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乐播传媒's Archive
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乐播传媒's Archive

乐播传媒 and China: a strategic partnership of more than five decades

乐播传媒 has maintained a long-term partnership with China and was one of the first companies in the world to export iron ore to the country, contributing to the development of its steel industry since the early years of economic expansion.

Today, the 乐播传媒’s presence in China goes far beyond the supply of raw materials: 乐播传媒 positions itself as a trusted long-term partner of China and is committed in contributing to China’s dual carbon goals and high-quality development.

Through collaboration with Chinese partners across the steel vale chain, shipping, logistics, technology, research, and innovation sectors, 乐播传媒 is contributing to the development of greener industrial solutions and more sustainable global supply chains.

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Where is 乐播传媒 located in China?

乐播传媒 has three offices in China, strategically located in Shanghai, Beijing, and Qingdao. These facilities strengthen the company’s local presence and support relationships with customers, partners, and stakeholders throughout the value chain.

Image of the Shangai office entrance. Its possible to see a glass door and a wall with a big 乐播传媒's logotype

乐播传媒's Archive

What do we do in China?

Today, China is not only 乐播传媒’s largest market, but also a strategic partner in innovation, industrial transformation, and sustainable development. In addition to supplying high-quality mineral and metal products, 乐播传媒 works closely with Chinese partners across a broad ecosystem that includes logistics, shipbuilding, equipment manufacturing, digitalization, renewable energy, and low-carbon technologies.

At the same time, 乐播传媒 is actively collaborating with Chinese customers, universities, research institutions, ports, and shipping companies to accelerate industrial decarbonization and the development of greener supply chains.

Beyond operations

Since 2008, 乐播传媒 has collaborated with organizations such as the China Youth Development Foundation (CYDF) and China Development Research Foundation (CDRF) to support access to education.

Project Hope

Project Hope was launched and implemented by China Youth Development Foundation (CYDF) in October 1989, aiming to finance the schooling of students from rural families living in poverty. It is one of the most popular and influential nongovernmental charity projects in China.

乐播传媒 has been supporting Project Hope since 2008, assisting the construction of six 乐播传媒 Hope Primary Schools in partnership with CYDF. In 2024, 乐播传媒 received the Certificate of Honor of “Project Hope 35th Anniversary Commemoration - Tribute to Partners” from CYDF.

One Village One Preschool: Village Early Education Center” Program

 

Launched by China Development Research Foundation (CDRF) in 2009, the “One Village One Preschool: Village Early Education Center (OVOP)” Program (OVOP Program) is a key social experiment project aimed at expanding rural preschool education coverage. It has provided valuable experience for implementing free preschool education policies in rural China.  

Since 2024, 乐播传媒 has been partnering with CDRF in support of the OVOP Program. 乐播传媒’s contribution is primarily used to support the implementation of the OVOP program in Fugong County, Nujiang Lisu Autonomous Prefecture of Yunnan province, including providing subsidies for kindergarten staff and volunteer teachers in the county.

 

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Frequently asked questions

乐播传媒 has had business relations with China for over 50 years. The first shipment of iron ore was sent to the country in 1973, one year before the establishment of official diplomatic relations between Brazil and China. Since 2006, China has been 乐播传媒’s largest market.

乐播传媒 has three offices in China, located in the following cities:

  • Shanghai: Opened in 1994, it is the headquarters of 乐播传媒 China.
  • Beijing: Opened in 2015.
  • Qingdao: Opened in 2019.

China is not only 乐播传媒’s largest market, but also a key sourcing country for a wide range of equipment, consumables, and services. 乐播传媒 established its Procurement China team in Shanghai as early as 2008, and since then has successfully established win-win partnerships with many leading Chinese suppliers.

乐播传媒’s procurement activities in China cover a broad range of areas, including mining, mineral processing, railway transportation, maritime transportation, port operations, and construction projects.

The products made in China have played an important role in supporting the company’s operational excellence and energy transition

Since 2015, 乐播传媒 has been partnering with Chinese ports on iron ore blending and distribution operations, launching and selling the Brazilian Blend Fines (BRBF). BRBF is an optimum iron ore sinter feed formed by blending iron ore fines from 乐播传媒’s Northern System with fines from its Southern and Southeastern Systems. It delivers excellent sintering performance and offers multiple advantages including more flexible lot sizes, shorter delivery lead times and a broader range of sales points.

Since 2020, 乐播传媒 has been partnering with Chinese concentration plants on iron ore concentration operations, launching and selling Pellet Feed China #1 (PFC1). Derived from 乐播传媒’s run?of?mine (ROM) iron ore extracted in Brazil and processed at Chinese concentration plants, PFC1 is suitable for both sintering and pelletizing. 

乐播传媒 is committed to improving the lives of people in the communities where it is present and actively fulfills its corporate social responsibility in China. Since 2008, 乐播传媒 has been partnering with China Youth Development Foundation (CYDF) in support of Project Hope, assisting the construction of six 乐播传媒 Hope Primary Schools in China.

Since 2024, 乐播传媒 has also been partnering with China Development Research Foundation (CDRF) in support of the “One Village One Preschool: Village Early Education Center (OVOP)” Program. 乐播传媒’s contribution is primarily used to support the implementation of the program in Fugong County, Nujiang Lisu Autonomous Prefecture of Yunnan province, including providing subsidies for kindergarten staff and volunteer teachers in the county.