Listening the Rhythms of China’s Social Media - Delegation of the European Union hosts annual media salon

The EU Delegation to China hosted a Media Salon on Thursday, 29 January 2026 in Beijing, bringing together more than 120 participants from media organisations, journalism, academia, EU Member States diplomats and EU communications circles. The event also attracted more than 25,000 viewers online. The Salon provided a dynamic forum to reflect on the evolving landscape of social media in China and exchanged professional insights in an open and constructive setting.

H.E. Jorge Toledo, Ambassador of the European Union to China joined and gave an opening remark. Ambassador stated, "Whether we are in Europe or in China, social media is not just a tool - it has become an essential part of our daily lives.

"As a tool for communication, entertainment, and information, social media is immensely powerful. But it also poses significant challenges, particularly when it comes to regulation, freedom of expression, privacy, and the fight against disinformation.

"The EU's approach seeks to balance these challenges by empowering users, ensuring transparency, and safeguarding individual rights".

European Union, 2026

A flagship panel discussion on"Rhythms of China's Social Media"explored how digital platforms influence public communication, trends, and storytelling across China's fast-changing online environment. Speakers included Manya Koetse, Sinologist specializing in China's digital culture and social trends; Founder & Editor of What's on Weibo and the Eye on Digital China newsletter; Xuezi Zhang, Co-founder and COO of DFC Studio; and Eloise Wu, university lecturer and social media content creator. The session was moderated by Colum Murphy, Senior China Economy & Government Reporter at Bloomberg.

Panelists shared perspectives on audience behaviour, content formats, and the interaction between technology and culture, while also discussing professional opportunities and challenges for media and social media practitioners. Participants engaged actively in the conversation, reflecting the strong interest in understanding the dynamics shaping China's digital public sphere.

European Union, 2026

The Salon also included extended networking and interactive games, offering participants further opportunities to connect, deepen dialogue, and explore avenues for future collaboration. Through this Media Salon, the EU Delegation presented its willingness to fostering informed discussion, mutual learning, and constructive engagement with media professionals in China.

European Union, 2026

European Union, 2026

European Union, 2026

European Union, 2026