China has intensified its Global Civilization Initiative (GCI) through a renewed focus on international media collaboration, with Kenya actively participating in a new seminar aimed at enhancing global cultural dialogue. The “Seminar on New Media Management Leaders under the Global Civilization Initiative” kicked off on June 13 in Hunan Province, bringing together 32 participants from 10 countries, including Kenya.
Sponsored by China’s Ministry of Commerce and organized by Hunan International Business Vocational College, the 14-day program is designed to strengthen cross-cultural understanding and share best practices in new media management. The seminar’s curriculum includes expert-led lectures, interactive sessions, and field visits to major Chinese media institutions such as Hunan Broadcasting Group, Shenzhen Television Station, and Shenzhen Newspaper Group.
“This is a valuable opportunity to exchange ideas and explore partnerships with Chinese media leaders,” said Liza Mutuku, a Kenyan participant in the program. She noted that Kenya’s media sector stands to benefit from insights into China’s rapidly advancing media technologies and digital tools.
Participants will also travel to Guangzhou and Shenzhen to observe China’s urban development and digital innovation firsthand. These experiences aim to demonstrate the country’s integration of technology into both governance and public communication—core themes of the GCI.
College official Xu Qianya highlighted China’s long-term investment in media diplomacy, noting that this marks the 15th consecutive year the institution has hosted a media-focused training seminar. “We aim to provide participants with insights into China’s advanced media landscape while learning from their diverse experiences,” she said.
Kenya’s involvement comes amid growing diplomatic and economic ties between Nairobi and Beijing, recently reaffirmed during high-level talks between President William Ruto and Chinese President Xi Jinping. The seminar supports Kenya’s own efforts to modernize its media sector and leverage digital communication for sustainable development.
As the program runs until the end of June, participants will explore key topics such as ethical media governance and emerging digital trends. The seminar reflects China’s broader ambition to foster mutual learning and position itself as a global leader in cultural and media innovation.
