It was a big day for Confucius aficionados this September when a standardized image of their idol was unveiled by the China Confucius Foundation (CCF), marking the 2557th anniversary of his birth.

The bronze statue measures 255.7 centimeters and stands in Qufu, hometown of Confucius, in east China's Shandong Province.

Zhang Shuhua, Secretary-General of the CCF, referred to the statue as the most recognizable image representing a combination of Chinese traditional fine arts. The statue, based on the painting of Confucius by Wu Daozi, a well-know master painter of the Tang Dynasty (618-907), shows due respect both to history and the conventional image of Confucius.

Zhang's foundation is a non-profit academic society and fund management organization that was approved by the Central Government in 1984. Since its establishment, the foundation brings together prestigious scholars and experts for research and study on Confucius, Confucianism and China's traditional culture and philosophy. Meanwhile it also accepts and manages donations from all over the world.

Beginning in January 2006, the CCF initiated its campaign to collect designs for a Confucius statue from around the globe. Selected from thousands of contributed paintings and statues, the Confucian experts, historians, artists and Confucius' descendants agreed on a draft plan of his standard image. In June 2006 they publicized their decision and called for feedback and suggestions for the final version of the portrait.

Deputy Secretary General of the foundation Wang Daqian said a standard identity would help to eradicate those representations that apotheosized or defaced the world-renowned Chinese sage, and offer the world a new contemporary representation.

He added that souvenirs sold in Qufu depicted Confucius in a wide range of representations. "Every manufacturer has different standards; even the same factory can produce different statues in various types." he said

"Confucius is the symbol of Chinese civilization, and his schools of thought have been gradually recognized by and are more accessible to people around the world. However, the omnifarious representations of his image are not conducive to building up a world acknowledged identity."

Unexpectedly, the standard criteria for the image of Confucius has split people into two completely different groups, triggering great disputes.

Kong Xianglin, a descendant of Confucius, also Deputy Dean of the Research Institute of Confucianism, said that, "It is necessary to give Confucius a standard image, not only for the Chinese, but more importantly for foreigners who are keen to learn Chinese culture. Have you ever seen Jesus portrayed differently in a number of representations?"

At present, varied Confucius images are confusing foreigners. As cultural exchanges and communication improve with the outside world, it is imperative for China to give a standard portrait of the ancient sage so that the world can have the same image of him, said Kong.

In response to criticism that the new image is a commercialized 'branding strategy', the CCF declared it has no intention of making money from the statue, while instead they believe the contemporary new image will facilitate the promotion and popularity of Confucianism.

One size doesn't fit all

Li Wangang (Xinhuanet): It is very hard for modern people to restore the image of an ancient man living more than 2,000 years ago. Every painting and statue would be an artistic innovation epitomizing the understanding of a few people. Confucius's image cannot be standardized, and even more ridiculous when monopolized by a standard statue, which could also be regarded as a control over the right of free explanation of Confucianism.

Today, the official statue recommended by the CCF and local government is akin to any other representation of Confucius that has appeared in history. Critics said that "there is no definite historical evidence that the statue commissioned by the CCF bears any resemblance to the great philosopher's actual appearance." In addition, Confucius and his legacy belong to all the people. Anyone who has read the Confucian Analects is entitled to give their explanation of Confucianism based on their own understanding, and it is unreasonable to force the public to accept such standard criteria. The commercialized Confucius image indicates a branding strategy commonly seen in business activities. Moreover, the monopolization of his image restrains people's creative thoughts and cultural innovations, hindering further promotion of his thoughts.

Ou Muhua (JCRB.com, the online version of the Procuratorial Daily): In truth, a standard image of Confucius might be helpful in culture promotion; however, there is no causal link between the two. As some people argued, since China is a great civilization with thousands of historical figures; should we give every one of them a portrait to standardize them all? Culture is diversified, and the same goes for ancient legendary people with legacies left behind. As for Confucius, the comments are varying. We should not exaggerate his image to grant him a high profile while neglecting the historical facts.

