The former Communist Youth League chief in Xinjiang is the new spokesman for the restive Uygur-dominated region.
Luo Fuyong succeeds Hou Hanmin, a propaganda official with a high profile both at home and abroad.
Luo has been made head of the publicity department and spokesman for the Xinjiang regional government, according to local sources.
"I was named to take the office on March 24," Luo confirmed yesterday.
The 41-year-old said that Hou had been promoted to standing deputy director of the Communist Party's publicity department in Xinjiang, while he had taken charge of her duties in dealing with the news media.
Luo - an Urumqi-native Han Chinese and doctorate degree holder who specialises in economic issues regarding population, resources and environment - had been the head of the Communist Youth League in Xinjiang until March.
In the aftermath of the appointment of media-savvy Zhang Chunxian as regional party chief in April 2010, his publicity chief Hou was available around the clock to quickly respond to journalists in and outside the country.
Hou's mobile phone rang unanswered following the attacks on a government office and police station in Lukqun township in Shanshan county of Turfan on June 26, in which 35 people were killed, including rioters.
There was no official announcement about the personnel reshuffles, nor an explanation as to why Hou had not responded in her capacity as regional spokeswoman to inquiries by the Post following a clash in Bashu county, Kashgar, in late April, which claimed 21 lives, including those of six assailants.