At the start of the 15th Five-Year Plan period, how can brand communication transcend cultural barriers and resonate globally? Furthermore, how can brand power align with the national image to strengthen our international narrative? On May 8, the 2026 Brand Global Communication Conference, themed Brands Bring for Better Future for the World, took place at the Shanghai International Convention Center.

@Shanghai Jing'an, recognized as a 2026 High-Reach Brand in International Communication for Shanghai Government Social Media, was featured at the Conference.

The Conference was hosted by the Brand Work Office of Xinhua News Agency, the Xinhua News Agency Shanghai Bureau, and the News & Information Center Xinhua News Agency. It was organized by the News & Information Center Xinhua News Agency Shanghai Bureau and China News Development Co., Ltd. Shanghai Branch.

A representative from the Publicity Department of the CPC Jing'an District Committee, Shanghai, shared insights by citing the recent internet sensation, the "Scruffy Puppy" topiary. As a key gateway for Shanghai's international outreach, Jing'an District has dedicated recent years to enhancing international cultural exchanges and promoting the city's global image. These efforts focus on producing high-quality content, innovating forms of cultural expression, and prioritizing creativity to develop highly recognizable symbols unique to Jing'an.

Serving as the launchpad for the district's global communication strategy since its debut in February 2025, the official "Shanghai Jing'an" Facebook account has published over 400 high-quality posts. Generating more than 18 million views and gaining 142,000 dedicated international followers, it has established a robust and effective channel for Jing'an's global outreach.

On January 19 this year, the district launched its official Instagram account to specifically target younger international demographics. With nearly 100 curated posts published, the account has already garnered over 4 million views.

Together, accounts on the two platforms have produced 57 viral posts, each surpassing 100,000 views. Notably, the AI short video introducing Awakening of Insects garnered 1.336 million views on Instagram, while the AI content about Grain Rain attracted 975,000 engagements. Furthermore, recent videos and posts featuring the internet-famous "Scruffy Puppy" topiary have accumulated over 1.5 million views and nearly 4,000 likes.

Additionally, Jing'an has leveraged its resources to expand its global influence, actively interacting with official and individual accounts to boost visibility. By participating in the Xinhua News Agency's "Spring Across China, Reunion in China" Chinese New Year campaign on overseas social media, Jing'an saw its Year of the Horse posts receive likes from over 50 cities nationwide and generated nearly 10 million total impressions. Recently, a live broadcast of a local flower exhibition was streamed simultaneously on Facebook and the official overseas social media account of Xinhua News Agency. This event captured sustained attention across both domestic and international platforms, steadily enhancing Jing'an's global profile and influence.

Moving forward, Jing'an's overseas social media accounts will continue to showcase an authentic, multi-dimensional, and comprehensive "International Jing'an" to the world through more accessible, relatable, and innovative approaches.