BEIJING- A number of journalists from Asia and Africa participated in a basketball friendship match at “The Box”, a youth energy center in Beijing’s Chaoyang District.

Besides participation in this match, these journalists along with some other Asian and African journalists also paid a visit to the different parts of “The Box”.

The visit was organized by the China International Press Communication Center (CIPCC).

Spanning across 103,544 Sq.m., “The Box” blends culture, community, and consumption in a unique narrative of innovative retail storytelling, positioned strategically for the next generation of Youth Energy.

Drawing inspiration from the name and architecture, the design concept for “The Box” takes inspiration from the Rubik's cube, a classic game of problem-solving. This notion celebrates the infinite possibilities that a Gen Z-led culture can unlock. It is said that the numerous permutations of a Rubik's cube surpass the number of observable stars in the Milky Way, mirroring the endless experiences and opportunities that “the Box” provides.

This concept invites everyone to delve into the different dimensions of the cube and explore the wide range of experiences “The Box” has to offer. It stirs curiosity, making “The Box” the go-to destination for all trendsetters and fun-seekers.

The logo of “The Box” takes cue from the multifaceted cube, symbolizing the brand's dedication to unending creativity. It encapsulates the idea of thinking outside the box while playing within it, echoing the innovative and interactive spirit of the brand. This ingenious use of symbolism establishes a visual connection with the target audience and communicates the core values of “The Box”.

As earlier mentioned, the visit to “The Box” was organized by the China International Press Communication Center (CIPCC).

CIPCC, under the China Public Diplomacy Association (CPDA), has initiated a program to build a platform for the media from countries around the world, especially developing countries, to observe China and study development in this country.

In each edition of the program, journalists from all around the world gather together to get familiar with the modern China and exchange their experiences in the field of journalism.

In 2024 edition of the program, started in late February, over 100 journalists from more than 90 countries are participating.

Photo By Mahnaz Abdi