The China Media Group (CMG) on Friday announced its initiative to promote Chinese brands for the year 2025, with goals including the display of Chinese innovation to an international audience.

The group held a launch event for the initiative in Beijing, during which CMG signed memoranda of understanding with over 20 organizations and enterprises to provide media services.

Brands are a crucial symbol of high-quality development, CMG President Shen Haixiong said at the event. On top of being a promoter of brands, Shen said, CMG is also a builder of brands, as the group utilized made-in-China technologies in the French capital Paris to broadcast the Olympic Games in 8K, showcasing Chinese innovations and the country's soft power.

In the past five years, 77 companies and institutions have joined the project, representing the achievements of China's reform and opening-up and reflecting the enterprising spirit in the new era, according to Peng Jianming, a member of CMG's editorial board.

Peng added that the initiative includes a public welfare service for rural revitalization, providing free promotion for 70 agricultural products in 12 provinces and regions.

For 2025, CMG will further fulfill its responsibilities for rural revitalization as a national media outlet, signing cooperation agreements with authorities from 17 provincial regions across China.

The 2025 initiative will use CMG's television channels, online outlets and overseas media to help enterprises build their brands. At the same time, the group will use its Yangshipin new media platform to realize end-to-end marketing with the concept "what you see is what you can buy."