Share Experience on Global Cultural and Creative Industry Development, Work Together to Explore Future Way

ICCI 2021-12-04 1

On Dec.4th,The Fourth International Conference on Global Cultural and Creative Industries,mainly hosted by USC-SJTU Institute of Cultural and Creative Industry (ICCI),was held in the college of ICCI. Nearly a hundred experts, scholars,professors, students, and professionals from related industry attended theconference through the Internet or being on-site, co-sharing their perspectives and exploring on the challenges and future development trends faced by thecultural and creative industries. WANG Weimin, the Deputy Secretary of the CPCSJTU Committee &Vice President of SJTU, addressed the speech in the opening ceremony. Professor XUE Ke, the Vice Dean of USC-SJTU ICCI, hosted theconference.


XUE Ke, the Vice Dean of USC-SJTU Institute of Cultural and Creative Industry, Shanghai Jiao Tong University, hosted the opening ceremony, grandly introduced the guests and attendance in this international conference, and also presented a video to recall the wonderful moments in previous sessions.


WANG Weimin, the Deputy Secretary of the CPC SJTU Committee, Vice President of Shanghai Jiao Tong University addressed the speech in the opening ceremony, in which he positively praised for what ICCI had explored in the field of cultural and creative industry, and also placed high hopes on ICCI to do better. Besides, he indicated that, ICCI should be a shoulder to keep integrating the global resources to speed up the soft power of cultures in Shanghai, a path-breaker to deep plough the cultural and creative industries to seek the innovations.


SUN Ruofeng, the Director of National Technical Committee on the Standardization of Tourism, &Former Director of the Department of Science, Technology and Education in the Ministry of Culture and Tourism of the PRC, expressed that, currently in China, the economic integration and aesthetic integration appeared simultaneously in the “same age”, which has built the social foundation for the coming of the Cultural and Creative Age. The future development of the cultural and creative industries should be focused on widening horizons, blazing new trails, and concluding experience, but the most important is to brush up the beauty and harmony created by human and heaven in Chinese traditional culture, thus to create more wonderful human life.


ZHANG Weimin, the Secretary of Party General Branch & Dean of USC-SJTU Institute of Cultural and Creative Industry, Shanghai Jiao Tong University, addressed the speech, in which he extended his warm welcome and great gratitude to guests and audience, and also briefly introduced the results ICCI has achieved since its establishment. He indicated that the booming development of the cultural industry not only boost the upgrading and transforming of the traditional industry but also bring an urgently-thought question on how to cultivate of cultural industry talents with international vision and hard power.

Cloud connects intelligence, the “nationalization” and“internationalization” of cultural industry

At the beginning of 2020, the COVID-19 pandemic spread across the world, not only bringing a great impact on world’s economic but also providing opportunities for industry’s transformation. The new forms of cultural industry exemplified by social media, digital audio, virtual idol, live-streaming marketing, online education are developing rapidly, which brings the public smooth and organized home-quarantined life with enjoyable entertainments, and also makes the cultural industry develop with endless possibilities. The topic forum in the conference invited guests in the field of education and industry to discuss about the new forms of cultural industry and the its booming development, sharing their professional and cutting-edge opinions and insights.

DUAN Peng, the Standing Committee Member of the Party Committee & Vice President of Communication University of China, lectured on current developing trends of cultural and creative industry, in which he vividly explained the phenomenon of “the visualization of national music in the short video platform”, and concluded that, nowadays, with the structural adjustment and transformation of China’s cultural and creative industry, it’s of great significance to spread culture with the help of media technology, and thus to help the public have a better grasp of the aesthetic taste.

Willow BAY, the Dean and Walter Annenberg Chair in Communication, Annenberg School for Communication and Journalism, University of Southern California, expressed her insightful thoughts and the future development of the cultural and creative courses. She indicated that the revolution of media technology set a new standard for talent training and education in the field of cultural and creative industry. As a story-teller to transmit the cultures and also a builder to open up a new era, the future cultural and creative talents should actively seek industries cooperation and expand the presence into cultural and creative education, in order to stimulate the newborn of the cultural and creative values.


