Project Background and Significance

Malaysia is one of the earliest countries to respond to the "Belt and Road" initiative. With a long-standing friendship between China and Malaysia, the two countries have consistently been at the forefront of regional relations. Malaysia will assume the role of the coordinating country for China-ASEAN relations, presenting a new and significant opportunity for the development of China-Malaysia relations. Standing at a new historical starting point, Chinese and Malaysian youth should expand channels of communication and exchange, leveraging the inherent advantages of young students who possess the ability to bridge the gap between China and foreign cultures. They should actively engage in the construction of the "Belt and Road" initiative between China and Malaysia, becoming advocates for China-Malaysia friendship and contributors to pragmatic cooperation.

Students from Shanghai Jiao Tong University have the obligation and the ability to combine their language skills with their professional expertise. Through joint research and in-depth cooperative exchanges, they can enhance the influence, appeal, and affinity of China's image in the multicultural environment of Malaysia using themes and activities that are appealing to young people. This will establish a unique multilingual communication path centered on the Chinese-Malaysian youth community, radiating through English, Chinese, and Malay language communities.

Project Objectives

This project focuses on multilingual and cross-cultural communication among Chinese and Malaysian youth, innovating practical communication methods to disseminate the image of contemporary China to Malaysia's multilingual community (Chinese, Malay, English). Based on professional expertise and cross-cultural competence, the project will identify entry points by combining the interests and aesthetic preferences of Malaysian audiences. It aims to achieve precise dissemination of Chinese culture, stimulate the awareness and recognition of traditional Chinese culture and the image of contemporary China among the youth of both countries, and enhance emotional resonance within the Sino-Malaysian cultural community.

The project, relying on organizations such as the China-Malaysia Friendship Association, will utilize new media platforms to construct a new paradigm of cultural communication with both short-term and long-term interactive exchanges.

Specific tasks include:

1. Conduct in-depth investigations into the inheritance and practice of the shared cultural roots between different communities and groups in Malaysia, producing a research report to provide a basis for precise audience-targeted communication.

2. Conduct surveys and interviews among Malaysian youth to understand their perceptions of the image of contemporary China and the Communist Party of China in the new era, and generate advisory reports to support the diplomatic activities of the 50th anniversary of the establishment of diplomatic relations between China and Malaysia.

3. Plan an effective dissemination strategy for the advantages of the contemporary Chinese image among Chinese and Malaysian youth, considering different communication paths' impact on the dissemination of the Chinese image in different communities.

4. Organize experiential interactive platforms around core elements of the Chinese image, such as flash mobs and cultural and creative activities, in universities, cultural squares, and important commercial areas with high foot traffic.

5. Collaboratively establish a TikTok account for Chinese and Malaysian youth, creating a normalized, lifelike, and youthful long-term interactive communication platform.