From May 23rd to May 27th, the 20th China (Shenzhen) International Cultural Industry Fair will be held at the Shenzhen World Convention and Exhibition Center.
A few days ago, the press conference of the Information Office of the Shenzhen Municipal Government revealed that the "new three" head resources of the cultural "new three" that have blown the "Chinese style" in the world will gather at the site of the fair.
Site map of previous cultural fairs
The term "new three things" was first proposed in a special report of the General Administration of Customs in early 2023, which originally referred to three emerging commodity categories that have developed rapidly in China in recent years in international trade, namely: electric manned vehicles, lithium-ion batteries, and solar batteries.
So, what are the "new three things" of culture going to sea? What are the top resources that will be unveiled at this fair? The Cultural Expo, which ushered in the year of the weak crown, why did it pay special attention to the "new three" of cultural going to sea this year?
What are the "new three things" of culture going overseas?
In recent years, new carriers represented by online texts, online dramas, and online games have swept the "Chinese style" around the world with the momentum of breaking bamboo, and have been called the "new three things" of culture going overseas.
- Web article
In February this year, the Institute of Literature of the Chinese Academy of Social Sciences and China Literature Group jointly released the "2023 Research Report on the Development of China's Online Literature". According to the report, in 2023, the market size of online literature going overseas will exceed 4 billion yuan, with about 410,000 overseas online writers, about 620,000 overseas original works, and about 230 million overseas visiting users, covering more than 200 countries and regions around the world, of which the United States has the largest number of users.
Source: China Literature
- Web series
In recent years, well-known domestic streaming media platforms represented by "Aiyouteng" (iQiyi, Youku, Tencent Video) and other well-known domestic streaming media platforms have been working hard to build global broadcast channels for their own film and television works. Sweet pet dramas represented by online dramas such as "The Rumored Chen Qianqian" have become the "new stars of going to sea" in national dramas, and they have a tendency to compete with Japanese and Korean idol dramas.
From the second half of 2023, short dramas have rapidly become popular overseas, pushing Chinese Online's overseas short drama application ReelShort into the spotlight of all parties.
In March 2024, the "2024 Short Drama Overseas Market Insights" report released by the third-party data platform Sensor Tower showed that as of the end of February 2024, more than 40 short drama apps had tested the waters in overseas markets, with a cumulative download of nearly 55 million times and an in-app purchase revenue of $170 million.
- Online
In the past annual report season, games going overseas are becoming a "conspicuous package" in the report cards of major game companies. Tencent Holdings, miHoYo, Sanqi Mutual Entertainment, Century Huatong, Shenzhou Taiyue and other companies have performed well in overseas game business. Gamma data shows that in 2023, the actual sales revenue of Chinese companies' self-developed games in overseas markets will be 16.366 billion US dollars, which has exceeded 100 billion yuan for four consecutive years.
The domestic game "Genshin Impact" is linked with Sky Tree, a well-known landmark in Tokyo, Japan
Why you should care
The "new three" of culture going to sea?
Online texts, online dramas, online games.
Throughout the development of the "new three things" of culture going overseas, each piece of work in different forms integrates and innovates the mode of cultural expression, and shows the three-dimensional and rich image of China to the world through active dissemination and overseas export of integrated narratives.
Take Shanghai miHoYo Company, which is about to appear at the Cultural Expo, as an example.
On the eve of this year's Spring Festival, miHoYo's open-world adventure game Genshin Impact was launched at the same time. In the Genshin Impact universe, the "Sea Lantern Festival" coincides with the Chinese New Year, and players around the world can experience the strong Chinese style of "Colorful Harrier Spring Breeze" in the game world.
In the game, traditional Chinese lion dance elements are also integrated: jumping, squatting, rolling, lunge, buckle step...... introduced by the "Genshin Impact" creative team, and some intangible cultural heritage skills are also used in the game to promote the plot and render the atmosphere, "hoping to shorten the distance between global users and Chinese culture".
At the same time, through the overseas of online articles, online dramas and online games, we can better understand the value of cultural diversity, and accept the differences and novelties brought by different cultures with a more open mind.
As Hou Xiaonan, CEO of China Literature, said, "Cultural going overseas is not a single-dimensional communication, but a real way to reach the hearts of people around the world, and form emotional resonance and cultural identity with global users." ”
According to reports, China Literature, as a comprehensive cultural industry group based on digital reading and with IP cultivation and development as the core, will bring a series of wonderful IP displays that are popular at home and abroad in Hall 11 (Cultural Industry Comprehensive Hall B) of the Cultural Expo.
Top resources for leading enterprises
Gather at the 20th Cultural Expo
According to the press conference, at the 20th Cultural Expo, a number of leading enterprises with "new three things" will participate in the exhibition. These include:
- Shanghai miHoYo, a two-dimensional cultural Internet enterprise that creates animation, comics, games, novels and other products around original IP
- CMGE, a key national cultural export enterprise and a leading global IP game operator
- Yawen Media, the world's leading digital content cross-border distribution and operation service provider, and the first market-oriented institution in Chinese mainland to realize the overseas distribution of content
- A new generation of interactive story games in China, the leader of reading outlets - Maple Leaf Interactive
- The world's leading commercial service provider of H5 games and the head enterprise of H5 games going overseas - Weiyou Interactive Entertainment
- ……
Among them, Shenzhen Yawen Information Communication Co., Ltd. is the first time to participate in the fair, the person in charge of the company told Shenzhen Satellite TV & one Shenzhen client reporter that the company hopes to use the platform of the fair to focus on promoting cross-border copyright distribution and promotion, social media marketing, brand full-link operation and promotion of three major businesses.
"This year, we are especially looking forward to communicating and cooperating with outstanding enterprises at home and abroad in the direction of digital cultural products and international communication in cities represented by China, so as to jointly promote the global dissemination of Chinese culture."
Silk Road Vision Technology Co., Ltd., which has participated in the ninth session of the Cultural Expo, is also one of the "overseas forces" participating in this exhibition. This year, they will focus on a VR interactive immersive experience project - "Ancient Books and Travels".
"With the help of virtual reality technology, "Ancient Books and Travels" will digitalize, three-dimensional, and diversified presentations of the exhibition, so that the excellent traditional Chinese culture can be 'lived'." The person in charge of the company told reporters, "The 'new three' has emerged overseas with its unique cultural characteristics and innovative expressions, and hopes to work with more partners through this exhibition to jointly open up a new world of culture out of the circle and culture out of the sea." ”
Data map of previous cultural fairs
It is understood that there are about 6,000 online and offline exhibitors at this fair, 60 online and offline participating countries and regions, and 108 countries and regions visiting, exhibiting and purchasing.
Many exhibitors who are committed to cultural going overseas told reporters that in their view, the industries covered by the cultural "new three" have basically formed a relatively mature business model, and they are also facing high-intensity competition in the domestic market. "Nuggets" overseas are also needed for the survival of enterprises.
With the help of the super "circle of friends" of the Cultural Expo, while constantly seeking its own business development, it will further display and expand the international influence and dissemination of Chinese culture. It is the common expectation of these cultures to go to sea "new army".
Author / Tan Shijing, Mao Yun
Part of the content source / Xinhua News Agency, Daily Economic News, Shangguan News
Typesetting / Liu Yajing
Reviewed by Jin Yangyi