Chi­nese con­tent wins ASEAN hearts

China Daily (USA) - - BUSINESS - By ZHOUMOin Nan Ning sally@chi­nadai­

ASEAN coun­tries and China have geo­graph­i­cal prox­im­ity and sim­i­lar cul­tural back­grounds ...”

Ma Feng, deputy di­rec­tor of mar­ket­ing de­part­ment of the Min­istry of Cul­ture.

Two years ago, a Chi­nese boy named Bao Dada be­came fa­mous in Cam­bo­dia. The boy won the hearts of tens of thou­sands of Cam­bo­dian chil­dren by safe­guard­ing jus­tice with his in­tel­li­gence and courage.

Bao Dada is a char­ac­ter in a Chi­nese an­i­ma­tion show called Cat’sEyeBoyBaoDada broad­cast on Cam­bo­dia’s Na­tional Tele­vi­sion of Cam­bo­dia from Oc­to­ber 2014. Trans­lated by Guangxi Peo­ple’s Broad­cast­ing Station, it was the first Chi­nese an­i­ma­tion show to have been broad­cast in Cam­bo­dia.

Cat’sEyeBoyBaoDada is one of a se­ries of Chi­nese TV dra­mas and movies be­ing ex­ported to Cam­bo­dia as cul­tural co­op­er­a­tion be­tween the two coun­tries deep­ens.

In Au­gust 2014, GPBS and TVK signed a co­op­er­a­tion agree­ment to broad­cast Chi­nese TV plays and movies un­der TVK’s “Chi­nese TV drama” pro­gram. Since then, a num­ber of Chi­nese TV se­ries and movies have been broad­cast in the coun­try.

Cam­bo­dia is among a num­ber of South­east Asian coun­tries that are co­op­er­at­ing ac­tively with China in cul­tural in­dus­tries, es­pe­cially in­ter­net cul­ture in the dig­i­tal age. Many Chi­nese cul­tural works like TV drama Star­tling by EachStep and Em­press­esin thePalace, have been ex­ported to ASEAN coun­tries and gained wide pop­u­lar­itya­mong lo­cal au­di­ences.

“ASEAN coun­tries and China have geo­graph­i­cal prox­im­ity and sim­i­lar cul­tural back­grounds. The re­gion has be­come an im­por­tant mar­ket for over­seas de­vel­op­ment of Chi­nese in­ter­net cul­tural en­ter­prises,” said Ma Feng, deputy di­rec­tor of mar­ket­ing de­part­ment of the Min­istry of Cul­ture.

“Chi­nese en­ter­prises’ for­ays

into the ASEAN mar­ket as part of their larger ‘go­ing global’ strat­egy not only bring rich spir­i­tual and cul­tural en­joy­ment to lo­cal peo­ple but deepen cul­tural ex­changes be­tween the two sides,” saidMa.

The go­ing global process of Chi­nese cul­tural prod­ucts has been ac­cel­er­at­ing over re­cent years. Take on­line games, for ex­am­ple. Ex­port value of Chi­nese on­line games reached $4.53 bil­lion in 2015, up 69 per­cent year-on-year. More than 700 on­line games have been ex­ported to other coun­tries so far.

By com­par­i­son, the on­line game in­dus­try in the ASEAN re­gion has been un­der­de­vel­oped, with its mar­ket tak­ing up only 1.4 per­cent of the world’s to­tal, ac­cord­ing to a re­port by theChi­ne­seA­cademy ofT­elecom­mu­ni­ca­tion Re­search. The mar­ket re­lies heav­ily on im­ports.

In Malaysia, the coun­try’s mo­bile ser­vice provider, UMo­bile, has es­tab­lished part­ner­ship with Chi­nese video-stream­ing site Youku Tu­dou Inc to pro­vide videos for lo­cal au­di­ences to watch on their mo­bile de­vices.

“The pro­gram‘ Ia­maSinger’ has been quite pop­u­lar in­Malaysia. Chi­nese cul­tural con­tent will achieve great de­vel­op­ment in the coun­try. We will in­tro­duce more Chi­nese videos to our mar­ket in the fu­ture,” said Lee Fook Heng, gen­eral man­ager of UMo­bile.

The ASEAN mar­ket cov­ers an area of 4.44 mil­lion hectares with roughly 600 mil­lion peo­ple. Twen­tysix per­cent of its pop­u­la­tion are aged be­tween 15 and 30.

“There is vast space for cul­tural co­op­er­a­tion be­tween China and ASEAN, as peo­ple of the two sides have en­thu­si­asm and as­pi­ra­tion for fos­ter­ing the col­lab­o­ra­tion,” said Gao Dongxu, chief ex­ec­u­tive of­fi­cer and chief an­a­lyst at Bei­jing Ent­brains Con­sult­ing Co Ltd. Zhang Li contributed to this story

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