The name Serica comes from ancient and medieval European geography. In Latin traditions, it referred to the distant “Land of Silk” in the East—an early European idea of China shaped by trade routes, stories and cultural exchange.
For us, this carries a special meaning: Serica describes China from a European perspective. This very shift in perspective is the starting point of our work. We aim neither to view Germany only through Chinese eyes nor to judge China solely by European standards. Our goal is to understand each side through its own history, culture and social reality.
This idea also gave rise to our Archway Project—“桥洞” in Chinese. An archway marks a transition: it opens a view into a new space, connects two sides and invites us to leave our own perspective behind.
Through the Archway Project, we develop cultural and academic publications that make knowledge about Germany and China accessible, explain historical and social contexts, and bring different ways of thinking into dialogue. These include publications for a wider audience as well as communication media through which companies can convey their history, expertise and values in the other cultural context.
For Serica, publishing is therefore not separate from business. It is the first step toward well-founded cooperation: knowledge creates understanding, understanding creates trust, and trust makes economic action possible.
On this basis, we support companies in communication, market development, investment projects and long-term cooperation. Culture becomes a bridge between insight and economic practice.
Our long-term aim is German-Chinese cooperation based not on simplified assumptions, but on mutual understanding, shared trust and lasting value.