London Mayor Boris Johnson unveiled the launch of a new Chinese-Language travel website for London in Beijing, China before an audience of 300 Chinese officials and delegates, alongside China’s prime-time celebrity Meng Fei on Oct. 13.
The Mandarin-language website features London’s popular attractions and sites as well as tailored information about its universities and educational opportunities.
The launch of the website, kicks off Johnson’s six day trip, accompanied by a senior delegation representing members of London’s “vibrant, innovative and world-leading business community,” that will take them to Shanghai and Hong Kong, according to a London and Partners news release today.
Johnson’s visit will include meetings with Chinese business leaders, key investors and senior politicians.
“My mission on this visit is to strengthen the already impressive cultural, educational and business ties between China and London,” Johnson tells the audience at a special event in the heart of Beijing’s 798 Art District.
London on Display
The event was organized by the London Universities International Partnership to mark the opening of its four-day pop-up installation “London: Celebrating Innovation.”
The pop-up art instillation created by 16 London universities for Beijing spell out “LONDON” with each letter highlighting a “unique contribution that London’s universities are making to global research, creativity and learning.”
The installation at the Yang Gallery (3rd Taoci Street, 798 Art District, No. 4 Jiuxianqiao Road, Chaoyang District, Beijing, +86-10-5762-3020, YangGallery.com.sg) will show daily 10 a.m. – 7 p.m. through Oct. 15.
The showcase is a celebration of the achievements of London’s universities and its graduates, and the impressive collaborations taking place between them and their counterparts in China. Displaying many examples of how these partnerships are combining the best of eastern and western teaching, exploring cultural differences and enhancing mutual understanding. It has been designed to reflect the breadth and depth of the 30,000 courses and subjects available to study at universities in London. A recent Times Higher Education World Rankings poll revealed that London has more world class universities in the global top 40 than any other city.
The website’s current primary target is potential Chinese students seeking to study in London, according to the release.
Chinese Invasion
The number of Chinese people studying in London is rising, with a record 15,000 last year, making China, London’s number one market for international students. Traditionally, a high percentage of the 15,000 Chinese students studying in the UK’s capital city opt for a Business Studies degree, but the trend is now changing. For example the number of Chinese students studying Creative Art and Design rose by 35% in 2012. The London universities believe the showcase will help each prospective Chinese student discover and decide the best option for them from the thousands available in London.
The installation itself reflects the results realized by studying in a multicultural and global business and creative capital. Visitors can see films of London through the eyes of students, try out new music technology which is changing the world of performing arts, find out more about ground breaking research on disappearing languages or a cure for rabies using tobacco, whilst being mesmerized by a fountain that moves to live sounds from famous London landmarks. There is even a 3-D dinosaur skeleton scan, which for the first time reconstructs the evolution of modern birds.
“We are delighted to be creating our first London Showcase in Beijing,” says Gary Davies, Chairman of the London Universities International Partnership. “The Showcase celebrates the significant achievements of London’s universities by highlighting the range of the world-class teaching and collaborative research taking place in our institutions and demonstrates our growing partnerships with China and with Chinese universities.”
“London is the world’s most multi-cultural city, its diversity gives Chinese students access to an important global network that will last them their lifetime and an international perspective that will be invaluable as they rise up their career ladder,” Gary continues.
Chinese students seeking to attend college in London will find tailored application advice and full profiles of London’s universities, including facts, testimonials and galleries.
“For any Chinese graduate, looking to broaden their horizons and to increase their marketability in a very competitive global employment industry, living and studying in such a vibrant and innovative city as London is a must,” says Charles Ingrey-Senn, whose innovative pop-up saucepan-lid grip design is featured in the installation.
He has no doubt that his time in London studying Industrial Design gave him the international perspective vital for his career and he urges others to do the same.
Charles’ connection to London has helped him with Caisdesign, an industrial design company he founded. Retaining ties to the U.K., he has employed a number of graduates emerging from London as his company has expanded and flourished. He’s now helping others find internships and employment, he says.
London Calling
The effort to forge closer ties with China, now the world’s second largest economy worth an estimated $8.2 trillion, happens at a time when London is set to break another record year for Chinese visitors, according to the release.
“We are already welcoming increasing numbers of Chinese tourists and students to the capital, but we want to do all we can to ensure London is the first choice over competing global rivals,” says Johnson. “This welcoming new Chinese language website, providing a definitive guide to London’s attractions, is one way we are making it easier for potential visitors.”
The site will serve as a “definitive resource” for prospective Chinese tourists and students providing “accurate and trustworthy advice and information” about London from famed sites and things to do to its world-renowned Universities online to 600 million Mandarin-speaking visitors.
Tourist services include a host of practical travel advice, a first time visitor’s guide, itineraries for groups, a virtual tour of the city and personal support via Weibo, China’s leading online media site.
“London is having a record year. The number of Chinese people visiting us has doubled in just three years, and risen by another third this year alone. More than 90% of Chinese visitors said they felt welcome on their trip to Britain, and 95% said they would recommend a trip to others,” says Gordon Innes, CEO of London & Partners, the official promotional organization for London.
“We designed London.cn to show how London’s attractions, restaurants, shops and great cultural heritage is ready and waiting for them. This website is just the beginning of our renewed focus on attracting and serving Chinese visitors,” continues Gordon.
To get thee to London in Mandarin, visit London.cn.
