“South” is a primary external propaganda brand of the South International Communication Center (南方國際傳播中心), or SICC, a state media organization under the Nanfang Media Group (南方報業傳媒集團), officially launched on July 3, 2025. “South” is a rebranding of its predecessor, “GDToday,” which was established in November 2023. The brand, which has a presence on most overseas social media platforms, is both a reference to Guangdong as a southern province, and an awkward acronym for “Service, Orientation, Unity, Tellers and Horizon,” in with “tellers” is a reference to Xi Jinping’s injunction to “tell China’s story well.”