On April 9, the Shanxi Radio and Television Administration hosted the China "Shanxi Audiovisual" program promotion event during the 2025 World Content Market (WCM) in Moscow, Russia. This marks the first time Shanxi's audiovisual institutions have participated in WCM, which featured a dedicated Shanxi exhibition booth.

Members of the Shanxi delegation stand in front of the Shanxi booth. [Shanxi News Network]

The promotional event showcased Shanxi's exceptional audiovisual programs and saw the signing of several cooperation memorandums, highlighting the province's rich history and culture and innovative audiovisual achievements, and further promoting cultural exchange and media cooperation between China and Russia.

The event brought together nearly 100 representatives of media organizations, industry associations, and cultural circles, including Galina Kulikova, first vice president of the Russia-China Friendship Association, Zhao Xiaochun, director of the Shanxi Radio and Television Administration, and Liu Yingkui, director of the Shanxi Radio and Television Station.

Zhao Xiaochun, director of the Shanxi Radio and Television Administration, delivers a speech. [Shanxi News Network]

Zhao Xiaochun reflected on the deep historical ties between Shanxi and Russia in his speech. He emphasized that Shanxi is eager to deepen program exchanges, content co-creation, and technical cooperation with Russian media to produce high-quality content that transcends cultural boundaries.

Liu Yingkui highlighted four premium programs, including Tracing Shanxi Merchants and Memory of Mankind. These works, focusing on history, intangible cultural heritage, and cuisine, vividly showcase Shanxi's cultural essence.

Liu Yingkui, director of the Shanxi Radio and Television Station, highlights premium programs. [Shanxi News Network]

During the event, the Shanxi Radio and Television Administration and Shanxi Radio and Television Station signed cooperation memorandums with four institutions. The agreements cover the sharing of program resources, joint production, and technical exchange.

The 2025 Moscow WCM, one of the largest media exhibitions in the Russian-speaking region, attracted over 1,500 industry elites from more than 500 companies across 20 countries. The event offered people a chance to experience Shanxi's cultural charm and allowed Shanxi's voice to be heard on the world stage.

Galina Kulikova, first vice president of the Russia-China Friendship Association, accepts a Shanxi cultural and creative gift.