BEIJING, Dec. 12 (Xinhua) -- Heads of 210 Confucius Institutes worldwide, which are institutions promoting Chinese language and culture outside China, called for building the Institutes into a "world-acknowledged brand".

    "We should strengthen cooperation to build up a world acknowledged brand of Confucius Institute, to better promote Chinese language and culture," said Richard L. McComick, president of the Rutgers State University of New Jersey of the United States, at the second Confucius Institute Conference which was closed on Wednesday.

    At the two-day conference, Confucius Institutes heads exchanged teaching views and management expertise, and staged an exhibition on their language teaching achievements.

    George A. O. Magoha, vice-chancellor of University of Nairobi of Kenya, said with the escalating of China's image on the international arena, the founding of Confucius Institutes met the demand of surging worldwide enthusiasm for Chinese language and culture.

    Magoha said Africa needs more Chinese teachers since African people were finding more business opportunities with China.

    Observers believe Confucius Institutes, as a "cultural export", will provide effective leverage to boost China's traditions and win the country friendship and appeal around the world.

    Confucius, born in 551 B.C. in eastern province of Shandong, was considered "a great Chinese thinker, philosopher, statesman and educator". He was also the founder of Confucianism.

    Advocating the "building of a harmonious society" through individual self-refinement in manners and taste, Confucianism dominated Chinese society for centuries and was spread to Europe in the late 16th century.

    The Chinese government has set up non-profit Confucius Institutes worldwide since 2004. So far, a total of 210 Confucius Institutes have been established in 64 countries and regions.

    Hao Ping, president of the Beijing Foreign Studies University, said Chinese universities were speeding up their process to assist their foreign counterparts to set up Confucius Institutes.

    "The institutes paid full respect to the culture and customs of respective countries, and successfully promoted the Chinese culture with the theme of harmony and prosperity," he said.