Competition, modern business model necessary to make Chinese culture go global

More competition, more cultural exchanges and the adoption of modern business model are necessary to make Chinese culture go global, European cultural experts say.

They made the remarks during recent interviews with Xinhua on how China can better promote inter-civilization activities in culture and boost Chinese culture's acceptance overseas.

COMPETITION

Paul Dujardin, chief executive officer and artistic director of the Palace of Fine Arts, known as the Bozar, one of the best-known cultural establishments in Belgium, said if the Chinese cultural institutions want to grow in the global cultural world they have to be open to competition, not only with the other countries but also with overseas Chinese communities.

Another important aspect is to preserve, according to the Belgian expert.

China should learn better the idea of collecting, creating museums and keeping cultural heritage, he said. "I think there will be a moment in China when they will learn again these traditions and that Chinese culture should not adapt to European culture and should develop more also in Asia."

CULTURAL EXCHANGES

More cultural exchanges are essential, Dujardin said.

"The central issue is the people," he said, suggesting that China's cultural circles should try to establish relations with the around 1000 small cultural festivals in Europe, "developing a network (with overseas cultural tis) not only in Shanghai and Beijing but all over China."

He said that efforts should be made to create a creative exchange with the citizens in all the levels and in all performing arts. "Theater and dance should be seen in a more global way."

By creating a cultural parallel between Europe and China, the public will feel more closely related to the Chinese cultural performance, according to the Bozar CEO.

He added that in order to support a cultural initiative, it's important to seek support of big Chinese banks and media in Europe. "Of course, the best combination is always with private and public partnership."

MODERN BUSINESS MODEL

Some European cultural experts believe that Chinese culture groups, in particular those in music performance industry, should adopt more modern business model.

Alex Stevens, spokesman for DOUR festival, which will hold its 26th annual event this summer and is expected to attract thousands of audiences, said that Chinese music groups can participate in more European festivals to gain celebrity.

Stevens said the DOUR festival has invited music groups from all over world but they are relatively lack of knowledge for Chinese music groups,particularly in modern music area.

He also noted that organizers of major festivals like DOUR value audiences' taste and favor above all. "Booking music in Dour is not only about marketing or just advertising."

In his opinion, many Chinese music groups that are potentially good both for quality and business values have not yet gained European audience's attention and love.

On promoting the brand of Chinese cultural groups in Europe,Janis van Lokven,director of Marketing Communication for Mojo Concerts A Live Nation Company,a Dutch music performance organizer urged Chinese groups to consider cooperating with Europe's local professional agent for marketing and advertising.