Culture is a country's brand, Steve K. W. Chan

Steve K.W. Chan, chairman of the board of Coca Cola China Limited accepted an exclusive interview with People's Daily Online at the 2006 Cross Cultural Communication Forum held in Beijing on August 31.

At the 2006 Cross Cultural Communication Forum held in Beijing on August 31, twelve well-known experts shared their views on the theme of "cross-cultural exchange and soft power building". At the one-day cultural feast, Steve K.W. Chan, chairman of the board of Coca Cola China Limited accepted an exclusive interview with People's Daily Online.

"Commercially speaking, national culture serves as a kind of brand for a country. Unfortunately, the symbol for Chinese culture is now rather weak. If we treat culture as a kind of product, then we need to ensure it has original and distinctive characteristics. The definition of Chinese culture is the concept of the Chinese people, and it should represent 1.3 billion Chinese people. The precondition for China's cross-cultural exchange and communication with other countries is the production of original Chinese cultural products," said Chan.

Chan, when asked how Coca Cola overcame the cultural barrier when it entered China 26 years ago, said humorously that Coca Cola and its other products now have no barriers here in China. This year is the 26th anniversary of Coca Cola's entrance into the greater China market. When consumers in China drink Coca Cola, they think of it simply as a delicious beverage, rather than associating it with an American enterprise. "At this point I may safely say that all the cultural barriers Coca Cola encountered in earlier times have gone," Chan said with a smile.

"However, I think that it is not a good thing for China if there are no cultural barriers for foreign products. Of the 200-plus countries that Coca Cola is sold in, China had one of the lowest cultural barriers. I personal believe that there should be some positive cultural barriers in China for foreign products," added Chan.

During the interview, Chan mentioned his localization experience. He said that a sound localization strategy, having products welcomed by local consumers, is vital to cultural products vying to gain a share in a foreign market

Finally, Chan called on the government, relevant departments and experts to play a leading role in developing a distinct and attractive cultural brand for China.

By People's Daily Online