Viacom cultural and creative project settles in Meishan

Dongpo district in Meishan city, Sichuan province, signed a project investment agreement with Jinhengde Group, China Gezhouba Group and Wanda Group on Aug 28, to bring in an international cultural and creative project led by the United States firm Viacom Inc.

Taking advantage of first-class brands like Viacom Inc's Nick Animation, the project will combine Chinese historical and cultural elements to create a global leading base for culture and creativity, interactive experiences, and holiday living, according to Zhou Jinfa, chairman of Jinhengde Group.

The project will cover three creative sectors - animation, music, and film and television - introducing upstream industries such as content development and intellectual property (IP) creation, midstream industries such as creative experiences, art performances, themed vacations and cultural product transactions, as well as the downstream industry, including the development, creation, production and sales of the derivative products.

Dongpo district in Meishan city, Sichuan province, signed a project investment agreement with Jinhengde Group, China Gezhouba Group and Wanda Group on Aug 28, to introduce an international cultural and creative project of US firm Viacom Inc. [Photo provided to China Daily]

After being put into operation, it will hold more than 10 cultural and music performance events every year, attracting between 3 million and 12 million visitors annually. It will also produce more than five episodes of children's channel content and create at least three brand IPs every year.

Wang Jianlin, chairman of Wanda Group, said the project is nationally leading and internationally first-class in terms of its planning level, industrial layout and content innovation.

"It's a flagship cultural and creative project of major demonstration significance in Sichuan and even the whole country," he added.

On the same day, Wanda Group also signed an agreement with Meishan Management Committee of Sichuan Tianfu New Area to build a cultural tourism project. Based on the culture and tourism resources of Meishan, the project will integrate functions including vacation, sports, culture, conferences, business, education and residence.

Mu Xinhai, Party chief of Meishan, said the city has introduced many other high-end cultural tourism projects in recent years, including Legoland Park and Evergrande Children's World.

After the completion of these projects, Meishan will form a complete industrial chain of cultural tourism, cultural creativity, and cultural exhibition, thus becoming a major cultural and creative industry base in the Chengdu-Chongqing economic circle, he said.