The landscape of cultural products is experiencing a profound transformation, largely due to the ongoing innovations in digital technology. As we venture into a deeper understanding of the implications of digital shifts, we observe that the digitization of cultural goods injects substantial dynamism into the arena of digital cultural trade. With various factors, including supportive policies, technological advancements, and capital investments, China’s digital cultural trade has seen remarkable growth in both scale and diversity, significantly enhancing the global reach of Chinese culture.
A pivotal aspect of this evolution is the symbiosis between cultural industries and digital technologies, which has sparked the emergence of new qualitative productivity. Digital innovations empower all aspects of the cultural industry, from conceptual design and content generation to production, distribution, copyright protection, and the development of ancillary products. Moreover, they foster the establishment of new markets for data-driven products, resulting in a richer diversity of cultural goods and services. This transformation not only amplifies the variety of offerings but also enriches their expressive capabilities.
Across multiple domains such as online literature, gaming, e-sports, and digital animations, cutting-edge technologies like 5G, augmented reality (AR), artificial intelligence (AI), cloud computing, and blockchain are gaining traction. These tools enhance the quality of cultural products while also providing a substantial impetus for innovation within the cultural sector. An example is AI translation technology, which has streamlined the process for online literature and short dramas to reach international audiences effortlessly, dramatically lowering operational costs for firms while allowing instantaneous engagement with global readers. Such innovative export models are aiding the diversification of network literature types, languages, and reader demographics, offering greater opportunities for cross-cultural interaction.
Furthermore, as digital cultural platforms expand internationally, they play a crucial role in promoting the distribution of Chinese culture globally. Capitalizing on robust resources and technological advantages, these enterprises pursue partnerships and acquisitions to forge original content platforms abroad, and they leverage digital tools to analyze and engage overseas audiences, thereby cultivating a sustainable viewership. Take music streaming services like Tencent Music’s JOOX and short-form video platforms such as Douyin (TikTok), which utilize innovative storytelling methods to disseminate Chinese music, dance, and multimedia content worldwide.
Placing works of Chinese literature into translation on platforms like the international version of iReader also enables international readers to enjoy Chinese narratives more easily. The internationalization of these digital media platforms not only broadens the horizons for Chinese cultural transmission but also enriches the cultural experiences available to global audiences.
The dynamic synergy within China’s digital cultural trade is encapsulated in the trio of cultural exports: online literature, gaming, and web-based TV dramas, which are collectively referred to as the “New Three”. These forms captivate international audiences with their unique charm and serve as pivotal carriers for cultural exchange. Online literature in particular boasts an intrinsic capacity for cross-cultural storytelling, marrying the literary treasures of both East and West through an accessible internet framework. Following the establishment of noteworthy platforms like Shi Tu Literature and Qidian Chinese Network in 2001, the global influence of Chinese online literature has steadily grown. Today, it stands parallel to notable figures like Hollywood blockbusters, Japanese anime, and Korean dramas, collectively recognized as the "Four Cultural Wonders of the World." The market for Chinese online literature abroad has eclipsed 4 billion yuan in 2023, with a stable increase in both the quality and quantity of publications. This flourishing variety not only provides rich intellectual property (IP) resources for downstream sectors including film and gaming but also facilitates mutual enhancement among the IPs of literature, gaming, and web series.
The gaming industry, inclusive of e-sports, forges its path in creative storytelling, interactivity, and cultural exchange, effectively allowing Chinese narratives to soar on the wings of technology and creativity while inviting users from across the globe to enjoy a shared experience. During the mobile internet era, Chinese gaming enterprises have significantly ramped up their research and development expenses, establishing synergies between online and offline operations, which has steadily shifted the global gaming market’s framework. Evidently, China’s mobile gaming landscape leads the world in user spending. Moreover, gaming developers like MiHoYo with its title “Genshin Impact” expertly integrate traditional Chinese elements such as seasonal festivals and classical arts, immersing overseas players in the rich tapestry of Chinese culture.
