文化部開闢新南向國際通路之探討－以「風潮計畫」為例

2016年文化部配合政府「新南向政策」，擴大與東協、南亞及紐澳等國家文化層面的連結，除維持與前述10個國家之交流，亦與巴基斯坦、孟加拉、尼泊爾、斯里蘭卡、不丹、澳大利亞及紐西蘭等國家聯繫合作，希望透過國際文化新南向佈局，促進與東南亞國家的人才交流，以達到拓展臺灣藝文發展空間，降低對中國大陸單一市場依賴的目的。2017年文化部推動「行銷國家品牌進入國際－風潮計畫」，以「中央廚房概念」整合內部資源，擇取適合於各國民情之方案，將臺灣表演、視覺藝術、人文、美學創作或設計等活動行銷於國際，一方面提昇國內文化產業的水平、厚實文化軟實力，一方面達到佈局海外市場、擴大臺灣文化影響力，以及帶動臺灣品牌風潮的政策效果。本研究聚焦探討文化部開闢新南向國際通路的施政內容，並以「風潮計畫」為例，評述自該計畫啟動至2020年因新冠疫害全面暫停業務為止，有關「新南向政策」方案形成、遭遇問題，以及執行過程的商榷。

Keywords

新南向政策；南向政策；風潮計畫；文化交流

Parallel abstracts

In 2016, the Ministry of Culture cooperated with the government's ＂New Southern Policy＂ to expand cultural links with ASEAN, South Asia, New Zealand and Australia and other countries. In addition to maintaining exchanges with the above-mentioned 10 countries, it also cooperates with countries such as Pakistan, Bangladesh, Nepal, Sri Lanka, Bhutan, Australia and New Zealand, hoping to promote the exchange of talents with Southeast Asian countries through the new southward layout of international culture. so as to achieve the purpose of expanding the development space of Taiwan's arts and culture and reducing the dependence on the single market in mainland China. In 2017, the Ministry of Culture promoted the ＂Marketing country brands into the International - Trending Plan＂, integrating internal resources with the ＂Central Kitchen Concept＂, choosing a plan suitable for each country's national conditions, and integrating Taiwan's performance, visual arts, humanities, aesthetics, creation or design, etc. The event is sold internationally. On the one hand, it improves the level of domestic cultural industry and strengthens cultural soft power. On the other hand, it achieves the policy effect of deploying overseas markets, expanding Taiwan's cultural influence, and driving Taiwan's brand trend. This research focuses on the content of the Ministry of Culture's policy on opening up a new Southern Policy, and takes the ＂Trending Plan＂ as an example to comment on the ＂Southern Policy＂ from the start of the plan to the complete suspension of business due to the new crown epidemic in 2020. The formation of the plan, the problems encountered, and the negotiation of the implementation process.