Innovation and creativity strengthening reputation

The city of Chengdu is renowned for its food and culture but innovation is also strengthening the reputation of the capital of Sichuan province.

Innovation and creativity have a long history in the city, with the most familiar example being the Dujiangyan irrigation system.

Built in 256 BC to tame frequent flooding of the Minjiang River, the ingenious system, which has stood for nearly 2,300 years, diverts water to irrigate nearly 700,000 hectares of farmland that produce almost a third of the province's grain.

The city's rich cultural heritage has been a strong boost for the development of Chengdu's cultural and creative industries.

Last year, Chengdu Creativity and Design Week attracted 4.8 million participants and generated 3.04 billion yuan ($490 million) in revenue.

A separate activity inviting people from around the world to draw colorful pictures of a giant panda called 51, which was the panda's weight in grams when he was born, captured the attention of global audiences.

People from at least 19 countries including Germany, Switzerland, Italy and the United States took part.

This year's event, which is scheduled to run from Sept 19 to Oct 8, will focus on industrial design.

Centering on industry, integration and industrial design, there will be five themed activities and two supporting ones during the event, according to the organizers.

The creativity and design expo will feature the country's Made in China 2025 campaign, demonstrate innovation, wisdom and creativity and explore a way for companies, the public and the government to exchange ideas about creative industries, said the organizers.

A session called Masters Design Chengdu will see 10 world-renowned experts create overall designs for industries including rail transport, automobile manufacturing, airplane manufacturing, interactive products and furniture.

Another five experts will give lectures on design and innovation, according to the organizers.

The Creative Chengdu Awards will be presented during the event. People from China and overseas will form a review committee to evaluate the entries.

Organizers said the award will become a pivotal platform to showcase excellent designs, spot design talents and promote the development of Chengdu's creative and design industries.

The annual creativity and design week is part of the Chengdu government's action plan to turn the city into a creative and design hub.

According to the plan, the city will become home to 10 world-class brands in creative industries, 100 top designers as well as 1,000 companies and 100,000 professionals in creative industries by 2017.

The government said it would then further improve the market and aim to turn Chengdu into a center of design and creativity in western China by 2020.

To that end, local authorities will offer favorable tax policies and financial support, work out policies for human resources and deepen the reform of economic and cultural systems.

Creative industries have already gained momentum in Chengdu during the past few years.

A popular hangout for professionals is the Chengdu National Advertisement Park. Nicknamed No 35 Red Star Road, it is the first industrial park dedicated to creative industries in western China.

Since its establishment in 2012, it has attracted scores of top advertising and design companies. Local officials said the park aims to become home to 1,000 advertising companies and supporting firms within five years.

The park is expected to generate 100,000 jobs and the combined value of regional advertising and associated businesses is expected to reach 10 billion yuan.

Eastern Suburb Memory is a music-themed industrial park. Focusing on digital music and online music, it has become another demonstration park that integrates technology and cultural industries.

Yin Hong, a researcher on creative industries at Chengdu-based Sichuan University, said such parks have proved the success of the city in terms of developing creative industries.

"They have fully demonstrated that creative industries are playing a role in transforming the way economic development and urban development is done," Yin said.

lifusheng@chinadaily.com.cn

(China Daily 07/10/2015 page6)