China may have 5,000 years of history, but now it has to compete for clicks and eyeballs with short videos on Douyin. From martial arts to Confucian classics to architecture, find out how businesses focused on Chinese traditional culture marketing themselves for young consumers in the modern day.
AJ Donnelly : Co-founder of Cultural Keys Chinese Culture Company
Matthew Hu : Co-founder of The Courtyard Institute
Carol Yin : Project Manager at the Beijing Institute of Yangming Philosophy
Middle Earth is distributed by The World of Chinese (www.theworldofchinese.com). Every two months, both in print and online, the team at TWOC takes a contemporary issue in Chinese society and culture and looks behind the headlines to share how it affects people on the ground.
Middle Earth is made by China Compass Productions and hosted by Aladin Farré. If you have a China-themed cultural project like shooting your next documentary or look for a specific talent, please get in touch!
With thanks to Sean Calvo for music support.The World of Chinese Magazine