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The West Lake Experience of Cultural Continued 'Going Global'

2024-09-18

The sales volume on the entire platform has exceeded 15 million copies, with sales exceeding 5.1 billion yuan.

The Steam platform has over 3 million concurrent players and ranks first in single player games.

Cross border platforms are selling peripheral products one after another, and as soon as they are newly launched, they become explosive.

Dominate screens in 12 countries including the United States, Singapore, Thailand, Canada, Brazil, and Italy.

The first 3A game in China, "Black Myth: Wukong" (hereinafter referred to as "Wukong"), has caused a huge response overseas and has also sparked a wave of Chinese cultural enthusiasm on the international stage.

Three popular "keys" for "Wukong" overseas

What kind of magic does "Wukong" contain that can trigger such a grand cultural carnival and enthusiastic pursuit worldwide? We have discovered three important clues to decipher the explosive cultural code of 'Wukong'.

Clue 1: excavate the essence of Chinese traditional culture and show the spirit of Chinese people.

From the childhood "Monkey Brother" to the classic 1986 version of "Journey to the West" and then to the movie "Journey to the West". Sun Wukong, the hero holding a golden cudgel and wearing a lock armor, has appeared on the screen in various forms multiple times, becoming a memory for generation after generation.

In the eyes of many players, Wukong is not simply a game character, but a representation of the brave, fearless, clever and cunning Monkey King from childhood memories. In the game, players can experience the bravery and wisdom of Sun Wukong, as well as the spirit of the Chinese behind it, and deeply understand the heroism, moral concepts and philosophy in Chinese traditional culture, so as to feel a cross-cultural understanding and respect.

Clue 2: Spread Chinese culture to the world with the most Chinese appearance.

The Chinese traditional cultural elements that can be seen everywhere in "Wukong" have deeply impressed many overseas players, who want to follow this "Wukong" to check in Shanxi ancient architecture. On the Amazon platform, the sales of the English version of "Journey to the West" have surged, and even more enthusiastic bloggers have followed in the footsteps of the classic 1986 series "Journey to the West" by offering online tutoring.

In addition, the clothing textures, weapon designs, and even movements of the characters in "Wukong" not only ensure that each piece has its own origin, but also provide concrete popularization of Chinese culture to players from various countries. Wukong, with its most Chinese appearance, successfully crossed the cultural boundaries between the East and the West, achieving the "going global" and "going global" of Chinese culture.

Clue 3: The first domestically produced 3A game that perfectly integrates technology and creativity.

The 28 constellations of Yuhuang Temple in Jincheng, Shanxi Province, the twin towers of Kaiyuan Temple in Quanzhou, Fujian Province, the strange pines and rocks in Mount Huangshan Mountain, the beautiful landscapes in Zhangjiajie and many other Chinese buildings and landscapes with unique styles were perfectly reproduced in the game.

The graphics and artistic style are top-notch, just like a movie! "As the first domestically produced 3A game, the exquisite production of" Wukong "is breathtaking, with stunning graphics and captivating plot, showcasing the perfect integration of technology and creativity. It has not only won an excellent reputation among players worldwide, but even won the Best Visual Effects Award on the stage of international game exhibitions, keeping pace with top works from gaming powers such as Britain, the United States, and Japan.

Cultural 'going global' relies on strength to 'attract fans'

In fact, there are still many enterprises in Xihu District that have mastered these cultural codes, and Xihu culture has also achieved fruitful results in "going global".

Macao International Television Festival nominated the Best TV Drama Award, and the Second Global Digital Trade Expo won the Global Digital Trade Fair Pioneer Award (DT Award), which was selected as the "Outstanding International Recommended Drama" by the New York Times in 2023; On YouTube, the number of clicks has exceeded 60 million, covering over 500 million people... The TV drama "Go to a Windy Place" produced by Huace Film and Television has blown the wind of domestic film and television to the world, and the healing wind of Dali to overseas. It has also driven a wave of tourism in Dali.

