Implemented in cooperation with the EU Delegation to China, the European Commission’s Service for Foreign Policy Instruments brought together more than 120 participants from media organisations, journalism, EU Member State diplomatic missions, and EU communications circles. The event also reached a wider audience, attracting more than 25,000 viewers online.
The Media Salon provided an open and constructive platform for dialogue on the evolving landscape of social media in China. Participants exchanged professional insights and reflected on how digital platforms are shaping communication, information sharing, and public engagement in today’s rapidly changing online environment.
H.E. Jorge Toledo, Ambassador of the European Union to China, underlined: “As a tool for communication, entertainment, and information, social media is immensely powerful. But it also poses significant challenges, particularly when it comes to regulation, freedom of expression, privacy, and the fight against disinformation. The EU’s approach seeks to balance these challenges by empowering users, ensuring transparency, and safeguarding individual rights”.
A flagship panel discussion “Rhythms of China’s Social Media” explored how digital platforms influence public communication, trends, and storytelling across China’s fast-changing digital ecosystem. The panel featured Manya Koetse, Sinologist and Founder and Editor of What’s on Weibo and the Eye on Digital China newsletter; Xuezi Zhang, Co-founder and COO of DFC Studio; and Eloise Wu, university lecturer and social media content creator. The discussion was moderated by Colum Murphy, Senior China Economy and Government Reporter at Bloomberg.
Panellists shared perspectives on audience behaviour, emerging content formats, and the interaction between technology and culture. They also discussed professional opportunities and challenges faced by media and social media practitioners. The session prompted active engagement from participants, reflecting strong interest in understanding the dynamics shaping China’s digital public sphere.
Beyond the panel discussion, the Media Salon included extended networking sessions and interactive games, offering participants additional opportunities to connect, deepen dialogue, and explore potential avenues for future collaboration.