At the MIP Africa 2025 trade fair, one of Africa’s premier events for the film and television industry, the China Pavilion emerged as a standout feature, offering African audiences an immersive introduction to the Chinese entertainment ecosystem. The pavilion, active throughout the fair from September 1 to 3, showcased a rich array of audiovisual content and cultural exchange activities spotlighting Chinese creativity and collaboration with African peers.
The pavilion was co-sponsored by the State Council Information Office, National Radio and Television Administration, and organized by Jiangsu Broadcasting Corporation. Its central initiative, the “China Showcase: In Partnership with China,” presented a diverse mix of Chinese films and TV shows, merging globally appealing narratives with distinct Chinese cultural elements.
In the keynote address, You Wenze, the Consul-General of China in Cape Town, emphasized the cultural synergies between China and Africa. He remarked, “Both China and Africa possess profound cultural heritages and unique charms, laying a natural foundation for resonance between China and Africa in film and television creation. … The prospect for cooperation is broad.”
From feature films and documentaries to animation and variety shows, the pavilion highlighted the innovation and dynamic scope of Chinese audiovisual content, underscoring opportunities for co-productions between Chinese and African creators. As noted by Martin Hiller, Portfolio Director of FAME Week Africa (parent event of MIP Africa), this platform was vital in showcasing Chinese content’s global appeal and matching it with African perspectives and storytelling.
A significant development at the pavilion was the signing of a Memorandum of Understanding to co-operate on a “Dedicated Hour of Chinese Content” in South Africa, paving the way for expanded broadcast of high-quality Chinese audiovisual programs to local audiences.
