Handbooks of Research on Contemporary China series
Edited by Michael Keane
Chapter 9: The challenges of China’s culture ‘going to the world’
It’s universally acknowledged that cultural prosperity constitutes a strategic development objective; today every country in the world is intent on developing and rejuvenating culture. China is implementing its own ‘cultural empowerment’ (wenhua qiangguo) policy. Against this backdrop Chinese cultural enterprises, as business entities in the cultural industry, are taking initiatives and finding ways to break through the confines of the domestic market in order to go global. Cultural enterprises can establish an international presence either through culture-related trade or foreign direct investment: the former approach comprises trade in cultural products and services while the latter includes ‘greenfield investments’ and mergers and acquisitions. Foreign direct investment, moreover, entitles cultural enterprises to business entity status in the host country, guaranteeing a more effective way to spread Chinese culture.
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