This article is republished from the Shaanxi Channel of People's Daily Online.

By Reporter Zou Xing

Editors: Sun Ting, Wei Xin

"The year 2024 witnessed the successful inscription of the Spring Festival on the UNESCO intangible cultural heritage list, the viral rise of 'China Travel', and the overseas popularity of Black Myth: Wukong... We have been fortunate to witness the modern power of Chinese culture. Over the past year, I have focused on developments in AI technology, industrial globalization, and international communication, particularly the building of international communication systems..."

At the 2025 Shaanxi Provincial People's Congress, Zou Xiaowu, a deputy of the Shaanxi Provincial People's Congress and Chairman of eclicktech, shared with a People's Daily Online reporter his reflections and experiences over the past year as a deputy.

"The Third Plenary Session of the 20th Central Committee of the Communist Party of China last year proposed 'building a more effective international communication system' and made specific arrangements, providing direction for strengthening the capacity for international communication and comprehensively enhancing its effectiveness," Zou said. He noted that as China's comprehensive national strength and international influence continue to grow, a more effective international communication system is needed to help China gain greater discourse power and influence on the global stage.

This year, focusing on how to amplify Shaanxi's "voice" in external communication, Zou submitted a proposal on accelerating the construction of Shaanxi's international communication system. He believes that as the cradle of Chinese civilization and the starting point of the Silk Road, Shaanxi Province carries profound historical and cultural heritage as well as the vitality of modern industrial development, providing the cultural foundation for building an international communication system.

Zou noted that by the end of 2023, Shaanxi had established the Shaanxi International Communication Center, forming a preliminary international communication network. To accelerate the construction of the province's international communication system, the Shaanxi provincial government has introduced a series of policies and measures, clearly emphasizing the need to strengthen international communication capacity and build an all-round, multi-level, and wide-ranging international communication framework. At the same time, an international communication working group led by the Provincial Party Committee's Publicity Department has been set up to coordinate the province's international communication efforts, resulting in a relatively comprehensive policy system and organizational structure.

Currently, only Xi'an has established a municipal-level international communication center, while other cities and prefectures have yet to set up corresponding institutions. Zou hopes to rely on the Shaanxi International Communication Center to coordinate the province's strategic planning for international communication. He also urges other cities to establish their own municipal-level international communication centers as soon as possible, so as to create a unified provincial approach and comprehensively enhance the precision and influence of Shaanxi's international communication.

Second, he calls for innovative communication content to enhance the province's international image. This involves deeply exploring Shaanxi's historical and cultural heritage and modern industrial characteristics, planning communication projects with international appeal, and using new media technologies to innovate communication formats, thereby increasing the attractiveness and emotional resonance of the content.

"Depending on the international communication environment, we can flexibly choose communication agents, fully leveraging the high authority of government discourse, the timeliness of media discourse, and the interactivity of public discourse. This will create synergy in international communication and accelerate the formation of a multi-channel, three-dimensional external communication pattern across the province," Zou said.

"To excel in international communication, we must build an all-media international communication matrix that aligns with international discourse systems and follows the laws of international communication. At this new historical starting point, Shaanxi should accelerate the construction of its international communication system and present itself to the world with a more open, inclusive, and confident posture," Zou suggested. He proposed measures such as improving the communication system, innovating communication content, strengthening international cooperation, and optimizing evaluation mechanisms to continuously enhance Shaanxi's international visibility and influence, enabling the world to better understand, appreciate, and aspire to visit Shaanxi. Amid the tide of globalization, let the light of Shaanxi's culture shine even brighter, injecting powerful momentum into high-quality development in the new era.