Core Insights - The report outlines three major trends in the Chinese media market for 2025: emotional resonance, value return, and global connection [1] Group 1: Emotional Resonance - The media is becoming a "barometer" for emotional value, reflecting the growing demand for emotional connection in society [2][3] - By August 2025, content related to emotional healing on platforms like Douyin and Kuaishou has reached 709.7 billion views, indicating a significant shift towards emotional economy [2][11] - Media serves as a "laboratory" to validate and optimize emotional communication, using data from likes and shares to gauge audience sentiment [3][19] Group 2: Value Return - The fragmentation of media consumption has led to a resurgence in demand for high-quality content, with over half of users expressing dissatisfaction with algorithmic recommendations [4][5] - The media is transitioning from a "traffic era" to a "value era," focusing on structured, serialized, and thematic content to build long-term value [5] Group 3: Global Connection - As Chinese brands expand internationally, media plays a crucial role in global storytelling, with over 85 international communication centers established and 2,300 domestic media accounts operating overseas [6][7] - The media is adopting a dual approach of "localization" and "in-situ" strategies to bridge cultural gaps, using relatable narratives and local influencers to enhance engagement [7]