Nova Scotia Heads to Asia for Province’s First Culture Export Mission

Communities, Culture and Heritage Minister Leo Glavine is leading a mission to China and Japan to explore business and export opportunities for Nova Scotia’s growing culture sector.

This is Nova Scotia’s first culture sector mission to Asia and builds on the strong relationship the province has with China in other sectors such as seafood and agri-food.

The government and business delegation will meet with Chinese and Japanese government officials, cultural organizations, and business leaders from May 10-17, with a goal to increase the growth of culture sector exports to China and Japan. They will also attend an International Cultural Industrial Fair in Shenzhen to learn more about China’s culture industry.

“Nova Scotia has a strong culture sector that contributes significantly to our provincial economy,” said Mr. Glavine. “Our culture sector is already having some success in Asia, and we know the market is growing and has interest in Nova Scotia culture. The market represents a tremendous opportunity for Nova Scotia’s culture sector, including our creative businesses which are seeking new opportunities to grow.

“We are now ready to build on this momentum, and take the exporting of Nova Scotia’s culture sector to the next level.”

In 2016, Nova Scotia’s culture sector was valued at $874 million and supported almost 14,000 jobs. Nova Scotia exported $141.5 million worth of culture products in the same year. This represents a 61 per cent growth in culture product exports since 2010.

Mermaid Theatre of Nova Scotia has been working in China since 2014, where it currently generates 25 per cent of its earned revenues. Mermaid recently signed an agreement expanding its theatre tours in China.

“The expansion of our markets in Asia-Pacific has enabled us to offer an impressive touring showcase for Atlantic Canada’s artists, while providing our creative teams with unique opportunities for professional development,” said Jim Morrow, managing artistic director for Mermaid Theatre of Nova Scotia. “It’s especially rewarding to evoke the same enthusiastic response from family audiences throughout China as we enjoy in rural Nova Scotia.”

Mr. Glavine will be accompanied on the mission by Halifax-based 2B Theatre which is looking to build on the international success they are having in other parts of the world.

“The Department of Communities, Culture, and Heritage has really stepped up its game in terms of supporting and providing opportunities for Nova Scotian culture here at home and around the world,” said Christian Barry, artistic co-director. “Our recent off-Broadway success in New York City serves notice that Nova Scotian performing arts are ready to share the stage with the world's best. We are looking forward to duplicating that success in Asia.“

The Nova Scotia Culture Action Plan, launched in 2017, includes a focus on growing the province's culture sector and culture exports; and in turn create more jobs in the sector and provide more business opportunities for Nova Scotia companies.

The federal Department of Canadian Heritage led a creative industries mission to China in April, which also focused on export opportunities for Canada’s culture sector. In April 2016, Nova Scotia introduced Partnering for Success: The Nova Scotia – China Engagement Strategy, aimed at enhancing the province’s relationship with one of the world’s fastest growing markets. The economic impact of the province’s relationship with China has been significant.

In 2017, Nova Scotia exported a record $611 million in goods to China, an increase of $461 million compared to 2012. Nova Scotia will build on this success with the signing of a letter of intent on developing a sister province relationship between Nova Scotia and Fujian, China during the visit.

For more information on the strategy visit http://www.NovaScotia.ca/china .