Wang Libin, chairman of Beijing Huayun-Shangde International Cultural Exchange Co Ltd, says the company has seen fruitful results by taking an active part in the CIFTIS every year.

A 30-minute daily TV program produced by the company, which presents the lifestyles of ordinary Chinese people, has been broadcast in Germany and reached around 20 million viewers, according to Wang.

In addition, the company founded the Golden Tree International Documentary Film Festival, a vehicle to promote a greater understanding of China among European people, in Frankfurt, Germany, in 2016. Since then, the festival has attracted 14,469 films from 135 countries and regions, and more than 1,000 international film and television agencies. Dozens of outstanding Chinese documentaries that have appeared there have been purchased by overseas broadcasting organizations.

Statistics show that more than 600 cultural enterprises and institutions participated in the CIFTIS this year, including nine of the world's top 500 enterprises and more than 100 industry leaders. Chinese-based embassies of several countries involved in the Belt and Road Initiative, such as Greece, Belgium, Ethiopia and Pakistan, also attended the event and paid close attention to the new trends in China's cultural trade.

China's service exports grew by 3.3 percent year-on-year in July, according to data from the Ministry of Commerce. The export of personal culture and entertainment services grew by nearly 66 percent.

"At this year's fair, we set up a booth to show the operation of our projects in Africa, hoping to develop more new service-trade business by exchanging ideas with people from all walks of life, and provide foreign visitors with the opportunity to learn about and love China," says Guo.

Xinhua