Exploring the beauty of Quehua by the Great River! On December 27, the 2024 "By the Great River, Splendor of Quehua" Global Gen Z Forum on High-Quality Development in the Yellow River Basin, along with the launch of the "Gen Z’s Journey into Yellow River Cultural" video series, took place in Jinan Start-up Area.

Fostering collaboration across broader domains is an effective means to enhance international communication. Emphasizing co-creation and shared efforts, stakeholders are encouraged to participate collectively, contribute within their capacity, and enjoy mutual benefits from the results. More importantly, fostering co-creation and shared efforts among partners ensures that resources and platforms expand across various domains and dimensions. Together, this contributes significantly to improving international communication, increasing the global influence of Chinese civilization.

Yellow River culture is a vital part of Chinese civilization, offering a rich resource for global communication. Strengthening the international dissemination of Yellow River culture is key to its global recognition and influence. Efforts should focus on: promoting high-quality content and uncovering the essence of Yellow River culture, deepening international cooperation to dialogue with other great river civilizations, enhancing technological empowerment for effective communication, and engaging Gen Z for precision in cultural dissemination. These efforts aim to boost the cultural influence of the Yellow River and its significance worldwide.

Launched in 2021, Jinan Start-up Area emerged as part of the national strategy for ecological protection and high-quality development in the Yellow River Basin. The area follows a phased development plan, aspiring to become a green and low-carbon growth hub in Shandong Province. Focusing on transportation, ecology, and industrial clusters, the area leverages unique features— “a river, a mountain, a painting, a bridge, and a city”—to preserve, inherit, and promote Yellow River culture. A new city full of promise is rapidly taking shape along the Yellow River.

During the event, Jinan International Communication Center unveiled the "Gen Z’s Journey into Yellow River Cultural" video series. This project brought together over ten Gen Z youth from around the world to explore 19 cities along the Yellow River, showcasing its cultural depth and the vitality of China’s modernization through their international perspectives. At the event, Australian Gen Z host Mahad and bilingual host Veronica Kuang presented "Gen Z Dialogue: Exploring the Yellow River!", sharing cultural stories of the Yellow River.

Highlighting the importance of promoting Yellow River culture, nine provinces and regions along the Yellow River jointly established the Yellow River Basin International Communication Alliance. This collaborative initiative aims to share the Yellow River's story globally.

To share the story of the Yellow River New City with the world, the Jinan Start-Up Area with New Ones officially launched the "Yellow River New City • Quehua Culture IP" series of brand activities on-site. Through the creation of a distinct urban brand, the initiative aims to forge a unified image, enhance the clarity of the area's brand identity, achieve more precise communication, and extend its far-reaching impact.

The Yellow River Culture and Quehua Culture mutually enrich each other in the Jinan region, forming a unique cultural landscape. At the event, Sun Shuwen—Dean of the School of Literature at Shandong Normal University, professor, doctoral supervisor, Vice Chairman of the Shandong Writers Association, National Distinguished Figure in Social Science Popularization, and President of the Shandong Chinese Poetry and Literature Education Society—delivered a keynote speech titled "Advancing Yellow River Cultural Tourism, Strengthening the Awareness of the Chinese National Community." He elaborated on the Yellow River Culture as a vital cornerstone of the Chinese national community, with profound connotations and enduring vitality. Sun provided an in-depth analysis of the indispensable role of the Yellow River and Quehua Cultures in the construction and development of cultural landmark cities along the Yellow River, enhancing the audience's understanding of these cultural treasures.

At the event, the promotional video "Quehua New Area · Yellow River New City" and the city theme song "Rising Tide of the Great River" were released to spotlight the Jinan Start-Up Area. To further promote the area, six Gen Z youth from Australia, Yemen, Russia, Germany, Kenya, and Jordan, including Mahad, were appointed as "Z-Generation Yellow River Culture · Jinan Start-Up Area 'Quehua New Area · Yellow River New City' City Brand Ambassadors."

During the "Z-Generation Yellow River Talk" themed sharing salon, students shared their impressions of the Yellow River, stories close to their hearts, and amusing experiences during the filming of the "Z-Generation Yellow River Cultural Journey" series. They also introduced stories of their own countries' "Mother Rivers," unanimously agreeing that the achievements of civilizations are the shared wealth of humanity. They expressed their hopes to contribute to the international dissemination of Yellow River Culture in their own ways.

Reporters: Yuan Yuhua, Li Jinyang, Hua Shan, Hui Sheng

Photography: Zhou Xingquan, Gang Yongchao

Video Production: Lei Youting, Gao Yuan, An Shuo, Li Xiang, Zhang Qiyao, Wei Tianyi, Wang Zhiming

Design: Niu Qingchun

Interns: Zhang Shuo, Zhang Yifan, Sun Xiaoran, Jiang Yawen, Wang Lizhi, Nie Chunyu