ASEAN-China Centre Aims To Boost Relations Through Media Ties

KUALA LUMPUR, Aug 28 (Bernama) -- The ASEAN-China Centre (ACC) is intensifying its collaboration with leading media organisations across the region to enhance mutual understanding and cultural exchange as part of efforts to deepen China-ASEAN relations.

ACC Secretary-General Shi Zhongjun said the media plays a pivotal role in fostering regional understanding and cooperation.

He said the centre is working to strengthen media influence across China and ASEAN through joint seminars and training programmes on emerging industry trends.

He highlighted the Malaysian National News Agency (Bernama) as a high-potential partner with strong influence not only in Malaysia but also across Asia.

"ACC has always worked to promote ties between China and ASEAN. Looking ahead, we hope to collaborate with Bernama to strengthen China-Malaysia relations and, in turn, contribute to deeper China-ASEAN ties. There is great potential for cooperation in this area," he told Bernama.

He added that ACC looks forward to closer collaboration following his participation in the Kuala Lumpur Roundtable on Asia-Pacific Regional Cooperation, organised by the Boao Forum for Asia and the Institute of Strategic and International Studies (ISIS) Malaysia.

Earlier, he had a meeting with Bernama Chief Executive Officer Datin Paduka Nur-ul Afida Kamaludin here on Thursday. Also present were Bernama editor-in-chief Arul Rajoo Durar Raj and deputy editor-in-chief (Economic News Service) Azlina Aziz.

The ACC  is an intergovernmental organisation jointly established by China and the 10 ASEAN member states. Officially inaugurated on Nov 18, 2011, during a commemorative summit marking 20 years of China-ASEAN dialogue relations, its Secretariat is based in Beijing.

Shi explained that the ACC’s mandate covers promoting comprehensive cooperation across trade, investment, tourism, education, and culture.

He added that the centre functions as a government-to-government platform to facilitate information sharing, communication, and coordination.

Meanwhile, Nur-ul Afida expressed confidence in fostering closer cooperation and extended her appreciation to ACC for its past invitations to participate in various initiatives.

She also highlighted Bernama’s advancements in artificial intelligence, particularly in television media, noting that collaboration in this field could further strengthen regional media cooperation.

-- BERNAMA