Recently, the list of "Top 10 Excellent Cases of International Communication in Chinese Counties" was announced, with a total of 10 cases selected nationwide. The practical case of the Publicity Department of the CPC Yunhe County Committee, titled "Culture as the Sail, Innovation as the Oar: Practice and Exploration of Yunhe's County-Level International Communication through 'Wooden Toys Going Global'", was successfully selected.
In recent years, relying on its green ecological resources and unique fairy tale culture, Yunhe has actively explored international communication and told the story of Yunhe well. In December 2024, Yunhe took the lead in establishing a county-level international communication center in Lishui City, promoting Yunhe Terraced Fields to be rated as a provincial-level international cultural exchange base. Based on the advantage of the wooden toy industry in "buying globally and selling globally", under the guidance of higher-level departments, Yunhe has formed an overseas promotion team, guided wooden toy enterprises to engage in overseas communication, promoted enterprises to transform from international trade entities to international communication subjects, and initially developed a county-level international communication path featuring "wooden toys going global".
Empowered by culture, enhancing the international brand awareness of Yunhe wooden toys. Based on the foundation of the wooden toy industry, Yunhe implements the dual-drive strategy of "intelligent manufacturing + culture" and builds a new pattern of coordinated development between industry and culture. It deeply explores local intangible cultural heritage, silver mines, wooden toys and other regional resources to develop a series of cultural and creative products; integrates traditional cultural elements such as mortise and tenon joints and national trends to create IP derivatives with educational and collection value, enhancing international brand recognition and industrial cluster effects.
Promoting international communication through multiple online and offline channels. Online, it integrates resources of foreign network platforms, and collaborates with governments, enterprises, media and internet celebrities to carry out precise communication around craftsmanship and industrial upgrading. Offline, with wooden toys as the medium, it launches characteristic activities such as the Oriental Fairy Tale Carnival and global fairy tale plays, and develops product lines containing family culture and three-generation inheritance stories, realizing the leap from toy export to cultural resonance.
In addition, facing the new international economic and trade situation, Yunhe's wooden toy enterprises have actively expanded markets in Europe and countries along the "Belt and Road", accelerating the transformation from product export to cultural export. By participating in international exhibitions and planning cultural exchange projects, it promotes cultural mutual learning and cross-border cooperation, and builds "cultural envoys" for people-to-people bonds.
It is reported that in the future, Yunhe will rely on its industrial advantages, promote the integration of industrial transformation and cultural communication, show the international image of "Fairy Tale Yunhe", and develop a distinctive international communication path featuring wooden toys.
Source: People's Network - Zhejiang Channel