The original game created by enterprises in Xihu District has also gained a large number of "foreign fans" overseas. The shooting game "Life and Death Sniper" independently developed by Wujian Technology is deeply loved by overseas players for its exquisite and realistic game graphics, extremely high sound effects and art quality, as well as innovative cross-border integration of many elements such as Chinese style, virtual idols, and technological culture. In 2022, "Sniper 2" was released globally and immediately demonstrated impressive revenue generating capabilities.

Chang'an 30000 Miles "has been selected for the screening section of the 2024 Annecy Animation Film Festival, becoming a globally acclaimed" Chinese style romance "; 'Walking Towards the Wind' was successfully selected for the 'Cloud+' annual drama list, with overseas views exceeding 56 million and a coverage of over 450 million people; The water show culture brings the "technology+art" light and water show feast to more than 20 countries and regions

In recent years, West Lake District has set sail and achieved remarkable results in the magnificent journey of "cultural globalization", presenting vivid and lively pictures of Chinese stories to the world.

How to "break through the circle" on the road of "going out to sea"

As an important part of the historical and cultural city of Hangzhou, Xihu District has always been at the forefront of "cultural globalization".

How did this path of 'going out to sea' break through the boundaries?

Literary and artistic works are the foundation of the cultural industry. Only by investing sufficient effort in cultivating high-quality products, relying on high-quality resources and cultural confidence, building a cultural and artistic incubator, and continuously launching high-quality works, can we continuously polish the cultural West Lake golden signboard. "The person in charge of the West Lake District Cultural and Creative Center said that using quality to pave the way is a" key step ".

The Zhejiang Zhijiang Script Creation and Research Center (Zhijiang Script Writing Village), which is vigorously built by Xihu District, is a gathering and exchange place for literary and artistic talents. Countless inspirations and ideas collide here, providing a continuous stream of "energy" for the high-quality content creation of cultural and creative enterprises in Xihu District. For projects that have already been completed, Xihu District has issued the "Management Measures for Special Funds Support Projects for Literary and Artistic Development in Xihu District", improved the creative support system, and carefully cultivated a batch of literary and artistic masterpieces with distinct "Xihu imprints".

Good wine is afraid of deep alleys, so the channels and platforms for going global are also crucial for enterprises. And Xihu District has the only export-oriented national level film and television industry park in China - the China (Zhejiang) Film and Television Industry International Cooperation Zone. The cooperation zone actively holds various activities and forums, continuously helping high-quality literary and artistic works to expand their territory through channels, technology, cooperation, and other aspects, and building an exchange platform for "sharing Chinese stories with the world through audio-visual media".

There should be content, a platform, and more importantly, technology. On the basis of maintaining the essence of traditional culture, cultural and creative enterprises in Xihu District are driven by innovation and actively introduce digital technologies such as 5G, cloud computing, big data, and artificial intelligence, greatly enriching the forms of expression and dissemination of cultural products.

For example, Huace Film and Television's independently developed global one-stop copyright trading cloud platform - C-dramaRights cloud platform, with its efficient, convenient, and global characteristics, has built an unlimited bridge for global film and television practitioners. In the first half of 2024, the number of overseas users on the platform has exceeded 8000, and the signing amount of copyright transactions has exceeded 200000 US dollars.

As another iconic achievement of China's cultural soft power output, "Wukong" has set a new benchmark for the future "going global" path of Xihu District. From the global success of "Wukong" to the comprehensive development of various cultural and creative fields such as film, tourism, and performing arts, West Lake District has always been guided by quality, guaranteed by mechanisms, and driven by numbers, firmly adhering to the cultural "confidence in going global" and telling the stories of West Lake and China to the world.

In the future, Xihu District will continue to leverage its own advantages, deepen international cooperation, promote more excellent cultural products to the world, and make "Xihu Boutique" more eye-catching on the global stage.


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