数字时代中国文化产业的世界化战略研究——基于游戏《原神》的跨文化传播

Abstract

This study examines the globalization strategies of China’s cultural industry in the digital age, with Genshin Impact serving as a representative case. Amid the accelerating processes of globalization and digitalization, digital cultural products have emerged as vital vehicles for promoting Chinese culture internationally. Genshin Impact achieves cross-cultural resonance through the transcultural translation of Chinese cultural symbols, while simultaneously incorporating and reconstructing diverse cultural elements in regions such as Inazuma, Sumeru, and Fontaine, thereby constructing a narrative world that is both locally distinctive and globally appealing. On the technological front, the game relies on its proprietary engine, cloud computing, and artificial intelligence to provide immersive experiences through NPC interaction, seamless multi-platform integration, and multilingual localization, effectively lowering barriers to cross-cultural communication. At the industrial level, MiHoYo adopts an IP-centered strategy, integrating animation, music, derivative products, and online communities to establish a global, multi-layered communication ecosystem. The resulting “technology–content–ecology” framework not only enhances the dissemination capacity and cultural influence of Chinese digital products but also illustrates the dynamic interplay between cultural universality and cultural locality in the context of cross-cultural communication.