Recently, Yangpu district held a work conference on the promotion of “Shanghai Culture” brand and the creation of an innovative culture bearing area.

Liu Dongchang, member of District Council Standing Committee and the head of Publicity Department attended the meeting and made a speech; the deputy district governor Ni Bing presided over the meeting; and responsible persons from relevant units of the district special promotion group of “Shanghai culture” brand also participated in the meeting.

At the meeting, the district “Shanghai Culture” Brand Special Promotion Group Office (the district Culture and Tourism Bureau) deployed the promotion of the “Shanghai Culture” brand for 2019, and different units including the District Greening & City Appearance Bureau, Kongjiang Street, Daqiao Street, and Shanghai STVC Group also made exchanges and speeches.

Based on the characteristics of having several universities and colleges, vigorous combination of “cultural innovation + science and technology innovation”, and profound historical cultural deposits (“three centennials”), Yangpu District launched a series of driving points and excitement points in line with the characteristics of innovative culture for young people at the work meeting of promoting the “Shanghai Culture” brand.

Promote the Red Culture Brand

The national anthem March of the Volunteers is sung in Shanghai and the National Anthem Exhibition Hall at Jingzhou Road, Yangpu District has gone through 10 years since its establishment. The National Anthem Exhibition Hall will be expanded and upgraded this year, and re-open before the 70thanniversary of our country. By then the exhibition will focus on the birth and legislation documentations of the national anthem, making it a theme hall “telling the story of the national anthem” and the main location for the promotion of patriotism. Meanwhile, we will also make full use of audio, video and technology means to reproduce many works by Tian Han and Nie Er, making it a cultural habitat where “different groups of people can walk into” and also a spiritual dissemination place for people to feel the charms of music and films.

In terms of red culture, Yangpu District will continue to exert the influence of the “Communist Manifesto” Exhibition Hall (former residence of Chen Wangdao) so that more citizens can walk into the exhibition hall, experience the taste of truth, and feel the power of faith; and it will also support Fudan University to declare the eighth batch of national key cultural relics protection units. Taking the 100th anniversary of the “Shanghai and the Movement of Going to France for Work & Study Program” as an opportunity, we will hold the “former site of Huangpu Wharf” nameplate unveiling ceremony to spread the spiritual connotation of “they set out from here”. Besides, we will also hold the exhibition of the Shanghai-East labor movement history to dig and spread the glorious history of Yangpu’s labor movement. Furthermore, we will launch the fine red culture routes and draw the red culture map. And among the red tourist routes, the Riverside Labor Movement Line will include the former site of Huangpu Wharf, arrested spot of Yun Daiying, Wang Xiaohe's statue, etc.; while the Red Culture Line contains the “Communist Manifesto” Exhibition Hall (former residence of Chen Wangdao), Fudan University School History Museum, Tongji University revolutionary martyrs battle site, Liu Zhan'en's statue, Wang Genying's former residence site, National Anthem Exhibition hall and so on.

Cultivate and Set Up Characteristic Cultural Places

This year, the relevant functional departments of Yangpu District will closely cooperate with the Shanghai Grand Theatre to speed up the construction of the theater-centered “Shanghai style opera Stage” of YOUNG Theater, and also to create a performing arts center for international and domestic drama classics, a premiere incubation center for the young artists’ original drama and a guiding and teaching center of famous drama masterpieces. At the same time, we will start preparations for Siping Cinema reconstruction and expansion project, as well as research and design the functional positioning of Changbai Cinema, thus driving the central upgrading with urban renewal and promoting the resource allocation of Kongjiang Road cultural and entertainment performing arts belt.

Relying on the Tongji-ring design circle, Yangpu hopes to introduce, serve and foster a number of internationally and domestically influential design enterprises, attract more “design +” innovation projects to settle in NICE2035, and constantly create new works for the NICE2035 future life prototype street.

Based on the “the city of the universities and the university of the city”, Knowledge & Innovation Community (KIC) should speed up the construction of the School of Management, Fudan University, and put the Central Theater, exhibition hall and other cultural facilities into operation. Relying on the modes of “culture + business” and “fashion + innovation”, we will upgrade the Daxue Road to “living an exquisite life” and shape the sunken square of Jiangwan Stadium into a “big open and fashion stage”. Based on the scenario applications such as “AI + exhibition hall, forum, and bookstore”, Changyang Campus will create “AI+” demonstration zone, penetrate into the reading service of Yangpu Library, anew landmark with the “most fascinating story”, promote the cooperation and interconnection between the district library and the Daying Bookstore, Time Station, Zhida Bookstore, Tongji Bookstore and other physical bookstores, and unceasingly expand the influence of the city reading radiation zone in Wujiaochang.

