重庆泓艺九洲公司董事长张航： 国际文化贸易综合服务平台助推中外人文交流

贺煜

Zhang Hang， Chairman of Hongyi Jiuzhou International Culture and Art Development Co.， Ltd.

International Integrated Platform for Culture Trade Facilitating Cultural Exchanges Between China and the World

“一带一路”国际合作10年成果丰硕，人文交流项目精彩纷呈，奏响新时代的丝路乐章。近年来，重庆泓艺九洲国际文化艺术发展有限公司（以下简称：泓艺九洲）借助共建“一带一路”倡议的东风，建平台、拓通道、促交流，传承中华优秀传统文化、促进中外文明交流互鉴。本刊记者专访泓艺九洲董事长张航，讲述企业助力传统文化出海的生动实践。

推动入驻企业与全球艺术机构达成合作

泓艺九洲自2016年成立以来，充分利用重庆自贸试验区、服务业扩大开放等政策和西部陆海新通道等战略通道优势，搭建起了西部领先的文化贸易综合服务平台。

张航介绍，泓艺九洲被授予全市首个市级对外文化贸易基地——重庆（西永）对外文化贸易基地，依托基地建设运营西部第一個市级文化跨境电商公共服务平台及市级西部艺术品仓储物流分拨中心，建成了辐射西部、面向全国、联通国际的对外文化贸易综合产业平台。

基地拥有近2万平方米独立大楼，是集办公、展示、销售、仓储、互动与休闲为一体的文化贸易产业综合体。泓艺九洲与重庆市高新区及西永管委会签署投资协议，为入驻基地的文旅贸易企业提供优厚的扶持政策和配套保障，依托基地的政策和资源开展孵化。

截至目前，泓艺九洲已推动基地入驻企业与全球1000余家艺术机构及艺术家达成合作，为香港巴塞尔展、台北当代艺术展、第五届全国美展等200余个艺术大展和国际艺术品项目提供物流、仓储、通关等一站式国际物流解决方案。为重庆中国三峡博物馆、重庆大足石刻博物馆、重庆市川剧院、四川美术学院、重庆美术馆等数十家国内文化代表性机构提供各类跨国文化交流、文化贸易和文化展览服务。

此外，泓艺九洲打造运营重庆市商务委的跨境电商公共服务平台，是西部地区首个以文化贸易为主题的跨境电商平台，该平台赋能西部地区文化商贸企业200余户，已经实现跨境电商交易额超9700万美元。

“中国印象”品牌活动助力传统文化出海

“近年来，泓艺九洲着眼国际国内双向发力，大力拓展文化艺术‘走出去‘引进来的便利渠道，开展了各类文化交流活动上百场。其中，策划打造了‘中国印象·秀美重庆国际文化艺术巡游等活动，成效显著。”张航介绍，采取文化巡游展销模式打造的“中国印象”品牌活动已先后在法国巴黎、俄罗斯圣彼得堡、泰国曼谷等共建“一带一路”国家落地开展。该活动于2018年被国家文化和旅游部列为全国“一带一路”文化贸易与投资40个重点项目之一，2023年被中宣部、文旅部等六部委列为对外文化贸易“千帆出海”计划的相关项目之一，均为重庆唯一入选的项目。

依托一系列文化出海活动，泓艺九洲推动川剧、荣昌夏布等传统文化走进共建“一带一路”国家，并与外方成功签署合作协议，受到海外媒体关注报道，促进重庆数十家文化企业与海外相关机构达成项目合作，推动重庆的文化企业在海外落地。

张航提到，泓艺九洲还成功主办及合作举办了各类国内外展览数十场，其中不乏像“蒙娜丽莎的微笑和文艺复兴——贝利尼家族收藏特展”这样极具影响力的IP大展。策划主办的重庆国际现当代艺术邀请展已成功举办三届，是重庆历史上规模最大的现当代艺术展览，现已成为一个系列展览品牌。

持续打造中国元素的国际文化IP

“今年，我们开展了‘文化+商贸模式的‘中国印象·中国好礼国际文化商贸全球行活动，首站于8月落地泰国。”张航介绍，泓艺九洲与中国贸促会下辖的“中国好礼”国家级IP深度合作，在重庆设立了中国好礼区域发展中心，为中国文化企业出海提供从IP、设计到营销、物流的全方位服务，提升具有中国元素的文创产品的知名度和美誉度，以此带动文化产品出海。

张航介绍，多年来，泓艺九洲构建了市级非物质文化遗产推广中心，以重庆为据点，辐射云、贵、川等地区，集合展示各类特色非遗文化产品300余品类近5000种。

依托丰富的非遗资源，重庆（西永）对外文化贸易基地入驻企业自主研发了“新非遗”产品20余款，在数十个国家建立了展览和销售渠道，部分文创产品获评“中国好礼”“重庆好礼”“外事礼品”等，进一步助推非遗产品走向世界。

张航表示，接下来，泓艺九洲将持续举办“中国印象”系列活动，5年内拟落地亚欧及中东地区超过10个共建“一带一路”国家，以文化带商贸，以商贸促发展，持续推广中国传统文化，促进中外人文交流。

图/受访者提供

Over the past 10 years， we have witnessed remarkable fruits in Belt and Road cooperation， including diverse， colorful cultural exchange programs. In recent years， Hongyi Jiuzhou International Culture and Art Development Co.， Ltd. （“the Company”） has responded to the Belt and Road Initiative （BRI） by building platforms， expanding channels， and enhancing communication， with a view to carrying forward the fine traditional Chinese culture and promoting exchanges and mutual learning between China and the rest of the world. Zhang Hang， Chairman of the Company， gave an interview to our reporter， talking about how the Company has contributed to the “going global” of traditional Chinese culture.

