2025年的最后一个黄昏，来自天南地北的人们相约在西子湖畔的流霞余晖里。他们有的正在等待一 场万人演唱会的开场，有的刚看完一出精彩的梨园大戏，也有人刚从中国历代绘画大系典藏馆沉浸式的 光影中走出来。 当一年一度的杭州文旅画卷缓缓展开，一面是良渚玉琮的温润、宋瓷釉色的清雅、西湖烟雨的朦 胧，另一面则是文化出海的潮涌、全民阅读的热浪、青春戏曲的澎湃。 过去的一年，杭州有哪些文化新现象火爆出圈？又有哪些文旅新地标拔地而起？在"十四五"与"十 五五"的交汇点上，文旅融出新天地，且以诗意共远方。 新三样 破浪千帆竞 有优质的内容，有创新的表达，有精准的扶持，更有长期主义的定力、韧性与后劲，杭州作为文 化"新三样"出海的"排头兵"，正在从量的积累迈向质的飞跃。 新阅读 这一年来，什么是杭州文化"出海"的硬通货？以网文、网剧、网游为代表的文化"新三样"，正在全 球掀起现象级的"中国风"。 《黑神话：悟空》持续刷新全球在线玩家纪录，杭产剧《藏海传》登陆海外190个国家和地区，中 国网络作家村入驻作家出品作品海外读者累计突破1.6亿人次……如今，杭州文化"新三样"的海外用户 已经覆盖全球10多亿年轻人，成为中华文化走向世界的新 ...

Group 1: Overview of Cultural "New Three Samples" Going Global - The cultural "New Three Samples" of China, represented by online literature, online film and television dramas, and online games, have rapidly risen and gained popularity in overseas markets [1][3] - By 2025, the transformation of these cultural exports is shifting from scale expansion to "value cultivation" [1] Group 2: Online Literature Evolution - Online literature is moving away from reliance on "爽文" (light and entertaining stories) to creating "cultural interfaces" that resonate globally [3][4] - As of 2025, there are approximately 200 million active overseas users of Chinese online literature, covering over 200 countries and regions [3] - The "Beautiful China International Writing Plan" aims to support 20 outstanding online literature works over two years, attracting global creators [4] Group 3: Micro-Short Dramas Development - The micro-short drama industry is evolving beyond "cultural fast food" to focus on content quality, industry clustering, and integration [7] - The establishment of a vertical screen drama operation center in Hengdian Film Base supports the creation of high-quality micro-short dramas [7] - Industry leaders emphasize the importance of capturing the real temperature of life and deep cultural values in short narratives [7] Group 4: Online Gaming Transformation - The Chinese gaming industry is transitioning from creating "hit products" to deeply exploring traditional cultural IPs and building global influence [9][10] - As of 2025, Zhejiang has implemented 20 specific measures to support the internationalization of the gaming industry, enhancing the global dissemination of Chinese traditional culture [9][10] - The gaming ecosystem in Zhejiang consists of over 1,500 related enterprises, promoting a healthy collaborative environment for game exports [12]

Core Insights - The 19th Hangzhou Cultural Expo highlighted the global impact of China's cultural "new three samples" including online literature, web dramas, and online games, with significant international engagement and recognition [1][3][6] Group 1: Cultural Industry Growth - Hangzhou's cultural industry has been a focus for over 20 years, with its added value surpassing 1 trillion yuan in 2016, 2 trillion yuan in 2020, and exceeding 3 trillion yuan in 2023, maintaining a leading GDP share nationally [3][6] - The city has 343 cultural enterprises in the "new three samples" sector, accounting for about two-thirds of the province, and has cultivated 85 key national cultural export enterprises [1][3] Group 2: International Expansion - In 2024, Hangzhou's cultural product exports are projected to reach $1.8 billion, with online games and animation being the primary drivers [7] - The overseas market for Chinese games is expected to generate $18.557 billion in revenue in 2024, constituting 33.62% of total revenue for Chinese game companies [6][7] Group 3: Digital Integration - By mid-2025, revenue from digital cultural enterprises in Hangzhou is expected to reach 466.2 billion yuan, making up over 78% of the total revenue from cultural enterprises in the city [3] - The integration of digital technology into the cultural industry is a key growth driver, with companies leveraging AI for content creation and distribution [10] Group 4: Content and Market Adaptation - High-quality content and its adaptability to overseas markets are crucial for successful international expansion, as demonstrated by companies like NetEase, which has launched over 150 games globally [7][9] - The shift from "borrowing boats" to "building boats" for overseas expansion reflects a trend towards controlling the entire production and distribution chain [9] Group 5: Cultural Integration Challenges - While short dramas have gained popularity overseas, true cultural integration remains a challenge, requiring careful design to resonate with international audiences [11][13] - The success of culturally rich products like "Black Myth: Wukong" illustrates the potential for deep cultural immersion and resonance with global players [11][13] Group 6: Collaborative Synergy - The synergy between online literature, web dramas, and online games is forming a robust industry ecosystem, with over one-third of writers in the Chinese online writer village engaging in short drama creation [13] - As the industry matures, the focus is shifting from mere product output to a deeper understanding of Chinese cultural values [13]

Core Insights - The event held on September 27 in Hangzhou High-tech Zone (Binjiang) focused on the globalization of online literature IP and cross-industry transformation, gathering various stakeholders to explore innovative paths for digital content export and ecosystem construction [1][3]. Group 1: Industry Development - The High-tech Zone (Binjiang) is recognized as a development hub for online literature, online dramas, and online games, with the cultural "new three samples" enterprises achieving a revenue of 98.28 billion yuan in 2024, of which online gaming companies contributed 91.65 billion yuan [1]. - The export value of cultural "new three samples" exceeded 1.2 billion USD, fostering successful overseas products such as "Naraka: Bladepoint," "Yanyun Sixteen Sounds," "Cang Hai Chuan," and "Douluo Dalu" [1]. Group 2: Policy Initiatives - The district released "10 Reform Measures" and "40 Policy Measures" to promote the export of cultural "new three samples," focusing on innovation in cultural industry policy, financial services, service experience, and content export carriers [3]. - A special fund of 500 million yuan was established to support high-quality "cultural + technology" enterprises and significant projects in digital content creation and core technology research [3][4]. Group 3: Support for Creative Works - Financial support of up to 5 million yuan is available for high-quality original cultural content that promotes traditional Chinese culture and advanced socialist culture [4]. - For original online literature IP that is adapted into online games or dramas and publicly released, a reward of up to 2 million yuan is available for the copyright-holding enterprises [4].