賀煜

Zhang Hang， Chairman of Hongyi Jiuzhou International Culture and Art Development Co.， Ltd.

International Integrated Platform for Culture Trade Facilitating Cultural Exchanges Between China and the World

“一帶一路”國(guó)際合作10年成果豐碩，人文交流項(xiàng)目精彩紛呈，奏響新時(shí)代的絲路樂章。近年來，重慶泓藝九洲國(guó)際文化藝術(shù)發(fā)展有限公司（以下簡(jiǎn)稱：泓藝九洲）借助共建“一帶一路”倡議的東風(fēng)，建平臺(tái)、拓通道、促交流，傳承中華優(yōu)秀傳統(tǒng)文化、促進(jìn)中外文明交流互鑒。本刊記者專訪泓藝九洲董事長(zhǎng)張航，講述企業(yè)助力傳統(tǒng)文化出海的生動(dòng)實(shí)踐。

推動(dòng)入駐企業(yè)與全球藝術(shù)機(jī)構(gòu)達(dá)成合作

泓藝九洲自2016年成立以來，充分利用重慶自貿(mào)試驗(yàn)區(qū)、服務(wù)業(yè)擴(kuò)大開放等政策和西部陸海新通道等戰(zhàn)略通道優(yōu)勢(shì)，搭建起了西部領(lǐng)先的文化貿(mào)易綜合服務(wù)平臺(tái)。

張航介紹，泓藝九洲被授予全市首個(gè)市級(jí)對(duì)外文化貿(mào)易基地——重慶（西永）對(duì)外文化貿(mào)易基地，依托基地建設(shè)運(yùn)營(yíng)西部第一個(gè)市級(jí)文化跨境電商公共服務(wù)平臺(tái)及市級(jí)西部藝術(shù)品倉(cāng)儲(chǔ)物流分撥中心，建成了輻射西部、面向全國(guó)、聯(lián)通國(guó)際的對(duì)外文化貿(mào)易綜合產(chǎn)業(yè)平臺(tái)。

基地?fù)碛薪?萬平方米獨(dú)立大樓，是集辦公、展示、銷售、倉(cāng)儲(chǔ)、互動(dòng)與休閑為一體的文化貿(mào)易產(chǎn)業(yè)綜合體。泓藝九洲與重慶市高新區(qū)及西永管委會(huì)簽署投資協(xié)議，為入駐基地的文旅貿(mào)易企業(yè)提供優(yōu)厚的扶持政策和配套保障，依托基地的政策和資源開展孵化。

截至目前，泓藝九洲已推動(dòng)基地入駐企業(yè)與全球1000余家藝術(shù)機(jī)構(gòu)及藝術(shù)家達(dá)成合作，為香港巴塞爾展、臺(tái)北當(dāng)代藝術(shù)展、第五屆全國(guó)美展等200余個(gè)藝術(shù)大展和國(guó)際藝術(shù)品項(xiàng)目提供物流、倉(cāng)儲(chǔ)、通關(guān)等一站式國(guó)際物流解決方案。為重慶中國(guó)三峽博物館、重慶大足石刻博物館、重慶市川劇院、四川美術(shù)學(xué)院、重慶美術(shù)館等數(shù)十家國(guó)內(nèi)文化代表性機(jī)構(gòu)提供各類跨國(guó)文化交流、文化貿(mào)易和文化展覽服務(wù)。

此外，泓藝九洲打造運(yùn)營(yíng)重慶市商務(wù)委的跨境電商公共服務(wù)平臺(tái)，是西部地區(qū)首個(gè)以文化貿(mào)易為主題的跨境電商平臺(tái)，該平臺(tái)賦能西部地區(qū)文化商貿(mào)企業(yè)200余戶，已經(jīng)實(shí)現(xiàn)跨境電商交易額超9700萬美元。

“中國(guó)印象”品牌活動(dòng)助力傳統(tǒng)文化出海

“近年來，泓藝九洲著眼國(guó)際國(guó)內(nèi)雙向發(fā)力，大力拓展文化藝術(shù)‘走出去‘引進(jìn)來的便利渠道，開展了各類文化交流活動(dòng)上百場(chǎng)。其中，策劃打造了‘中國(guó)印象·秀美重慶國(guó)際文化藝術(shù)巡游等活動(dòng)，成效顯著?！睆埡浇榻B，采取文化巡游展銷模式打造的“中國(guó)印象”品牌活動(dòng)已先后在法國(guó)巴黎、俄羅斯圣彼得堡、泰國(guó)曼谷等共建“一帶一路”國(guó)家落地開展。該活動(dòng)于2018年被國(guó)家文化和旅游部列為全國(guó)“一帶一路”文化貿(mào)易與投資40個(gè)重點(diǎn)項(xiàng)目之一，2023年被中宣部、文旅部等六部委列為對(duì)外文化貿(mào)易“千帆出?！庇?jì)劃的相關(guān)項(xiàng)目之一，均為重慶唯一入選的項(xiàng)目。