Cooperating with Over Art Agencies Worldwide

Since its inception in 2016， the Company has fully tapped strategic opportunities offered by the China （Chongqing） Pilot Free Trade Zone， further opening-up of the service sector， and the New International Land-Sea Trade Corridor （ILSTC） to build a comprehensive service platform for culture trad that leads Western China.

According to Zhang Hang， the Company was authorized to build the Chongqing （Xiyong） Base for International Culture Trade， the first of its kind at the municipal level in Chongqing. Based on that， the Company operates the first municipal-level public service platform for cross-border e-commerce in Western China and a municipal-level warehousing， logistics， and distribution center for artworks in Western China， thus creating an integrated platform for international culture trade that reaches Western China， the whole China， and even the world.

Boasting a stand-alone building of almost 20，000 square meters， the base serves as a complex for culture trade， featuring offices， displays， sales， warehousing， interaction， and recreation. The Company has signed an investment agreement with the administrative committees of Chongqing High-Tech Zone and the Xiyong Micro-Electronics Industrial Park， to secure policy incentives and other support for the companies trading in culture and tourism settling in the base， allowing them to incubate business with the policies and resources of the base.

To date， the Company has facilitated those companies to enter partnerships with about 1，000 art agencies and artists worldwide， providing logistics， warehousing， customs clearance， and other one-stop international logistics solutions for over 200 art exhibitions and international artwork programs， such as Art Basel HK， Taipei Dangdai Art & Ideas， and the 5th National Exhibition of Fine Arts. The base has also provided various services related to cross-border cultural exchanges， culture trade， and cultural exhibitions to dozens of leading cultural institutions in China， such as the Chongqing China Three Gorges Museum， Dazu Rock Carvings Museum， Chongqing， Sichuan Opera House of Chongqing， Chongqing Art Museum， and Sichuan Fine Arts Institute.

Besides， the Company has created and operated the public service platform for cross-border e-commerce for the Chongqing Municipal Commission of Commerce， the first cross-border e-commerce platform dedicated to trade in cultural goods. This platform has empowered about 200 culture trade companies in Western China and recorded a cross-border e-commerce volume of more than USD97 million.

Branding Programs of “Impression of China” Empowering Traditional Culture to Go Global

“In recent years， the Company has engaged in the ‘Bringing-In and ‘Going-Global initiatives for cultural and art programs， launching over 100 cultural exchanges. Especially， we designed and launched events such as the “Impression of China， Beauty of Chongqing” International Cultural and Art Exhibition， with significant results. Zhang Hang noted that the branding programs of “Impression of China，” which feature cultural exhibitions， have reached Paris， France， St. Petersburg， Russia， Bangkok， Thailand， and other countries along the Belt and Road. It was included， as the only project in Chongqing， in the 40 major national Belt and Road programs of culture trade and investment by the Ministry of Culture and Tourism in 2018 and identified as one of the international outreach programs for culture trade by six ministries and national commissions including the Publicity Department of the Central Committee and the Ministry of Culture and Tourism in 2023.

Under the series of culture-themed “Going-Global” initiatives， the Company has brought Sichuan opera， Rongchang Ramie， and other items of traditional culture to countries along the Belt and Road and signed cooperation agreements with overseas partners. Widely covered by overseas media， those events have facilitated cooperation between dozens of Chongqing-based cultural companies and related overseas agencies， allowing those companies to establish a presence overseas.

Zhang Hang mentioned that the Company has hosted and co-hosted dozens of exhibitions at home and abroad， including highly influential ones such as the “Mona Lisas Smile & Renaissance—The Collections of Bellini Family” exhibition. The Company has launched three sessions of the Chongqing International Modern and Contemporary Art Exhibition， the largest exhibition of modern and contemporary art in the history of Chongqing. It has become a brand of exhibition series.

Creating More Chinese Cultural IPs for Global Market

“This year， we launched the “China Impression， China Gift” global tour with the “Culture + Trade” model， with the first leg in Thailand this August.” Zhang Hang said that the Company has entered in-depth cooperation with “China Gift，” a state-level brand of the China Council for the Promotion of International Trade. As part of the efforts， the China Gift Regional Development Center was established in Chongqing， which offers integrated services covering brand， design， and marketing for Chinese cultural companies to go global， to enhance the visibility and image of China-themed cultural creations and push for the “Going-Global” initiative of cultural goods.

Zhang Hang noted that over the years， the Company has built a municipal promotion center for intangible cultural heritage in Chongqing， which reaches Yunnan Province， Guizhou Province， Sichuan Province， and other regions and has showcased nearly 5，000 kinds of intangible cultural heritage products of about 300 categories.

Built on the rich intangible cultural heritage， companies in Chongqing （Xiyong） Base for International Culture Trade have developed about 20 intangible cultural heritage products with innovative designs and established exhibition and sales channels in dozens of countries， with some of the cultural creations rated as “China Gifts，” “Chongqing Gifts，” and “Chongqing Gifts for Foreign Affairs”， enabling those products to enter the global market.

Zhang Hang said that the Company will launch successive “Impression of China” events in more than 10 Belt and Road partner countries in Asia， Europe， and the Middle East within the next five years to allow culture and trade to boost each other， promote traditional Chinese culture， and advance people-to-people exchanges with other countries.

Photo/Interviewees