China uses film diplomacy to project better image in Africa

China's "soft power" initiative to win over African nations is increasingly leveraging cinema, with a recent Chinese Film Week in Burundi serving as a prime example. The event, held in the economic capital Bujumbura, featured a blend of Chinese cultural performances and film screenings, aiming to strengthen ties between the two countries.

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a beautiful example of cultural exchanges between the two countries

The Chinese embassy in Bujumbura described the festival as a "beautiful example of cultural exchanges," expressing a shared determination to "make cinema a vehicle for Sino-Burundian friendship." Zhu Kewei, China's ambassador to Burundi, highlighted cinema's unique ability to transcend linguistic and cultural barriers, stating it "carries a nation’s historical memories, cultural traditions, values and the emotions of its people."

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make cinema a vehicle for Sino-Burundian friendship

Ambassador Zhu noted that many Africans have historically come to understand China through its martial arts films, referencing iconic stars like Bruce Lee and Jackie Chan. Beyond film screenings, which included titles like "The Wandering Earth II" and "The Snow Leopard," China and Burundi are planning expanded cooperation. These initiatives will encompass creator exchanges, artist mobility programs, university partnerships, co-productions, and skills transfer, further embedding Chinese culture and influence on the continent.

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a force capable of bridging language barriers, borders and cultures