Union Comm Shares Strategic Recommendations for APEC Host Cities in Leading Chinese Media Interview

For cities hosting APEC meetings, from Shenzhen, China in 2026, to Phu Quoc, Viet Nam in 2027, the goal is no longer just delivering a successful summit. Increasingly, the focus is on how cities can leverage the APEC platform to turn local strengths into shared regional cooperation opportunities.

Union Communications Hong Kong Limited’s strategic insights on how cities can make this transition were featured by Nanfang Daily (Link), a prominent Chinese media outlet, on 22 April 2026. In the interview, Sam Han, Partner of Union Comm, discussed the narrative framework for helping cities build long-term regional engagement and cooperation value through APEC.

Nanfang Daily article in Chinese: https://static.nfnews.com/content/202604/22/c12361834.html?colID=14&firstColID=1548&enterColumnId=14

(Direct Translation)

APEC "China Year": How Cities in the Greater Bay Area Can Leverage the Narrative

As the 2026 APEC "China Year" approaches, cities such as Guangzhou, Shanghai, Dalian, and Shenzhen are successively taking on the hosting duties for related meetings and events. For these host cities, the question of how to utilize the APEC platform to better showcase their urban image and expand the scope of international cooperation has become a focal point of public attention.

"The focus is no longer simply on which city is hosting the meeting, but rather on how a city can leverage APEC to transform its inherent strengths into solutions that are comprehensible and replicable across APEC economies—thereby expanding the scope of international cooperation, and generating sustainable growth in international partnerships as well as added value for its urban brand."

Yesterday, Sam Han, Partner at United Communications Hong Kong Limited, with extensive experience in multilateral mechanisms such as APEC, G20, and BRICS, told a Nanfang+ reporter that, within the context of APEC, urban communication must not remain confined to the traditional "urban narrative" of merely showcasing achievements, industrial prowess, and technological advantages. Instead, it must evolve toward an "APEC narrative" that is more explicitly oriented toward public value and cooperation. Underlying the logic of this "narrative" is the fundamental question of how a city interprets its own strengths and translates them into a language suitable for international cooperation.

Han noted that over the past two months, he has conducted nearly 20 presentations and discussions centered on APEC-related topics, with the primary objective being to explore how cities can better engage with and embrace the APEC framework.

In his view, many cities are, in fact, already doing an excellent job in their day-to-day governance; for instance, some are vigorously championing green and eco-friendly initiatives, while others have empowered their local street-level administrations to take the lead in facilitating international business matchmaking for local enterprises. However, when measured against the higher standard of serving as a practical testing ground for APEC values ​​and a regional model for cooperative development, they are still missing that crucial "final touch."

Han observed that in their international cooperation and external communication efforts, many cities tend to emphasize themes such as "urban strength, superior industries, cutting-edge technology, and a pleasant environment." While such messaging is highly effective for attracting investment and building a city brand, it is insufficient when placed within the specific framework of APEC. This is because APEC’s focus extends beyond the mere showcasing of a single economy's strengths; it is fundamentally concerned with whether those strengths can address shared regional challenges and whether they can be distilled into solutions that are both shareable and replicable.

He believes that the 2026 APEC "China Year" presents a pivotal opportunity for these cities to achieve precisely that.

"Cities should not merely serve as venues for hosting meetings; rather, they can leverage these opportunities to expand international cooperation, becoming practical testing grounds for the realization of APEC values ​​and model sites for regional collaboration." This is particularly pertinent given China’s proposal to "build an Asia-Pacific community and promote common prosperity," and against the backdrop of the three priority areas—"openness, innovation, and cooperation." Cities must proactively align themselves with the public issues of concern to APEC, utilizing innovation to drive digital, intelligent, and green transformations. Furthermore, they should foster cooperation in sectors such as finance, transportation, tourism, public health, aging populations, and food security. By translating local strengths into tangible outcomes that embody APEC values, and by establishing collaborative models—both locally and regionally—with other economies, cities can effectively enhance their engagement in international cooperation.

Regarding how cities might accomplish this transformation, Han suggests following a specific pathway: "Governance Expression → Application Scenarios → Social Value → Regional Cooperation."

"Governance expression, application scenarios, and social value—these are elements that many cities are, in fact, already addressing," Han observes. Essentially, this entails identifying what assets a city possesses, the specific scenarios in which those assets are applied, and the public issues that these resources and capabilities are capable of resolving. Cities need only identify the points of convergence between their existing practices and APEC’s key areas of focus; once identified, they already possess the foundational elements necessary to translate these efforts into an APEC-centric narrative and a basis for collaboration.

