Constant reversals, familiar character designs, and the routine of "domineering president chasing his wife crematorium" ......Since the beginning of this year, the "short drama formula" that has become popular in China has also begun to land overseas, and a large number of short dramas with the themes of "marriage before love", "teenager counterattack" and "werewolf chasing me" have attracted the attention of foreign audiences.
In this regard, more than one industry insider has likened it to a product of the new stage of online literature going overseas. At the recently held 2nd Shanghai International Internet Literature Week, topics such as the globalization of online literature, IP development, short dramas going overseas, and AI creation also sparked heated discussions in the industry, and experts, scholars and business representatives from China, Japan, and Thailand also shared their insights.
According to the "2023 Report on the Trend of Chinese Online Literature Going Overseas" (hereinafter referred to as the "Report"), in 2022, the overseas revenue scale of China's online literature industry will reach 406.3 billion yuan, a year-on-year increase of 3987%, overseas markets maintain rapid growth. In this huge market, "IP integration going overseas" is an important keyword. It not only means the popularity of IP itself overseas, but also the successful output of the elements of Chinese online literature and the format itself.
For example, the setting of rebirth was echoed in the Korean drama "The Young Son of the Chaebol Family";The parallel universe and the infinite flow model also reverberate around the world. Li Wei, a professor at Nanjing Normal University's School of Liberal Arts, believes that China's online literature is influencing overseas audiences in an integrated way, "This is a 'Chinese tide', and they will draw corresponding makeup after watching "Lang Evil Bang";After reading "Qingqing's Daily", I became interested in the aesthetics of the Song Dynasty in China, which is a very interesting phenomenon. I believe that in today's era of Internet technology and the rise of artificial intelligence, cultural integration will become a huge trend in the development of world culture, and Chinese online literature has the potential and power of such cultural integration. ”
When it comes to the popularity of online articles and short dramas overseas, Li Wei said that on the one hand, works such as "Tiandao Library", "Panlong" and "Xu You Shine" have successfully gone to sea, and they are also outstanding and popular in ChinaOn the other hand, many original works overseas have actually been influenced by innovative iterations of Chinese online literary works such as "The Master of Mystery" and "Super God Gene". She lamented that many elements of Chinese online literature have resonated at the same frequency around the world, and this year's micro-short dramas have been rapidly rolled out in overseas markets, which also benefits from this common emotional code, "This emotional code is of course both national and global." ”
Of course, Tong Ye, chairman and CEO of Tweet Technology, also interpreted the inevitability of the explosion of micro-short dramas from a technical point of view"Why are more and more practitioners going overseas from online articles to short dramas?The core reason is that a user originally spent about 200 yuan to read an online article in two months, and the content consumed by this 200 yuan may be completed through a two-hour short drama. The entire market mechanism has promoted the emergence of online literacy. ”
It is also because of this that the construction of a global IP ecology has increasingly become the focus of the development of online literature and related industries. Yang Chen, Vice President and Editor-in-Chief of China Literature, believes that in addition to accelerating the construction of a global co-creation platform, cultivating overseas creators, and building an open and diversified content ecosystem, it is also necessary to strengthen the common development of the global IP industry chain and use the development capacity of global partners to empower more outstanding works.
A number of industry insiders also said that don't simply label "going to sea" works as "boss" and "counterattack", because new themes are emerging. Hu Huijuan, vice president of Jinjiang Literature City, said that in the past two years, science fiction themes have grown very fast on the women-oriented platform, and the ** type of "no CP" who does not fall in love has begun to emerge in large numbers. She believes that the starting point of readers or viewers around the world who like certain types of online articles or their IP adaptations is the same, "to meet the reality projection of some personal dreams that are difficult to achieve through reading, or the beautiful emotional sustenance of individuals." ”
Yang Ruizhi, chief operating officer of Chinese**, analyzed that in the past three years, although traditional fantasy and fairy tale ** are still the main genres of Chinese online literature going overseas, the proportion of science fiction, suspense and urban works going overseas has continued to increase. He believes that whether it is at home or abroad, short dramas will be a derivative of IP, and this market has just begun.