promote: to make known, to call attention to something. to raise (positive) awareness.

Promote means to raise up or to elevate. It is commonly used with three different meanings, but all of them carry the idea of raising up or elevating. a) To sell, advocate, or advertise. The famous showman, P. T. Barnum, was brilliant at promoting his circus. In the United States, the National Rifle Association promotes the safe use of guns. As a special promotional offer, on Labor Day Weekend all our prices are discounted by 20%. b) To raise someone to a higher position in an organization. "It is my honor to congratulate Colonel Dawne Deskins on her promotion to Brigadier General." "This company has a tradition of promoting from within. Our current CEO joined us 25 years as a junior accountant." c) To help, foster, improve. Fertilizer promotes the growth of vegetables. According to the U.S. Constitution, one purpose of government is to "promote the general welfare."

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It means to advertise and to spread the word about Chinese culture so that more people are aware of it.