On December 27, 2024, the “Beside the Great River: Celebrating Quhua’s Charm” Global Gen Z Dialogue on High-Quality Development of the Yellow River Basin and the launch of the video series Gen Z’s Journey into Yellow River Culture were held in Jinan.

This event aimed to deeply explore the rich connotations, spiritual essence, and contemporary value of Yellow River culture, as well as to innovate and enhance strategies and effectiveness in promoting it internationally. Gen Z representatives from over 10 countries and regions, including China, Germany, Kenya, Russia, and Jordan, gathered in Jinan alongside officials from government departments of the nine provinces along the Yellow River, representatives of local departments and institutions in Jinan, and international friends from local universities. Together, they discussed innovative ways to spread and facilitate diverse exchanges around Yellow River culture.

During the event, the National Cultural Export Base, as an important showcase for cultural heritage, displayed a variety of creative cultural products such as gilded bookmarks, specialty artifact-themed fridge magnets, and Jinan dialect-themed coasters. These items, known for their ingenious creativity, exquisite craftsmanship, and profound cultural significance, captured the attention of the attendees and sparked a keen interest in Yellow River culture. The cultural display played a positive role in fostering cultural exchange during the event.

In the subsequent “Exploring the Yellow River” Media Tour and International Gen Z Cultural Exploration Activity, media representatives from other provinces and cities in the Yellow River basin and international Gen Z participants visited the National Cultural Export Base. They learned about China’s pioneering full-chain service model for exporting cultural enterprises, as well as innovations in cultural design, trade, and branding along the Yellow River basin. These activities helped domestic and international guests further appreciate the charm of Yellow River culture, promoting cultural exchange and mutual learning.

At the Hongjitang Traditional Chinese Medicine (TCM) Cultural Industry Park, Hongjitang Pharmaceutical, as a key inheritor, practitioner, and promoter of TCM culture in Shandong, has deepened its digital transformation and innovation efforts. By increasing investment in scientific research and developing new products, it actively showcases the charm of this national treasure to a global audience. The company highlights the vibrant development of TCM culture while ensuring its heritage is preserved, innovated, and utilized effectively. Visitors to the park experienced the allure of TCM culture up close, gaining a deeper understanding and appreciation of its rich legacy and contemporary significance.

Looking ahead, the Jinan Free Trade Zone will fully leverage the resources, innovative influence, and cultural leadership of the National Cultural Export Base. It will capitalize on the policy benefits of pilot reforms in the Free Trade Zone to foster a group of globally competitive cultural enterprises and renowned brands. The goal is to establish distinctive cultural symbols and an industrial system characteristic of the Jinan Free Trade Zone, ultimately creating a high-energy platform and innovative hub for cultural export along the Yellow River basin.

（Liang Ruixin, Gong Lili, Kuang Qiongqiong）