A launch ceremony for “Open the Blind Box, Decode China’s Yangtze River Delta Integration”, a multimedia report series by the Xinhua Daily Media Group, was held in Nanjing on the afternoon of December 1.

Under the guidance of the CPC Jiangsu Committee and the Jiangsu Cyberspace Administration, the feature series brings to life the enormous changes in the vibrant delta region from the perspective of Frank, a British media professional with nearly 30 years of experience in China. It also takes the form the popular retail marketing stunt called the blind box in which young shoppers buy against the odds and purchase an opaque package with small and collectible toys hidden inside. In the discovery journey, Frank unboxes the items to find answers to the questions inside.

Shuang Chuanxue, secretary of the CPC Xinhua Daily Committee and president of the Xinhua Daily Media Group, said such ambitious reporting not only showcases the group’s development philosophy of “Innovation, Integration, Cross-boundary, and Synergistic Growth” but also forms a creative practice to directly reach all kinds of user terminals and contribute to international public communication.

From December 1 to 8, the Xinhua Daily Media Group will roll out news reports featuring the integrated use of different forms of new media such as bilingual stories, short videos and H5 page-based news coverage and games to further introduce the delta region’s development to more people.

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