On April 26, the 34th Abu Dhabi International Book Fair (ADIBF) opened in Abu Dhabi, UAE. The School of International Culture and Communication at JCU, recognized for its role in training professionals in the international dissemination of Chinese ceramic culture, was invited to participate.Through textbook exhibitions, course promotion, and product showcasing, the school presented its notable achievements in the field of research and education on the global dissemination of Chinese ceramic culture, contributing actively to the international communication of contemporary Chinese ceramics.
During the fair, JCU featured a variety of “Ceramics + Foreign Language” specialized teaching materials, such asAn English Course on Chinese Ceramic Culture,A French Course on Chinese Ceramic Culture,Business English for Chinese and Foreign Ceramics, andEnglish for Cross-border E-commerce Live Streaming. Internationally recognized courses likeAppreciation of Chinese Ceramic ArtandSpoken English for Ceramicsalso drew significant attention. At one of the fair’s sub-forums, university representatives used ceramics as a cultural bridge to elaborate on JCU’s educational mission of “Promoting Ceramic Culture and Sharing China’s Voice.” They also introduced the “Ceramic Road Study Tour – International Ceramic Culture Program in Jingdezhen,” which attracted widespread interest from guests and attendees.
To help bring contemporary Chinese ceramic masterpieces to the global market, JCU’s School of Cultural Communication collaborated with the China Foreign Languages Publishing Administration’s Eurasia and Africa Center and Jingdezhen Taobo City Digital Trade Technology Co., Ltd. to organize participation from top-tier ceramic enterprises in the “China Ceramics Pavilion” at theChinaToday Intangible Cultural Heritage Pavilion. Zhu Tingting, a master’s student in Translation at JCU, served as a cultural ambassador promoting Chinese ceramic products. She introduced Jingdezhen’s ceramic culture to international visitors and assisted participating companies in achieving sales of over 100,000 RMB, successfully combining cultural outreach with economic benefit.
During the exhibition, dignitaries such as His Excellency Sheikh Nahyan bin Mubarak Al Nahyan, UAE Minister of Tolerance and Coexistence, and Faisal Niaz Tirmizi, Ambassador of Pakistan to the UAE, visited the Pavilion and highly praised the exquisite Chinese ceramic products on display. In recognition of the school’s contributions to Sino-Arab cultural exchange and promoting Jingdezhen ceramics overseas, the ADIBF organizing committee presented the school with a certificate of honor and expressed gratitude for its support in organizing this outstanding cultural exchange event.
Building on the success of this participation, JCU will continue to uphold its mission of promoting Chinese ceramic culture globally. Through nurturing communication talent, supporting ceramic product exports, showcasing outstanding ceramic traditions, and organizing international study programs, the university will use ceramics as a cultural medium to share China’s stories and amplify China’s voice, further contributing to cross-cultural exchange and mutual learning between civilizations.
Established in 1991, the Abu Dhabi International Book Fair has grown over the past three decades into one of the most influential book events in the Middle East. The 34th edition of the fair opened on April 26, 2025, at the Abu Dhabi National Exhibition Centre under the theme"Knowledge Illuminates Our Community,"featuring 1,400 exhibitors from 96 countries and regions.
Reported by Zhu Tingting, School of International Cultureand Communication
