Chang Jin

A large number of online dramas, online literature, and online games have gone overseas, which not only enriches the category of cultural "going global", but also promotes the wall-breaking spread of Chinese culture

Winning traffic is only the first step, and cultural going overseas cannot be satisfied with providing "electronic mustard", but also pursue value precipitation

Many people may not expect that the popular domestic short dramas are also quite popular in the international market.

"It's really exciting!" This is a highly praised comment on a hit drama on ReelShort, an overseas micro-short drama platform. A 200-year-old American user bought the platform's services for $0 per year after becoming obsessed with micro-skits.

近年来，包括微短剧在内的网络影视剧以及网络文学、网络游戏，在海外市场迅速站稳脚跟，影响力持续扩大，成为文化出海“新三样”。数据显示，中国微短剧海外应用已突破300款、全球累计下载量逾4.7亿次，产品覆盖200多个国家和地区。2024年，中国自主研发游戏在海外市场的销售收入达185.57亿美元，网络文学出海头部平台之一“起点国际”累计海外访问用户近3亿人次。

A large number of online dramas, online literature, and online games have gone overseas, which not only enriches the category of cultural "going global", but also promotes the wall-breaking spread of Chinese culture.

In the past, making dumplings, playing Tai Chi, speaking Chinese and other cultures went to sea, attracting more Chinese culture lovers. The "New Three" of cultural going overseas aims at a wider audience and breaks down cultural barriers with common language. These products are integrated into the daily cultural consumption of foreign audiences, giving birth to new ways of cultural communication. Overseas audiences can not only see the cultural symbols and historical symbols from China, but also imperceptibly feel our spiritual characteristics, the core of civilization, as well as the sophisticated production level and innovation ability behind the products.

比如，ReelShort运营初期，直接把国内微短剧翻译后上线海外，市场反响平平。之后改变策略，从输出内容转为输出标准、输出理念，演员、场景、剧本就地取材，不断贴近海外用户内容偏好，产品迅速出圈，全球日活跃用户达1000万人次。找准情感共鸣，融入当地特色，是文化传播的通行证。它让作品“落地生根”，也让文化交流“润物无声”。

Of course, there is still a lot of room for improvement in the quality of some products in the "new three" of cultural going overseas. However, it is encouraging for China's cultural industry to go overseas in a market-oriented way, and to achieve an all-round output from creative planning to production and broadcasting, which can promote deeper exchanges and mutual learning, and is conducive to the formation of a more lasting cultural influence.

Winning traffic is only the first step, and cultural going overseas cannot be satisfied with providing "electronic mustard", but also pursue value precipitation. On the one hand, it is necessary to strengthen the awareness of high-quality products, and attract overseas audiences with richer themes, more beautiful narratives, and more sophisticated productions. On the other hand, it is necessary to establish the thinking of the whole industry chain, create a comprehensive service system integrating creative design, product production, brand incubation, marketing and distribution, and build a good cultural communication ecology.

Come to Journey to the West Mythology to be a "Destiny Man" and go to the online game world to be an "e-sports expert...... Nowadays, there are many Chinese cultural products such as "Black Myth: Wukong" and "Full-time Master", which have many overseas fans, showing the charm of contemporary China with high-quality content, trendy technology and form. Behind these works, there are exciting stories of contemporary developments. It is our responsibility to tell it well, and it is also a gift to the world.