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Lu, Dan 鲁丹

Visiting Scholar, US-China Institute, 2019-2021

Ever since China entered the World Trade Organization in 2001, the entire country underwent a transformation in every industry, especially in communication and media. My 15 years of experience spanned from low level sales, marketing, and advertising, to creating/directing programs, to managing programs, and finally, to coordinating full scale productions during this golden period of rapid multimedia evolution. In 2019, I arrived at University of Southern California's Annenberg School as a visiting scholar to further understand western media, while performing research on social media between USA and China. As a Chinese media expert, along with many resources in the media industry, my goal is to cultivate more east culture productions, and become the bridge between these products and the world.

Current Research

  • Analyzing western social media and communication platforms to promote transformation in overseas multimedia industry.

Indie and Documentary Film Experience

  • 2019 “Square One” Director: Danny Wu (Canda) ​
  • 2019 “Larger Than Life” Director: Han Zhang
  • 2014 “Woman, Woman” Director by Han Zhang ; ​

Work Experience

  • CCTV-OUTLOOK Channel, Beijing, China, Vice General Manager​
  • CCTV.Com, Beijing, China, ​Big event Director
  • AOSEN Media INC., Beijing, China, ​Senior Consultant
  • Hong Kong Productivity Council, ShenZhen, China, ​Marketing

​Non-profit Affiliations

  • China-Illness Challenge Foundation, Beijing, China, Co-founder/Director. Inspired by the “Ice Bucket Challenge”, the Illness Challenge Foundation (ICF) was founded in 2016, which is the first public welfare foundation in Chinese rare diseases field. The major work includes: community service, industry support and social advocacy.In past four years, ICF has received more than 26M CNY (~3.6M USD) donations in total, directly served and supported more than 50,000 people. In 2019 ICF was recognized as the best partner of NORD’s in China.
  • “Born to Challenge” Short Film Festival, Nationwide, China, Founder. This is a national program to raise awareness in rare diseases for the younger generation. Short Film Festival is also a platform to connect more opportunities for the rare disease community. There were more than 50 teams from 20+ universities who participated during the first season. The second season will be held in September 2020.

Awards and Recognition

  • 2018: Represented China to attend ​2018 Changing Face Female Leadership Seminar ​held at East-West Center, Hawaii, U.S.A (16 accomplished female leaders from 14 countries were selected).
  • 2017: ​Golden Flag Award​ for Corporate Social Responsibility project “Left behind Children ”
  • 2017: ​Best Team Award​ by China Southern Airlines
  • 2016, 2015, 2013: ​Most Outstanding Personal Contribution Award​ by CCTV-OUTLOOK Channel
  • 2013: ​Third Prize (National) ​for Digital Channel Original Program “New Discovery of Airline Stewardesses”


  • Communication University of China, MBA
  • South-Central University for Nationalities, Business Administration, B.M.; Computer science and Technology, B.E.