GPM Ads held the Great Chinese Business Breakfast

On July 8, GPM Ads (the sales house of Gazprom-Media Holding) held a business event dedicated to the interaction between Russia and China in the media sphere. New opportunities and projects at the intersection of the cultures of two friendly countries became the key theme of the meeting.

Russian-Chinese relations have a significant growth potential, serving as a crucial factor for the development of international economic, social, and cultural initiatives. From January to April of this year, trade between China and Russia increased by 4.7% compared to the same period last year. Chinese brands continue to actively open their stores, with demand for their products steadily on the rise.

For new Chinese brands, media expertise is essential in gaining trust and building an emotional connection with consumers. Gazprom-Media Holding is already actively involved in bringing Chinese brands to the Russian market.

The Great Chinese Breakfast followed the strategic line of Gazprom-Media Holding, which began with the signing of a cooperation agreement with China Media Group (CMG) in May 2024.

The business breakfast was divided into two parts. The first part focused on long-term media partnerships between Russia and China, the prospects of Asian companies entering local markets, and the peculiarities of cultural interactions that influence the development of creative industries. The discussion was moderated by Ekaterina Veselkova, CEO of GPM Ads.

Speakers of the strategic part included:

Aleksandr Zharov, CEO of Gazprom-Media Holding;

Li Zheng, General Director of the China International Investment Corporation “Huaming”;

Zhou Liqun, Chairman of the Chinese Entrepreneurs Union in Russia;

Kirill Babaev, Director of the RAS (Russian Academy of Sciences) Institute of China and Contemporary Asia; President of the National Coordination Center for International Business Cooperation (NCC);

Aleksandr Tsypin, Director for Strategic Projects of the Russian-Asian Union of Industrialists and Entrepreneurs (RAUIE).

Aleksandr Zharov

CEO of Gazprom-Media Holding

We are ready to continue developing the already extensive partnership with our Chinese friends, including in the advertising industry. Our unique position at the intersection of economic and cultural interaction between Russia and China makes us an obvious partner for any Chinese company wishing to introduce its products to the Russian market. The deep expertise of GPM Ads, combined with the Holding’s leading position in the media sphere, will enable us to build a multi-faceted marketing strategy that will undoubtedly give the client company a significant competitive advantage in the market.

Ekaterina Veselkova

CEO of GPM Ads

Chinese brands have indeed already taken root in our lives. As a media holding, we help establish Chinese brands in Russia. I am proud to say that we are entrusted with the most valuable task: building brand knowledge to take secure a place in the hearts of consumers. We are already promoting 17 Chinese brands across our Holding’s platforms in TV, radio, and digital, and this is just the beginning.

The second part of the business breakfast was dedicated to best practices in advertising, content, and brand promotion from Gazprom-Media Holding experts.

Presenters included:

Nikolay Kartozia, Producer, General Director of Friday! and Saturday! TV channels;

Sergey Malozemov, Author and Host of “Chudo Tekhniki” (“Tech Wonder)” and “Zhivaya Yeda” (“Food of Life”) TV programs on NTV;

Aleksandr Tashchin, General Producer at Match TV;

Konstantin Obukhov and Vsevolod Zharov, producers of a TV show “Vyzov” (“Challenge).”

At the business breakfast, the new host of the international Russian-Chinese reality show “Challenge” was introduced. Feiya Zou, an actress, blogger, and model with Chinese roots, will help facilitate interaction between the Russian and Chinese teams, unpack cultural differences, and allow participants to reach their full potential in the new season.

The topic of effective interaction between the two countries in the media environment brought together over 150 professionals interested in developing bilateral relations. Among the guests of the business breakfast were heads of Russian and Chinese advertising agencies, representatives of national companies of both countries, as well as heads of departments of government bodies.

Concluding the event, participants unanimously underscored the importance of Russia-China cooperation for scaling businesses and creative industries on the international stage. According to both parties, sustainable and mutually beneficial cooperation will expand the cultural horizons of the two nations, lay the foundation for advanced media projects, and make a significant contribution to strengthening economic ties.

Friday!, Saturday!, TNT, NTV, and Match TV channels, and GPM Ads are part of Gazprom-Media Holding.

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