By 2027, we strive to further consolidate Shanghai's position as a bridgehead for national cultural trade, with a total import and export volume of cultural products and services reaching 32 billion US dollars. Digital cultural platforms and industry leaders with international influence will further gather, and the international influence of cultural trade brands will be further enhanced. The contribution of cultural trade to the construction of a new development pattern for services and the construction of Shanghai as a socialist international cultural metropolis will be significantly enhanced. Recently, the Shanghai Municipal Commission of Commerce, the Municipal Propaganda Department, the Municipal Culture and Tourism Bureau, and the Municipal Sports Bureau issued a notice on the "Action Plan for Promoting Innovative Development of Shanghai's Cultural Trade" (hereinafter referred to as the "Action Plan").

Actively developing the "new three aspects" of cultural globalization

According to the Action Plan, Shanghai will establish a full chain overseas system for game research and development, production, distribution, and international operation. Support enterprises to develop original high-quality games for the international market, encourage them to add local cultural connotations to their products, and support the digital transformation of cultural relics resources and intangible cultural heritage. Support the construction of a global game distribution platform and provide financial support to eligible functional platforms. Build a game going global service center and release the "China Game Going Global Guide". Organize independent esports brand events and events such as the Shanghai Esports Masters and the China Game Developers Conference, and support live streaming for overseas audiences.

At the same time, accelerate the promotion of high-quality online literature going global. Encourage the construction of a global digital reading platform, attract overseas original works to settle in, and form a two-way cultural exchange ecosystem. Encourage creative entities to incorporate elements of Chinese cultural characteristics and promote the international adaptation of intangible cultural heritage stories and excellent traditional culture. Establish the brand of Shanghai International Online Literature Week activities. Support key enterprises to build a global distribution network through cross-border cooperation, overseas localization team operations, and other means.

Accelerate the development of the international micro drama industry. Support overseas enterprises to build micro drama overseas dissemination platforms, encourage enterprises to strengthen cooperation with overseas dissemination channels, and expand the multilingual overseas market of short dramas.

On this basis, Shanghai promotes the coordinated development of "new three types" innovation, supports the use of high-quality cultural IP as a driving force, promotes the integration and innovation of games, e-sports, online literature, short dramas, and other related industries, and drives the coordinated development of copyright, MCN, IP derivatives, third-party service providers, and other related industries; Promote the deep integration of gaming, esports, online literature, short drama overseas and e-commerce live streaming, inbound cultural tourism experience and other formats, and create diverse application scenarios.

It is worth noting that Chinese web dramas are undergoing a transformation from "exporting works" to "exporting production capabilities" when going global. According to the relevant person in charge of iQiyi, the company has exported Chinese language film and television works to over 190 countries and regions worldwide by establishing local companies and offices in Southeast Asia, North America, and other places.

Practitioners in related fields pointed out to reporters from the International Finance News that one of the highlights of the Action Plan is to place the "new three types" of culture, such as games, online literature, and micro dramas, at the core of the effort to build a full chain system for going global.

It can be seen that Shanghai's layout is not a single industry breakthrough, but emphasizes the integration and innovation led by high-quality cultural IP. ”The practitioner further pointed out that this "linkage development" approach breaks down the barriers of game, online literature, short drama and other formats, drives the coordinated development of upstream and downstream industries such as copyright, MCN, IP derivatives, etc. Moreover, by integrating with e-commerce live streaming and inbound cultural tourism formats, it creates diverse application scenarios and realizes the two-way empowerment of cultural value and commercial value.

Continuously consolidating the advantages in the traditional fields of cultural trade

"Online literature, online games and online film and television dramas, relying on the open and shared communication characteristics of the Internet, have successfully transmitted universal resonance themes such as kinship, dreams and growth to overseas countries with ups and downs of plots, extraordinary imagination and expressions close to life." The practitioner said frankly, "The current" new three kinds "of culture to the sea has opened up a pleasant channel and gradually integrated into the foreign cultural environment, but to establish strong emotional resonance and solid cultural identity with global users, we still need to expand the content type and deepen the content depth."

Professor Li Wei from the School of Literature at Nanjing Normal University proposed that cultural globalization is a "protracted battle" that requires emotional resonance to overcome cultural differences and creative ingenuity to win international respect. We should support the younger generation in China, who possess both cultural confidence and a global perspective, to engage in the creation and dissemination of culture, and promote cultural globalization towards a broader 'deep-sea zone'.

The Action Plan also points out supporting the overseas export of performing arts works. Encourage various performing arts institutions to carefully create a batch of original works in the fields of opera, dance, and other areas for overseas production. Supporting entertainment companies to expand their overseas markets through overseas tours, copyright exports, digital dissemination, and other means. Promote the joint creation and arrangement of domestic performing arts institutions and internationally renowned production agencies, and facilitate the global tour of high-quality plays. Support the construction of an international service trade cooperation park in the performing arts world, enhance the level of international exchange and cooperation, promote the trading and circulation of performing arts resources, and create an ecosystem for original works and IP to go global.

The above-mentioned practitioners frankly stated that the Action Plan did not ignore the fundamental role of the traditional field of cultural trade. The improvement and upgrading of the quality of performing arts, radio, film and television program exports, publications, and cultural relics trade complement the innovative exploration of the "new three types" and jointly build the development foundation of Shanghai's cultural trade. "Especially in expanding the import of high-quality cultural products, introducing international top-level art exhibitions, e-sports events and other measures can not only enrich the local cultural consumption market, but also promote Shanghai to become a global cultural resource allocation hub through the two-way cycle of" bringing in "and" going out ".