By the documentary produced by Nigel Marven, an internationally famous TV host, Chengdu city has spread its image of the "giant panda empire" to more than 100 countries and regions across the world. The "China screen" at New York Times Square also broadcasted an advertising film of Chengdu, an effective way to facilitate the Sichuan culture globally.

Hollywood blockbuster with a Chengdu taste

Sichuan noodles with pepper sauce, hot pot, Jigong rickshaws, and Chengdu's Kuanzhai Lane, Qingcheng Mountain…. In this summer's Kung Fu Panda 2, The Dragon Warrior Po struck a pose in Phoenix, an American city brimming with Chengdu elements. In nine days, the movie earned over 300 million yuan ($47.25 millino) in box office income.

In the Republic of Korea, Po attracted 1.5 million audiences in a week. In the United States, the movie showed up on 7,500 screens in 3,925 cinemas, whirling away $48 million in a week. The movie brought a Sichuan style to the world.

The American blockbuster has become a spokesman for Chengdu, a west China city. "The Chengdu elements help to promote the movie," said Jeffrey Katzenberg, CEO of DreamWorks Animation of the United States. "They serve as special ingredients to all fans of Kung Fu Panda. Chengdu is an image spokesman of the movie."

Chengdu is promoting itself in the world by using movies. Kung Fu Panda 2 is just the start of it. China Central Television has invested in Master Lin in Seoul, a TV series featuring Chengdu food. It has been jointly bought out by six Chinese satellite TV stations for the first two rounds of broadcasting. Good Reason for Marriage, a Chinese-Italian movie showing Chengdu people's lives and characters, will present a modern Chengdu to the world. It stars Maria Grazia Cucinotta, a Bond girl, and Chinese movie celebrity Huang Bo.

Documentary marketing city

On November 13, the 2011 Sichuan Television Festival concluded. The event was attended by Jin Delong, deputy editor in chief and publicity management department director of the State Administration of Radio, Film and Television, senior executives of leading TV institutions of Britain, the United States, France and Japan, and leading officials of radio and TV stations from Beijing, Shanghai, Hunan and Sichuan provinces. They reached a consensus to improve the production of Chinese documentaries and to speed up conforming Chinese documentaries to the standards of the international mainstream market to promote Chinese cities' images. Chengdu has set a good example of promoting the city using documentaries.

In August 2010, Fremantle Media, a subsidiary of Bertelsmann AG, the world's largest movie and television program supplier, broadcasted Marvin's Adventure in Panda Kingdom. It was a work from Nigel Marven, an internationally famous natural and wildlife zoologist and TV host, and was shown in London during the China Panda Week.

In October 2010, NTV, one of the top three Japanese television companies, also broadcasted the documentary. The television company also produced a variety show, Miraculous Journey. In March 2011, the National Geography Channel and PBS of the United States put forward the complete version and intensive series of the documentary. They stirred up a panda craze in American families.

National Geographic Magazine took the opportunity to launch the activity of the Trip to Panda Kingdom for its fans. Nearly 30 provincial and municipal Chinese TV stations, including those in Beijing, Shanghai and Hunan, broadcasted the Chinese version of the TV program, Marvin and Chinese Giant Panda, during prime time. To date, the documentary has been shown in leading TV stations in over 100 countries and regions. The cultural elements in the documentary, such as Chengdu food, sceneries and Sichuan opera, became popular among world famous media, including Time magazine, Daily Mail, Daily Telegraph and Traveler.

Nigel Marven, who came to China for the first time, has reserved a notable place for Chengdu in his second China-themed work, The Undiscovered China. To exhibit the mystical charms of the ancient kingdom of Sichuan to the world, Marven has moved his workshop and home to Chengdu.