Written in Partnership with Amir Bakian
As the Chinese New Year approaches, the University of California, Irvine (UCI) is set to host a unique Spring Festival Gala tailored for international students. Jointly organized by the Southwest Chinese Students and Scholars Association (SWCSSA) and UCI CSSA, the event will bring together distinguished guests, including Chinese consuls and the Irvine Mayor, for a grand celebration of cross-cultural exchange. Creative directors Zilian Li and Jie Wu will present a cultural journey that intertwines visual and emotional elements, allowing participants to experience the charm of Chinese culture through laughter and touching moments.
The Spring Festival Gala for Chinese students in the United States took place on February 2, 2024, at the Irvine Barclay Theatre on the UCI campus. The theatre’s state-of-the-art facilities and beautiful environment provided the perfect stage for the gala. UCI ranked 33rd globally, boasts an outstanding academic reputation and diverse campus culture, adding unique significance to the event. The gala featured special performances by popular internet singer Sunkis and the trendy hip-hop group “Zhihuo Bang”. Sunkis’ original single “Your Answer” has garnered over 100 million clicks online, while “Zhihuo Bang” has gained immense popularity among the younger generation with its unique style and positive lyrics. They previously served as judges for the hit show “The Rap of China”. Their songs have accumulated over 10 million listens on NetEase Cloud Music, with 13 songs receiving over 999+ comments, demonstrating their widespread influence. Their participation added youthful energy and fashionable elements to the gala, attracting numerous fans. The planning team was led by creative and culturally insightful directors Zilian Li and Jie Wu. They skillfully incorporated modern innovative elements while understanding the essence of traditional Chinese culture, presenting an audio-visual feast.
On the evening of the gala, Irvine Mayor Farrah N. Khan attended in person and presented a special contribution certificate to SWCSSA, recognizing their outstanding contributions to promoting Sino-US cultural exchange and serving the Chinese international student community. This gesture represented the Irvine city government’s high recognition of the Chinese international student group and reflected the local society’s respect and inclusiveness towards different cultures. She emphasized Irvine’s value of multicultural integration and exchanges with different ethnic groups, stating that SWCSSA’s efforts perfectly embody this spirit of diversity and inclusiveness. The scene of overseas students and local officials transcending national boundaries and chatting amiably was a vivid portrait of the blending of Chinese and foreign cultures and the connection of people’s hearts. Zilian Li and Jie Wu’s meticulous planning made this beautiful moment possible, building a bridge for cultural exchange and winning widespread recognition and respect from the local community for the Chinese international student group.
Zilian Li, the creative director, made crucial contributions to the Spring Festival Gala’s success with her insights and experience in marketing and creative planning. Pursuing an MBA with a marketing focus, she developed keen insight and creativity through positions at well-known companies, enabling her to approach cultural events from multiple angles. During the planning stage, Zilian Li showcased extraordinary talent by merging traditional Spring Festival elements with modern creative concepts, designing programs that were culturally profound and fashionably vibrant. Each showcase presented a unique charm, winning applause from the audience. Throughout the gala, Zilian Li demonstrated all-around talent and professionalism, making outstanding contributions to its success.
(Group photo of Creative Director Zilian Li and Mayor of Irvine Farrah Khan)
Zilian Li also utilized her marketing expertise to provide unique insights for the gala’s promotion strategy, developing integrated online and offline marketing plans tailored to different target audiences. She focused on the gala’s interactive experience design, planning unique games and lucky draw sessions that engaged the audience as active participants, creating a joyful, harmonious atmosphere. Her outstanding work gave the Spring Festival new meaning and contributed significantly to the cultural exchange between China and other countries. Zilian Li’s exceptional performance will inspire more individuals to pursue cultural exchange, contributing to building a community with a shared future for mankind.
Jie Wu, the other creative director, made an indispensable contribution to the Spring Festival Gala’s success with his talent in cross-cultural exchange and creative planning. His entrepreneurial experience made him aware of the importance of creativity, which was reflected in the gala’s planning and execution. During the planning stage, Jie Wu designed programs that combined cultural connotation and entertainment value. He integrated traditional festival elements with modern forms of expression, preserving the Spring Festival’s charm while giving it an international character. Each showcase reflected his ingenuity in cross-cultural creativity.
(Group photo of Creative Director Jie Wu and Mayor of Irvine Farrah Khan)
Jie Wu demonstrated outstanding coordination ability during the gala’s preparation, guiding program ideas and working closely with various teams to ensure high-quality implementation. His leadership, attention to detail, and pursuit of excellence ensured that the gala achieved a high standard of artistic expression and technical presentation. Under his planning, the gala site was filled with festive elements, vividly rendering the traditional holiday atmosphere. These innovative forms of expression added charm and allowed Chinese culture to radiate new vitality on the modern stage. Jie Wu’s creative planning and coordination capabilities attracted heavyweight guests, including Chinese consuls and the Mayor of Irvine, highlighting its significance in promoting Sino-U.S. cultural exchange.
Zilian Li and Jie Wu, both holding the position of Creative Director at Astrora, will continue to serve as the creative directors of the “Global Cultural Exchange Innovation Initiative”. They will leverage Astrora’s expertise in cultural insights, innovative project planning, and international promotion to drive this influential project to new heights. Zilian Li and Jie Wu will work together to assemble an international, interdisciplinary team to plan a series of themed events that integrate diverse cultural elements and showcase global creative exchanges. By collaborating with world-leading creative agencies and media platforms, they will develop a series of promotional projects that combine cutting-edge technology and creative planning. Through creating immersive cultural experiences and interactive communities, Zilian Li and Jie Wu will lead a revolutionary breakthrough in the initiative’s communication methods, enabling the charm of global cultures to reach a wider international audience and inject more vitality into the initiative. With the strong support of Astrora, Zilian Li and Jie Wu will maintain an open and innovative mindset, widely collaborating with cultural elites from different countries and regions. With a broader global vision and cross-cultural thinking, they will build a creative community for cultural exchanges in Asia and beyond. At the same time, they will focus on cultivating the next generation of cross-cultural creative talents to ensure the initiative’s lasting legacy.
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