Guest Speaker: REN Hai, Director of Olympic Center of Beijing Sport University, Chief Expert of China Institute of Sports Science ?? - ??????????????????????????????

National image and cultural identity are one of the most important preconditions for a nation and its importance has increase with the development of globalization. With China's emerging as world economic power the issues of its national image and cultural identity have drawn increasing attention from both inside and outside the country. Since the time of Marco Polo China's image has undergone several major changes in the western view. The Beijing Olympics provided a unique opportunity for reshaping national image and cultural identity.