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Chinanews, Mar.24 - On March 22, Russian president Putin visited Songshan Shaolin Temple. Abbot Shi Yongxin introduced the highest form of Chinese martial arts to Putin. But what is not widely known is that this ancient temple is conducting "brand protection" regarding the Shaolin brand domestically and overseas.
"When we now go to Japan on cultural exchange trips, we can only use Shaolin, but cannot formally use the term Shaolin Temple." Shaolin Temple abbot Shi Yongxin expressed a sense of futility over this issue. In 2002, Shaolin Temple martial monks followed the Chinese government's delegations to Japan to give performances in celebrating the resumption of diplomatic relations between China, Japan and Korea. At that time Shi Yongxin accidentally received a 300-page thick report regarding Japan's rushing to register a total of 272 trademarks covering Shaolin, Shaolin Temple and Shaolin boxing style within its borders. And the exposed phenomenon is but the tip of the iceberg for the world.
"We must propagate Shaolin culture through performances." Shi Yongxin said. Now, Shaolin Kungfu is applying for human intangible cultural heritage status. Regarding Shaolin Temple's effort to protect its brand name, Shi Yongxin said the purpose was not over money but over reputation. He said, "The Chinese folk cultural resources have already lost a lot and cannot afford to lose any more."
From Shaolin kungfu conducting worldwide shows, trademark litigation, creating enterprises to applying for world heritage, from starting up a Shaolin website, requesting that monks learn English to raising money online for creating TV drama on Shaolin….Shaolin culture is undergoing reforms. Regarding Shaolin Temple's cultural asset development, Shi Yongxin believed it was at the starting point. In the Shaolin legend movie he was raising money for he acts as producer, script supervisor and casting director. This film is budgeted at US$25 million and scheduled to be publicly exhibited during the 2008 Beijing Olympics.
At present, Shi Yongxin has another wish, to cooperate with Hollywood and create an "extremely lavish" Shaolin kungfu production for the world cultural stage. He said, "To let Chinese traditional Shaolin kungfu culture communicate with mainstream world culture."
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| Responsible Editor Kungfu |
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Shaolin Temple defends its brand name