Hosting the Changchun 2027 Winter Universiade is a significant responsibility and a major opportunity for Changchun. This event goes beyond sports; it's a moment for our city. Its impact will be felt not only now but also in the long run. Therefore, we must adopt a broad international perspective to fully recognize its comprehensive value, turning this ice and snow celebration into a powerful tool for international outreach and a "megaphone" to project Changchun's image globally.

To view this event with an international perspective, we must first answer a key question: What image of Changchun do we want the world to see? The answer lies in our city's unique strengths. Changchun is a renowned "Ice and Snow City" with world-class winter resources. It's the "Film City," where cinematic art permeates urban life. It's the "Automobile City," the birthplace of New China's industrial might. And it's a vibrant "Hub of Science and Education," brimming with hundreds of thousands of university students. These distinct characteristics are our most valuable assets for international communication and the foundation for maximizing the Universiade's impact.

How can we leverage this unique DNA to transform the Winter Universiade into a truly effective platform for global engagement?

We should use ice and snow as a medium to showcase the "warmth" in our "cold resources." Ice and snow give Changchun its most distinctive identity and serve as the natural backdrop for the Universiade. Our first step in global outreach is to let the world rediscover Changchun through this lens. We need to combine event coverage with showcasing our city's ice and snow culture. This means capturing not just the excitement of competition but also the breathtaking rime landscapes of Jingyuetan and the dazzling night scenes of the Ice and Snow New World. We should invite international media to experience our ski resorts, visit local equipment manufacturers, and stay in themed guesthouses. Let them witness our complete industry chain, from manufacturing to tourism, and savor the authentic Northeast experience of "sitting on a warm kang ( heatable brick bed) and enjoying pickled cabbage." This immersive, experiential storytelling will help global audiences understand that ice and snow in Changchun are not just a sports venue but a vibrant way of life and a landscape of immense opportunity.

We should use our culture as a window to reveal the city's warmth. One of Changchun's greatest strengths is its rich and diverse cultural landscape. We should create exchange programs that highlight this. Take international guests on a journey through film history at the Former Site Museum of Changchun Film Studio. Open the doors of the FAW Hongqi Cultural Exhibition Hall to let them trace the development of China's iconic national automobile brand. Organize volunteers to accompany athletes on explorations of our city's vibrant soul, such as strolling through the bustling Guilin Road Night Market, feeling the history on Xinmin Street, and experiencing modern hubs like "The Hill," all while savoring authentic Jilin cuisine. When cultural exchange happens naturally in the streets and neighborhoods, the authentic stories of our city will spread organically.

We should empower our youth to build bridges for future cooperation. The Universiade is fundamentally about youth, and the lasting power of international connection lies with them as well. The foreign athletes, coaches, and media gathered here are, in themselves, the most credible ambassadors for Changchun. We must capitalize on our strength as a city with numerous universities by creating platforms for meaningful interaction between local and international youth. Organize cultural exchange camps that foster dialogue on shared passions like winter sports, innovation, and entrepreneurship. These interactions will sow the seeds of genuine friendship and mutual understanding, creating a warm and harmonious atmosphere for the Games and laying the groundwork for future, long-term collaboration between Changchun and the world in fields like science, technology, education, and trade.

We should embrace openness to foster a two-way exchange. Effective international communication is a dialogue, not a monologue. Hosting the Universiade is our chance to demonstrate this. It means providing professional, welcoming service to international media, enriching the press center with distinctive Jilin cultural elements, and including thoughtfully curated city guides in their media kits. It means extending the same meticulous care to every athlete and coach, paying close attention to cultural sensitivities in accommodations, dining, transport, language support, and daily needs, ensuring everyone feels a sense of belonging and respect. When every participant feels understood and valued, the stories they share about Changchun will resonate with authenticity and warmth. Meanwhile, we can amplify our message by partnering with influential international media outlets and respected figures from the global sports community.

Successfully hosting the Winter Universiade is a testament to our city's comprehensive capabilities. But truly leveraging its potential is a strategic exercise in enhancing our global engagement. We must proceed with an international mindset, organizing a spectacular Games that serves as a catalyst. Let us convert the global attention, enhanced reputation, and international connections forged during this event into lasting momentum for Changchun's high-quality development. Let the Changchun 2027 Winter Universiade be a milestone moment on Changchun's journey onto the world stage.

Source: Changchun Government Affairs  Editor: Liu Jiadi