1996 As one of the 95th anniversary commemorative projects of Dentsu, Dentsu and the Japanese Ministry of Education joined hands with six universities including Peking University, Tsinghua University Academy of Fine Arts, Renmin University, Fudan University and China Communication University to carry out the Sino-Japanese advertising education exchange project. This project organizes excellent professionals in Dentsu professional field to exchange the latest ideas of advertising industry with talents in Japanese advertising education field, communicate the development trend of advertising industry, and promote the cultural exchange of advertising industry between China and Japan by holding "Dentsu Advertising Lecture" and "Dentsu Studying Abroad". By 2006, the project has gone through ten years and achieved great success. Providing free professional lectures in the field of advertising marketing for teachers and college students in nearly 150 universities across the country, which has provided a solid boost for the training of advertising talents in China and the development of advertising education in China. This move was awarded the "Special Contribution Award for Supporting Education" by the Ministry of Education of China, and Dentsu was the first Japanese enterprise to win this honor.