The “Reel China” overseas screening and promotion event made its debut in South Africa on May 26 at Nu Metro, Hyde Park Corner, Johannesburg.
Hosted by China Media Group (CMG) and supported by the China Film Administration, the event is a key cultural activity under the 2026 China-Africa Year of People-to-People Exchanges, which also marks the 70th anniversary of the establishment of diplomatic relations between China and African countries.
The Year, launched at the African Union Headquarters in January 2026, features five pillars of cooperation: youth, culture, livelihood, ideas and capacity building.
Wu Peng, Chinese Ambassador to South Africa, addressed the audience, emphasizing the power of cinema to transcend language and culture. “Film and television exchanges are an important bridge for bringing people closer,” he said.
As people-to-people exchanges between China and Africa continue to grow, Chinese films have gained increasing attention across the continent. South Africa, as one of Africa’s most important film markets, is becoming a vital showcase for Chinese cinema, offering African audiences a new window into Chinese culture, he added.
Song Jianing, Bureau Chief of China Media Group Africa, noted that CMG has been actively promoting the global reach of Chinese film and television content. In the first half of 2026 alone, China’s box office revenue exceeded 14.5 billion yuan, demonstrating strong vitality and innovation.
Song also expressed her hope that the two films, Pegasus 3 and Blade Runner: Wind from the Desert, would help South African and wider African audiences better understand contemporary China and appreciate the charm of Chinese culture.
John Bailey speaks during the “Reel China” overseas screening and promotion event in Johannesburg, South Africa, on May 26, 2026.
Representing the South African media sector, John Bailey, owner of Sunday World and Sunday Sun, highlighted that South Africa is the largest automotive manufacturing country in Africa, where Chinese brands such as FAW Group, Dongfeng Motor Corporation and Hisense have become household names — a vivid reflection of the depth of bilateral economic cooperation.
Bailey stressed that culture is the soul of bilateral relations, and film is one of the most powerful mediums for telling each other’s stories. “Reel China” brings not only entertainment but also mutual understanding, allowing South Africans to see the real China.
After the speeches, guests moved outside the cinema hall for a group photo. The host then officially launched the event, followed by screenings of two 2026 Chinese box office hits: the racing drama Pegasus 3 and the martial arts epic Blade Runner: Wind from the Desert.
The “Reel China” series will continue in other countries as part of ongoing efforts to deepen China-Africa cultural and people-to-people exchanges.
