Shandong province will seek innovative ways to create international cultural exchanges this year, according to Xu Xianghong, head of the Shandong Provincial Department of Culture, who gave a speech at a training course held in Jinan City on Jan 12.

Xu said that the government should guide the application of branding and have a standardized strategy to promote the province's cultural products worldwide.

"The province will integrate all its cultural resources and make plans to promote its local Qilu culture internationally", added Xu.

Shandong will also continue efforts to strengthen its cultural trade in overseas markets. It will hold various exchange activities such as a cultural products exhibition in Singapore and cultural industry related interviews in Japan and South Korea.

Shandong, one of the origins of Chinese civilization, was also called Qilu in ancient times. It was the home of the Qi and Lu states during the Spring and Autumn (770-476 BC) and Warring States (475-221 BC) periods.

Xu Xianghong, head of the Shandong Provincial Department of Culture, gives a speech at a training course held in Jinan City on Jan 12. [Photo provided to chinadaily.com.cn]

Artists from Shandong perform in Bangkok to show the Qilu culture. [Photo provided to chinadaily.com.cn]