Published by ChinaMNC · Jingjiang

Jiangsu and China Media Group Sign 'Brand Power Project' Cooperation: What Foreign Founders Should Know

Jiangsu province and China Media Group signed a strategic cooperation agreement in Nanjing on October 20, launching media programs and brand-building initiatives. Here is what the announcement covers and why it matters for foreign founders building brands in China.

Jiangsu Signs Media Cooperation Deal with China Media Group

On October 20, a strategic cooperation signing event between Jiangsu province and China Media Group (CMG) was held in Nanjing. The event was attended by Xin Changxing, Secretary of the Jiangsu Provincial Party Committee, and Shen Haixiong, Deputy Head of the Publicity Department of the CPC Central Committee and President of China Media Group, both of whom delivered remarks.

For foreign founders registering or operating a company in Jiangsu, the announcement is worth reading less as political news and more as a signal about how provincial authorities are approaching brand building, media exposure and innovation cooperation — areas that can affect how a foreign-invested business positions itself in the Chinese market.

What the Two Sides Agreed To

According to the source article, the province and CMG signed a letter of intent for strategic cooperation under CMG's "Brand Power Project" (品牌强国工程). The signing was accompanied by the launch of several media actions and program initiatives:

• Youth Sci-Tech Innovation+ Season 2 (《青年科创+》第二季) — a program focused on young people working in science and technology innovation.
• CMG Film Culture Carnival · Changzhou Edition (“CMG电影文化嘉年华·常州专场”) — a city-specific film culture event in Changzhou.
• Documentary "Drinking from the Same River" — Jiangsu Episode (《共饮一江水》江苏篇) — a documentary segment focused on Jiangsu.
• "Little Speakers Walk with Children's Voices" (“小喇叭与童声同行”) — an integrated media activity.
• "Chinese Poetry Conference · Zhenjiang Poetry Gathering" (“中国诗词大会·镇江诗会”) — a poetry event in Zhenjiang.

The article does not provide budgets, timelines, eligibility criteria or application channels for any of these programs. Foreign founders should treat the list as an indication of content priorities rather than as an open call for participation.

Why the 'Brand Power Project' Matters for Brand Building

In his remarks, Shen Haixiong described CMG as a comprehensive international media organization and said the "Brand Power Project" has continued to support a large number of Chinese brands in strengthening their position and expanding global influence. He also said CMG is advancing a systemic reform of mainstream media, with its guiding, communication and influence capabilities continuing to rise.

For a foreign founder, the practical takeaway is that provincial governments in China increasingly treat brand development as part of a broader high-quality development agenda. Xin Changxing was quoted saying that brands are an important symbol of high-quality development and an important focal point for it, and he expressed the expectation that the signing would produce more cooperation results in support of building a strong brand nation and advancing Chinese-style modernization.

This framing matters because it suggests that local government support — including access to official media exposure, industry events and innovation programs — may be tied to how a company contributes to provincial priorities such as technology innovation, advanced manufacturing and cultural tourism.

Jiangsu's Positioning: Innovation and 'New Quality Productive Forces'

Shen Haixiong noted that Jiangsu has been accelerating its development as an important base for "new quality productive forces" (新质生产力) and steadily advancing Jiangsu's practice of Chinese-style modernization, creating a new picture of a "strong, rich, beautiful and high" province.

For foreign founders choosing a location, this language is a useful indicator of where provincial attention and resources are directed. The article does not specify sectors, incentives or regulatory treatment for foreign investment. Founders should verify current policies directly with local authorities or professional advisers rather than relying on the general framing in this announcement.

Media Cooperation: A Channel Worth Understanding

Shen Haixiong said CMG will continue to deepen Jiangsu-themed storytelling, jointly build a brand-empowerment cooperation matrix, deepen central-local scientific and technological innovation coordination, and use innovative methods to help Jiangsu brands achieve broader reach.

For foreign companies operating in China, official media cooperation can be one route to market visibility, particularly for consumer-facing brands, cultural products and technology ventures. However, the announcement does not describe any mechanism through which foreign-invested enterprises can join the "Brand Power Project" or related media actions. Any participation would presumably need to be explored through CMG, provincial departments or local partners.

Who Attended — and What It Signals

The event was also attended by Jiangsu and Nanjing leaders Zhou Hongbo, Xu Ying, Chen Zhongwei and Shen Jianrong; CMG editorial meeting member Zhou Zhenhong; responsible officials from relevant provincial departments and CMG departments; and representatives from universities and enterprises.

The presence of university and enterprise representatives suggests the cooperation is intended to connect media, research and business rather than remain purely a government-to-media arrangement. Foreign founders with innovation-driven projects in Jiangsu may find it useful to monitor follow-up announcements from provincial departments and CMG for details on how these initiatives develop.

Practical Notes for Foreign Founders

• Brand building is on the provincial agenda. The article frames brands as central to high-quality development, which may create openings for companies whose branding aligns with provincial priorities.
• Watch for program details. The announced programs are media and cultural initiatives; no application process or eligibility rules were published in the source.
• Verify locally. Registration, investment and incentive questions should be directed to local authorities or qualified advisers; this article provides no legal, tax or investment guidance.
• Use official channels. The cooperation emphasizes official media and provincial coordination, so engagement typically runs through formal channels and local partners.

This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.