In recent years，Culture “going global”，Showing an accelerating trend。

Although compared to Hollywood’s globalized content industry system，Cultural export even to Japan and South Korea，Chinese cultural export is still relatively in its initial stage。The more positive trend is，With official advocacy and support，And the quality of local content，Cultural overseas is becoming a kind of "cultural consciousness" for Chinese companies。

Among them，There are some breakthrough achievements，Bring some "highlight moments" to China's overall "cultural going global" strategy，But at the same time, we also face many problems。This also makes the path and method of “cultural going global” worth exploring。 

Especially in the current international environment，Cultural "going out" has been given more important significance in the context of the new era。

A perspective，As a world-class cultural symbol、Effective paths and methods to improve the country’s cultural soft power，IP going overseas has become a key link for culture to go global。To this extent，This also provides a certain quantifiable basis for cultural exports。

From the current situation of Chinese IP overseas，Based on the characteristics of the rapid development of the Internet in the Chinese market，With traffic pattern，IP going global has become a “minor trend”，Especially in games、Performance in literature and other fields is even more outstanding，Meanwhile，IP influence，Both the breadth and depth need to be greatly improved。

As Internet companies have become strong participants in China’s IP construction，And the integrated development of the Internet and content on a global scale，The competition for IP overseas is becoming more intense。

This is for the Chinese companies involved，It will also be a new proposition。Explore，It’s just the beginning。

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The cultural and creative industry has entered the fast lane in recent years，Take movies as an example，China has become the second largest box office market after North America。The growing cultural and creative industry is no longer satisfied with the domestic market，Start deploying to the global market。

The recently released "Chinese Cultural Symbols Achieving 188bet app download the New Era: Cultural IP Evaluation Report 2018-2019" (hereinafter referred to as the "Report") puts forward the perspective of IP "going overseas" evaluation，To the movie、Serial、Game、Literature、Comics、Assessed the "overseas" situation of 74 cultural product IPs in animation and other fields。

It can be seen from this，IP overseas has become a craze，Many companies hope to use traffic IP and capital to push their overseas doors，But few succeed。

This idea of ​​going overseas is actually a continuation of the inertia of the development of the cultural and creative industries in the Chinese market。

Based on the characteristics of the rapid development of the Internet in the Chinese market，With traffic capacity，Chinese IP may become popular overseas in a short time，But the flaws are also more obvious，IP without local cultural core，Not only is it unable to build its own uniqueness and create long-term commercial value，Lack the ability to tell Chinese stories well。

China Film、"The Wandering Earth" jointly produced by Beijing Culture and Tencent Pictures and other companies provides a path of "Chinese elements"。This also puts this IP at the top of the TOP 20 annual Chinese IP overseas evaluations in the "Report"。

The summit of "The Wandering Earth"，Because it has grasped the essential law of IP going overseas，That is, the combination of sophisticated production content and in-depth interpretation of Chinese elements。

May this year，This work became a hit when it was launched on Netflix，Among them，Famous Japanese game producer Hideo Kojima did not forget to share "The Wandering Earth" on Twitter while he was "rushing" to work on "Death Stranding"。And back in February，Netflix purchased the rights to this movie，and translated into 28 languages，Sold simultaneously in 190 countries and regions around the world，Make this “little broken ball” popular overseas。

Return to the content itself，The in-depth exploration of Chinese elements in "The Wandering Earth" is an important reason why it "breaks out" as a local science fiction exploration work and becomes a hit。It is based on Chinese spirit，Extends the understanding of the real world，And the trend judgment of the future world。The idea of ​​​​escape with "home"，Reflects the Chinese people’s feelings about home and country，At the same time, it is similar to the setting of the "World Ship" in the international science fiction circle。This setting，It has gained wider emotional recognition around the world，Successfully realized cross-cultural communication。 

However，"The Wandering Earth" is just the beginning of the attempt，There is still considerable room for growth in the expression of “Chinese elements” 188bet online sports betting in the future。As shown in the Report，In all user comments of TOP20 IP，The mention rate of “China” and typical Chinese cultural elements is 65% and less than 1%；Discussants currently focusing on "Chinese Elements"，A considerable number of them are Chinese overseas，Especially Chinese students and Chinese youth。 

This somewhat reflects the reality of culture going overseas。As we have paid attention to previously，This requires focusing on the improvement of local content itself on the content supply side，Even considering the consumption needs of overseas audiences for content in global distribution from the beginning，Integration of Chinese elements and international context。

2. Upgrade expression methods to attract overseas users to participate

In actual experience of going to sea，Due to previous attempts in the international market for many years，Chinese films are considered to be in the cultural and creative industry，Currently the most appropriate use of Chinese elements、Reasonable industry。

In comparison，Literature、The content development of most works in animation and other fields is still at the surface level。Although products containing Chinese martial arts culture or traditional historical culture，Still the most popular type of Chinese cultural products among overseas users，But the obvious problem at this stage is that user participation is low。 

This is because，Many literary IPs are based on fantasy、Mainly the Xianxia type，Although it has the symbolic characteristics of Chinese culture，But the core of the story is still Western magic、Game and other modes for killing monsters and upgrading，The expression method has not been upgraded from the kernel。 

From the perspective of the consumption needs of overseas audiences，After decades of reform and opening up，Overseas users are no longer just a few sets of Chinese Kung Fu、An era when a few lines of Peking Opera and Kunqu Opera can completely attract people，They are eager to truly understand the core of Chinese culture。

As a representative IP on the list in the two-dimensional field，"Fox Fairy Matchmaker" and "Under One Person" have made breakthroughs in this aspect:

