The Chinese government has outlined a policy of developing cultural exports such as anime and games as a new pillar, while seeking to gain a foothold in global markets by leveraging the ability of Japanese works to attract audiences. At a services trade exhibition, booths supporting overseas expansion have been established and cooperation with Japanese companies is advancing.
The Chinese government has announced a policy of positioning anime and games as new pillars of services exports, with the aim of strengthening soft power and promoting domestic brands. The Ministry of Commerce and Beijing Municipality are stepping up efforts to support the development of overseas markets through services-industry exhibitions.
At the exhibition, new booths supporting overseas expansion were established, games, anime and dramas were positioned as the “new three,” and cooperation with Japanese companies also advanced.
Specifically, Chinese companies are collaborating with Japanese characters and brands. Pop Mart showcased products combining Skullpanda with Sanrio’s My Melody, and examples of collaboration with foreign companies were also introduced.
Although anime and games originating in China are gaining visibility, there are still few characters that have won enduring popularity worldwide, and their future development will be closely watched.
China’s culture-related industries are reported to generate an economic impact of ¥6 trillion a year, while cooperation with overseas players, including Japan, is helping drive their global expansion.