On June 27, 2025, the Chinese Mission to the EU and the China Film Administration jointly held the opening ceremony of the “Chinese Film Week” in Brussels to commemorate the 50th anniversary of China-EU diplomatic relations. Ambassador Cai Run, Head of the Chinese Mission to the EU, and Ma Jia, Editor-in-Chief of China Movie Channel, delivered speeches. Chinese Ambassador to Belgium Fei Shengchao, officials and former members of the European Parliament and other EU institutions, heads of renowned European think tanks and mainstream media, envoys and diplomats from relevant countries accredited to the EU, and representatives from civil friendship organizations attended the ceremony.

In his address, Ambassador Cai Run stated that 2025 marks the 50th anniversary of China-EU diplomatic relations, making this film week in Brussels particularly meaningful. He emphasized that film serves as a vehicle for exchanges among civilizations and a bridge fostering mutual understanding and affinity between peoples. China-EU film exchanges transcend cultural, religious, and ideological differences, effectively bringing Chinese and European people closer together. He expressed hope that friends from all sectors would strengthen cultural exchanges through film, encouraging more people—especially youth—to contribute to China-EU friendship and deepen its public support.

Editor-in-Chief Ma Jia noted that this film week aims to help European audiences better understand and appreciate Chinese cinema, thereby enhancing China-EU friendship and collaboration.

Following the ceremony, attendees watched the premiere of ‌Endless Journey‌, the opening film of the event. Director Dai Mo and lead actor Zhang Yi interacted with the audience, creating a warmly enthusiastic atmosphere.