破圈·跨海：中国文化走进全球 | 2025中国—东盟博览会品牌文化出海交流会

Core Insights - The narrative of Chinese companies going global has evolved from merely exporting products to sharing a culturally rich experience and identity [1][3] - The recent event hosted by 36Kr focused on the theme of cultural export, highlighting the new paths, challenges, and opportunities for Chinese culture in the global market [1][3] Group 1: Gaming Industry - Chinese self-developed games generated over $9.5 billion in overseas sales in the first half of 2025, marking an 11% growth and the highest point in five years [4] - The focus of game exports is shifting from Europe and North America to emerging markets in Southeast Asia and Latin America, indicating a deeper localization effort [4][5] - Successful acceptance of Chinese games abroad is attributed to their engaging gameplay and emotional resonance with local cultures [5] Group 2: Short Video Industry - Chinese short video products have reached over 200 countries, with in-app purchase revenues nearing $700 million in Q1 2024, a fourfold increase from the previous year [6] - The trend has shifted from simple translations of content to creating original works that resonate with local cultures and values [6] - The production quality of short videos has significantly improved, evolving from basic mobile recordings to high-quality, professionally produced content [6] Group 3: New Consumer Brands - New consumer brands are increasingly focusing on building brand capabilities and deep localization to penetrate overseas markets [7] - Examples include adaptations of local cultural elements in branding and product offerings, such as seasonal themes and local attire for mascots [7] - Chinese brands are being perceived not just for their affordability but as "attitude choices," reflecting a deeper cultural connection with consumers [7] Group 4: Overall Cultural Export - Cultural export involves a comprehensive expression that includes products, content, services, aesthetics, pricing, and emotional value [8] - The evolution of cultural export is seen as an upgrade in expression methods rather than a mere traffic miracle [8] - 36Kr continues to document and report on new trends in cultural export, supporting Chinese enterprises in their global narrative [8]