How did Beijing’s Straits Forum use celebrity appeal for outreach?

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Beijing’s Straits Forum used Zhang Linghe’s celebrity appeal by featuring him in a high-profile plenary speech to promote cultural exchange messaging between China and Taiwan.

Zhang Linghe, a 28-year-old Chinese actor popular in Taiwan after starring in the period drama Pursuit of Jade, was invited to address the main plenary session of the annual Straits Forum held in Xiamen. He opened his six-minute speech with “tak ke ho” (hello) in Taiwanese Minnan, drew enthusiastic applause from fans, and used the platform to urge Taiwanese audiences to visit mainland China and call for deeper cooperation in film, music, and culture. Experts said Beijing’s choice was not accidental, arguing that his popularity—especially among younger Taiwanese—would make more people pay attention to Beijing’s message.
Zhang Linghe delivered cultural-exchange calls in Minnan to win immediate audience attention
Zhang’s speech began with a greeting in Taiwanese Minnan, “tak ke ho”, which triggered loud applause at the forum. During his remarks, he urged Taiwanese viewers to visit the mainland and see its “vitality and dynamism” for themselves, while also calling for deeper cooperation in film, music and culture. The combination of entertainment fame and culturally tailored opening helped keep the event’s message in the spotlight.
The forum’s outreach framing allowed celebrities to be presented as “cultural exchanges”
The Straits Forum, held each year in Xiamen and backed by Beijing, promotes cross-strait exchanges, even as Taipei views it as advancing Beijing’s interests. Analysts described the celebrity approach as a relatively low-risk, non-sensitive method for Beijing’s outreach, because celebrities can frame their participation as cultural exchange rather than political work. In that framing, criticism aimed at “united front” activities can be met with the claim that the event is cultural.
Experts said Zhang’s Taiwan fanbase made Beijing’s message more likely to be heard
Political scientist Chen Shih-min said Zhang’s popularity would not be likely to reshape Taiwan’s political opinion, comparing admiration for him to admiration for actors from other countries’ dramas. However, cross-strait relations expert James Yifan Chen argued that Beijing featured Zhang because he was currently very popular, meaning many Taiwanese—especially younger audiences—would be more inclined to listen than they would to a lesser-known figure. The speech was thus seen as a way to soften perceptions of China even if it did not change views overnight.
The mixed reaction online showed the outreach strategy played out through entertainment visibility
Online responses reportedly split, with some fans welcoming Zhang’s call for greater exchanges while others accused him of using his popularity for political purposes. Analysts also pointed to a broader pattern in cross-strait tensions involving celebrities, citing scrutiny of Chinese actor Hu Ge after his surprise visit to Taiwan and pressure on entertainers working in China to align publicly with Beijing’s messaging. The reaction to Zhang’s appearance was also expected to influence Beijing’s willingness to use more high-profile entertainers in future outreach efforts.

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How did Beijing’s Straits Forum use celebrity appeal for outreach?

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