The Global Marketing and Research Center for Chinese Culture was established in March 2017 as another subordinate facility within the Institute of African Studies. It aims at supporting the institute’s researches on various national cultures and diplomatic issues in Africa, boosting investment and business cooperation with African countries, and providing enterprises and chambers of commerce that are investing to Africa with valuable advisory services. The purpose of the center is to draw attention from the global community to Chinese cultural brands, to increase trust and understanding to these brands, and ultimately to push up the marketing and distribution of Chinese products around the globe.