CNR: 

We need to bring alive cultural relics to leverage their role in promoting historical and cultural values. What specific work has been done to spread the value of cultural relics and foster a source of strength that inspires all of society? Thank you.

Jin Ruiguo:

Thank you for your question. We follow a people-centered approach to explore the rich value of cultural relics. Continuous efforts have been made to promote Chinese cultural relics through all media forms. The NCHA has strived to build a comprehensive system to mobilize all parties to promote cultural relics through all types of publicity and all media forms, thus bringing more cultural relics and cultural heritage to life and providing the entire society with historical and cultural strength. We have carried out work in the following aspects: 

First, the NCHA made efforts in cultural relics related publicity. We have thoroughly implemented the guiding principle from the Party's 20th National Congress, as well as the new theories and instructions of General Secretary Xi Jinping on the work relating to cultural heritage. In a timely manner, we have released important information regarding the Archaeology China program, protection and use of revolutionary cultural relics, and the establishment of the Alliance for Cultural Heritage in Asia. We held nine press conferences and carried out more than 20 themed activities to promote the guidelines for cultural relics related work in the new era, the newly revised Regulations Concerning the Management and Protection of Underwater Cultural Relics, major progress in deep-sea archaeology, protection of grottoes and stone carvings, and the development of museum industry, etc. The NCHA has established its news center and opened an official video account that ranks among the top in terms of first-day visits, likes, and fan growth among central ministry video accounts in recent years. From January to June this year, the NCHA's official WeChat page has seen a year-on-year increase of 46% in visits, which demonstrates the public's interest in cultural heritage. We have worked with nearly 200 cultural institutions and museums nationwide to foster a new media matrix, which will soon be launched to tell the stories of the cultural relics.

Second, themed activities have been organized to expand the circle of friends for the inheritance of cultural heritage. We have leveraged the advantages of cultural heritage resources and media platforms and continued to launch fine works that interpret and spread the value of cultural relics. Together with the Cyberspace Administration of China, we have promoted 100 fine new media works themed on cultural relics, including the video series "Heritage Conservation in Action." We have jointly conducted an online themed promotion campaign, "The Splendid China: The Making of Zhongguo" organized 10 key state news websites and new media to carry out a series of themed promotion activities, and coordinated the cyberspace and heritage departments of 12 provinces to launch both online and offline publicity activities. We have carried out, along with China Daily, the all-media communication and presentation activity "Common Heritage, Shared Future," and planned and issued, together with the People's Bank of China, a set of commemorative gold and silver coins featuring five of China's treasured artifacts. We have, for the first time, selected and promoted cases of high-quality development of cultural heritage, demonstrating the typical scenes of applying concepts of innovation, coordination, green development, openness, and sharing in heritage-related work. During International Museum Day and Cultural and Natural Heritage Day, more than 10,000 services involving exhibitions, education, publicity, and identification of cultural relics were launched at various local levels, further expanding the channels of interpreting and publicizing their value. 

Third, fine programs have made cultural heritage more accessible. We have co-produced with China Media Group a 10-episode mini-documentary series, "Xi Jinping's Cultural Story," which was collectively viewed more than 6.6 billion times on the internet. We have co-produced the series "Xun Gu Zhong Guo" ("Seeking Antiques in China"), with the episodes of "Story of the Ancient Shu Kingdom," "Story of the Ancient Dian Kingdom," and "Story of Jade" already aired, explaining the origin and early development of Chinese civilization. The global tour of the co-launched digital exhibition "Journey Through Civilizations" started at the United Nations Headquarters and has enjoyed a high reputation overseas. "Interpreting the 24 Traditional Chinese Solar Terms Through Cultural Heritage" and other cultural works that we have co-produced with Xinhua News Agency have been widely praised. In addition, documentaries of "Civilization Grows Here" and "China Before China" as well as other programs will be launched in the near future. Cultural heritage has stepped out of the "inner chambers," connected with audiences, traveled through time, and integrated into the present, motivating all of society to strengthen their historical consciousness and boost cultural self-confidence. Thank you.