Xi Jinping Urges Children's Media to Anchor Ideology and Morality

Chinese leader Xi Jinping has called on creators of children's literature and art to integrate moral education with contemporary culture, marking the 70th anniversary of China Media Group's flagship children's broadcast program, Little Trumpet. In a congratulatory letter read by Central Publicity Department head Li Shulei at a Beijing symposium, Xi instructed cultural workers to instill foundational socialist values and produce high-quality content for youth. Officials and industry representatives highlighted priorities including traditional culture, revolutionary history, and the adoption of emerging tools like artificial intelligence in youth-oriented programming.

The high-level endorsement of a 70-year-old public broadcast underscores Beijing's view of children's programming not merely as entertainment, but as an essential arm of early childhood ideological guidance. By framing creative output around moral development and civic values, the central leadership sets explicit expectations for broadcasters, animators, publishing houses, and educational authorities regarding thematic priorities and regulatory compliance.

Chinese leader Xi Jinping has instructed the country's children's cultural and media professionals to focus on moral education and align their creative work with national development goals, state media reported following the 70th anniversary of the long-running radio program Little Trumpet. In a congratulatory letter, Xi urged creators to adhere to the fundamental task of fostering virtue, engage closely with the contemporary era, and produce works that promote truth, goodness, and beauty. The goal, according to the letter, is to support the development of well-rounded socialist builders and successors across intellectual, physical, and aesthetic domains. The letter was delivered at a commemorative symposium held in Beijing on September 4, where Li Shulei, a member of the Communist Party of China Central Committee Political Bureau and head of the Central Publicity Department, read the message and delivered remarks. Symposium participants noted that party leadership has placed sustained emphasis on children's welfare and cultural development, framing the anniversary as a directive for the broader publicity and cultural sector. Little Trumpet, produced under China Media Group, first went on the air on September 4, 1956, as the People's Republic of China's earliest dedicated radio broadcast for preschool-age children. Over decades, the property has expanded into a multimedia platform encompassing radio, television broadcasts, digital channels, and campus public-address systems. Discussions at the symposium and responses from cultural administrators outlined key content priorities. Li and participating delegates emphasized leveraging revolutionary history ('red culture'), traditional Chinese heritage, and character formation. Officials also called for applying emerging technologies, including artificial intelligence, to create engaging cultural products, alongside tighter coordination among local governments, schools, and families. Regional cultural and educational bodies indicated plans to align operations with the directive. Officials from Beijing Radio and Television Station's animation operations noted plans to concentrate programming on revolutionary culture, science popularization, and traditional themes. Similarly, provincial educational departments, including Sichuan's education authorities, highlighted ongoing efforts to integrate ideological-political concepts into youth arts, classical recitation, and calligraphy activities.