In 2008, over 30 types of China's online games worth US$71.78 million were exported to overseas markets. Revenue from overseas markets has become a new profit growth point for China's online game enterprises. Some cultural sectors represented by online games have been driven by Chinese elements to accelerate their pace of "going global," according to the Ministry of Culture.

Foreign players fascinated by Chinese online games

Many Vietnamese players became fascinated by Chinese culture after playing Chinese online games. Last year, these online game players organized several batches of large tour groups to visit the famous scenic spots in China that feature in online games, which they have long admired. According to the latest data from Kingsoft Software Corporation, "The Legend of Swordsman," an online game with rich Chinese cultural characteristics and a background of traditional Chinese swordsman stories, has occupied over 80 percent of Vietnam's game market since its release in the country in 2005. At present, this game also has the best overseas operational performance among Kingsoft's online games.

The Vietnamese players' fascination is a reflection of the powerful attraction of Chinese elements to overseas markets. Data shows that China has exported online games to overseas markets in over 20 countries and regions such as North America, Europe, Japan and Southeast Asia. The use of Chinese elements has played a relatively large role in promoting Chinese online game exports, said Liu Yuzhu, head of the Department of Cultural Industries under the Ministry of Culture. The interest of foreign game players in Chinese culture is one of the main reasons for the popularity of Chinese domestically-made games overseas.

Chinese elements promote the dissemination of China's culture

Aside from the widespread use of Chinese elements in online games, the introduction of traditional theatrical repertoire and performances, toy manufacturing and other sectors to overseas markets have also had a rich "Chinese flavor."

In July 2009, "The Legend of Kung Fu," which integrates multiple artistic elements such as Chinese martial arts, acrobatics and dance, was performed at the London Coliseum, causing "kung fu" fever there. To date, "The Legend of Kung Fu" has staged about 3,000 performances to two million viewers. Having performed in countries such as the US, Canada, Russia and Japan, "The Legend of Kung Fu" is China's only commercial show to both stage regular performances at domestic theaters and conduct tour performances abroad. Audiences from Ireland and Austria said that it was worth visiting Beijing solely to watch "The Legend of Kung Fu!"

Optimistic outlook for China's cultural industry exports

A report recently issued by the Ministry of Commerce showed that in 2008, 15.84 billion USD worth of core products featuring China's culture were exported, an increase of 22.6 percent year-on-year. In terms of trans-border cultural service trade, the import and export value of cultural services stood at US$4.82 billion in 2008, an increase of 29.5 percent year-on-year.

Although cultural industry exports are still relatively inferior to those of other major industries such as manufacturing, the cultural industry has an optimistic outlook for significant export growth. If China's cultural industry seeks to "go global," Chinese enterprises must improve their "skills" to establish their own brands.

(People's Daily August 12, 2009)