“In recent years, young people from different countries around the world have increasingly valued and loved traditional Chinese culture with its oriental mystique. I believe that now is the best time to set sail for Chinese traditional culture to go global.” Recently, Mr. Yang Cheng, the founder of Dongbi Cultural Media, embarked on the third stop of the “Dongbi Journey to the West” – Hello Greece. He flew thousands of miles to Greece for a “pilgrimage” from Wuhan, expressing his thoughts in an interview with Xihua News. During his days in Athens, Mr. Yang carried with him highly valued symbols of traditional Chinese culture, which have gained considerable competitiveness in the international cultural IP field. Representing one of the images of Jingchu culture, “Mr. Dongbi” met the “Father of Medicine” in the West, Hippocrates, in his homeland, creating a virtual encounter between these two medical saints from the East and the West.
“近几年，来自世界不同国家年轻人对于具有东方神秘色彩的中国传统文化越来越重视和喜爱，我认为此时正是将中国传统文化扬帆出海的最佳时机。”近日，東璧西游纪第三站-Hello希腊，不远万里飞到希腊“朝圣”的武汉東璧文化传媒创办人杨诚先生在接受希华时讯记者采访时这样说。在雅典的数天行程中，杨先生带着他极为看重的中华传统文化符号，并在国际文化IP领域已具备较高竞争力，代表荆楚文化形象之一的“東璧先生”，在西方“医学之父”希波克拉底的故乡，让这两位东西方“医圣”隔空相会。
Greece is the birthplace of Western civilization. What impressed you the most after coming to Greece?
希华时讯：希腊是西方文明的发源地，您来到希腊之后印象最深的是什么？
Mr. Yang: Coming to the homeland of the Western “Father of Medicine”: Hippocrates, one can see everywhere, in museums or on the streets, the respect people have for Hippocrates and the profound impact he has had on the medical field for future generations.
杨诚先生：来到西方“医学之父”的家乡，在这里，不论是博物馆里，还是街头，都可以看到，人们对希波克拉底的尊敬以及他对后世医学界产生的深远影响。
Has Greece inspired new ideas for your creations? Could you share that with the readers?
希华时讯：希腊这个国家是否为您的创作带来了新灵感呢?可以跟读者们分享一下吗?
Mr. Yang: The architecture, sculptures, paintings, and other artworks in this city all reflect the rational, free, aesthetic, and humanistic spirit of Greece. What is most worthy of our attention is Greece’s reverence and pursuit of knowledge and learning, its understanding of happiness and a good life, and its emphasis on individual spiritual freedom and physical well-being, all of which inspire us in our creative process.
杨诚先生：这座城市的建筑、雕塑和绘画等艺术品处处彰显着理性、自由、美学、人文主义的希腊精神，最值得我们关注的是，希腊对于知识和学问的崇尚和追求，对快乐和美好生活的认识，对个人精神自由和身体强健的重视，都为我们带来了创作灵感。
To celebrate the 60th anniversary of diplomatic relations between China and France, you collaborated with the internationally renowned jewelry designer Lin Hongyu to design and produce 60 Sino-French friendship platinum rings, symbolizing the spirit of friendship between China and France. So, during your visit to Greece, do you have plans to launch new works? Could you share any ideas in your mind?
希华时讯：为庆祝中法建交60周年，您曾与国际知名珠宝设计师林弘裕联手，历时近一年，精心设计制作了60枚中法甲子白金戒，象征着中法友谊精神。那么这次您到访希腊，是否推出新作品的打算？具体计划可以透露吗?
Mr. Yang: Ancient Greece had Hippocrates, and Chinese civilization had Li Shizhen, both of whom were giants in medicine and had a profound impact on the medical field for future generations. We come from Qichun, Hubei, the hometown of Li Shizhen, and the Dong Bi Cultural Media Company in Wuhan has been devoted to creating the Dong Bi IP for more than six years, inheriting and innovating traditional Chinese culture and spreading it globally.
