Nov. 30 – Beijing launched a global advertising campaign last week in an effort to lift the reputation of Chinese-made goods after a string of product recalls and scandals.

According to Media, the marketing and communications newspaper for Asia-Pacific, the campaign is believed to be China’s first ever. The 30-second advertisement was initially launched on CNN Asia with the theme “Made in China. Made with the world.” In it, a series of goods with the “Made in China” label are shown to be manufactured in partnership with the best foreign firms to produce high-quality products.

One of the featured products is an MP3 player described as “Made in China with software from Silicon Valley”’ another is a fashion shoot that shows clothes with the label “Made in China with French designers.” A refrigerator is also shown with the label “Made in China with European styling.”

While China maintains one of the most robust export manufacturing industries in the world, Chinese goods have long suffered the reputation of being cheap but poorly made and even hazardous to your health. There have been product recalls of Chinese products from toothbrushes to toys to milk to the most recent controversy of tainted drywall exported to the United States.

The campaign was commissioned by the Ministry of Commerce to DDB Guoan in Beijing with the participation of industry groups the China Advertising Association of Commerce, the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, the China Chamber of Commerce for Import and Export of Light Industrial Products and Arts-Crafts, and the China Chamber of Commerce for Import and Export of Textiles.

The advertisement can be seen here.