Looking at "C-Culture" Going Global from Internet buzzwords
2024-10-09
Recently, Tencent Video's popular drama "The Story of Rose" has appeared on a well-known video platform in South Korea, triggering a craze for binge watching; The ancient costume drama "Mo Yu Yun Jian" produced by Youku topped the video charts in Thailand, South Korea and other places. On overseas social media platforms, there are millions of posts under the entry "cdrama" (Chinese TV drama), which has helped "C-Drama" become a new buzzword overseas. As the main means of content management and algorithm recommendation on social platforms, keywords (i.e. tags and keywords) can effectively reflect user preferences. In recent years, on overseas social media platforms such as TikTok and YouTube, a number of Chinese cultural terms such as "cdrama" and "donghua" (pinyin for animation, referring to Chinese animation) have been gaining popularity. Under these terms, tens of millions of short videos and billions of views and likes confirm that web dramas, anime, and online literature are becoming the calling cards of China in the digital culture era, promoting the "C-Culture" (Chinese culture) to go global. Currently, domestic dramas such as "Celebrating More Years (Season 2)", "The Story of Roses", "Ink Rain Between Clouds", and "Walking with the Phoenix" have surpassed 100 million or even 1 billion views on some social media platforms overseas. In the overseas film and television rating community, many Chinese dramas have been rated above 8 points and have a good reputation. In terms of the activity level of the entry, currently "cdrama" is second only to "kdrama" (Korean drama) on social media platforms such as TikTok and YouTube, but far exceeds "jdrama" (Japanese drama) and "thaidrama" (Thai drama), becoming the second ranked non English drama category. The overseas popularity of Chinese TV dramas has directly boosted the popularity of the "cdrama" entry. Chinese online literature and animation, known for their imaginative imagery and delicate emotional descriptions, not only occupy a large part of the original "webnovel" and "webtoon" entries, but also work together to transform Chinese pinyin words such as "donghua" (animation), "manhua" (manga), "xianxia" (xianxia), "wuxia" (martial arts) into popular online vocabulary. It is not difficult to observe behind these hot words that Chinese online literature, animation, and web dramas have embarked on a highly Chinese style path of going global. The internet literature, known as China's new "fifth great invention", has gained worldwide popularity. Anime and web dramas incubated by internet literature mostly carry typical "Chinese forms" or "Chinese cores". The first batch of popular words such as "wuxia" and "xianxia" that were widely spread on overseas social media platforms, most of their related works inherit ancient Chinese supernatural novels and martial arts novels, and integrate Taoist culture, full of peculiar fantasies and descriptions of love, friendship, and loyalty; In terms of animation visual presentation, from background drawing to character modeling, Chinese scenery, ink painting techniques, and traditional Chinese clothing are also clearly highlighted. The high concentration of "Chinese cultural content" inevitably brings difficulties in understanding, but it cannot stop overseas "fans" from following in their footsteps. They provide animation editing and work recommendations under their favorite works, and also discuss and "popularize" the background and content of the works. For example, the recently launched Chinese 3D animation "Zhan Shen Zhi Fan Chen Shen Yu" had nearly 100000 likes on TikTok just two days later. Netizens in the comment section using English, Thai, Indonesian, and Russian have had a serious discussion on how to translate the name of this animation. Diversified and open social platforms have played a unique role in bridging cultural barriers. To successfully go global, "grouping" is more effective than "going it alone". Tencent and other Chinese digital cultural enterprises are promoting the export of cultural IP, pioneering the "online literature+animation+drama" model. After the success of a category, it is easier to establish an image and reputation among unfamiliar markets and users by continuously producing new works and eating more with one fish. Overseas fans have gradually become accustomed to the idea of repeatedly switching between novels, animations, and TV series with the same IP, and actively seek more Chinese cultural works based on this. I really wish this novel I like could turn into a TV series. Where can I see this C-Drama novel? "... Such discussions are everywhere in the comments section on overseas social media platforms. Whether it's "cdrama" or "donghua", cultural exports have driven more young people's attention to Chinese culture and society: relying on the gorgeous and diverse ancient clothing styles in online dramas, "hanfu" has become a popular term on overseas social media platforms; The sudden rise of Chinese campus dramas in the past two years has made many overseas users feel that the "Chinese school uniform" (Chinese school uniform), which mainly consists of loose T-shirts and sportswear, also has a unique charm. The carrier of Chinese culture going global, consisting of web dramas, web literature, and anime, is making "C-Culture" shine brightly. (New Society)
Edit：NiChengRan Responsible editor：Chenze
Source：People's Daily
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