Explore social needs with the heart of "to conscience", and create social value with the heart of "to conscience". In the view of Sanqi Mutual Entertainment, this is the core essence of social responsibility.
As an Internet entertainment enterprise with the mission of "bringing happiness to the world", Sanqi Mutual Entertainment (002555. SZ) has always believed that games, like other cultural works, have richer value beyond entertainment, which can enrich people's hearts, shape cultural identity, and contribute to the construction of a better society.
In recent years, by continuously excavating excellent traditional cultural themes and relying on game products to promote Chinese culture to go overseas, Sanqi Mutual Entertainment has made a lot of efforts to create a digital communication carrier of traditional culture that the public likes to see.
Culture is plugged into the wings of science and technology
"At present, half of the projects in the data product department of the company's technology center are AI-related, and AI-related projects account for more than 50% of the human investment." At the 21st China International Digital Interactive Entertainment Exhibition held at the end of July this year, Wang Chuanpeng, vice president of data of Sanqi Mutual Entertainment Technology Center, talked to reporters about the importance of AI to Sanqi Mutual Entertainment.
At present, the game industry, as an early experimental field of AI technology, has already implemented the application of AIGC (generative artificial intelligence), which is profoundly changing the research and operation of games, and is increasingly empowering the output of game culture.
In fact, Sanqi Mutual Entertainment has long applied AIGC to related products and cultural communication, and "Green Onion Girl" is a vivid case. With the support of the internal technology platform, Sanqi Mutual Entertainment uses AIGC cutting-edge technologies such as physical simulation, motion capture, and face capture to create its first digital virtual human "Onion Girl". "Onion Girl" can not only show anthropomorphic expressions and actions, but also communicate and interact with users, support users to obtain a strong interactive entertainment experience, and enrich the creative expression of various cross-border scenes with the inherent sense of futurism and technology of digital virtual humans.
In order to further enhance the value of digital virtual humans and support their function of carrying and creating positive social impact, Sanqi Mutual Entertainment has designed a unique character setting for "Green Onion Girl", building it into a curious cultural explorer and disseminator to participate in activities such as the promotion of traditional culture and art, and the cooperation of cultural tourism consumer brands.
At the booth of Sanqi Mutual Entertainment at the 20th China (Shenzhen) International Cultural Industry Expo and Trade Fair held in May this year, the reporter also saw that players only need to wear a headset to travel in one second, and experience intangible cultural heritage content such as Cantonese speaking ancient times, Hong boxing, and Cantonese opera in the metaverse space.
Whether it is an AI virtual human that is keen to spread excellent traditional culture, or the latest products that are deeply rooted in Chinese cultural genes, it reflects that Sanqi Mutual Entertainment gives full play to the creative advantages of online game content, focuses on the integration and innovation of cultural resources and digital technology, broadens the boundaries of game value creation, creates more digital scenes of "technology + culture", and promotes culture out of the circle.
Tell a good story and open up overseas markets
Sanqi Mutual Entertainment, which has been recognized as a key national cultural export enterprise for many consecutive years, has cleverly combined the essence of Chinese culture with the expectations of global players to create a flowing digital picture.
Sanqi Mutual Entertainment's game based on the famous painting "Riverside Scene at Qingming Festival" in the Northern Song Dynasty - "Call Me the Big Shopkeeper" is one of them. "Call Me the Big Shopkeeper" integrates the "Song Dynasty business culture" into all aspects of the game. In order to better empower cultural "double creation", the game continues to explore the linkage with cultural content such as "Lion Dancing", "Peking Opera" and "Cantonese Culture", integrating excellent traditional Chinese cultural elements into the game and showing users the characteristics and charm of Chinese culture.
In the game, players seem to travel through time and space, put themselves in the bustling market, and experience the prosperity of "the city is full of jewels, and the households are prosperous". Cultural activities such as festivals, shadow puppet shows, and keju performances in the game also tell Chinese stories, allowing the world to hear ancient legends from the East.
Under the "Belt and Road" initiative, "Call Me Big Shopkeeper" also launched a special edition of the "South China Sea Silk Road", outlining the glorious picture of the ancient Maritime Silk Road with digital brushstrokes, so that 360 million overseas users can feel the grandeur and romance of "the moon is born on the sea, and the end of the world is at this time" in the virtual voyage.
