文化产品“出海”又“出圈”

Core Insights - The article highlights the growing international appeal of Chinese cultural products, with significant successes in various media formats and a supportive policy environment for cultural exports [1][3]. Group 1: Cultural Export Trends - The recent release of the "2025-2026 National Cultural Export Key Enterprises Directory" includes over 400 companies and more than 120 projects, indicating a structured approach to promoting cultural exports [1]. - The types of cultural products being exported have diversified, moving from traditional forms to digital formats such as web novels, web series, and online games [1][2]. Group 2: Digital Cultural Trade Advantages - Digital cultural products have low marginal costs, strong replicability, and sustainable content updates, making them well-suited for cross-border dissemination [2]. - The collaboration between domestic and international digital platforms is evolving, exemplified by the successful overseas release of Chinese web series like "White Night Chase" on Netflix [2]. Group 3: Investment Opportunities - The cultural export sector is still in its early stages, with strong policy support and less susceptibility to external disruptions, making it an attractive area for investment, particularly in the gaming and media sectors [3]. - The increasing user base and higher average income in overseas markets suggest that cultural exports could achieve higher valuation levels [3]. Group 4: Localization and Global Narrative - The localization of cultural products involves three stages: translation, building localized narratives, and creating IP derivatives and local communities [3]. - Successful examples like LABUBU demonstrate the potential for cultural products to resonate emotionally with global audiences, enhancing their marketability [3]. Group 5: Technological Integration and Marketing - Companies like BlueFocus have leveraged AI technology to enhance their overseas marketing efforts, with revenue from international operations projected to exceed 48 billion by 2024 [4]. - The establishment of a standardized terminology database for game localization has improved translation quality and consistency, facilitating the entry of Chinese games into international markets [4]. Group 6: Government Support and Industry Development - Local governments are increasingly recognizing the importance of cultural industries, with initiatives to support game exports and enhance international communication [5]. - The development of public service platforms and policies to support small and medium-sized enterprises in their international endeavors is still needed to strengthen the cultural export ecosystem [5][6].