China Media Group (CMG) launched its 2026 "Brand Strengthening China Project" initiative on Friday in Beijing, introducing a series of creative and innovative projects to empower Chinese brands.
CMG President Shen Haixiong said at the event that as the world's largest and most comprehensive international media organization, CMG serves as a key window on Chinese brands.
Shen emphasized that 2026 marks the first year of China's 15th Five-Year Plan (2026–2030) and the beginning of the brand development phase outlined in the "Outline for Building a Quality Powerhouse." The joint initiative represents concrete action by CMG and its partners to advance the nation's brand-building strategy during this period.
He added that CMG will continue to drive consumption upgrades, support rural revitalization and amplify China's voice through brand initiatives, helping more Chinese brands gain global recognition. CMG hopes to work hand in hand with partners from all sectors to open a new chapter in building China into a brand powerhouse, Shen said.
In video messages, International Olympic Committee (IOC) President Kirsty Coventry and Deputy Mayor of the Metropolitan City of Milan Francesco Vassallo expressed their anticipation of working with CMG to deliver an inspiring Winter Olympics in 2026.
CMG is the world's only media organization involved in the production of the 8K signal for the Milano Cortina 2026 Winter Olympics which will take place in Italy from February 6 to 22, 2026. It will incorporate 5G+4K/8K+AI technologies to present a sporting feast and showcase Italy's breathtaking landscapes to global audiences.
CMG launches 2026 brand powerhouse initiative in Beijing
A former television host from Taiwan, Zhai Xuan, has made a pivotal decision to leave mainstream broadcasting in order to create content that provides a better understanding of the Chinese mainland and cross-strait relations.
Zhai, a seasoned television host with over a decade of experience in Taiwan's media landscape, recently addressed an audience at an event in Beijing, where she revealed her complete transition into independent online media.
In her remarks, she articulated her aspiration to bridge what she perceives as a significant information gap between audiences on both sides of the Strait, highlighting her commitment to fostering a deeper understanding and connection through her new endeavors.
"I was really surprised by all the fake news. There were stories saying people on the mainland can't afford tea eggs or that they live in mud houses and in Taiwan, this was the main information many people received," said Zhai.
Zhai said she initially began producing online videos to challenge such perceptions while continuing her work as a television host.
In April 2025, she travelled to the mainland with her father to fulfill her late grandfather's wish to return to his hometown. The trip, which reunited family members separated since 1949, was recorded in a video series titled "Journey to Find Our Roots", drawing attention from viewers in both Taiwan and the mainland.
"Many people in Taiwan told me that after watching, they wanted to apply for a mainland travel permit immediately and go looking for their relatives. Some had long forgotten these things, but after seeing my story, they began thinking about their hometowns and family members they had never met and decided to search for their roots," Zhai shared her story at the event.
By mid-2025, Zhai said she began to feel increasing pressure amid rising political tensions and a tightening atmosphere around cross-Strait exchanges in Taiwan.
After more than 12 years in the industry, Zhai resigned from her position, believing it was the right thing to do.
"At that moment, I felt this was a major issue，not just for me, but for Chinese people on both sides of the Strait. If I backed down then, I wouldn’t be standing on the right side," said Zhai.
Since leaving television, Zhai has broadened her online programming to encompass a range of daily-life topics, including practical guidance on applying for a mainland travel permit and using commonly employed mobile applications, in addition to content that delves into historical memory and cultural connections across the Strait.
As the debate over cross-Strait relations continues in Taiwan, Zhai said she remains committed to her current path.
Former Taiwan TV host bridges cross-Strait divide via online media
