China's national broadcaster kicks off media campaign in Zhejiang

China Media Group (CMG) officially launched a major multi-platform media project on Wednesday in the city of Hangzhou, east China's Zhejiang Province. The initiative aims to showcase the economic development and cultural heritage of the coastal province to a global audience.

Wang Hao, provincial Party chief, and CMG President Shen Haixiong attended the launch event. Wang noted that the province is entering a critical phase of development, focusing on high-tech innovation, international trade and closing the wealth gap. He invited the national broadcaster to capture the vibrant scenes of innovation taking place across the region.

Shen emphasized that Zhejiang serves as a primary example of modern Chinese growth, citing its strong export economy and private sector energy. He stated that CMG plans to use a mix of traditional broadcasting and digital media to tell stories of the province's progress.

The campaign features several high-profile sub-projects. One highlights traditional Chinese opera in Jinhua, providing a national stage for performing arts. Another focus is the third edition of a short video event, which will be based in provincial capital Hangzhou to support digital content creators.

The collaboration also extends to local industries. CMG signed agreements with the city of Yiwu – known globally as a major hub for small commodities – to link national media intellectual property with local markets.

Ahead of the launch, officials also visited Yiwu to inspect preparations for the 2026 Spring Festival Gala. The city has been selected as a sub-venue for the massive annual television event. Producers are working to blend local historical culture with an international aesthetic to reflect the city's global trade connections.

The media campaign is expected to run through the coming months, featuring deep-dive reports and cultural programs designed to make the province more accessible to international observers.