Chinese audiovisual exhibitors take center stage at African event

CAPE TOWN — The China Pavilion took center stage on Wednesday at MIP Africa 2026, a major film and television industry event in Africa, showcasing a diverse range of Chinese audiovisual content and promoting cultural exchange and industry cooperation between China and the continent.

Sponsored by China's State Council Information Office and National Radio and Television Administration and organized by Jiangsu Broadcasting Corporation, the China Pavilion brought together 16 Chinese audiovisual organizations from sectors including broadcasting, film and television production, animation, and cultural media.

Exhibitors at the pavilion showcased more than 50 Chinese audiovisual titles across genres, including TV dramas, documentaries, variety shows and animation, as well as the latest audiovisual technologies.

Wang Xiao, acting consul general of China in Cape Town, said that Chinese audiovisual productions had increasingly reached African audiences in recent years, particularly younger viewers.

"Excellent audiovisual works serve as both a window and a bond, fostering mutual understanding and affinity between the peoples of China and Africa," Wang said.

"They enable African friends to know more about China, while helping Chinese audiences gain a better understanding of Africa."

Carol Weaving, managing director of RX Africa, the organizer of MIP Africa, said Chinese audiovisual content brought a wealth of storytelling, production expertise and innovation to the African market, spanning drama, animation, documentaries and new digital formats.

"The opportunity lies in identifying stories that connect with African audiences, making them accessible through appropriate language, localization and distribution, and building a deeper understanding of what viewers across our continent want," Weaving said.

Martin Hiller, portfolio director of FAME Week Africa, said that the China Pavilion brought not only content for the African market but also expertise that could benefit local industry players.

Hiller expected Chinese content to become more widely available on African streaming platforms, describing the exchange as an opportunity for both sides to share content and knowledge.

MIP Africa 2026 runs from Wednesday to Friday at the Cape Town International Convention Centre in South Africa, with recorded registrations from more than 100 international media companies and over 1,500 attendees.

XINHUA