루쉰을 통해서 본 중국 IP 산업 영역의 확장

Abstract

The purpose of this study is to examine Lu Xun’s IP industrialization, which began to blow in the 2020s, focusing on broadcasting and publishing markets, Kong Yiji Meme, and Lu Xun’s hometown development. In China, IP refers to intellectual property that generates revenue in the cultural industry. China’s IP industry appeared in 2011 and has been steadily evolving until now. It initially began with the game industry, and from 2015, it is often produced as a drama or movie using web novels as source content. And now, Lu Xun, a real person, and his work are at the stage of becoming IP together. The characteristics of Lu Xun IP are as follows. First, it created original brand value by utilizing Lu Xun’s image. Second, IP adaptation is actively taking place. Third, the IP economy, in which the central government, the younger generation, and local governments participate, formed a virtuous cycle structure. Fourth, the key to Lu Xun IP is the formation of user emotional empathy.