Project Leader: Huan Changpeng，School of Foreign Languages
Project Location: Malaysia
Although China has become the world’s second-largest economy, it remains relatively underrepresented within the global language system. In the process of promoting its national image globally, China in the new era has developed a clearer sense of self-identity. However, many international audiences still lack a comprehensive understanding of China. Malaysia was among the first countries to respond to the Belt and Road Initiative. In Southeast Asia, Malaysia has a strong tradition of preserving and promoting Chinese culture. Therefore, promoting Chinese traditional culture and exploring new approaches to cultural communication in Malaysia carries both contemporary relevance and symbolic significance.
The project team traveled to Malaysia to explore pathways for cultural outreach, centering on the mission of "international communication of Chinese culture." Leveraging young people’s strengths in navigating both Chinese and global contexts, the team carried out cultural exchange activities and studied how China’s image is perceived among local youth. By aligning with global topics such as green economy and the SDGs (Sustainable Development Goals), the project aimed to enhance China’s influence in Malaysia’s multilingual environment through messaging that is engaging, relatable, and compelling. The research results were compiled into a policy advisory report, providing valuable insights to support targeted and effective cross-cultural communication strategies.
The project received extensive media coverage from major outlets including Guangming Daily, People's Daily, Xinmin Evening News, IP Shanghai, and Eastday. Additionally, a documentary film crew from Shanghai Media Group followed the project throughout its progress for the program "ASEAN Dialogue." The project team collaborated to produce a special feature on "China–Malaysia Youth Exchange," which was broadcast as part of the Dialogue of Civilizations special in October on Dragon TV.
