Breaking Circles and Crossing Seas: New Coordinates for the Global Outreach of Chinese Culture

In the past year, the stories of cultural expansion overseas have continuously refreshed the "upper limit of imagination." The popular Labubu has become the top peripheral on social media. The pre - sale of "Black Myth: Wukong" topped the charts in many countries. CEO romance short dramas have sparked a crazy wave of follow - up in the Middle East market... These creations originally with strong Chinese labels are no longer just domestic cultural hotspots but have truly entered the content lists and shopping carts of global consumers.

This rapid cross - cultural penetration is a microcosm of the current acceleration of cultural expansion overseas. This year marks the fifth year of 36Kr's cooperation with ASEAN. One clear trend is that from the initial exploration and individual blockbusters to the current collective expansion overseas in multiple tracks and forms, the changes are not only in quantity and categories but also in the fact that overseas - going enterprises' methodologies for "being seen, accepted, and loved" are becoming more and more well - established.

Multiple Aspects of Cultural Expansion Overseas

In the past three years, the interest map of the global consumer market has been significantly reconstructed. The wave of revenge consumption has gradually receded, replaced by more prudent and value - matching consumption choices. Whether in developed or emerging markets, consumers' focus is shifting from simple cost - effectiveness to cultural identity, emotional resonance, and sustainable experiences.

The change in the population structure is also remarkable. Generation Z and Generation Alpha are becoming the main consumer groups in emerging markets. They are naturally accustomed to the "mix - and - match" of cross - cultural content and are more diverse in aesthetics, values, and purchasing motivations than the previous generation. At the same time, more consumers are willing to pay for emotional experiences and look for an extension of their cultural identity in brands. This characteristic has also transformed cultural expansion overseas from an "ancillary attribute" into a core of competition.

From the perspective of companions, Chinese brands that can gain a foothold in the global market often share three commonalities: First, they have highly recognizable cultural symbols. Whether it is the visual image, the story prototype, or the expression of values, they can quickly establish a perception anchor point in a cross - cultural environment. Second, they are good at binding product functions with emotional value, making the purchase not just a rational choice but an extension of identity or emotion. Third, they have sufficient flexibility in market adaptation and can carry out local iterations of content, taste, gameplay, and even channels in different regions.

Under such screening criteria, games, short dramas, and new consumer products are becoming highly active tracks: Games create a sense of cultural participation similar to a "national sport" through localized narratives and event atmospheres. Short dramas naturally embed Chinese elements into local life through high - frequency and emotionally - charged stories. New consumer brands use taste, touch, and lifestyle as media to turn culture into a "daily experience."

Capital is the amplifier of these stories. In the past few years, cultural expansion overseas has not just followed the logic of "traffic expansion overseas" but has been a layout for "value expansion overseas." Capital providers pay more attention to whether a brand can take root in different cultural soils during the layout process. This requires time, patience, and long - term understanding of the local market.

What Kind of "Strategic Combination" is Needed for Cultural Expansion Overseas?

The cross - sea journey of cultural products naturally comes with uncertainties: It is necessary to take root in the market while maintaining the original cultural tension. This requires overseas - going enterprises to be both pragmatists and romantics.

In the past, cultural expansion overseas was like a "single - thread task." Once there was a blockbuster, all efforts were put into promoting it; when an opportunity window appeared, everyone rushed in. The problem is that the single - thread model has a short life cycle and is prone to becoming sluggish after the novelty fades. Now, more and more overseas - going enterprises realize that to gain a foothold in the global market, a multi - thread and sustainable strategic combination is needed.

The first main line is the continuous shaping of cultural symbols. Integrate products, stories, and social communication into a long - term narrative asset so that it can be recognized and remembered in different markets and media. Just as technology companies build system ecosystems, cultural brands also need to build symbol ecosystems.

The second is the dynamic adaptation of channels and scenarios. The consumption touchpoints in the global market are differentiating. In Indonesia, short - videos may be the first point of contact; in the Middle East, the experience design of offline retail remains the core of decision - making; in Europe and the United States, the word - of - mouth of high - quality KOLs and KOCs is the key. Whether a brand can adjust the "distribution logic" in real - time like an algorithm determines whether it can be quickly launched under different cultural and infrastructure conditions.

The third is the emotion capture driven by data. On the surface, cultural expansion overseas is about stories and aesthetics, but behind it is the accurate judgment of users' emotional curves. With the help of AI and big - data tools, brands can gain real - time insights into users' reactions and even optimize content and products at the budding stage of trends, making their overseas life cycle longer than just a "hot - spot breakout."

The shaping of this sense of identity requires different types of forward - looking and brave people.

On September 18th this year, the cultural expansion overseas exchange meeting held by 36Kr in Nanning, Guangxi, with the theme of "Breaking Circles and Crossing Seas: Chinese Culture Enters the Global Stage," is a concentrated reflection of this trend. This exchange focused on cultural expansion overseas will bring together representative forces from multiple fields such as games, new consumer products, short dramas, and capital to discuss new paths, challenges, and opportunities for Chinese culture in the global market.

The theme of "Breaking Circles and Crossing Seas" is not just a slogan but an action directive. It means that Chinese culture is entering a global stage with multiple fields and touchpoints from a single product dimension.

The competitive craze of games, the daily narratives of short dramas, the taste symbols of new consumer products, and the global layout of capital... These elements coming together not only showcase the diversity of Chinese culture but also explore a path of "going out, staying, and being remembered."

When the paths of these industries converge at the China - ASEAN Expo, we may see that the map of Chinese cultural expansion overseas is extending from the coastal areas to the deeper inland, leaving a more lasting mark in the daily lives of the global market.

See you in Nanning in September!