First, there was the free MBTI test of the second season of China Literature's "Celebrating More Than Years", which was simultaneously broadcast on Disney+. Then, MiHoYo's "Genshin Impact" was launched for three months and was downloaded nearly 37 million times worldwide. Then there was Maple Leaf Interactive's short drama, which attracted a large number of audiences to follow and love overseas. Chinese cultural products are moving towards the world at an unprecedented speed and scale, and behind this lies a market opportunity of hundreds of billions, as well as a deep collision of cultural influence.
New Three Ways leads the new wave of cultural overseas expansion
The "three new things", represented by online articles, online dramas, and online games, are becoming the main force for Chinese culture to go overseas. They are different from the output of cultural products in the traditional sense. They rely on digital technology and the Internet platform MBTI personality test to integrate into the daily lives of overseas users in a lighter and more interactive way.
As the industry leader, China Literature Group has its platforms covering more than 200 content categories, and has successfully promoted IPs such as "The Son-in-law" and "Langya Bang" to the world. These works should be used in various forms such as audio, animation, film and television, so that overseas readers can subtly feel the charm of Chinese culture while enjoying the story.
The 20th International Cultural Expo’s new overseas strength
At the upcoming 20th International Cultural Expo, a group of "new troops" whose culture has gone overseas will be on display. China Literature Group will bring its latest exploration results in overseas markets, Yawen Communication will present it in this way, Maple Leaf Interactive will also appear in this way, MiHoYo will also display relevant results, and Weiyu Interactive Entertainment will also present its latest exploration results in overseas markets.
This exhibition is the first time for Yawen Communication since its establishment. They have brought more than a hundred IP and brand cooperation cases. The person in charge of the company stated that he hopes that by participating in this exhibition, he will show the whole world that content with Chinese cultural roots is rapidly improving its international competitiveness. He is fully looking forward to exploring new ways to go global with industry elites around the world.
Online dramas go overseas, sparking global drama-watching craze
Chinese film and television works are gradually becoming a key window for overseas audiences to understand China. "Celebrating More Than Years Season 2" was simultaneously broadcast on Disney's streaming media platform, which triggered a new round of global drama-watching craze. The Chinese-style machinations and family ethics presented in the drama allowed overseas audiences to appreciate the unique charm of oriental stories.
The trend of short dramas developing overseas is also very rapid. The ReelShort platform launched by Maple Leaf Interactive, a Shenzhen company, focuses on the content of short dramas that are about one minute in length. It not only includes domestic popular works that are directly translated, but also has a large number of localized customized short dramas with European and American faces. Such a content form with fast pace and strong conflict characteristics accurately caters to the viewing habits of overseas users.
Online articles go overseas to build a solid content foundation
The source of it all is Internet literature. The "2023 China Online Literature Development Research Report" shows that the market size of overseas online literature has exceeded 4 billion yuan, with approximately 230 million overseas visitors, covering more than 200 countries and regions around the world. A total of 410,000 online writers have emerged overseas, and they use Chinese or their mother tongue to create works with a Chinese online style.
In 2017, Maple Leaf Interactive launched Wattpad, a global online writing platform. In 2020, Maple Leaf Interactive launched Kiss, an interactive novel platform. These platforms have accumulated a large number of excellent Chinese works and a large number of original scripts, which have become important sources for subsequent short play adaptations, thus forming a complete content chain from text to images.
Online games go global and carry the dual genes of culture and technology
Online games, with their dual attributes of culture and technology, have a natural advantage in spreading traditional culture. MiHoYo's "Genshin Impact" has been downloaded nearly 37 million times globally in just three months since its release. The game incorporates Chinese costumes, decorations, Chinese natural features and traditional food, allowing players to experience Chinese culture in the game.
Weiyou Interactive Entertainment specializes in expanding H5 games overseas. Its self-developed distributed platform has provided services to more than 100 overseas companies. The core team of this company established in 2019 are all industry veterans. They hope to further expand their "social circle" for overseas cooperation by participating in the CIIE for the first time.
An in-depth exploration from walking out to walking in
When culture expands overseas, taking the first step is only the beginning. What is more important is to go deep into it and integrate into it. China Literature Group holds the view that online literature, online dramas, and online games can become important forces because they use forms that are loved and accepted by overseas audiences to achieve the presentation and expression of Chinese culture on a global scale, allowing users to naturally create emotional resonance while enjoying entertainment.
Allowing IPs with truly global influence to create the MBTI personality test is the key to going global in depth. The characters in "Qing Yu Nian" can make overseas audiences empathize, and the scenes in "Genshin Impact" can make players around the world yearn for it. Only in this way can the spiritual core of Chinese culture be truly understood and recognized. This requires practitioners to continue to work hard in content production and localization adaptation.
After reading these cases of cultural spread overseas, which type of product, namely online literary works, online TV series or online games, do you think has the best chance of producing the next Chinese intellectual property that will set off a global craze? Welcome to share your own opinions in the comment area. Through likes, more people can see the spread of Chinese culture around the world.