Yi-Bo Liu,Shuo Liu

Established in the context of Hainan’s Free Trade Port initiative, the Hainan International Media Centre (HIMC) has gradually emerged as a key hub in the province’s international communication system. Through sustained institutional, technological and communicative model innovations, the centre has accumulated core brand assets for building a globally oriented media brand. This article examines the branding practices of HIMC from the perspective of innovation as the media brand equity and proposes three strategic directions for media branding. First, it advocates an IP-oriented development model that emphasizes the creation of original media programs to enhance brand recognition and content stickiness; second, it suggests constructing cross-cultural communication communities in vertical fields targeting global professionals and international investors, thereby enabling more precise and effective outreach. Third, it highlights value co-creation as a branding strategy by encouraging foreign residents and digital nomads in Hainan to participate in the co-construction of regional international communication. Overall, the study argues that regional mainstream media should position innovation as the core of their brand identity and enhance international discourse power through differentiated narratives and community-based communication mechanisms.

Regional Mainstream Media; International Communication; Hainan International Media Centre; Media Branding.

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