An international campaign was launched by Zhejiang province on July 21 to enhance media cooperation and promote its culture around the world.

The launch ceremony for the campaign, entitled "Picturesque and Vigorous Zhejiang", was held in Yinzhou district in Ningbo, attracting nearly 200 officials, media representatives, expats and social media influencers.

During the event, activities such as short video competitions, media trips, award ceremonies and training sessions will be held.

"Picturesque and Vigorous Zhejiang" was the new provincial brand raised at the 15th CPC Zhejiang Provincial Congress in June.

"The brand embodies both the history and the future, both the culture and landscapes of Zhejiang," said Zhao Lei, deputy director of the Publicity Department of the CPC Zhejiang Provincial Committee, when addressing the launch ceremony, "It shows the important role that Zhejiang is taking as a 'window' to the world and its efforts to become a demonstration zone for common prosperity."

Zhao also called for the promotion of Zhejiang via various forms of new media, such as livestreaming and short videos.

A global short video competition revolving around "Picturesque and Vigorous Zhejiang" is due to start soon. Two specific topics - common prosperity and Asian Games - will be included in this year's competition.

Media representatives, online influencers and vloggers will visit Wandi village and Hefeng Community in Yinzhou district to learn about the development of Zhejiang's rural areas as well as future communities.