Washington (CNS) -- "Chinese kung fu is coming to a market turning point. I will dedicate myself to the spread of kung fu culture as well as its healthy and deep thoughts all over the world," said Chinese movie star Jet Li, known as "the kung fu king," at a press conference in Washington DC on August 14.
Li is currently on tour with the Chinese Kung Fu Champion Delegation in the U.S.
For a long time, China has been making huge attempts to help the world understand and appreciate the spectacular art of kung fu, Li said at the conference.
During his 37 years of engagement in the cause, things have not always been optimistic, however, while the Koreans have been much more successful at introducing Taekwondo to the world.
Li further explained the meaning of "Wu" (as in wushu, kung fu and martial arts), which seeks an end to fighting – just like the philosophy of religions, it persuades participants to love everyone, including enemies. However, a disappointing reality is that the gap between east and west seems to have blocked most Americans from this level of communication.
Li attributed the ineffectiveness to impulsive and poorly planned strategies that lacked a clear knowledge of market demands.
In his opinion, a new marketing emphasis should be created. If one compares the diversity of Chinese culture to a Chinese feast of 108 dishes, it would be too demanding to ask foreigners to learn how to make every dish – the same goes for understanding the essence of kung fu. To start with an appetizer or simple one, like vinegar-pepper soup or Yangzhou fried rice, might be the best method, he explained.
Simple things become popular easily. If Chinese kung fu hopes to receive a big welcome, it must be simplified for audiences, Li added.
His idea is to make Tai Chi the beginning and the core of kung fu publicity. The advantages of Tai Chi lie not only in its capability to strengthen health with simple gestures, it also brings with it deep thoughts of Yin and Yang – the main philosophy of the ancient school of Dao.
Li's attempts to attract more people to the world of kung fu through his movies have been met with limitations, because a movie is something one can sit on a couch and watch without much mental activity, he said.
From now on, Li said he will look into the market for which kung fu is needed. With a marketing approach, he intends to demonstrate the healthy and happy benefits of kung fu to the world. It is his belief that followers will gather if they are given the message.
With a consensus to share Chinese culture reached among governments, companies, the culture industry and the kung fu circle, he now anticipates a booming development in Chinese kung fu.
"I did not serve my responsibilities well as the image ambassador of the World Wushu Association or the China Wushu Association. I will be focusing on this duty in the next couple of years," said Li. "12 years later, with all my efforts, Chinese kung fu will come to prosperity."