依托一系列文化出?；顒?dòng)，泓藝九洲推動(dòng)川劇、榮昌夏布等傳統(tǒng)文化走進(jìn)共建“一帶一路”國(guó)家，并與外方成功簽署合作協(xié)議，受到海外媒體關(guān)注報(bào)道，促進(jìn)重慶數(shù)十家文化企業(yè)與海外相關(guān)機(jī)構(gòu)達(dá)成項(xiàng)目合作，推動(dòng)重慶的文化企業(yè)在海外落地。

張航提到，泓藝九洲還成功主辦及合作舉辦了各類國(guó)內(nèi)外展覽數(shù)十場(chǎng)，其中不乏像“蒙娜麗莎的微笑和文藝復(fù)興——貝利尼家族收藏特展”這樣極具影響力的IP大展。策劃主辦的重慶國(guó)際現(xiàn)當(dāng)代藝術(shù)邀請(qǐng)展已成功舉辦三屆，是重慶歷史上規(guī)模最大的現(xiàn)當(dāng)代藝術(shù)展覽，現(xiàn)已成為一個(gè)系列展覽品牌。

持續(xù)打造中國(guó)元素的國(guó)際文化IP

“今年，我們開展了‘文化+商貿(mào)模式的‘中國(guó)印象·中國(guó)好禮國(guó)際文化商貿(mào)全球行活動(dòng)，首站于8月落地泰國(guó)。”張航介紹，泓藝九洲與中國(guó)貿(mào)促會(huì)下轄的“中國(guó)好禮”國(guó)家級(jí)IP深度合作，在重慶設(shè)立了中國(guó)好禮區(qū)域發(fā)展中心，為中國(guó)文化企業(yè)出海提供從IP、設(shè)計(jì)到營(yíng)銷、物流的全方位服務(wù)，提升具有中國(guó)元素的文創(chuàng)產(chǎn)品的知名度和美譽(yù)度，以此帶動(dòng)文化產(chǎn)品出海。

張航介紹，多年來，泓藝九洲構(gòu)建了市級(jí)非物質(zhì)文化遺產(chǎn)推廣中心，以重慶為據(jù)點(diǎn)，輻射云、貴、川等地區(qū)，集合展示各類特色非遺文化產(chǎn)品300余品類近5000種。

依托豐富的非遺資源，重慶（西永）對(duì)外文化貿(mào)易基地入駐企業(yè)自主研發(fā)了“新非遺”產(chǎn)品20余款，在數(shù)十個(gè)國(guó)家建立了展覽和銷售渠道，部分文創(chuàng)產(chǎn)品獲評(píng)“中國(guó)好禮”“重慶好禮”“外事禮品”等，進(jìn)一步助推非遺產(chǎn)品走向世界。

張航表示，接下來，泓藝九洲將持續(xù)舉辦“中國(guó)印象”系列活動(dòng)，5年內(nèi)擬落地亞歐及中東地區(qū)超過10個(gè)共建“一帶一路”國(guó)家，以文化帶商貿(mào)，以商貿(mào)促發(fā)展，持續(xù)推廣中國(guó)傳統(tǒng)文化，促進(jìn)中外人文交流。

圖/受訪者提供

Over the past 10 years， we have witnessed remarkable fruits in Belt and Road cooperation， including diverse， colorful cultural exchange programs. In recent years， Hongyi Jiuzhou International Culture and Art Development Co.， Ltd. （“the Company”） has responded to the Belt and Road Initiative （BRI） by building platforms， expanding channels， and enhancing communication， with a view to carrying forward the fine traditional Chinese culture and promoting exchanges and mutual learning between China and the rest of the world. Zhang Hang， Chairman of the Company， gave an interview to our reporter， talking about how the Company has contributed to the “going global” of traditional Chinese culture.

Cooperating with Over Art Agencies Worldwide

Since its inception in 2016， the Company has fully tapped strategic opportunities offered by the China （Chongqing） Pilot Free Trade Zone， further opening-up of the service sector， and the New International Land-Sea Trade Corridor （ILSTC） to build a comprehensive service platform for culture trad that leads Western China.

According to Zhang Hang， the Company was authorized to build the Chongqing （Xiyong） Base for International Culture Trade， the first of its kind at the municipal level in Chongqing. Based on that， the Company operates the first municipal-level public service platform for cross-border e-commerce in Western China and a municipal-level warehousing， logistics， and distribution center for artworks in Western China， thus creating an integrated platform for international culture trade that reaches Western China， the whole China， and even the world.

