On the evening of July 12, the Communication University of China (CUC) was buzzing with energy. Young people from across China and around the world gathered on campus for a special occasion--the award ceremony of the third Global Youth Bilingual Broadcast Announcing and Anchoring Contest, hosted by CUC and organized by the School of International Studies (SIS). 

In front of flashing cameras and eager reporters, the spotlight was on the contestants—bright, articulate and brimming with global vision. That night, they were not only the stars of the stage, but also emerging messengers of intercultural dialogue and mutual understanding. 

The award ceremony of the Third Global Youth Bilingual Broadcast Announcing and Anchoring Contest at the Communication University of China in Beijing on July 12 (COURTESY PHOTO)

Sharing realities 

In today's global media landscape, bilingual anchors are becoming vital bridges between China and the world. This year's contest was themed My China Story, encouraging participants to produce and present a broadcast segment using Chinese and at least one other language.  

The Third contest drew 643 participants from 35 countries and regions, submitting entries in 28 languages, including English, Spanish, Korean, French and Bengali. Following a rigorous evaluation process, including preliminary and final rounds, 111 participants stood out: three Gold Award winners, five Silver Award winners, eight Bronze Award winners, 23 recipients of Special Awards, 61 Excellence Award winners and 11 winners of the Most Promising Overseas Participant Award. Additionally, nine institutions were honored with the Outstanding Organization Award. 

Amid profound changes unseen in a century, the need for mutual understanding between nations has never been more urgent. Social media and other digital platforms are reshaping the way stories are told, creating unprecedented opportunities for cross-cultural communication. 

"We want to connect young people around the world through this platform," Wen Chunying, Dean of the SIS at CUC, told Beijing Review. "They come from different cultures, but young people share the same desire—to be seen, to be heard and to express. Their work may not always be perfect in form, but the emotion and authenticity are what truly resonate. That's the essence of intercultural dialogue." 

Jung Dawoon, a university student from the Republic of Korea, is passionate about Chinese culture and dreams of becoming a bilingual host fluent in both Korean and Chinese. "To me, hosting is more than just a profession--it's a bridge for cultural exchange. As a host, you stand for a voice, a culture, a responsibility. True cross-cultural communication demands not just language skills, but deep cultural understanding and empathy. I hope my work helps turn cultural differences into points of mutual appreciation between South Korea and China," he told Beijing Review. 

As the contest evolves, so too does the storytelling. While earlier submissions often featured stereotypical symbols such as pandas and dragons, recent entries have taken a more nuanced approach--shifting the focus toward daily life and emotional insight. 

Bronze Award winners Tatsiana Kamarova from Belarus created a poetic tribute to China's modern literary legacy. Her video, centered on the poem A Lane in the Rain by modern Chinese symbolist poet Dai Wangshu, captured her out on a quiet stroll through a historic street in Zhejiang Province, east China--an oil-paper umbrella in hand. Her narration, in Chinese and Russian, explored both the imagery and the cultural context behind the poem. 

"I love walking through Chinese neighborhoods with friends. One day, we stumbled upon a lane in Zhejiang that is serene and timeless. Later, I discovered its literary connection. That's when I decided to tell this story through my video," she said. 

According to Wen, efforts must be made to diversify cultural symbols and offer richer, more accessible narratives to global audiences. "Cultural storytelling should avoid clichés. Innovation and relevance are key to making China's heritage truly understood abroad."

From insight to impact 

Telling China's story begins with truly understanding it. 

After the contest each year, organizers invite winners to participate in the Beautiful China Tour, taking them deep into Chinese communities. In past years, participants visited Yan'an, a place that once hosted the command center of the China's Communist Party (CPC), to learn about its revolutionary heritage and local folk arts like waist drums and yangge, both of which are traditional Chinese folk dances. This year, the destination is Zhejiang Province--where contestants will explore rural revitalization firsthand by visiting tea farms, local industries and village life. 

China's rural revitalization drive, a strategy introduced at the 19th CPC National Congress in 2017, promotes the economic prosperity and overall development of rural areas. It builds on the success of the nationwide poverty alleviation campaign that had eradicated absolute poverty as of late 2020. 

"To become effective global communicators, our students and international participants must first become true experts on China," Wen explained. "Only with a deep, direct understanding can they share China's story with the world. That's why we emphasize learning beyond the classroo--by experiencing China on the ground. When overseas participants and international students walk the land, observe with their own eyes, and speak from their own perspectives, the China they present is not only authentic, but also emotionally compelling to global audiences." 

Understanding China is only the beginning--sharing that understanding with the world is the deeper purpose of cultural exchange. 

Tewele Ayubu Damiani, an international student at Zhejiang Normal University, also participated in the contest. This year, his work earned him a special award. In his video entry, Tewele explored Zhejiang Jinlun Electromechanical Co. Ltd., a leading Chinese manufacturer of small hydropower equipment. Through the Belt and Road Initiative, a China-proposed strategy to boost connectivity along and beyond the ancient Silk Road routes, the company has established deep cooperation with over 10 countries—including Pakistan, Tanzania, and Uzbekistan—and helped them build more than 30 hydropower stations. 

"Tanzania has abundant water resources, but limited electricity," Tewele said in his video. "This kind of equipment could truly help my hometown. The Belt and Road Initiative is not just about trade or infrastructure--it's bringing hope and real development to Africa." 

Besides his studies, Tewele hosts a program via the Jinhua Broadcasting System, a regional media network in Zhejiang, offering African audiences unique insights into Chinese society, culture, and technological developments. 

"I once filmed a segment on tractors and another on solar panels--viewers immediately contacted me asking how to buy them," he said. 

Looking ahead, Tewele aspires to become a Chinese-language teacher back home. "I want to spark curiosity and inspire others. My time in China has shown me that success is possible. If I share these lessons, someone back home might replicate them--and make Tanzania better." 

As Wen put it, "To me, the 'bi' in bilingualism means understanding China and understanding the world." Through this contest, more young communicators from diverse cultural backgrounds are stepping into the spotlight--helping the world listen, understand and connect across borders. 

Copyedited by Elsbeth van Paridon 

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