Yangpu Riverside Sets a Benchmark

A section of the shoreline, a section of industrial landscape... With the implementation of the Yangpu Riverside Shoreline Transformation Plan, many old factory buildings that bear Shanghai's centennial industrial civilization are undergoing a magnificent “transformation” and are linked into Yangpu's century-old industrial expo belt, which becomes a public corridor for people's fitness, leisure, sightseeing and tourism. In 2019, Yangpu Riverside Shoreline will not only achieve the connection of three roads with a total of 5.5km long, but also blow the bugle call to start riverside development and construction in accordance with the requirement of “the riverside will make a benchmark” and “post-industry, new centennial concept”.

Yangpu District will focus on the promotion of Yangshupu Road (Dalian Road-Liping Road) comprehensive transformation project, start the construction of projects including Hanfenlou Culture and Art Center, the World Skills Museum and Daqiao Park, complete the construction of commercial project of LAN factory plot, finish the repairs of Yongan warehouse, wool & linen Warehouse and other historical buildings, accelerate the preparatory work of projects such as Yangshupu Power Plant development project, south block of No. 1 neighborhood shipyard, and No. 84 neighborhood, achieve “reading the building” and “listening to stories by scanning” 16 industrial cultural preservation relic buildings and excellent historical buildings, and collectively open a group of museums including the Rescue Museum, Water Museum, and Marine Museum.

In the meantime, we will take the two-month Shanghai Urban Space Art Season as an opportunity and apply the theme of “waterfront space for the beautification of human life” to introduce the world-class artist works, and to create readable, walkable, high-quality and vibrant waterfront public space through innovative ideas and cultural empowerment. Yangpu District will also continue to successfully hold the “Yangshupu International Innovation Forum”, speed up the introduction of top cultural performances and sports events, integrate Shanghai International Arts Festival, Shanghai Tourism Festival and other activities, create an innovative brand “Yangshupu”, establish and develop a think tank, and elevate the popularity of Yangshupu riverside.

Promote the Development of Key Industries

Yangshupu is speeding up the construction of a cultural and creative industry system mainly featured by “big design, pan entertainment, new publishing, and smart life” and the construction of “four centers” with the excellent original culture for young people as the core.

Gather force to make a stronger game and e-sports center. We will give full play to the advantages of discipline wisdom and youth group aggregation of colleges and universities, and vigorously develop a full industrial chain of e-sports; support the local training of the backbone enterprises in the region, construct the B·link-centered e-sports park along Zhoujiazui Road, and create an e-sports industry cluster with game and e-sports enterprises as the frontend; sustain the running of DOTA2 Invitational Tournament, King of Glory Caravan and other key events, and create a rollout venue and important venue for e-sports competitions with Match Light Entertainment, NetEase Blizzard and other professional venues as the carrier; create a talents cultivation base on the basis of Yangtze River Delta E-sports production and teaching collaborative innovation and with the e-sports major set up by Shanghai University of Sport and Shanghai Publishing and Printing College as the support; and initiate the construction of the E-sports Industry Alliance, hold the E-sports Industry Forum, and promote the win-win cooperation between upstream and downstream enterprises.

Create original network culture center and make them excellent. We will support leading network audio-visual enterprises to develop vertical network audio-visual services such as live streaming, national creation, audio, short video and so on; adhere to the principle of “content as king, guide as soul”, support young people's socialization and trendy cultural entertainment community construction, develop cultural categories that young people love; and encourage key technology research and development as well as business model innovation by virtue of innovation chain and industrial chain.

Cultivate and empower film and television production center. We will focus on the cultivation and introduction of a group of strong, technologically leading, well-content film and television investment and distribution enterprises, and filming service & post-production enterprises; focus on supporting the transformation and upgrade of creative parks such as Wuwei Space Creative Industry Park into a film and television post-production base, and create a film and television technology oriented industrial base in view of the advantages of the old factory space; construct a special view base with open cooperation by relying on universities and colleges, industrial relics, riverside waterfront, “Great Shanghai Project” building complexes and Daxue Road block and other characterized landscape; and encourage social forces to invest and establish cinemas, introduce high-tech equipment, and constantly expand the size of cinemas.

