On December 19, the “Seminar on the First Season Achievements of Global Traditional Chinese Medicine – Forging a New Path for the International Communication of Traditional Chinese Medicine (TCM) Culture” co-hosted by Phoenix Satellite Television and Dong’e Ejiao Co., Ltd. took place at the Phoenix Center in Beijing.
Taking the creation and dissemination of the first season of the documentary Global Traditional Chinese Medicine as the starting point, the seminar conducted in-depth discussions on the international communication paths and industrial development prospects of TCM culture. The documentary has garnered extensive attention and resonance from audiences both at home and abroad, with the total online interactive exposure exceeding 2.6 billion, setting a new benchmark for the international communication of TCM.
The First Season of the Documentary Comprises 12 Episodes
The seminar was hosted by Zhou Kui, member of the Expert Group of the National Radio and Television Administration (NRTA) and Director of the Research Department of the Network Video Research Center at Communication University of China. Xu Wei, Chairman of the Board and Chief Executive Officer of Phoenix Satellite Television, delivered a speech, among other guests. Heavyweight guests from the fields of policy research, media, data, academia and industry engaged in in-depth discussions on the experience of the documentary’s successful broadcast, focusing on the core issues of the global development of TCM.
Xu Wei stated that the global outreach of TCM is not only a proposition inherited for thousands of years, but also an inevitable trend for current development. The mission of Phoenix Satellite Television is to spread Chinese culture and promote international exchanges. This is the common foundation for us to jointly create the Global Traditional Chinese Medicine project with partners such as Dong’e Ejiao and Guangzhou Pharmaceutical Holdings Limited, showcasing the communication and development of TCM culture both at home and abroad. It is also Phoenix’s bounden duty.
Teng Yong, Vice President of the Academy of Broadcasting Planning under NRTA, and Chen Zhen, Deputy Leader of the Review Group of NRTA, Guest Professor at Beijing Film Academy and Judge of the Golden Rooster Awards, elaborated on the innovative paths and practical values of the documentary in empowering the international communication of TCM from an industry perspective.
During the seminar, other participating guests also shared in-depth insights on topics including the ecology of TCM Key Opinion Leaders (KOLs) and the development trends of Intellectual Property (IP), as well as specific cases and reflections on the international communication of TCM culture.
As a large-scale international communication project of TCM culture, Global Traditional Chinese Medicine is co-produced by Phoenix Satellite Television and Dong’e Ejiao Co., Ltd., with strong support from strategic partner Guangzhou Pharmaceutical Baiyunshan. The first season of the documentary consists of 12 episodes, which were meticulously produced over a period of one year. It has been broadcast globally through the omnimedia platform of Phoenix Satellite Television since November 1, 2025, arousing enthusiastic responses both at home and abroad.
Starting from the creation of the documentary, the seminar extended to policy, data, academia, cross-cultural communication and industrial practice, forming a complete logical chain for the international communication of TCM. In his concluding remarks, host Zhou Kui noted that Global Traditional Chinese Medicine is not only a documentary work, but also an important window to observe how TCM integrates into the global public discourse system.
