[Brand Information] SCALER invites you to enter the "first intimate contact" of Chinese students
September 18 06:22:05, 2025
SCALER invites you to experience the Chinese language through the lens of "first-time intimate contact" with foreign students in China. This unique journey was featured in the 2015 "Chinese Bridge" Global Foreigners' Chinese Conference held in Guizhou, where CCTV's summer drama "The First Close Touch" took center stage before the event officially began.
Sixteen international students, dressed in stylish spring and summer outdoor attire from Scarlett, ventured into Xiacing Village, nestled deep in Anlong County, Guizhou Province. There, they lived, worked, studied, and played alongside children from Mao Lawn Elementary School, immersing themselves in the daily lives of children in remote mountainous regions of China. This marked the official start of their "first intimate contact" with Chinese culture.
"This is a program that looks at the earth and walks with foreigners across the land of China," said the director general in a statement. The show’s theme, "I Have My First Intimate Contact with Chinese Culture," aims to create meaningful connections between young international students learning Chinese and the rich cultural heritage of the country. It provides a platform for mutual learning, communication, and showcasing language skills, while also offering a glimpse into contemporary China and sparking global interest in the language and its culture.
Scarlett, a leading Chinese outdoor brand known for its innovative and high-quality outdoor clothing and equipment, has long aimed to make outdoor experiences more accessible to people across the country. Their collaboration with the program team reflects another step in their mission to promote national outdoor culture. Through a full range of professional outdoor gear, Scarlett hopes to help international students better understand and experience Chinese culture, further bridging the gap between cultures.
This partnership follows Scarlett's previous collaboration with Tianjin TV on the first star outdoor science expedition "Mystery." It represents another effort to promote the outdoor industry and showcase the health and vitality of Chinese outdoor products. As founder and general manager Zeng Hua stated, "Culture knows no borders, and neither does the outdoors. We hope this program will bring together international students of all backgrounds, presenting a healthy image of China's outdoor industry and allowing the world to not only understand Chinese culture but also get close to China's outdoor lifestyle."
The show is set to air on the weekend prime time slot of CCTV-4 this summer, hosted by Lu Jian, a well-known anchor from the CCTV Chinese International Channel. Having previously hosted programs like "China News," "News 60," and "Financial Times News," Lu Jian will be seen in a new light as he steps away from his usual news anchor role and dives into an outdoor reality show. Viewers will see a different side of him—someone who brings both charm and value to the screen.
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