A new Confucius Institute will be launched on Thursday at Coventry University in the British midlands, bringing the number of such Chinese entities in the UK to thirty, according to the university.

The collaboration between Coventry University and Jiangxi University of Finance and Economics (JUFE) in China aims to develop and improve business and educational links between the West Midlands and China.

Coventry University said the new Confucius Institute will be a unique addition to the other 29 Institutes across the UK as it will focus on working closely with local businesses to enhance their understanding of the Chinese market, as well as providing other activities around language and culture.

John Latham, Vice-Chancellor of Coventry University, said the city has a long history of engagement with China and there are many points of connection.

"The recasting of our industrial heritage around new growth opportunities and the development of advanced manufacturing techniques has strengthened our links and we are delighted that we will now have another point of focus for business, as well as social and cultural engagement," said Latham.

The launch event on Thursday will feature speakers, artistic performances by students and staff from Coventry University and JUFE, as well as a range of arts and cultural activities for anyone in University Square.

David Pilsbury, Deputy Vice Chancellor for International Development, added the Institute will open immediately after the launch with a range of courses and events aimed at all ages and sectors of the regional community, from primary schools to local businesses.

"Our Confucius Institute is for everyone. The public, our regional business community, students and staff and it could become one of the West Midlands' chief business and cultural connections to China," said Pilsbury.

To contact the reporter: fujing@chinadaily.com.cn