Published by ChinaMNC · Chongming

Shanghai Forum Highlights Cross-Cultural Public Relations for Foreign Founders

At the 2026 Shanghai International Public Relations Forum, experts discussed how trust and cultural understanding can support international business, offering lessons for foreign founders operating in China.

Shanghai Forum Highlights Cross-Cultural Public Relations for Foreign Founders

The 2026 Shanghai International Public Relations Forum, held on the banks of the Huangpu River, marked the 40th anniversary of the Shanghai Public Relations Association. The event brought together Chinese and international guests to explore how public relations can support cultural exchange and mutual learning between civilizations—a theme with direct relevance for foreign founders building businesses in China.

While the forum focused on international relations, its discussions on trust, communication, and cross-cultural understanding offer practical insights for entrepreneurs navigating China’s business environment.

Balancing Vision and Execution

Meng Jian, director of the International Public Relations Research Center at Fudan University, described two contrasting views of civilization: one that sees civilizations as incompatible units prone to conflict, and another that treats them as a community of shared destiny based on mutual respect and dialogue. China’s Global Civilization Initiative, he said, reflects the latter approach.

For foreign founders, this translates into a need for both a long-term vision and day-to-day execution. “Consensus does not fall from the sky; trust must be cultivated,” said Sha Hailin, president of the Shanghai Public Relations Association. He noted that public relations has become an indispensable soft power in global governance, helping to bridge relationships, reconcile interests, and resolve conflicts. From public diplomacy to cross-cultural communication, public relations is increasingly seen as a path to international understanding and cooperation.

In practice, founders should invest in relationship-building with local partners, government officials, and communities. Trust is not automatic—it requires consistent effort and genuine engagement.

The Importance of Understanding Over Broadcasting

As AI algorithms create echo chambers, public relations must focus not only on reach but on understanding, several speakers noted. Huang Shiping, president of the Jiangsu Public Relations Association, cited the example of Li Ziqi’s short videos, which convey Eastern emotions through body language. He emphasized the need for empathy—moving cross-cultural dialogue from “I know you exist” to “I understand how you feel.”

For foreign founders, this means going beyond marketing claims. Understanding local customers, employees, and regulators is essential. Successful communication requires emotional intelligence and cultural sensitivity, not just information dissemination.

David Gosset, founder of the China-Europe-America Global Initiative, reminded the audience that multicultural communication is not just a government task. Every multinational company, museum, foundation, and orchestra has a responsibility. “A painting can sometimes open dialogues that diplomacy struggles to achieve; an exhibition can showcase other civilizations in ways political discourse cannot,” he said. “Civilization exchanges are deeper and longer-lasting than official interactions. Even as geopolitics shifts, dialogue between civilizations should not be interrupted.”

This suggests that foreign founders can act as cultural ambassadors through their business practices, product design, and community engagement.

The Value of Overseas Education and Diverse Teams

Jeffrey Lehman, vice chancellor and American dean of NYU Shanghai, often hears the question: “Is studying abroad still worthwhile?” His answer is a resounding yes. “I always believe children should participate in overseas education exchanges,” he said. In his view, the ability to collaborate effectively in multicultural teams is more important than ever, and the best way to learn is to be a minority member in a diverse group. “Being able to understand different perspectives and not rush to judge who is right or wrong” is a crucial skill.

For foreign founders, this highlights the value of building diverse teams and fostering a culture of open-mindedness. Cross-cultural competence is not just a nice-to-have—it is a competitive advantage.

Shanghai as a Bridge for Dialogue

Shanghai serves as a key window for the world to understand China. Many speakers suggested that the city should become a “bridge” for international civilization dialogue.

“Mutual learning requires both grand declarations and public platforms that bring people together to sit and talk,” Meng Jian said. Shanghai has deepened exchanges with foreign institutions, international industry bodies, and overseas Chinese communities, creating many effective platforms. The city has also accumulated practical experience in business facilitation, urban internationalization, and cultural diversity. These institutional communication capabilities form a solid foundation for urban soft power, he noted. “We should turn casual goodwill from exchanges into stable order, and one-time contacts into sustainable trust.”

For foreign founders, Shanghai’s commitment to international engagement means easier access to networks and resources. Leveraging these platforms can help build credibility and lasting relationships.

Fu Jihong, vice president of the Shanghai People’s Association for Friendship with Foreign Countries, pointed out that people-to-people cooperation can remain stable even when bilateral relations fluctuate. “Mutually beneficial cooperation strengthens the foundation for people-to-people bonds, while emotional resonance gives it warmth and durability,” he said. Both are essential for deepening mutual learning.

In business terms, this suggests that foreign founders should prioritize win-win partnerships and genuine cultural exchange, which can weather political uncertainties.

Practical Takeaways for Foreign Founders

• Build trust deliberately: Invest time in relationships with local stakeholders; trust is earned through consistent, transparent actions.
• Focus on understanding: Learn about local culture, consumer behavior, and regulatory environment; avoid one-way communication.
• Embrace diversity: Build multicultural teams and encourage cross-cultural learning; consider overseas education as a way to develop global competence.
• Use public platforms: Participate in industry associations, forums, and cultural events to increase visibility and credibility.
• Act as a cultural bridge: Use your business to foster dialogue and mutual understanding; this can open doors and create lasting goodwill.

While the forum did not offer specific legal or tax guidance, its emphasis on trust and understanding aligns with the practical needs of foreign founders establishing a presence in China.

This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.

Foreign founders can contact ChinaMNC on WhatsApp / WeChat at +86 153 1898 8535 for help registering and operating a company in China.