The export of film as a cultural product is not only about the film itself, it's definitely connected with the cultural power of the country."

Chinese director Jia Zhangke, at the 38th annual Toronto International Film Festival, said China needs to establish and continue to reach out to the international audience through film and other media to global audiences familiar with its culture. Only when the overall power and global influence of Chinese culture has been enhanced will Chinese films progress, Jia said.