The landscape of cultural products is experiencing a profound transformation, largely due to the ongoing innovations in digital technologyAs 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 tradeWith 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 productivityDigital innovations empower all aspects of the cultural industry, from conceptual design and content generation to production, distribution, copyright protection, and the development of ancillary productsMoreover, they foster the establishment of new markets for data-driven products, resulting in a richer diversity of cultural goods and servicesThis 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 tractionThese tools enhance the quality of cultural products while also providing a substantial impetus for innovation within the cultural sectorAn 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 readersSuch 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
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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 viewershipTake 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 easilyThe 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 exchangeOnline literature in particular boasts an intrinsic capacity for cross-cultural storytelling, marrying the literary treasures of both East and West through an accessible internet frameworkFollowing the establishment of noteworthy platforms like Shi Tu Literature and Qidian Chinese Network in 2001, the global influence of Chinese online literature has steadily grownToday, 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 publicationsThis 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
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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 frameworkEvidently, China’s mobile gaming landscape leads the world in user spendingMoreover, 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 internationallyThe 2023 Hangzhou Asian Games spotlighted e-sports for the first time as a medal event, showcasing three homegrown titles on the stageThis underscores the expanding influence of China's e-sports industry and heralds unprecedented opportunities for growthChinese 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 ChinaSince 2023, a noticeable trend in the domestic TV market points towards fewer but higher-quality seriesProduction 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 abroadDomestic dramas have garnered audiences across Asia, Africa, and Europe, with the export process and content undergoing iterative refinementsTraditional methods of overseas distribution primarily involved foreign channels purchasing and then dubbing Chinese dramas for broadcastThis passive approach heavily relied on intermediary platforms, thus limiting its potential to create synergiesIn 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
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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 marketSeries 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 valuesSuch 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 adaptationsThe 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 barriersAs domestic growth in social media and short video platforms begins to plateau, companies are looking outwards toward expanding their reach internationallyApps 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
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