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Music and beer: A smart cultural exchange


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June 25th, 2008 issue

One of the many benefits of living at the crossroads of Europe is the sheer volume of international traffic that comes through the city. Prague’s reputation as a party town suggests that drugs and loose women are two of the most popular imports, which is not entirely untrue. But this week brings a happier cultural exchange, from the country that will soon dominate the world stage — if it doesn’t already.

China is bringing two entertainment programs to town as part of a larger goodwill tour through Central Europe that includes Slovakia and Poland. In a sophisticated bit of packaging, the program showcases an inspirational group of performers who are blind, deaf or otherwise disabled. Though the caliber of their skills is reputed to be high, it almost doesn’t matter with a hook like that. A sweet young woman in a wheelchair singing plaintively of love and loss is going to melt hearts, no matter what her actual talents.
And whatever one’s opinion of China’s PR efforts, or, more skeptically, propaganda, it’s hard not to admire the way it’s done. The shows are large, colorful production pieces that skillfully combine traditional Chinese and contemporary global entertainment elements, and are suitable for the entire family. How many other productions that come through town can boast of that? Our one regret is that Prague will not get to see Shaolin Kung Fu, a martial arts extravaganza that is playing only in Poland.
It’s also worth noting that of the three shows being staged here, only two are open to the public. The first night is invitation-only for Czech government officials and the diplomatic set, a smart move targeted directly at some of the country’s most influential players.
What is the Czech Republic sending to China in return? In a word: beer. As this week’s lead story in the Business section recounts, Budvar has not only won the right to exclusive use of the Budweiser trademark in China, but will be selling its product under a Chinese name and label that connotates good fortune and happiness. No argument about that; Czech beer is among the best in the world, and has a well-deserved reputation for generating good times.
Not to be outdone, Pilsner Urquell will have fresh lager on tap at the Czech Olympic House in Beijing, and is promising a complimentary 5-liter can to every athlete who finishes in the top 10 in their event. As a marketing and cultural promotion gimmick, that’s not bad, either. In fact, it’s hard to think of a Czech export likely to generate more goodwill.
Controversy will continue to dog the Olympics, as well as China’s larger posture in the world. Which makes moments like these even sweeter, something to be savored as a summer treat, and a welcome opportunity to find common ground amid the differences. 


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