With the rising of China's economy, Chinese culture has attracted more and more people from various countries and regions. China Southern Airlines Company Limited (China Southern) has given full play to its advantage in overseas social media platforms and developed a cross-cultural integration path for all Chinese airlines.
Encountering the beauty of Chinese-Western cultural integration
As China develops, Chinese festivals gradually shine on the international stage. China Southern seized the opportunity and promoted posts themed on the 24 solar terms and traditional Chinese festivals, intending to improve the export quality of cross-cultural integrated contents.
"We wish each other a long life so as to share the beauty of this graceful moonlight, even though miles apart." Whenever readers read the ancient Chinese poem, the emotion of missing their relatives and longing for reunion arises. The classic English song "Just the Way You Are" conveys similar emotions of missing our lovers. On Qixi Festival - also known as Chinese Valentine's Day - the Chinese poem and the English song, although formed under different language cultures, bring people together in a romantic environment and show the common elements and differences between the Chinese Qixi Festival and Valentine's Day in a simple way.
"We wish each other a long life so as to share the beauty of this graceful moonlight, even though miles apart." China Southern promotes a traditional Chinese festival in an innovative way. [Photo provided to sasac.gov.cn]
Users of new media are relatively younger, making it particularly important to promote ancient Chinese culture to the world in innovative ways. At Dragon Boat Festival, a picture painted with Chinese patterns and meeting both Chinese and foreign appreciation of color matching attracted a number of foreign followers. The picture also included simple words explaining the history and customs of the traditional Chinese festival.
Cross-cultural integration is a two-way process that includes promotion of traditional Chinese culture to the world and also makes Chinese people more familiar with foreign festivals. Therefore, China Southern posts messages about some foreign festivals and anniversaries, passing on the Chinese enterprise's respect for local culture and its willingness to integrate into it.
On International Guide Dog Day in April 2021, China Southern twitted a photo of an air crew with some guide dogs. In the picture, the guide dogs are getting along well with the air crew. With warm and simple words of "Thanks, guide dogs.", the twit conveys China Southern's care for people with disabilities and its respect for animals' contributions to our lives, which met with overseas people's values and gained positive feedback.
A post that expresses China Southern's compassionate care and values [Photo provided to sasac.gov.cn]
A China Southern post calling on people to refuse tobacco and gain health [Photo provided to sasac.gov.cn]
On May 31, 2021, the "World No Tobacco Day", China Southern posted a picture themed on refusing tobacco and gaining health, which expressed the value of health care.
Making full use of local resources
Headquartered in Guangzhou, South China's Guangdong Province, China Southern has 54 overseas offices in Singapore, New York, Paris and other places. Taking advantage of the local resources, the company has become a crucial promoter of cross-cultural integration. By localized operation of the overseas offices, China Southern strengthened the integration and mobilization of resources with local governments and merchants, and interacted with local users.
The company's North American Marketing Center initiated a series of activities themed on the "Member Passport" concept, one of its successful activities in 2021. The activity helps its members obtain benefits by cooperating with local merchants in the U.S. and Canada. More than 60 messages were posted based on the activity that involved over 20 merchants in various fields. The posts gained more than 1.98 million hits and over 150,000 comments, generating huge response in North America.
There is a "National Tell An Old Joke Day" in North America that falls in July and is full of fun. On the day, people tell jokes to relax. By inviting fans to share their funny jokes and stories, China Southern actively interacted with its followers and received over 1,600 comments and gained nearly 100,000 hits, which effectively promoted cultural integration in a light-hearted and witty atmosphere.
A screen shot of the post that China Southern released on "National Tell An Old Joke Day" [Photo provided to sasac.gov.cn]
China Southern has been in full swing in promoting Chinese culture and cross-cultural integration. Holding an inclusive mind and the responsibility of a state-owned enterprise, the company is working together with the world to write a new chapter of cultural integration with respect and harmony.
(Executive editor: Li Zhiyong)