LI Zhongmou, the President of Shimao Culture, former Deputy Director of Shanghai Museum, & former Assistant to the President of the Palace Museum, briefly introduced that, nowadays, the young generation have greatly increased their interest in cultural relics, the museum, and the traditional cultures, of which the cultural and creative industry provided the fertile ground for traditional cultures to grow up. TV programs like “Tang Palace Night Banquet”, “China National Treasure Congress”, “National Treasure”, “One Ride”, made the traditional culture “shine brightly”, not only to promote the heritage of Chinese traditional excellent culture, but also to enhance the cultural self-confidence of Chinese people.


ZHOU Shuhua, Professor, Leonard H. Goldenson Endowed Chairs in Radio and Television, Missouri School of Journalism, University of Missouri, introduced the public about the theory of ecological affordances through vivid examples, in which he emphasized the application of affordances in design and other industries, and thus to apply into the cultural and creative industry. He also indicated that when launching a new business mode, those participants in related industries should return to basic analysis and think about how to use media affordances to create better products for users.

HU Hailin, the Secretary of the CPC and General Manager of Oversea Chinese Town Culture Group, talked about the ancient towns and traditional colleges, which flourished in Tang Dynasty, prevailed in Song Dynasty and popularized in Yuan, Ming, Qing Dynasty; besides, in the light of the development trend of modern cultural tourism, he also spoke of the development philosophy and planning of China’s super IP: the 24th Histories Academy.

HU Zhifeng, the Deputy Secretary of the CPC, Vice President of Beijing Film Academy, stated that the film festival exhibition, a form-carrier of the cultural and creative industry, plays a vital role in cultural tourism and global communication. It is also an important carrier to promote civilization dialogue, to eliminate cultural differences, to share common values and to enhance China’s international communication power. In the future, Chinese film festival exhibition should hold more open and inclusive attitudes and learn from the experience of successful film festival exhibitions, to build a brand with Chinese characteristics and contribute Chinese wisdom to the global film industry.

Forum of Deans: cultural and creative courses should “seize a chance” and

“make a difference”

With the transformation and vigorous development of China’s cultural and creative industry, the corresponding talent training modes and research output path are also facing rapid changes and challenges. In November 2020, the Ministry of Education issued the “Declaration on the Construction of The New Liberal Arts” at the New Liberal Arts Construction Conference, which made a comprehensive deployment of the Liberal Arts construction. It is of great significance for enhancing the comprehensive national power, strengthening cultural self-confidence, cultivating the new people of the times, building a strong country in higher education, and integrating and developing liberal arts education.

Facing the world’s great changes in a century, the construction of the new liberal arts should figure out how to gain advantages and initiatives in competing big powers and to train the new people with international vision and competitiveness, and thus to realize the undertaking of Chinese rejuvenation, all of which require arduous efforts when building the new liberal arts and place more focus on liberal arts talents training. At the Dean’s Forum of the conference, the leaders from more than ten top universities in China, such as Peking University, Shanghai Jiaotong University, Wuhan University, Tongji University, Zhejiang University and China Media University, conducted in-depth discussions on the training modes of cultural and creative talents in higher education, the construction and development of creative disciplines, etc.

The complicated and changing international situation and also people’s growing cultural demands for diversity, quality and personalization make it an urgent problem to be solved that how to cultivate cultural industries with international vision and strong power. In this regard, ICCI makes attempted explorations. In 2020, ICCI, coupled with educational professionals and industrial resources, established the International Cultural and Creative Industry Research Institute to encourage domestic cultural and creative industry experts and scholars to seek cross-border cooperation, in order to better integrate global cultural and creative research resources and to accelerate the complementarity of the cultural and creative industry with other industries. At present, 40 researchers and industry experts from Shanghai Jiaotong University, University of Zurich, Chicago College of Art, University of Liverpool, University of Southern California, University of Amsterdam, Chicago Museum of History, Pudong Art Museum, Monaquin Project and other leading universities and cutting-edge cultural and creative institutions have been funded to collaborate on the cutting-edge fields of art production, science and innovation integration, intelligent design, traditional culture, net red economy, digital ecology and so on.

XUE Ke expressed that the creative economy has become a powerful force for world’s changes, with a great developing potential. Whether it is today’s conference or institute to fund the global cultural and creative scholars, we hope to link the global creative wisdom, to share China’s power and opportunities, to help build a two-way and efficient bridge for the development and growth of the world’s cultural and creative industries.

At last, the conference also held forum of editors. Editors from leading journals from around the world gathered online to share opinions on the theme of “Academic Paper Publishing” and to discuss academic issues with participants and scholars.