Now that CCF Secretary-General Zhang Shuhua has boasted about their achievements, their (CCF's) major aim is to make a standard image that he believes would be favorable to the promotion of Confucianism and Chinese culture. We have only two ways to achieve that. One way is to ensure all images and statues produced fall under the new specifications, while the other is to alter all the existing products, including statues worshiped in temples, portraits in books, and even the stamps issued, into a unified pattern, which might cause cultural turbulence. It could be an opportune time for commercialism, but of no great help to the promotion of his ideas.

In a society ruled by law, food safety requires specification and standardization in its processing, so it is with manufactured products. However, we can never unify people's ideas and traditional culture, using a rigid template.

Liao Baoping (China Business News): In contemporary times, nobody could set the criteria for the face of Confucius, including the portraits of him left by history. Those people who are so enthusiastic to give him a uniform image to force others out of the market are committing cultural vandalism. What we agreed is to boost his school of thought. His great theories are of major concern to the people. When it comes to what he looks like, it doesn't really matter.

Wei Yingjie (Oriental Morning Post): Even though the CCF claimed that they had no commercial intention in making a standard statue, they stated that it would be a copyrighted image owned by the foundation. When asked whether the use of the standard will be charged or not, Wang Daqian, deputy head of the foundation, admitted it would.

The copyrighted statue and commercialized brands tell us everything about industrialization and capitalism. There is no doubt about our daily business, but this time the CCF even challenged a monopolized image of an ancient sage, which should be the legacy of all Chinese people. Actually, the CCF has stolen our common cultural wealth. Can anyone be authorized to take control over Confucianism and the representation of Confucius?

Among the exchange and promotion of culture, there is no need to worry about different people's various representations based on their understandings. A cultural tolerance of diversified explanations will further boost traditional culture and his profile.

Unity is strength

Zhang Shuhua (Secretary General of the CCF): Confucius is a widely respected person in this world, also a famous philosopher, educator and the creator of Confucianism, representing the mainstream of China's traditional culture throughout history. The wide participation of people in the design of his portrait will help set up a more recognizable image of him and the spread of his thoughts all over the world. Meanwhile, as a representation of Confucianism, it will help the world better understand China and the essence of Chinese culture.

The portrait has been agreed upon by experts, scholars and the descendants of Confucius. The design of his beard, clothing, shoes, even the fittings, evaluated by historians and archeologists, is confirmed as being true to history.

New things and changes often cause controversy. As time goes by, we will prove that our statue can stand the test of time.

Guo Jiaqi (Professor at Beijing Normal University): As China's international status improves, so too will the historical heavyweights of Chinese culture, as well as the dignity and confidence of the Chinese people. We cannot be so conservative in the culture-to-profit business.

Wang Daqian (Deputy Secretary-General of the CCF): We made the standard statue to create a carrier for the promotion of his thoughts and China's traditional culture. We allow the existence of other images of the sage.

We reaffirm the right to preserve our own version because of the funds and manpower we have invested in the program, starting from the collection of drafts to the evaluation and assessment procedures.

The claim of a copyright doesn't really indicate a business. We could charge for its usage and perhaps we could also allow someone to use it for free.

Li Weiao (Chengdu Business): Since the Qin dynasty had done so much in terms of character-writing unification, later generations found that it is obviously beneficial for the promotion of exchange and communication based on a regulated standard. Why are so many people worried about the CCF's official image of Confucius?

The biggest rift derives from "commercial doubts." I don't think the culture-to-business syndrome would be a negative tendency.

As early as 2005, when the study of national learning enthusiastically promoted the launch of national research and study centers at China's top-level universities, without any exception these centers, privately funded or publicly sponsored, were all criticized as commercialization.

Ke Xiaojun (Shanghai-based Watson and Band Law Office): In respect of copyright, the CCF is able to dominate the use of its own Confucius label. The disputes came from the standard image's control over other representations of Confucius. In the case of someone borrowing the CCF's statue without authorization, it would be an infringement.