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China Media Group (CMG) marked a significant step in global celebrations of the Chinese New Year by hosting a special "Prelude to the Spring Festival Gala" event in Brazil's São Paulo on Wednesday. The event, which drew over 200 attendees including officials, diplomats and cultural figures, showcased Chinese culture and celebrated the growing international recognition of the Spring Festival.
The event featured captivating performances, including ink wash painting demonstrations by the Confucius Institute at São Paulo State University, traditional Chinese folk music from the Confucius Institute at State University of Campinas, and dynamic performances of Sichuan Opera's "face-changing," lion dances and dragon dances. A traditional Chinese clothing display offered guests a hands-on experience with the elegance and beauty of Chinese attire.
Face-changing performance at the Prelude to the Spring Festival Gala event in São Paulo, Brazil, January 22, 2025. /CMG
Promotional clips for various CMG programs were also showcased, including the Spring Festival Gala, the Spring Festival Opera Gala, and the cultural program "China in Intangible Cultural Heritage" highlighting the enduring appeal of traditional Chinese culture.
Notably, the CMG Spring Festival Gala trailer was displayed on Paulista Avenue, a major thoroughfare in São Paulo, attracting significant local attention.
Shen Haixiong, president of CMG, delivered a video address emphasizing the Spring Festival's importance as a core Chinese tradition and a celebration of cultural diversity. He highlighted the festival's recent inclusion on UNESCO's Intangible Cultural Heritage list and its global transformation.
Shen also emphasized the CMG Spring Festival Gala, a 42-year tradition and the world's most-watched annual cultural and artistic TV program, inviting global audiences to participate in this grand cultural and visual experience. He expressed hope that the gala would connect overseas Chinese with their cultural roots and provide international audiences with an authentic taste of Chinese culture.
Tian Yuzhen, consul general of China in São Paulo, said that China would work with international partners to promote cultural exchange and mutual understanding.
Rodrigo Moraes, a member of the Legislative Assembly of the State of São Paulo, emphasized the event's role in furthering cooperation and cultural exchange between Brazil and China, expressing hope for increased economic prosperity and deeper cultural ties.
Ângela Gandra, municipal secretary of international relations of São Paulo, highlighted the event as a symbol of cultural exchange and enduring friendship between the two nations.
Carolina Lafemina, deputy secretary of culture for the City of São Paulo, emphasized the strong ties between São Paulo and Shanghai, highlighting their sister-city relationship and the potential for expanded cooperation.
Thomas Law, president of the Brazil-China Sociocultural Institute (Ibrachina), noted that the CMG event marks the beginning of a series of Sino-Brazilian cultural exchanges leading up to Brazil hosting the BRICS summit in 2025.