Additionally, the burgeoning e-sports market in China is making inroads internationally. The 2023 Hangzhou Asian Games spotlighted e-sports for the first time as a medal event, showcasing three homegrown titles on the stage. This underscores the expanding influence of China's e-sports industry and heralds unprecedented opportunities for growth. Chinese e-sports enterprises are enthusiastically participating in the global landscape, exporting their business models and industry standards, thereby contributing Chinese insights and strengths to the worldwide e-sports arena.
Network television dramas represent another narrative vehicle showcasing the stories of contemporary China. Since 2023, a noticeable trend in the domestic TV market points towards fewer but higher-quality series. Production companies are increasingly focusing on the essence of content and viewer experience, with online platforms emerging as vital channels for distributing domestic dramas both at home and abroad. Domestic dramas have garnered audiences across Asia, Africa, and Europe, with the export process and content undergoing iterative refinements. Traditional methods of overseas distribution primarily involved foreign channels purchasing and then dubbing Chinese dramas for broadcast. This passive approach heavily relied on intermediary platforms, thus limiting its potential to create synergies. In contrast, contemporary distribution strategies allow content producers to utilize international versions of domestic video platforms or collaborate with global streaming services like YouTube for direct engagement with foreign audiences. This shift not only enhances the effectiveness of Chinese dramas abroad but also enriches viewing options for international audiences.
Recently, realistic-themed dramas that record societal progress, development, and improvements in people’s living standards have risen to prominence in the global market. Series like “The Story of Mountains and Seas,” which details collaborative poverty alleviation efforts between Fujian and Ningxia provinces, and “Chicken Feather Rising to the Sky,” illustrating over 30 years of reform and entrepreneurial journeys in Yiwu, effectively highlight China’s approach towards modernization while disseminating core socialist values. Such narratives foster deeper connections with overseas audiences.
As more and more domestic series enjoy success abroad, the landscape of Chinese cinematic exports is transitioning from mere sales of films and variety shows to a stage where original IP is sought for overseas adaptations. The talent and creativity of Chinese creators have gained international recognition, exemplified by the Hollywood adaptation of “Hello, Li Huanying” and the international appetite for “In My 30s.” Such successes not only bolster China’s cinematic reputation worldwide but also carve out new avenues for sharing Chinese culture on the global stage.
In a world increasingly influenced by the concise and engaging realm of short-form content, platforms featuring short videos and micro-dramas have emerged as vital tools for transcending cultural barriers. As domestic growth in social media and short video platforms begins to plateau, companies are looking outwards toward expanding their reach internationally. Apps like Kwai, TikTok, and bilibili have launched overseas, facilitating cross-cultural interactions and dialogues among various nations.
TikTok, in particular, has achieved phenomenal growth and has become a focal point in global social media discussions. According to data released by data.ai in 2024, TikTok emerged as the first non-gaming app to generate over 10 billion USD in consumer spending. This achievement showcases not only the platform's significant imprint in global markets but also the robust support it offers for disseminating Chinese cultural narratives. The versatility and accessibility of short video content play an instrumental role in breaking down cultural, language, and geographical barriers. Government, major media entities, and grassroots organizations leverage short video platforms to narrate compelling Chinese stories in both official and relatable tones. These content themes encompass daily life, travel, culinary arts, and wellness, continuously captivating large audiences abroad.
Meanwhile, leading enterprises in the micro-drama domain are also making strides in global markets. Tailored micro-drama applications are being launched with a keen eye on potential audiences, as seen with platforms like Fengye Interactive's ReelShort and Dianzong Technology’s DramaBox. These applications are rapidly gaining traction in overseas markets, with several of them achieving top rankings in download charts. The compact nature and short duration of micro-dramas offer new opportunities for international dissemination, positioning them as powerful agents in exporting Chinese culture abroad.