China Focus: Online Literature, games, web series propel China's global cultural reach

HANGZHOU, Nov. 21 (Xinhua) -- British writer Jack Kawin Sherwin never imagined that his casual interest in Chinese online literature would lead to a professional writing career.

It all began in 2018 when he discovered novels like "Soul Land" on WebNovel, an international platform of China Literature Limited.

"In between reading web novels, I also developed the idea of writing something I can call my own," Sherwin said. A year later, he transitioned from a reader to a signed author. Over the past six years, his works have amassed over 80 million total reads, trying to blend Eastern and Western elements to create cross-cultural narratives.

Sherwin's story is a microcosm of a broader trend. Hou Xiaonan, CEO and president of China Literature Limited, said that Chinese online literature is not just "going overseas," it's achieving true globalization. "Through a virtuous cycle of global reading, creation and development, Chinese narratives are accelerating their integration into the world's pop culture," he added.

Data from the China Audio-video and Digital Publishing Association (CADPA) shows that the overseas revenue of China's online literature industry hit 4.82 billion yuan (about 680 million U.S. dollars) in 2024, with approximately 750,900 works available internationally.

Online literature is now joined by video games and web series, collectively dubbed China's cultural export "new trio." These digital formats are reaching global audiences and becoming a significant part of the international pop-culture landscape.

A report released on Wednesday at the 2025 Maritime Silk Road Urban Cooperation & Development Conference and the International Travel Agents Conference in Wenzhou City, east China's Zhejiang Province, provided further context. It mentioned that in 2024, China's cultural trade reached 1.4 trillion yuan, with digitally-driven exports accounting for over 25 percent of the total.

Concerning the expansion of Chinese web series, the report cited the example of Jiaxing Jiuzhou Culture Media Co., Ltd., which operates the overseas micro-series platform "ShortMax," now reaching over 200 countries and regions and boasting a peak of 30 million monthly active users.

Wang Weizhi, vice president of the company, said that a shift is witnessed from pure content export to establishing local production centers and forming strategic creation alliances with local talents in targeted markets.

"We not only adapt high-quality domestic short dramas into multiple languages, but also develop tailored content for specific regions, establishing a sustainable globalization model," he said.

According to data from China Netcasting Services Association, the overseas market for micro-series generated 1.53 billion U.S. dollars in revenue from January to August in 2025, a 194.9 percent year-on-year increase, with downloads soaring 370.4 percent to approximately 730 million.

The country's video game industry has seen similar breakthroughs. The blockbuster title "Black Myth: Wukong" has captivated players worldwide, while established hits like "Genshin Impact" and "Honkai: Star Rail" continue to rank among the top downloads in over 100 countries and regions.

CADPA data shows that China's self-developed games generated overseas revenue of 18.56 billion U.S. dollars in 2024, up 13.39 percent compared with the previous year.

Irina Bokova, former director-general of UNESCO, affirmed this development in an interview with Xinhua at the conference.

"A vast and thriving ecosystem for these creative industries has already emerged in China," she said. "Culture is a driver of economic growth: it generates employment and intertwines with digital technologies. Presently, China leads the world in the growth rate of its creative economy." ■