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Coke with a twist of Chinese cultureBy Lei Lei (China Daily)Updated: 2007-01-19 15:46 Coca Cola is an American icon - and sometimes seen as a symbol of the country's economic might. But the world's favorite beverage will play a different role during the 2008 Olympic Games: promoting Chinese culture to the world.
David Brooks, vice-president and general manager of the Olympics Project Group of Coca Cola China who has lived in the country for more than a decade, said: "We are working very hard to create a lot of special souvenirs, premiums and different kinds of items that are very Chinese in character and have a strong Chinese identity. "There is a lot of curiosity around the world about China and about Chinese culture. So, we think we also have a role and opportunity to show people so many things." Last week, Coca Cola launched its composite logo with the Beijing Games, featuring kites and lucky clouds, traditional elements in the Chinese culture. Brooks considers it a good start. "We are doing a lot of similar programs and in the next over 500 days or so as we count down to the Games, you will see more examples with strong Chinese spirit and Chinese identity." He also senses a unique opportunity for his company. "We have a very exciting plan, a very highly-integrated and very long-term plan for the Games," he explained. "We feel the Olympic Games in China is truly a historic moment." He certainly has a sense of history. "The Olympic spirit, which is an ancient spirit from over 2,000 years ago, is alive. It still lives through the Olympic Games in the idea of balancing the body and mind; and doing the best," said Brooks, who has been to three Games. "It's like a big family celebrating together. I think all the members of my team and I feel it is a special honor to be involved in the Beijing Games." And he has some history in Beijing, too.
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