The 2025 Spring Festival Gala, orchestrated by China Media Group (CMG) on January 28, dazzled global audiences and set unprecedented records in international viewership.
As the first gala following the inclusion of the Spring Festival in UNESCO's Intangible Cultural Heritage list, CMG harnessed its extensive multilingual, multi-platform media network to share this rich cultural celebration with the world.
By 6 p.m. on January 29, the gala's overseas broadcast had reached new heights, achieving milestones never before seen in its history.
CMG expanded its global reach by delivering the gala in 82 languages—14 more than in 2024—ensuring accessibility to viewers from Southeast Asia to South America. The linguistic diversity was complemented by an extensive network of over 3,100 media partners, including CNN, Japan's Niconico, Russia's VK, and Italy's Alma TV, all synchronizing their coverage to amplify the event's global impact.
CNN's week-long promotional campaign garnered over 800 million viewers worldwide, showcasing the gala's universal appeal. In Japan, Niconico celebrated a decade-long partnership with CMG by live-streaming the gala with Japanese translation, attracting 101,000 concurrent viewers and highlighting the event's cross-cultural resonance.
The gala's success underscores the growing global interest in Chinese culture and festivities. By leveraging modern media platforms and international collaborations, CMG has transformed the traditional Spring Festival Gala into a global cultural phenomenon, uniting audiences across continents in celebration of the Lunar New Year.
Reference(s):
cgtn.com
