PARIS – Comité Colbert, France’s main luxury association, is teaming up with the Chinese government to help the development of creative industries in China.

The agreement, which will be formally signed Friday, doesn’t have any commercial or industrial purpose, but it’s intended to create a dialogue and share feedback to development of cultural industries advocating the same values as French luxury.

“This agreement will allow us to find organizations in China that would be willing to join us in advocating the values specific to creative industries: respect for intellectual property rights, the transmission of know-how and ethical conduct,” stated Elisabeth Ponsolle des Portes, chief executive of Comité Colbert.

The signing will take place during an official visit to France by Chen Deming, the Chinese Minister of Commerce.

In a move to raise the profile of French luxury brands among young Chinese consumers, Comité Colbert last month launched an interactive, Web site to create a virtual voyage through French luxury and culture.

This online installation contains audio and visual elements provided by the 70 French luxury brands represented by Comité Colbert to illustrate their products and heritage.

 

Separately, Comité Colbert said it has elected five new members, bringing its membership to 75. The new members are publisher Diane de Selliers, jeweller Lorenz Baumer, shoemaker Pierre Hardy, pastry chef Pierre Hermé and Hotel du Palais in Biarritz, south west France.

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