From Cultural “Going Out” to “Getting In”

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Chongqing Publishing Group signed exchanged agreement of book copyright with Vietnamese Publish Association， published Chinese version of Le Kha Phieu’s Understanding and Experience committed by Le Kha Phieu， former General Secretary of Vietnamese Communist Party， thence began its long-term cooperation of book publishing with Vietnam. New Tourism from Chongqing Publishing Group signed agreement respectively with Tourism Weekly， Farm Technology periodical office from Vietnam and Vietnam Times Publishing House， to achieve lasting cooperation framework including printed page exchange， periodical co-edit and co-publish， and bilingual publish. It is planned to set up an extending win-win platform to promote travel service， agricultural technology interchange and agricultural products circulation in particular.

So far， books and periodicals have getting in Vietnam and Chinese culture has rooted in the soil of foreign country. Chongqing Publishing Group has solved several problems preventing “going out”， such as cultural concept， language barrier， as well channel and platform. By doing that， it explores effective route from “going our” to “getting in”.

On strategy： from near to far， from China to other countries and people. That means to spread from neighbour countries with similar culture to countries with different culture around the world；

to achieve secondary transmission and pervasion from Chinese communities to other ethic groups. Therefrom we choose Vietnam as the starting point for its interlinked culture and similar national condition with China， and also great amount of Chinese residents. The “going out” strategy takes shape with Vietnam being the geographical key point to radiate to Southeast Asia and then spread to the whole world.

On method： from independent to joint， from sole to comprehensive. Here we push forward the “going out” of only publishing industry into “going out” of whole external publicity while “going out” of book only develops into “going out” of book， periodical， newspaper， radio and TV broadcasting. This time， staff from External Publicity Office， Overseas Chinese Affairs Office lead by municipal Party committee went to Vietnam together with Broadcasting Group and Publishing Group， to support signing contract of publish project， launch of Chongqing TV as well as to set up a broad platform of joint “going out” with efforts of diplomacy， external publicity and liaison.

On route： from building channel to borrowing channel， from single to multiple. Building channel by publishing group itself should be changed to borrowing channels of economic and trade circulation， meanwhile single copyright trade should turn to exchange on multiple levels including and copyright and print pages， etc. We have been with help of a Chongqing enterprise running in Vietnam for more than twenty years. With their humanistic and network resources， we have gained support from former General Secretary of Vietnamese Communist Party， Publicity and Education Ministry of Vietnamese Communist Party， Vietnam National Administration of Tourism， Vietnam Digital TV Station and several national media， and also China’s Embassy in Vietnam. That made our group take root in Vietnam. Multiple forms of cooperation have been extended and developed through copyright trade， print page exchange and joint operation. Sustainable develop of books and periodical cooperation has been guaranteed.

On mechanism： from one-time trade to long-term cooperation， from initiative of our side to interactive of both sides. Cooperation of only once should be converted to collaboration of long-term. The one-way method in which we promoting and recommending our products should be changed into producing and marketing according to the demand of both sides. Due to the agreement of this time， both sides will organize producing to meet the need in aspects of agricultural science， tourism and book， and sell bilingual products in both countries in order to seek a win-win result.

On prospect： mutual support of positivity of both sides， seek development of both culture and managing. The inner driven force should be the positivity of both sides instead of the positivity from only our side. Cultural exchange should be developed into exchange and spread of tourism， agricultural science and products. Agricultural science from Chongqing is complementary for the cultivating and breeding structure in Vietnam. Tourism landscapes differ as well as attract tourists from each other. Books and periodicals will become the exchange platform of economic information， with great potential of sustainable development and regeneration.

My opinion： several decades ago， economy began the “going out” and thus paved the way for culture to go out. During the future process of building a powerful cultural country， we will clear and pave the way with culture to drive the developing of economy. Only by going out to form certain influence， Chinese culture can indeed realize “getting in” and become competence and soft power. Only the country with both hard power and soft power influencing the world can become the really powerful country.