In recent years, the Chinese National Geography magazine has undergone a transformation, leveraging multi-channel, full-media marketing and cross-industry collaborations. The brand has expanded beyond magazines and books to audio-visual products, brand collaborations, and even theme parks, evolving into a comprehensive enterprise. The brand's revenue streams have shifted from magazine sales and print advertising to intellectual property (IP)–centered brand campaigns and thematic marketing, offering a model for the brand development of Chinese print media.
As one of China's most influential scientific media outlets, Chinese National Geography not only tracks the latest scientific discoveries but has also developed a distinctive media style, becoming a recognizable "brand symbol." Over the past 25 years, the magazine's contents, narrative styles, and artistic presentations have increasingly resonated with its readers, deepening its spread of scientific knowledge. In addition to fulfilling its mission of "opening the door to nature and showcasing cultural treasures," Chinese National Geography has established four key stages in its reporting approach: discovering beauty, documenting beauty, sharing beauty and experiencing beauty.
Particularly in recent years, through cross-industry collaborations, outdoor experiences, brand events, and nature education, the magazine has enhanced its brand value, achieved commercial success, and emphasized the process of sharing and experiencing beauty — strengthening its cultural identity through content and presentation.
Covers of previous issues of Chinese National Geography.
'Content is king'
Chinese National Geography originated from Geographical Knowledge, first published in 1950, with the goal of "popularizing geographical knowledge," making it a typical popular science magazine. However, its "textbook-style" narrative and authoritative tone created a sense of distance between the magazine and its readers. As a result, one of the key principles behind the rebranding of Chinese National Geography was to transform it from a "popular science magazine" into a "scientific media" platform.