The rising presence of Chinese media in the headquarters of the European Union in Brussels has played an important role in boosting mutual understanding, people-to-people exchanges and bilateral relations, experts said in Brussels on Tuesday.

The comments were made at a seminar on EU-China mass communication, organized by the College of Europe and Xinhua News Agency's Europe Regional Bureau.

Christina Gallach, head of the communications unit of the EU, said Brussels has already recognized the growing role of Chinese media in communicating and interpreting European news and events and bringing China stories to Europe.

According to statistics from the European Council, there are more than 40 Chinese journalists working in Brussels, a dramatic rise from 2001 when the number was only five. Eleven Chinese news media outlets have sent journalists to Brussels, and Xinhua, China Daily, China Central Television, People's Daily and China Radio International have sent more than one correspondent.

"It is a really striking moment now. While some Western media is in difficulty, Asian media is still active," said Gallach.

She also said the topics Chinese media have been covering are of great interest. Using Xinhua as an example, Gallach said the news agency is focusing on security, the economy and policy coverage.

Jiang Yan, deputy director of Xinhua News Agency's Europe Regional Bureau, said Xinhua has set up 170 bureaus worldwide over the past 80 years, and its regional headquarters in Europe was established in Brussels eight years ago. "We would very much like to expand our presence in Europe to bridge the gap in understanding between China and Europe," said Jiang.

Wang Xining, counselor of the mission of China to the EU, said over the past 10 years, the relationship between China and Europe has seen dramatic growth. Trade has grown at a rapid rate, and each year more than four million people travel between China and the EU.

Wang said that in coming years, China will provide a large market for Europe, and China treats Europe as one of its top partners in the world. "So in this context, the media has played a vital role in boosting mutual understanding by reporting China as it is and reporting Europe as it is," Wang said.

Men Jing, professor of China-EU relations at the College of Europe, said China has significantly enhanced its presence in the EU and Chinese journalists now make up one of the biggest media contingents in Brussels, bigger than those of any EU member states and of any other non-EU countries.

"Such aggressive investment in mass communication indicates China's desire to know, and to be known better by the EU," said Men.

Shada Islam, head of Asia Research at Brussels-based think tank Friends of Europe, said China has "very strong soft power but a very hard image". She said it is impressive that Chinese media has played such an active role in Brussels to tell European stories to China, and also report a different side of China.

She said media should play an even bigger role in reporting China and Europe, which "are bound together".

Contact the writers at tuoyannan@chinadaily.com.cn and fujing@chinadaily.com.cn