1、Based on the content，"The Little Matchmaker of the Fox Demon" takes elements of the "Tushan Fox Demon" from mythology，By reinvention，will be combined with the Chinese folk belief of "the old man pulls the red thread"，Create the image of "Tushan Fox Demon Red Thread Fairy"，Thus establishing the framework of the entire story。

And "Under One Person" itself is an animation IP with traditional cultural colors。Taoist culture 188bet app as the spiritual core，Incorporate Taoist elements into it，Using a two-dimensional approach to interpret traditional Chinese culture。

2、From the perspective of audio-visual performance，Clothing styles based on traditional Chinese clothing，Scene layout design based on traditional Chinese architecture，Let "Fox Fairy Matchmaker" reflect the "Chinese quality" on the screen。"Under One Person" directly adds elements of Chinese dialect，While improving the intimacy of the work，Also using dialects to express some of China’s regional culture。 

In this way，We have achieved unity in terms of the core of the story and the form of expression，Let overseas users，Especially some young users have the most direct understanding of Chinese culture。Attract users to break through language barriers，Take the initiative to learn about some "interesting" Eastern culture，For example, "Fox Demon" tells the story of "death" and "rebirth", concepts that people from cross-cultural backgrounds can find resonance with。

Judging from the subsequent route to sea，Comic serialization 3 years later，"Fox Fairy Matchmaker" starts animation，Then July 2017，Login to Japan TOKYOMX TV station，The positive rate of student broadcasting in NICONICO continues to rise，And while playing，On Twitter、Topic discussions on popular social areas such as 2CH are highly popular。

Same，"Under One Person" is also opening up overseas，The Japanese version of "Under One Person 2" is also broadcast on Japan's TOKYO MX TV station，The old Japanese animation magazine "Animage" also published three articles in a row。 

What "The Little Matchmaker" and "Under One Person" have in common，Via "Mystery"、The way of attracting overseas users with tags such as "hunting" is outdated，Development of cultural IP，Need to start from two levels: the core of the story and the form of expression，Perform Eastern culture in a modern way。

3. Three major inspirations from new cultural creativity in helping IP go overseas

According to the public information in the "Report", trace the participation of enterprises in TOP20 IP (holding copyrights or developing products，Any IP participation by highly relevant companies will be included in the parent company，Ruyuewen Group—Tencent、Youku-Alibaba) shows: Tencent participates in more than half of the products；Alibaba comes second，Perfect World、Wanda Pictures tied for third place。

Overall，Although rankings vary，Every company is beginning to make forward-looking plans based on its own resource endowments，And formed their own set of methodologies。Tencent 188bet Online Sports Betting and Casino upgraded its cultural strategy from pan-entertainment to "new cultural and creative" last year。

New cultural creation emphasizes the unity of cultural value and industrial value，And clearly stated，All undertakings and businesses related to cultural production，All can be included in the scope of new cultural and creative linkage，Aims to link all possible resources to create Chinese cultural symbols。

From this dimension, “New Cultural Creativity” as a cultural production method，The goal is consistent with IP’s overseas expansion，In IP out to sea，New cultural innovation is becoming an important driving force:

1. First, return to the values ​​of IP itself.

On the basis of creating high-quality works，Create IP with long-term vitality in an orderly manner，Be patient、Long-term shaping，Rather than eager for quick success。This is also the basis for overseas competition。

In comparison，The industrialized production system in the European, American and Japanese regional markets has stricter requirements for cultural and creative products，Higher individual appreciation ability basically eliminates the possibility of survival of shoddy works。The idea of ​​“traffic is king” is difficult to implement in these areas，Only the content-oriented model can be recognized by users。

Looking from the history of Chinese IP overseas，Whether it is the early "Crouching Tiger, Hidden Dragon"，Still the current "Wandering Earth"，A loyal interpretation of IP values，This is the prerequisite to ensure that these works gain reputation overseas。

2. The linkage of new cultural creation.

Try to connect all causes and businesses related to cultural production。For non-commercial organizations，New cultural and creative industries provide industry entrance，Allows cultural institutions to have greater space in shaping the soft power dimension。Going beyond the past collaboration where commercial organizations were the main unit，Cultural institutions that look at the entire society，This expands the soil of the cultural and creative industry from the bottom up，Only the fertility of the underlying soil，It is possible to achieve "mass production" of high-quality products。

With the Forbidden City、You can see it in many cooperation cases such as Dunhuang Academy，New cultural creation not only pays attention to drawing nutrients from national cultural traditions，Can better activate classic cultural symbols。 

3. Pay attention to the carrying of IP cultural value.

This makes new cultural creation and Chinese cultural elements have a natural connection。Meanwhile，Creative and innovative transformation 188bet online sports betting of traditional culture，Sought after by young people，It means that traditional culture is entering the current trend of life for young people。Therefore，Use the new cultural and creative system to expand the cultural and creative industry chain，Instead of mechanically grafting the production line，It is also a production method that respects the IP core。

For example, "Under One Person" has achieved initial success overseas，Previously, we tried to make cross-border outings based on the strong connection between the content itself and traditional culture，Carried out the creative release of the concept model of the "Human Soul" fashion brand，Reinterpretation of fashion through Taoist representative elements such as "crane" and "auspicious cloud"，Very popular among teenagers。These elements were completed with the rigorous and accurate guidance and support provided by Tencent Taoism and Taoist institutions。

*Source of this article: WeChat public account"East-West Entertainment"(ID:EW-Entertainment)，Original title: "Current situation and prospects of “IP overseas”: New cultural and creative linkage becomes an important driving force》.