Boasting a stand-alone building of almost 20，000 square meters， the base serves as a complex for culture trade， featuring offices， displays， sales， warehousing， interaction， and recreation. The Company has signed an investment agreement with the administrative committees of Chongqing High-Tech Zone and the Xiyong Micro-Electronics Industrial Park， to secure policy incentives and other support for the companies trading in culture and tourism settling in the base， allowing them to incubate business with the policies and resources of the base.

To date， the Company has facilitated those companies to enter partnerships with about 1，000 art agencies and artists worldwide， providing logistics， warehousing， customs clearance， and other one-stop international logistics solutions for over 200 art exhibitions and international artwork programs， such as Art Basel HK， Taipei Dangdai Art & Ideas， and the 5th National Exhibition of Fine Arts. The base has also provided various services related to cross-border cultural exchanges， culture trade， and cultural exhibitions to dozens of leading cultural institutions in China， such as the Chongqing China Three Gorges Museum， Dazu Rock Carvings Museum， Chongqing， Sichuan Opera House of Chongqing， Chongqing Art Museum， and Sichuan Fine Arts Institute.

Besides， the Company has created and operated the public service platform for cross-border e-commerce for the Chongqing Municipal Commission of Commerce， the first cross-border e-commerce platform dedicated to trade in cultural goods. This platform has empowered about 200 culture trade companies in Western China and recorded a cross-border e-commerce volume of more than USD97 million.

Branding Programs of “Impression of China” Empowering Traditional Culture to Go Global

“In recent years， the Company has engaged in the ‘Bringing-In and ‘Going-Global initiatives for cultural and art programs， launching over 100 cultural exchanges. Especially， we designed and launched events such as the “Impression of China， Beauty of Chongqing” International Cultural and Art Exhibition， with significant results. Zhang Hang noted that the branding programs of “Impression of China，” which feature cultural exhibitions， have reached Paris， France， St. Petersburg， Russia， Bangkok， Thailand， and other countries along the Belt and Road. It was included， as the only project in Chongqing， in the 40 major national Belt and Road programs of culture trade and investment by the Ministry of Culture and Tourism in 2018 and identified as one of the international outreach programs for culture trade by six ministries and national commissions including the Publicity Department of the Central Committee and the Ministry of Culture and Tourism in 2023.

Under the series of culture-themed “Going-Global” initiatives， the Company has brought Sichuan opera， Rongchang Ramie， and other items of traditional culture to countries along the Belt and Road and signed cooperation agreements with overseas partners. Widely covered by overseas media， those events have facilitated cooperation between dozens of Chongqing-based cultural companies and related overseas agencies， allowing those companies to establish a presence overseas.

Zhang Hang mentioned that the Company has hosted and co-hosted dozens of exhibitions at home and abroad， including highly influential ones such as the “Mona Lisas Smile & Renaissance—The Collections of Bellini Family” exhibition. The Company has launched three sessions of the Chongqing International Modern and Contemporary Art Exhibition， the largest exhibition of modern and contemporary art in the history of Chongqing. It has become a brand of exhibition series.

Creating More Chinese Cultural IPs for Global Market

“This year， we launched the “China Impression， China Gift” global tour with the “Culture + Trade” model， with the first leg in Thailand this August.” Zhang Hang said that the Company has entered in-depth cooperation with “China Gift，” a state-level brand of the China Council for the Promotion of International Trade. As part of the efforts， the China Gift Regional Development Center was established in Chongqing， which offers integrated services covering brand， design， and marketing for Chinese cultural companies to go global， to enhance the visibility and image of China-themed cultural creations and push for the “Going-Global” initiative of cultural goods.

Zhang Hang noted that over the years， the Company has built a municipal promotion center for intangible cultural heritage in Chongqing， which reaches Yunnan Province， Guizhou Province， Sichuan Province， and other regions and has showcased nearly 5，000 kinds of intangible cultural heritage products of about 300 categories.

Built on the rich intangible cultural heritage， companies in Chongqing （Xiyong） Base for International Culture Trade have developed about 20 intangible cultural heritage products with innovative designs and established exhibition and sales channels in dozens of countries， with some of the cultural creations rated as “China Gifts，” “Chongqing Gifts，” and “Chongqing Gifts for Foreign Affairs”， enabling those products to enter the global market.

Zhang Hang said that the Company will launch successive “Impression of China” events in more than 10 Belt and Road partner countries in Asia， Europe， and the Middle East within the next five years to allow culture and trade to boost each other， promote traditional Chinese culture， and advance people-to-people exchanges with other countries.

Photo/Interviewees