Develop a digital publishing center in a staggered way. We will give full play to professional research and discipline advantages, support university publishing houses to strengthen their publishing and distribution business, and explore and transform into digital publishing; and uphold Shanghai Publishing and Printing College to build “SAPPRFT School-Enterprise Cooperation Innovation Practice Base”, and create a “national digital media industry base” at Shuifeng Road.

Optimize the Cultural Innovation Business Environment

Yangpu will constantly deepen the transformation of a “rusty industrial belt” into “a beautiful cultural innovation belt”; focus on the development of new spaces such as Changyang Campus, B·link, Tencent Industrial Park, and Fengcheng Alley; enhance the development of old industrial parks such as International Fashion Center, Wuwei Space, City Concept, and Four Seasons Square; promote the innovative practice of old and new kinetic energy conversion; and build original communities that are suitable for healthy work and life.

Yangpu is working precisely to improve the district's support policy for the key cultural and creative industries. It will research and introduce the policy details for promoting the development of industries like animation game and e-sports and network audio-visual film in the near future; set up funds for district cultural development projects, absorb more social resources to serve cultural undertakings, and help promote the cultural and creative industries. Besides, it will deepen the “One-stop service” and better achieve the “online Office”, “park office”, “nearby office”, and “anytime office”. Moreover, it will implement the Yangpu District High-level Talent Classification and Management Service Measures, improve the supporting service of “one-stop service card for talents”, deepen the initiatives such as zero-veto service window for talents, establish “entrepreneurs community”, a talent exchange and mutual assistance platform, do a good job in talents apartment, rental subsidies, health care, entry and exit convenience and other humanities services.

Launch the Integrated Cultural and Tourism Routes

The relevant departments will strengthen the integration and linkage of business, tourism, culture and sports; and design and launch characterized fine cultural tourism routes mainly stubbed with University Museum, Riverside Centennial Industrial Museum, 43 historical relics buildings in Yangpu, Jiangwan historical scenery area. And by relying on “hand-painted maps, two-dimensional code, logos on the wall, VR online, story audible” and so on, the public will be guided to have an in-depth experience and be enabled to understand the historical context of Yangpu's “three centennials” – Centennial University, Centennial Municipal, and Centennial industry.

Establish a Modern Public Cultural Service System

To carry out the spirit of the municipal public cultural construction work conference, Yangpu should take the lead in this year to basically build a modern public cultural service system. To this end, a series of initiatives will be implemented.

It will promote the function enhancement and full coverage of integrated cultural activity room of the neighborhood committee according to local conditions, and establish the four-level linkage public cultural General-branch system of “District Cultural Museum + Street/Township Cultural Center + Community Neighborhood Center + Integrated Cultural Activity Room of the neighborhood committee”. In addition, it will also

deeply implement the “beautiful home” community micro-renewal and construction of good-neighborliness home, and create a public culture good-neighborliness home featured by “one neighborhood one activity”;upgrade “Yangpu Culture Cloud”, integrate news release, show, performance and live broadcast, digital expo, online ticket booking and points management together with the support of big data and cloud services, and strengthen the “10 minutes public Cultural service circle” by “one click to reach”.

In order to improve the sense of gain and satisfaction of the public, Yangpu will further deepen its public culture supply-side transformation and improve the construction of the information platform of “People order and I deliver”;grasp the national strategic opportunity of the Yangtze River Delta Integration, hold a public cultural procurement conference for the Yangtze River Delta, encourage professional colleges, enterprises and social organizations to bid and join in the public cultural services, and enrich the cultural menu of good-neighborliness home with a steady stream of outstanding cultural products.

Yangpu will focus on the large shopping malls such as Wujiaochang business circle, Kongjiang Road commercial street and Yangshupu Riverside, and introduce shows and performances including concerts, children's dramas, operas, and DIY, to deepen the brand effect of the “art business circle”; and at least 4 pilot performance spots for the “street artists” project will be increased in Yangpu. Based on this, “Shanghai Culture” will serve Shanghai shopping”, promote the aggregation of characteristic cultural experience including fashion shopping, leisure and entertainment, exhibition and performing arts, and create a warm urban public cultural hall.

Closely around the celebration of the 70thanniversary of the founding of the People's Republic of China, Yangpu will adhere to the “online-offline” settlement mode, run the SSIMF Wind Instrument Festival, Shanghai Evergreen Forest Music Festival, Shanghai Citizens Art Festival, Shanghai Tourism Festival, hold the major calligraphy and painting exchange and exhibition activities, and revitalize its development of painting and calligraphy strength.