By Lu Wei

Recently, Analysis Report on the Overseas Influence of Chinese Cities (2024) was released. The international communication and publicity case of Nantong little finless porpoise ‘Lan Ruo Ruo’ won the title of ‘City (District) International Communication Demonstration Case’.

Nantong was born and prospered by the Yangtze River. ‘The Yangtze River’ is a representative cultural symbol of Nantong. ‘Smiling angel’ finless porpoises appear frequently in the Nantong section of the Yangtze River. ‘The smile of finless porpoise’ is becoming the most powerful proof of ecological environment restoration of the Nantong section of the Yangtze River.

In 2023, Suxitong Industrial Park launched the original IP of the little finless porpoise ‘Lan Ruo Ruo’. Nantong has promoted the IP to go overseas, and tell the Nantong story of how cultural IP empowers urban development. At present, the urban IP ‘Lan Ruo Ruo’ has become Nantong’s ‘Window to the World’ for actively promoting global biodiversity treatment.

By means including city collaboration, global interaction, and brand co-branding, Nantong has promoted the IP image of ‘Lan Ruo Ruo’ and the idea of Yangtze River protection on international stages. The English short video of cartoon introduction of ‘Lan Ruo Ruo’ was launched. Theme MV ‘Meet Your Smile’ and other high-quality cultural and artistic works were released. ‘Lan Ruo Ruo’ sunshine and heart-warming online emoji pack was created and launched.

During the period of ‘World Rivers Day’, Suxitong Industrial Park started ‘Protect Blue’ river protection relay through overseas social media, to share the scenery of rivers from places all over the state and the image of ‘Lan Ruo Ruo’ with global netizens. The total exposure of the event exceeded 1.3 million.