The 2026 "Ningbo Has Something Special" city branding initiative was officially launched on April 21. Jointly organized by Ningbo Radio and Television Group and Tencent Video, the program has already achieved a total exposure of nearly 500 million views by 4:00 PM on April 22. Ningbo is portrayed as a vibrant and charming city in the campaign. During the event, participants focused on the theme of "short dramas + city branding," exploring high-quality content creation, industrial upgrades, and revitalizing the city's intellectual property, with substantial insights shared.
Li La, Deputy General Manager of Tencent Online Video's Film and Television Content Production Department, delivered a speech. "Ningbo is a dynamic and appealing city. Tencent Video will collaborate with Ningbo in the future, using premium short dramas to narrate the city's stories and leveraging platform advantages to deeply support the high-quality development of Ningbo's short dramas," she stated. The "Ningbo Has Something Special" initiative showcases the diversity and potential of short dramas produced in Ningbo.
A panel discussion was held during the event. "Ningbo really has something special!" remarked renowned author and screenwriter Rao Xueman, noting that Ningbo not only offers abundant culinary delights but is also a livable city with ideal air humidity. Emerging director Yu Yachen shared his connection with Ningbo and expressed his intention to incorporate the city's historical heritage and maritime culture into future short drama productions.
This city branding campaign, centered on "short dramas + city branding," has attracted over 600 industry leaders, including well-known writers, short drama directors, platform representatives, and Ningbo industry elites. Together, they aim to build a new platform for promoting the city's image and explore innovative ways for short dramas to enhance urban brand communication. The initiative also features the release of a premium short film series titled "Three Days in Ningbo," highlighting the city's key attributes such as its port, library resources, manufacturing prowess, and openness.
Among the releases, the thematic short film "I Am Bo Zong: Global Recruitment" garnered over 10 million views across various platforms within just six hours of its launch. Netizens widely praised the campaign, commenting that "Ningbo is scoring big in the recent city talent competition."
The initiative focuses on promoting Ningbo's innovative ecosystem, business environment, cultural landmarks, and aspects of a happy civilization, encouraging the creation of high-quality short dramas and videos across the internet. Tencent Video has established a dedicated section for "Ningbo Premium Short Drama Content Exhibition." As of 4:00 PM on April 22, participation had exceeded 12 million people, with over 1 million interactions and shares. Four related topics, including "#Ningbo Short Drama Track Heats Up," trended nationally, with one peaking at fourth place on the hot search list.
The program will last for three months in total. It brings together efforts from the government, platforms, and industries, attracting nearly 150 Ningbo-based film and television companies to join the city branding plan. Dozens of cooperative intentions for short dramas have been reached. Tencent Video and Rao Xueman's studio, among others, acknowledged Ningbo's solid foundation in the film and television industry, rich cultural heritage, and supportive business environment, expressing eagerness to develop projects in the city.
Over the next three months, the initiative will facilitate in-depth exchanges between industry experts, platform representatives, and Ningbo's short drama industrial parks to expand collaborative creation across the internet. Moving forward, the "Ningbo Has Something Special" city branding plan will promote deeper cooperation between Ningbo's short drama industry and leading platforms like Tencent. This effort aims to help Ningbo establish a nationally influential micro-short drama industrial cluster, making "short dramas + Ningbo" both a new emblem for city promotion and a thriving hub for industrial growth.
Influencers and key opinion leaders have also conducted research and creative activities in Ningbo, sparking lively discussions among netizens.
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