By Fang Jingyi Zhu Jingning
What is your impression of Hangzhou? How can we better promote the city through short videos? A recent heated discussion may offer new inspirations. Image creators from across the country, along with domestic and international directors and producers, gathered by the Xin'an River on July 26 to undergo an in-depth exploration of the international expression of video creation.
As part of the Jiande Rural Film Week and an important component of this year's Hangzhoufeel Creative Short Video Contest, the “Hi World, Hi Story” Hangzhoufeel Sharing Session on Creative International Communication was held at Zhijiang village, Jiande city, which is known for its idyllic countryside scenery.
Hosted by the Hangzhou International Communication Center, this sharing session invited four representatives from the film and television industry: Fan Lixin, China’s renowned director, producer, and film editor; Zhou Lusha, deputy director of the Project Department at the Zhejiang TV Cooperative Development Center; Zhu Xin, Hangzhou-based emerging director and screenwriter; and Aladin Farré, France's veteran producer. Their insights were passionately shared with the on-site visual media professionals.
Stay local, stay international
Zhu Xin has made a mark on the international stage with his debut film Vanishing Days, which was selected for the 2019 Berlinale Forum and the 2018 Busan International Film Festival. As a Hangzhou native, Zhu’s initial motivation to become a director stemmed from his desire to tell stories, particularly about the changes in Hangzhou and his personal growth experiences. His filming locations are almost entirely centered around his hometown, including Yuhu Bay, Turtle Pond, Longjing Village, and Jiangcheng Road where he grew up.
From the perspectives of a director, a Hangzhou native, and a son, Zhu is working hard to capture the essence of Hangzhou. He hopes that by leveraging several upcoming feature films related to Hangzhou, he can open a window for global audiences to gain their special “Hangzhou feel”.
Nothing is more attractive than people
As a senior producer, Aladin Farré has collaborated on more than 30 international projects in documentaries, independent films, podcasts, and short videos, and served as a selection judge for the Documentary Lab at the First International Film Festival in 2023. Aladin suggested that creators need to have clear goals and provide valuable content to fans in order to stand out from the fierce competition. He made special reference to the popularity of Penguin Books, the British publishing house, which has made an impression by publishing video interviews of writers reviewing current films, bringing knowledge and pleasure to audiences while making the publishing business thrive.
When it comes to creating short video content, Aladin says there is nothing more appealing than people: “You have to find someone who has a strong personality, like they're funny, charismatic, or someone who represents the city, their job, their hobby, or whatever. Then you can do your own content.”
Look for emotional resonance
During Hangzhou Asian Games, the short video Danqing Tour created by Director Zhou Lusha's team sparked extensive discussion both domestically and internationally and received recommendations from the Ministry of Foreign Affairs of the People's Republic of China on social media. Zhou believed that the reason the work resonates with international audiences is that it not only meets the demands of the times but also blends traditional Chinese cultural elements with modern technological advancements.
Zhou emphasized that inspiration is closely related to our everyday observations. During her visit to Zhijiang village, she had drawn lots of inspiration from the rural landscape. “Emotion is the best bridge for breaking down geographical and national boundaries. When telling any artistic story, we are always looking for emotional connections.”She added, with the belief that the creation process of short videos should align with social trends, analyze the main topics, and then approach from a perspective that resonates with the public.
Bidirectional exchange matters
Fan Lixin’s 20 years of experience in producing Sino-foreign cooperative documentaries is the best testament to international communication. He viewed documentaries as a bridge connecting China with the world, with sincerity being a key to people's hearts.
“After my ‘Last Train Home’ won the Emmy Award, it was screened many times in the U.S., and many Americans said it showed them the real China.” Fan noted that this documentary format, focusing on family themes, might offer a new perspective apart from mainstream media and create corresponding value.
As a documentary director who continually presents Chinese stories on the international stage, Fan also mentioned the cultural and contextual differences in international communication. He believes that the most important aspect of international communication is bidirectional cultural exchange--it should not be a simple output but should involve understanding and identifying the points of resonance from the other side’s perspective.
Submit your creative videos
to participate in the contest
The Hangzhoufeel Creative Short Video Contest, launched in April this year, is currently inviting original short video submissions that reflect the unique charms of Hangzhou from around the world. If you are inspired by the four guests’ contributions and want to capture and share Hangzhou through video, don’t hesitate to shoot and submit your work to hangzhoufeelvideo@126.com to participate in the contest which will last until September.