National Geographic hosted a special screening of its documentary "Blink" on June 20 during the 27th Shanghai International Film Festival, with an executive outlining the brand's vision for the Chinese market.

A still from "Blink." [Photo courtesy of National Geographic]

Directed by Edmund Stenson and Daniel Roher, "Blink" follows French Canadian couple Edith Lemay and Sebastien Pelletier and their four children — Mia, Leo, Colin and Laurent — after three of the siblings are diagnosed with retinitis pigmentosa, a rare, incurable disease that causes vision loss. To help their children preserve a lifetime of visual memories, the family embarks on a yearlong bucket-list journey across 24 countries, ranging from Botswana and Mongolia to the United States.

Minimizing air travel and choosing local stays, the family's adventure includes hot air balloon rides, mountain sunrises and even sipping juice atop a camel. Despite facing an uncertain future, their trip overflows with love, emotional moments, healing and awe — showing that true brightness shines from the memories built on love and hope.

At its core, "Blink" is a testament to resilience, human connection and living in the moment. The film also raises awareness of retinitis pigmentosa and offers a rare onscreen look at life with visual impairment.

The Shanghai screening presented the film on the big screen to highlight its bold storytelling and National Geographic's emphasis on fresh perspectives, Wang Yan, director of branded content at National Geographic, said.

She added that the event aimed to inspire audiences, echoing the brand's core message that the spirit of adventure is not just about distant places but also about finding beauty in everyday life through curiosity and kindness.

"Blink" will have additional screenings during the Shanghai International Film Festival and has received a wave of positive feedback and rave reviews from audiences and critics.

"This screening is not just about showcasing a film; it is National Geographic's contemporary interpretation of the spirit of adventure," Wang said. "We encourage everyone to become a 'life adventurer' — to see, discover, cherish, remember and ultimately protect the beauty of our planet."

Looking ahead, she said National Geographic will continue to use its lens as a bridge between the distant and the familiar, striving to balance adventure and healing as it opens a new chapter in exploration.

Wang also outlined National Geographic's brand strategy. She noted that since its founding in 1888, more than 137 years ago, National Geographic has been dedicated to expanding the boundaries of human knowledge. The organization has documented major scientific milestones, such as early 20th-century expeditions to the Arctic and the rediscovery of the Inca citadel Machu Picchu. 

Today, as a globally influential documentary entertainment brand, National Geographic aims to continue connecting people and the world through high-quality content in China, awakening a sense of responsibility for the Earth and inspiring curiosity, Wang said.

Wang Yan, director of branded content at National Geographic, speaks at a screening of "Blink" during the 27th Shanghai International Film Festival, June 20, 2025. [Photo courtesy of National Geographic]

Wang said National Geographic has consistently collaborated with top documentary creators worldwide. In the past two years, acclaimed theatrical releases such as "Fire of Love" and "Jane" have been introduced in China. The brand has also co-produced hundreds of hours of China-themed content with local partners.

Documentaries including "Extreme China" and "Ancient China from Above" have been released on National Geographic's global platforms. Nearly 1,600 hours of original overseas content have also been made available on major domestic streaming platforms such as iQiyi, Bilibili, Tencent Video and Youku, with new shows like "Underdogs" planned for the future.

Additionally, National Geographic's outdoor clothing brand entered the Chinese mainland market in 2023, offering products designed for both city life and outdoor activities.