China and Brazil's shared commitment to sustainable partnership was the key takeaway from the 2025 Connecting Cultures: Brazil-China program, which took place in Brazil from November 10 to 18. The program was planned to coincide with the UN Climate Change Conference in Belém, Brazil, or COP30, running from November 10 to 21.

"Brazil and China have huge room for cooperation in the field of sustainable development, and this collaboration starts with storytelling," Brazilian travel blogger Lipe Camanzano said at a forum titled Planning and Development: Insights and Experience for Sustainable Growth, held as part of the program in Rio de Janeiro on November 18.

The forum was co-hosted by the China International Communications Group Center for the Americas (CICG Americas), Embratur (the Brazilian Tourist Board) and the Confucius Institute at Fluminense Federal University (UFF) in Brazil. More than 50 experts, scholars and media representatives from China and Brazil engaged in in-depth discussions on sustainable development issues and paths for bilateral cooperation at the event.

"Internet influencers from both countries can showcase the ecological beauty of Brazil and China through their lenses and narratives, inspiring public awareness of environmental protection and fostering green tourism collaborations," Camanzano said.

In the days before the forum, Camanzano led a visit by a Chinese media delegation to the Brazilian cities of São Paulo, Foz do Iguaçu and Rio de Janeiro, hosted by Embratur and supported by CICG Americas as part of the Connecting Cultures program.

Strengthening bilateral exchanges 

"The deepening of China-Brazil relations is bringing the two peoples closer," Andre Netto, Coordinator of International Markets at Embratur, said at the forum, adding that the Brazilian national tourism promotion organization is actively expanding its reach in the Chinese market.

Netto said he hoped that the Connecting Cultures program would help Chinese influencers learn about Brazil's ecological protection efforts and its sustainable development practices and that their stories would attract more Chinese visitors to Brazil. With next year being the China-Brazil Year of Culture, Embratur is planning more exhibition events, and joint promotional efforts to further strengthen bilateral ties and build a lasting partnership rooted in trust and opportunity.

João Monteiro, Director of the UFF School of Tourism, said at the forum that approximately 76,000 Chinese tourists visited Brazil last year. By showcasing a more vivid picture of Brazil's charm to the Chinese market, there is hope for effectively increasing inbound visitor traffic from China, he predicted. 

Meanwhile, about 15,000 Brazilian tourists traveled to China in 2024, showing there's still great potential for growth. "The facilitation of visas and the continued strengthening of bilateral friendly relations will be key to unlocking this potential," Monteiro suggested.

Fabia Trentin, Director of Tourism at Niterói Tourism Co., said at the forum that the government of Niterói, a city in Rio de Janeiro State, places great importance on cooperation with China in tourism, innovation and sustainable development, and eagerly anticipates the arrival of Chinese tourists.

Flávia Souza, Director of the Institute of Arts and Social Communication at UFF, said genuine collaboration involves a deep integration of knowledge, culture and experiences. This includes introducing successful Chinese experiences to Brazil as well as creating a welcoming environment for Chinese students in Brazil.

Vitor Ierusalimschy, Brazilian Deputy Director of the Confucius Institute at UFF, said the institute will actively promote the two-way flow of teachers and students, deepen collaborative projects and continue to serve as a bridge to strengthen the relationship between the two countries.

Shared values 

The idea that lucid waters and lush mountains are invaluable assets has long guided China's development path, and this principle has also been validated in Brazil. "Despite being continents apart, both China and Brazil have demonstrated strong commitment to environmental, social and governance (ESG) principles, showcasing their dedication to sustainable development and ecological governance," Camanzano told Beijing Review.

Chinese influencers said they were impressed by Brazil's ecological conservation efforts and the economic benefits they generate. For example, the media delegation on November 13 visited the Itaipu Hydroelectric Plant, which has been in operation for over 40 years. It had been the world's largest hydroelectric station prior to the completion of China's Three Gorges Dam in 2009.

"Not just energy" has always been the guiding philosophy of Itaipu. Sergio Angheben, environmental protection manager at Itaipu, shared with Beijing Review that the dam not only serves as a power generation facility but also prioritizes environmental protection through initiatives such as reforestation, water quality management and sediment control.

Environmental management at Itaipu has also brought tourism and economic benefits. The plant lies on the border between Brazil and Paraguay and about 900,000 visitors visit the Brazilian side of the dam each year, generating approximately 6 million Brazilian reals ($1.13 million) in revenue, according to João André, tourism manager at Itaipu.

Chinese travel blogger Chang Lin, who participated in the visit, shared her impressions at the forum. She expressed how the reverence for nature of the people of Foz do Iguaçu, a major tourist destination in Paraná famous for the Iguaçu Falls and the Itaipu Dam, and the community restaurants in Rio de Janeiro that "profit by day and aid the poor by night" deepened her understanding of the humanistic care involved in sustainable development. She said she looked forward to taking on the role of cultural ambassador, conveying Brazil's grandeur and warmth to the Chinese audience.

Camanzano mentioned his visit to China last October and said he was impressed by the ecological environment of Yucun Village in Zhejiang Province and the socio-economic benefits resulting from ecosystem preservation there. Once a dusty mining site, the village has transformed into a lush, vibrant destination that attracts over 1 million visitors each year.

"We have a very similar perspective because we both are very concerned about ESG initiatives," Camanzano said, adding that both countries are doing well in this field.

Sustainable partnership 

"China and Brazil share similar positions on upholding multilateralism and improving global governance, and both have made significant contributions to addressing climate change and promoting sustainable development," Xin Feng, President of CICG Americas, said during a video address at the November 18 forum in Rio de Janeiro.

"The two sides should further expand cooperation in emerging fields such as the digital economy, green economy, pharmaceuticals, AI and aerospace, enabling their people to live happier lives," Xin said.

This viewpoint was echoed by Professor Fábio Barboza Passos, Vice Rector of UFF. "China has rich experience in technology and industrial development, and we look forward to further expanding research collaborations with China to drive more innovative outcomes," he said.

UFF has a solid research foundation in areas such as energy transition, sustainable development, biodiversity and new materials, and is actively planning to establish an energy transition research center, according to Passos. He said the university has maintained close cooperation with China for a long time.

Xing Yutao, a professor at UFF Department of Physics, pointed out that Brazil has favorable conditions for developing electric vehicles, with its climate well suited to battery applications and over 80 percent of its electricity coming from green energy. However, the country still lags behind in core technologies like lithium-ion batteries, providing broad space for China-Brazil cooperation.

The recommendations for formulating China's 15th Five-Year Plan (2026-30), adopted at the Fourth Plenary Session of the 20th Communist Party of China Central Committee in October, systematically outline China's development blueprint for the next five years, Tian Min, Consul General of China in Rio de Janeiro, said at the forum.

"The 15th Five-Year Plan will provide more opportunities for deepening practical cooperation between China and Brazil," Tian added. "China-Brazil relations are at their best in history, with smooth alignment of development strategies and fruitful cooperation results in many fields. China consistently views and develops bilateral relations from a strategic and long-term perspective and is willing to strengthen exchange of governance experience with Brazil to jointly advance the modernization process." BR

Copyedited by G.P. Wilson 

Comments to taoxing@cicgamericas.com