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]

Core Insights - The report indicates that by 2024, the proportion of overseas sales revenue from self-developed Chinese games will reach 33.62% [1] - The Chinese gaming industry has entered an early stage of localization after over 20 years of development, with leading companies like Tencent Games establishing localized R&D and independent overseas brands [1] - China and the United States are the two largest gaming markets globally, with projected market sizes of $47 billion and $46.1 billion respectively in 2024 [1]

Group 1: Chinese Game Industry Performance - In the first half of 2025, China's self-developed games achieved actual sales revenue of $9.501 billion in overseas markets, representing a year-on-year growth of 11.07% [1] - Mini-games are becoming a core growth engine for overseas expansion, characterized by lightweight formats that meet fragmented demand, technological empowerment through AIGC, and social-driven traffic growth [1] - The strong performance of the cultural industry overseas injects confidence into the market, highlighting the effectiveness of the overseas strategies of related gaming companies [1] Group 2: Horizon Series Sales Growth - As of July 2025, the global cumulative sales of the Horizon series games reached 38 million copies, an increase of 5.3 million copies from 32.7 million reported in April 2023 [2] - The growth is primarily attributed to the PC port of "Horizon: Forbidden West," the release of the spin-off "LEGO Horizon Adventure," and the "Zero Dawn Remastered" [2] - The series has established itself as one of PlayStation's top IPs, showcasing strong IP vitality and market recognition of related gaming companies' IP management capabilities [2] Group 3: Collaboration in Web3 Strategy - Gaming operator Zhongyou announced that its wholly-owned subsidiary SuperNova has signed a memorandum of cooperation with one of the first issuers in Hong Kong's stablecoin sandbox for payment integration testing [3] - This move is part of Zhongyou's accelerated Web3 strategy, which includes launching a Web3 aggregation payment tool to support various payment methods, including stablecoins regulated by new Hong Kong laws [3] - The integration of stablecoin payment testing is expected to enhance user experience and broaden business boundaries, increasing market attention on blockchain-related sectors [3]