The port city of Wenzhou has launched a new publicity campaign in cooperation with China Radio International, aimed at raising its profile in the global community through a range of television and radio programs and the promotion of the local dialect.

Located in Zhejiang province, Wenzhou has a reputation as a manufacturing and retail hub, producing large numbers of consumer goods, including spectacles and shoes. It is seen as a regional economic powerhouse, and is often cited as an indicator of China’s export economy.

In addition, more than 600,000 Wenzhou natives are now located abroad, doing business in 131 countries and regions globally.

At a launch event on Aug 8, Ma Bohui, deputy editor-in-chief of CRI, said the hardworking and enterprising spirit of Wenzhou people overseas had been very effective in promoting the city.

"Introducing the city to the world not only accords with the international development needs of Wenzhou, but also satisfies the urgent demand of overseas Wenzhou people to be kept informed about their hometown," said Ma.

Meanwhile, CRI has officially listed the Wenzhou dialect as a language of international communication, which means the dialect will increasingly be heard on the airwaves.

Yang Suhui, the CEO of the Radio and Television Group of Wenzhou, said he hoped more programs about Wenzhou would be broadcast around the world in future. He also said that some famous TV series based in the city, such as Wenzhou One Family, should be translated into more languages, including Italian and French, to broaden their appeal.