which provides a wealth of choices for everyone who visits here.” Zong Yuan, Chairman of the New Zealand China Investment & Trade Association Incorporated participated the 20th China (Shenzhen) International Cultural Industries Fair (ICIF) for the first time, bringing the New Zealand’s culture to Shenzhen.

The 20th China (Shenzhen) International Cultural Industries Fair (ICIF), running from May 23 to 27, showcases over 120,000 cultural products from across China and features 302 exhibitors from 60 countries, both online and offline.

Zong Yuan was also deeply acknowledged with the rapid growth of the digital cultural industry in the Greater Bay Area (GBA) and considered it will provide more opportunities for deepened cooperation with New Zealand from online art exhibitions to food and services.

SFC Markets and Finance: Could you introduce the New Zealand National Arts and Lifestyle Pavilion for us? What kinds of cultural products have brought here?

Zong Yuan: Let's walk together into the New Zealand National Arts and Lifestyle Pavilion. Invited by the 20th China (Shenzhen) International Cultural Industry Fair, we arrive at the Shenzhen World Exhibition & Convention Center. At the main entrance to the New Zealand National Arts and Lifestyle Pavilion, the first thing that catches our eye is a striking piece of art. Characterized by its vibrant colors and distinctive artistic style, this artwork is from the Flox and Pierre Art Studio. These two artists are popular figures in contemporary New Zealand art. Much of their inspiration comes from New Zealand's contemporary culture and natural environment, including elements such as flowers, birds, and traditional Māori culture. They perfectly encapsulate the fresh, natural image of New Zealand. In this event, we have also invited some brands related to New Zealand to participate. For example, Hainan Airlines now operates routes from Auckland to Shenzhen and from Auckland to Haikou. They have collaborated with usto integrate culture and art with business. We also have some activities, including art exhibitions and business promotions in partnership with service providers. So, the New Zealand National Arts and Lifestyle Pavilion, through our brands and artworks, creates an immersive New Zealand living scene and lifestyle. This allows the citizens of Shenzhen and art enthusiasts to closely experience this Western New Zealand lifestyle, which is one of our main goals for participating in the Fair. 

SFC Markets and Finance: What do you think is the significance of the International Cultural Trade Hall at ICIF?

Zong Yuan: Our exhibition area is dedicated to international culture and art, which I find quite distinctive. Firstly, it brings together unique products, cultures, and artistic expressions from different countries, creating a multicultural environment. I believe that at this stage of China's highly mature economic development, embracing diverse international cultures is essential. This diversity is manifested in the rich cultural content of different countries, their arts, and their products, which provides a wealth of choices for everyone who visits here. Secondly, it also offers a chance to learn about various national cultures.

Actually, it's like a mini World Expo. This fair not only fosters exchanges among international exhibitors but also enables the Chinese public to gain a deeper understanding of foreign cultures, fostering friendship, increasing understanding and trust, and building cooperation. This also aligns with China's Belt and Road Initiative, representing a great embodiment and a successful cooperation model.

SFC Markets and Finance: Can you give some concrete examples of the progress made by China and New Zealand in the field of cultural trade?

Zong Yuan: In 2019, at the AI International Art Gallery, we organized a group of over 30 New Zealand artists to participate in the Beijing International Art Biennale, which I regard as the Olympics of the art world. The Biennale had 125 participating countries with six national pavilions, and we spearheaded the creation of a New Zealand national pavilion, comprehensively presenting contemporary New Zealand art to the Chinese audience.

That year also marked the 47th anniversary of China-New Zealand diplomatic ties. The New Zealand Ambassador to China, Clare Fearnley, highly commended this art exchange. She noted that it was the first time the contemporary New Zealand art was introduced comprehensively to China. This reinforced our commitment to promoting New Zealand through art, as it is highly visual, widely accessible, and culturally rich. This, I believe, is the magic of art.

SFC Markets and Finance: What role do you think cultural trade plays in promoting economic development for China and New Zealand?