For instance, within the APEC context, Shenzhen’s capabilities in smart supply chains—encompassing platforms, logistics, customs clearance, and cross-border coordination—transcend mere operational efficiency. Instead, they can be articulated as governance tools designed to facilitate trade in services, enhance regional connectivity, and empower small, medium, and micro-enterprises to participate in cross-border collaboration. Similarly, regarding the promotion of technology for the elderly, a city’s existing initiatives—such as smart eldercare systems, health management for seniors, and accessibility services—are not merely innovations in public welfare; they can be reframed as comprehensive governance solutions for addressing the challenges of an aging population and improving the accessibility of public services, thereby fostering digital inclusion.

In his view, the ultimate determinant of whether a city can truly integrate itself into the APEC narrative lies in its capacity for "regional cooperation."

"The fundamental difference between an 'APEC narrative' and a traditional 'city narrative' lies in whether a specific experience or capability can be transformed into a shared regional resource capable of addressing the issues of concern to APEC," says Han. "Whether the focus is on smart supply chains, digital capacity building, low-carbon technologies, or age-friendly innovations, these initiatives can all foster cross-economy exchange and cooperation through collaborative efforts with various member economies—specifically via four key mechanisms: seminars, capacity-building programs, research reports, and pilot projects." Furthermore, by embodying APEC values ​​locally—and by expanding collaborative pilot initiatives with other economies at both local and regional levels—these cities can gradually transform their local experiences into collaborative resources tailored for the Asia-Pacific region, thereby paving the way for more enduring international cooperation.

"From this perspective, the question cities truly need to answer is no longer merely, 'What assets do I possess?' but rather, 'How can my experiences contribute to the shared development of the Asia-Pacific region?' Only in this way can cities translate the transient momentum generated by international conferences into tangible, long-term gains in international cooperation and enhanced city branding," Han observes. He adds that this transition—from a "city narrative" to an "APEC narrative"—represents the critical shift required. He argues that the 2026 "APEC China Year" should not be viewed merely as a standalone milestone in the international conference calendar; rather, it should serve as a practical opportunity for Chinese cities to bolster their international communication capabilities, shape the national image, and actively participate in regional governance cooperation.

For instance, regarding trade and supply chain issues—areas of central focus for APEC—the Pearl River Delta region is uniquely positioned to leverage its existing strengths in manufacturing, logistics, port operations, cross-border e-commerce, and customs clearance coordination, alongside its advanced digital and intelligent capabilities. These assets can be further transformed into "digitally-enabled, intelligent, and resilient supply chain" solutions or pilot projects specifically tailored for the APEC context. Within the APEC framework, such initiatives transcend the simple act of selling goods via cross-border e-commerce or merely demonstrating regional industrial efficiency; instead, they can be articulated as comprehensive governance solutions designed to address key regional priorities—including trade facilitation, regional connectivity, supply chain resilience, and the integration of small, medium, and micro-enterprises (MSMEs) into regional trade networks. By aligning with the APEC Supply Chain Connectivity Framework Action Plan—a long-term initiative championed by the organization—cities can establish collaborative platforms, knowledge-sharing mechanisms, and pilot project frameworks centered on scenarios such as cross-border e-commerce, customs facilitation, digitally-enabled supply chain coordination, standards harmonization, and "going global" support services for enterprises. Through these initiatives, they can work alongside other economies to jointly construct resilient, digitally-enabled, and sustainable supply chain ecosystems at both local and regional levels.

Take, for instance, the theme of "Tech for Good." Shenzhen is uniquely positioned—given its identity as a "City of Tech"—to leverage its existing ecosystem of innovation, artificial intelligence capabilities, digital technologies, and health-tech expertise to formulate "Technology for Good" solutions specifically tailored for the APEC context. The primary objective here is not merely to showcase technological leadership, but rather to apply technology to concrete scenarios—such as digital literacy building across all age groups, accessible services, and smart elderly care—in order to address shared regional challenges, including digital inclusion, access to public services, population aging, and the green transition. Viewed through the lens of APEC’s framework for technological cooperation, this approach aligns perfectly with the priorities APEC has consistently emphasized in recent years—namely, innovation, inclusivity, just transitions, and sustainable development. Furthermore, it opens up clearer avenues for commercialization for enterprises; beyond simply selling solutions, it fosters new business opportunities—spanning product exports, standards alignment, collaborative application scenarios, and cross-economy innovation partnerships—by actively contributing to the resolution of shared regional issues, thereby generating fresh market opportunities.