Brazilian student Chico introduces the IP Shenzhen digital content library, designed to connect the city with global content creators, at Friday's launch ceremony of the APEC "China Year" campaign. Tan Yifan
Shenzhen kicked off its APEC "China Year" campaign on Friday, rolling out a series of promotional initiatives to build momentum and maintain public engagement ahead of the 2026 APEC meetings.
The first wave of initiatives includes a revamped nine-language city portal, the launch of an IP Shenzhen content library, and the recruitment of city storytellers and global communication ambassadors. Organizers said the package aims to build a blended, cross-border communications ecosystem that combines multilingual distribution, co-created content, immersive city experiences, and broad public participation across online and offline channels.
Launched in 2023 as one of China's earliest multilingual municipal portals, the upgraded Amazing Shenzhen website will strengthen policy releases and local news distribution while offering personalized information and services for overseas investors, international visitors, and local expat residents.
The new IP Shenzhen content bank will invite Shenzhen residents, visitors, overseas guests, and international influencers to co-produce a digital repository of city assets — text, video, audio, and images — that can be used to tell Shenzhen's story abroad.
The initiative is intended to increase content creation and expand the visual and narrative tools available for global promotion.
The Amazing Shenzhen global ambassadors and city storytellers program will recruit expats living in Shenzhen, foreign journalists, content creators, scholars, and overseas-facing enterprises to share Shenzhen stories internationally. At the same time, public service workers, managers, volunteers, and ordinary residents will be encouraged to act as local storytellers and promoters.
Chico, a Brazilian student at The Chinese University of Hong Kong, Shenzhen and an Instagram creator, said he was energized by the city's vibrancy and its blend of technology and fashion. "Being in Shenzhen makes me want to create and share — it's a place full of energy and fresh ideas."
Marina Vilchinskaia, a Shenzhen Daily reporter from Russia, emphasized people-to-people exchange. "Russia is an important APEC economy and has close ties with Shenzhen. I want to bring Shenzhen's story to Russia and bring Russian culture to China to deepen mutual understanding and trust."
The campaign organizers say the publicity push will help shape sustained international interest and public engagement in the lead-up to Shenzhen's APEC events later this year.
