By Lu Wei

  Recently, Analysis Report on the Overseas Influence of Chinese Cities (2024) was released. The international communication and publicity case of Nantong little finless porpoise ‘Lan Ruo Ruo’ won the title of ‘City (District) International Communication Demonstration Case’. 

  Nantong was born and prospered by the Yangtze River. ‘The Yangtze River’ is a representative cultural symbol of Nantong. ‘Smiling angel’ finless porpoises appear frequently in the Nantong section of the Yangtze River. ‘The smile of finless porpoise’ is becoming the most powerful proof of ecological environment restoration of the Nantong section of the Yangtze River. 

  In 2023, Suxitong Industrial Park launched the original IP of the little finless porpoise ‘Lan Ruo Ruo’. Nantong has promoted the IP to go overseas, and tell the Nantong story of how cultural IP empowers urban development. At present, the urban IP ‘Lan Ruo Ruo’ has become Nantong’s ‘Window to the World’ for actively promoting global biodiversity treatment.

  By means including city collaboration, global interaction, and brand co-branding, Nantong has promoted the IP image of ‘Lan Ruo Ruo’ and the idea of Yangtze River protection on international stages. The English short video of cartoon introduction of ‘Lan Ruo Ruo’ was launched. Theme MV ‘Meet Your Smile’ and other high-quality cultural and artistic works were released. ‘Lan Ruo Ruo’ sunshine and heart-warming online emoji pack was created and launched. 

  During the period of ‘World Rivers Day’, Suxitong Industrial Park started ‘Protect Blue’ river protection relay through overseas social media, to share the scenery of rivers from places all over the state and the image of ‘Lan Ruo Ruo’ with global netizens. The total exposure of the event exceeded 1.3 million. 

【背景阅读】

小江豚“蓝叒叒”闪耀海外

    近日，《中国城市海外影响力分析报告（2024）》发布。南通小江豚“蓝叒叒”国际传播外宣案例，获评“城市（区）国际传播示范案例”。

南通依江而生、因江而兴，“长江”是南通极具代表性的文化符号，“微笑天使”江豚频繁现身长江南通段，“江豚的微笑”正成为长江南通段生态环境修复最有力的印证。

    2023年，苏锡通园区原创推出小江豚“蓝叒叒”IP。南通推动IP形象扬帆出海，讲好文化IP赋能城市发展的南通故事。目前，“蓝叒叒”城市IP已成为南通积极推动全球生物多样性治理的“世界之窗”。

    南通通过城市联动、全球互动、品牌联名等方式，在国际舞台传播“蓝叒叒”IP形象和长江保护理念。推出“蓝叒叒”卡通介绍英文短片，先后发布《遇见你的微笑》主题MV等文艺精品，制作推出“蓝叒叒”阳光润心网络表情包。

    在“世界河流日”期间，苏锡通园区通过海外社交媒体发起“Protect Blue 护蓝行动”河流保护接力活动，向全球网友分享我国各地河流风景和“蓝叒叒”形象，活动总曝光量超130万。

作者：陆薇