Sanqi Mutual Entertainment's phenomenal product "Puzzles & Survival" released overseas deeply implements the operation strategy of "adapting measures to local conditions", extracts the creative elements loved by users in different regions, and combines excellent traditional Chinese cultural content in a targeted manner, and continues to expand the influence of brand culture in a way that is easy for overseas users to accept.
Through the practice of Sanqi Mutual Entertainment, cultural exports and overseas performance growth have indeed gone hand in hand. It is understood that at present, Sanqi Mutual Entertainment's game business has covered more than 200 countries and regions around the world, and has issued a number of high-quality games such as "Puzzles & Survival", "Douluo Continent: Soul Master Showdown", "Call Me the Big Shopkeeper". In 2023, Sanqi Mutual Entertainment's overseas revenue will be 5.807 billion yuan, accounting for 35.1% of the company's total revenue (16.547 billion yuan). Sanqi Mutual Entertainment has achieved rapid growth in overseas business for many years. According to Data.ai data, since April 2022, Sanqi Mutual Entertainment has successfully ranked among the top three Chinese game manufacturers going overseas, demonstrating the company's strong ability to go overseas.
Intangible cultural heritage helps farmers increase income
In addition to telling Chinese stories overseas, at home, especially in Guangdong and Anhui, Sanqi Mutual Entertainment has not only rejuvenated intangible cultural heritage, but also enriched the "money bags" of local farmers.
The "Walking in Guangzhou Red" series of activities is a key activity for Sanqi Mutual Entertainment to continuously explore the dissemination of intangible cultural heritage empowered by digital. In 2023, under the guidance of the Cyberspace Administration of the Guangzhou Municipal Party Committee, Sanqi Mutual Entertainment will take the theme of "Intangible Cultural Heritage in Guangdong, Walk in Guangzhou", adhere to the concept of "Intangible Cultural Heritage in Life", and combine the "City Walk" lifestyle that contemporary young people love, and extensively link more than 100 local offline urban spaces to create activities such as intangible cultural heritage walking maps, intangible cultural heritage wonderful theater tours, and metaverse walking blocks. "Walking in Guangzhou Red" once attracted the attention of the majority of netizens in a lightweight, interesting, multi-linkage, and high-participation way, and actively interacted and shared on social platforms, creating another cultural communication business card of "Internet + intangible cultural heritage".
In Anhui, Sanqi Mutual Entertainment has integrated various intangible cultural heritage elements of Anhui into its products and activities. Under the guidance of the Propaganda Department of the Anhui Provincial Party Committee, Sanqi Mutual Entertainment and the metaverse art community "Meta Beyond" launched the first intangible cultural heritage-themed metaverse art camp in Anhui Province "Huangshan Intangible Cultural Heritage Camp", using digital modeling and Unreal Engine core technology to create an open virtual public cultural space, and launched it at the 13th China Digital Publishing Expo to show Huizhou culture empowered by digital technology to audiences from all over the country. Through wearable VR devices, users can immerse themselves in Anhui's representative intangible cultural heritage projects such as Huizhou folk songs, Huizhou opera, Huizhou Mulian opera, Sheyan, and Huimo in the metaverse space, and immerse themselves in the creative expression of traditional culture.
Sanqi Mutual Entertainment also went deep into Wuhu, Anhui, Huangshan, Anhui, Guiding in Guizhou and other places to find local characteristic products, and built a direct procurement model to support the expansion of product sales channels. The company has also discussed with local businesses and farmers many times to inject new cultural connotations and visual expressions that meet the aesthetic needs of the audience into the products, and integrate the descriptions of mountain and river scenery, production technology and artistic characteristics into agricultural products such as rice, tea and embroidery, and carry out trendy creative design to enhance the cultural added value of rural characteristic products.
Zhang Junwei, ESG Director of Sanqi Mutual Entertainment, emphasized that games should play an extended role in cultural expression and dissemination. Adhering to the original intention of "inheriting the essence of Chinese culture", Sanqi Mutual Entertainment will always be committed to building games as a bridge for cultural dissemination, integrating intangible cultural heritage, urban customs, and trendy elements into the game world.
(Source: China Securities Journal)
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