杨诚先生：古希腊有希波克拉底，中华文明中有李时珍，他们都是“医药大家”，对后世医学界都产生了深远的影响。我们正是来自李时珍家乡中国湖北蕲春。武汉东壁先生文化传媒公司，历时6年砥砺前行，潜心打造具有国际文化竞争力的東璧先生IP形象，传承创新中华传统文化之路，
这次到访希腊，我们尝试通过将两位的经典名言、人物精神通过各种文化形式的载体进行落地、展示、传播，让全球更多的人了解中西方文化的异曲同工之妙。比如，在希波克拉底关于医学和人生方面的至理名言，如“人生矩促，技艺长存”；“机遇诚难得，试验有风险，决断更可贵”；“寄希望于自然”等，这些经验之谈脍炙人口，至今仍给人以启示。而李时珍的“格物明理”的精神表达是中华文化的传统理念，济世救人，不懈探索，勇于创新也是一脉相承的中国精神。
During this visit to Greece, we are trying to ground, showcase, and disseminate the classic quotes and spirits of these two figures through various cultural mediums, allowing more people worldwide to understand the similarities and differences between Chinese and Western cultures. For example, Hippocrates’ profound sayings about medicine and life, such as “Life is short, and the art is long,” “Opportunities are rare, experimentation is risky, but decisive action is precious,” and “Place your hope in nature,” these life experiences resonate with people and still offer inspiration today. Li Shizhen’s expression of “Studying things to understand principles” is a traditional concept in Chinese culture, which aligns with the spirit of benefiting society, exploring tirelessly, and daring to innovate.
The Greek people have a strong interest in ancient civilizations of the East, including China. How do you think we can make the Greek people understand Chinese culture better? What are the most important areas in this endeavor? What is your action plan to promote the cultural exchange between these two great countries?
希华时讯： 希腊人民对东方文明古国中国抱有浓厚的兴趣，您认为应该如何让希腊民众了解中国文化?而其中，最重要的有哪些领域? 您希望为中希两国文化交流具体做什么？
Mr. Yang: The excellent traditional Chinese culture is the crystallization of Chinese civilization’s wisdom and essence, embodying a unique value system, cultural connotations, and spiritual qualities in how Chinese people view the world, society, and life. This is the foundation of our confidence and strength. We cannot simply replicate traditional culture but must “use the rules of the ancients to create our own new rules.”
杨诚先生：中华优秀传统文化是中华文明的智慧结晶和精华所在，凝结着中国人看待世界、社会和人生的独特价值体系、文化内涵和精神品质。这是我们的自信之基、力量之源。我们不能简单复制照搬传统文化，而是要“以古人之规矩，开自己之生面
During this trip, we hope to establish in-depth cultural exchanges and mutual learning with Greece and expand the depth and breadth. Specifically:
此行，我们希望与希腊建立起深度的文化交流互鉴，拓展深度和广度。具体来说：
一、In the Western art tradition, ancient Greek sculpture holds a very important position, reaching the pinnacle of artistic creation in the field of aesthetics. It demonstrates the optimism and indomitable spirit of the Greeks, as well as the humanistic and philosophical ideals prevalent in that era. We aim to engage in a “dialogue” between Mr. Dongbi Li Shizhen and the two medical giants, Hippocrates and Galen, through artistic works based on sculpture, documenting the indelible beauty marks belonging to our era and culture. By paying tribute to the spirit and philosophy of Mr. Dongbi and Hippocrates through artistic expression, we express the deep desire of both China and Greece to deepen cultural exchanges, reflecting contemporary emotions, thoughts, and viewpoints.
