China Needs Symbolic Products for Culture

With China's economic development have come better products and the number of cultural exchanges with foreign countries is increasing. However, there is a problem. China hasn't developed any symbolic products to serve as the hallmarks of Chinese culture in the way that Coca-Cola, Hollywood and the NBA represent US culture.

If Chinese culture is to be used as a product, it must have a distinctive and attractive brand name and trademark. Chinese culture is extraordinarily diverse and has a long history. To build the characteristics of Chinese culture into a symbolic product, a great deal of research must be done. After creating the initial product, it will need to be repeatedly tested before being finalized. This process will rely on experts to operate the final checks. The purpose of this product is to ensure that the definition of the Chinese culture is in accordance with the definition of the Chinese people. Chinese culture reflects Chinese people; Chinese people represent Chinese culture.

Just like Coca-Cola, which is a clear symbol of American culture, what China must do first is accurately determine the essence of Chinese culture. Then it must decide on an appropriate product and brand name. This is a large project, which can only be led by the government and guided by experts and scholars.

The bearers of Chinese culture are the 1.3 billion people of China. Only after Chinese people accept and recognize their role, can it be promoted in overseas markets. Therefore, the study of Chinese culture should be centered on Chinese people. Once the product is released, Chinese people will have to live with it. There should be a significant and influential cultural component to people's lives. The influence of Chinese culture is determined by how much it changes people's way of thinking and behaving. If the product of Chinese culture becomes well-known in China, Chinese people will live a better life in a more harmonious community. In the long run, China's 1.3 billion people would become spokespersons for Chinese culture products.

Coca-Cola is a prime example. Before being introduced to foreign markets, it had to have strong support in the domestic market. Coca Cola now helps to promote American culture and has become a symbol of the American way of life. The brand represents family, food, entertainment, sport and more. Coca-Cola has been firmly integrated into American society.

The pursuit of harmony in traditional Chinese culture is in keeping with China's current quest to build a harmonious socialist society. Confucianism advocates "concord" and "peace"; Taoists pursue harmony between man and nature; Mohists advocate "universal love and exchange of profits", the "integration of individual and society" as well as harmony between morality and utilitarianism. If the backbone of Chinese society-- the family --were under the influence of China's traditional culture, the family would seldom have disputes. They would not be suspicions of one another and everyone would live a peaceful life. If this idea was applied to work units, government departments, business institutions and society at large, if everyone used historical wisdom to settle the conflict, society would be more harmonious.

The author, Chen Qiwei, is Chairman of the Board of Coca-Cola China and a member of the CPPCC National Committee.