一，在西方美术传统中，古希腊雕塑占有十分重要的地位，它在美的艺术创作领域达到了极致，展现了希腊人的乐观，坚韧不屈的民族精神，也处处透露者人文主义精神与哲学思想。我们希望将東璧先生李时珍与希波克拉底两位医学巨匠，通过雕塑题材等创作展现的艺术作品，进行“对话”，纪录下属于我们这个时代与文化中不可磨灭的美好印记。将当代的情感、思想、观点，在艺术表现中致敬東璧先生和希波克拉底的精神与哲思，来表达中希双方对加深两国人文交流的深切期盼；
二、Actively promote academic visits to universities in the two countries, including Hubei University of Traditional Chinese Medicine and Hubei University of Technology, and promote the academic practice and achievement transformation of Chinese and Western traditional medicine culture and IP innovation laboratories.
二、积极推动包括湖北中医药大学、湖北工业大学在内的两国高校学术访问，促进中西传统医药文化与IP创新实验室的学术实践与成果转换；
三、In 2010, the United Nations Educational, Scientific, and Cultural Organization (UNESCO) included “Traditional Chinese Medicine Acupuncture and Moxibustion” in the Representative List of the Intangible Cultural Heritage of Humanity. Moxibustion to dispel cold, moxa fumigation for disinfection and sterilization, eating and hanging moxa during the Dragon Boat Festival, and moxa bathing are closely linked to Chinese history, folklore, diet, seasonal customs, and other cultural aspects. We hope to bring the essence of Qi’ai, a representative of the Jingchu region in Mr. Dongbi’s hometown of Qichun, Hubei Province, together with acupuncture and moxibustion, to Greece. This will allow the unique natural, life, disease, and prevention views of traditional Chinese medicine, as well as the philosophical concept of “harmony between heaven and humans,” to blend and collide in Greece, sparking new inspiration and ideas.
三、2010年，联合国教科文组织将“中医针灸”列入“人类非物质文化遗产代表作名录”。艾灸祛寒、熏艾消毒杀菌、端午食艾挂艾洗艾也与中国的历史、民俗、饮食、节气等文化紧密相连。我们希望将東璧先生故乡湖北蕲春的荆楚代表蕲艾与针灸带到希腊，让中华中医药文化独特的自然观、生命观、疾病观和防治观以及“天人合一”的哲思在希腊进行交融碰撞，产生新的灵感与火花。
四、Pushing forward traditional Chinese cultural IP into the international arena of artistic innovation, Dongbi Culture has collaborated with domestic universities for academic projects over the years, accelerating the exploration of cultural integration with digital and tangible industries. Enabling cultural empowerment for the digital economy and deep integration with tangible industrial economies is in line with the inevitable needs of modern development. Creating an internationally competitive IP image represented by Jingchu culture, the Dongbi Cultural Innovation Center and Dongbi IP Academic Research Center serve as dual drivers. Through various forms such as urban gifts, literature, film and television dramas, animation movies, etc., the focus is on the diversified development of Dongbi’s IP in multiple roles and content. This is applied to achieve integration across art, film and television, luxury brands, trendy toys, gourmet food, and many other scenes. Continuously exploring more interesting and enjoyable user experiences, unlocking more theme applications that resonate with mainstream markets, and creating a super IP symbol in the hearts of the younger generation of Chinese people. This is aimed at better restoring and protecting the spirit of China represented by Li Shizhen.
四、将中华传统文化IP推向国际艺术创新发展中，東璧文化多年来与国内高校学术立项，加快探索数实文化融合，以文化赋能数字经济+实体产业经济深度融合是符合现代发展必然所需，打造以荆楚文化为代表具有国际竞争力IP形象，通过東璧文创创新中心+東璧IP学术研究中心双驱动，以城市礼物+文学+影视剧+动漫电影等多种形式，专注東璧先生IP多元化多角色内容开发，并应用实现在艺术、影视、名品、潮玩、美食等多个场景。并不懈探索更多有趣好玩的用户体验方式，解锁更多的符合主流市场主题应用场景，打造属于国人年轻一代心目中的的超级IP符号。更好的修复并保护以李时珍为代表的中国精神。
