China News Agency, Guangzhou, June 28th: Cantonese-style animation IP accelerates "going overseas", and the global display is enhanced
China News Agency reporter Cheng Jingwei
The reporter learned from Guangdong Yongsheng Animation on the 28th that the first and second seasons of its cartoon "Super Science Pioneer" will be broadcast on the Singapore MediaCorp platform from July 17th, and the overseas market layout will be "another city".
Long Jinlian, head of Yongsheng animation brand, said that "Super Science Pioneer" is a domestic children's STEAM (the first English abbreviation of Science, Technology, Engineering, Arts, and Mathematics) works. As well as the international production level, it has been broadcast in Indonesia, Malaysia, Brunei and other overseas regions since 2020, and has been loved by the audience.
At present, the translation of the English version of "Transcendence Pioneer" has been completed, and will meet with audiences in Europe and the United States and other countries and regions in the future.
"Super Science Pioneer" can be called one of the epitome of the development of Guangdong animation industry.
In recent years, China's animation industry has achieved rapid development, and Guangdong has played an important role in it.
The global display of Guangdong original animation IP continues to increase, and it gradually shows a new trend of accelerating "going overseas".
In recent years, popular animation IPs produced in Guangdong have emerged in an endless stream. IPs such as "Pig Man", "Pleasant Goat and Big Big Wolf", "Bears", "Super Flying Man" and "Balala Little Devil" are very popular at home and abroad.
Among them, "Pleasant Goat and Big Big Wolf" has broadcasted more than 3,000 episodes so far, and has been distributed in more than 100 countries and regions around the world; "Super Flying Man" has been distributed in more than 150 countries and regions around the world, and was shortlisted for the 5th International Emmy Award for Children; The Pig Man series animations "Pig Man: Dinosaur Diary" and "Pig Man: South China Sea Diary" became "popular" after being broadcast on the Malaysian TV Astro Little Sun Channel, and were among the top five programs of the same type on the channel.
Telling Chinese stories well in an international language is the core issue that needs to be solved urgently for domestic animation to "go global".
The reason why Cantonese-style animation IP has been able to capture people's hearts after "going overseas" is that, in addition to having good stories, it also contains common human emotions and values.
After the practice of "going overseas" in recent years, Guangdong Yongsheng Animation has made localized adjustments to its works in combination with the needs and characteristics of different overseas markets.
In the stage of script creation, "Super Science Pioneer" invited well-known foreign screenwriter Robert N. Skir to join the editorial team. His representative works include the animated versions of "Batman", "Spiderman" and "Superman", which laid the foundation for the international release of "Super Science Pioneer". a good foundation.
Chinese traditional culture is an inexhaustible treasure trove of domestic animation creation.
Take "Pig Man: Superstar Five Spirits Man" as an example, the cartoon incorporates a large number of Chinese Kung Fu elements, such as King Kong Legs, Tai Chi, Golden Bell Cover, Qinggong and other martial arts moves.
A few days ago, the film was unveiled at the International Brand Licensing Exhibition in Las Vegas, USA, and plans to enter the North American market.
From IP content production and distribution, to derivative content, products and services, Guangdong animation industry continues to build a business system of the entire industry chain to achieve diversified monetization.
The new series of books of the early education puzzle animation "Variety School Bus" has also entered the Malaysian market recently.
Previously, the "Variety School Bus" series of toys and derivatives have entered more than 200 toy stores in South Korea, Indonesia, Vietnam and other countries.
"We promote the extension of animation IP to the upstream and downstream of the industry chain, which will accelerate the expansion of the derivatives market." said the person in charge of Yongsheng Animation.
In the production and manufacture of animation derivatives, Guangdong also has a very complete industrial chain.
According to data from the China Toy Association, 80% of the global animation derivatives are currently "Made in China", of which more than 1/3 of the production comes from Dongguan, Guangdong.
"Guangdong animation industry is booming. Nowadays, animation creation is gradually moving towards the mainstream, and the content, themes and technical applications are becoming more refined." Liu Zhendong, deputy general manager of Aofei Entertainment, believes that animation practitioners should take advantage of a good business environment and Policy, strengthen the export of Guangdong animation brands, and create more animation business cards with global influence.
Guangdong's "Guangdong Province Action Plan for Cultivating Digital Creative Strategic Emerging Industry Clusters (2021-2025)" proposed that the province should focus on cultivating domestic animation, developing animation products for all ages, deeply cultivating sub-fields, and broadening the audience of animation products. Promote the deep integration of the video platform and the animation industry chain.
In the field of production and manufacturing, develop brand building based on the image authorization of high-quality IP and the manufacture of derivatives such as clothing and toys.
In 2021, Guangdong's animation output value will exceed 60 billion yuan (RMB, the same below), accounting for about 1/3 of the country's share, ranking first in the country; there are 167,000 animation-related enterprises, accounting for 16% of the country.
Guangdong has proposed that by 2025, the province will strive to achieve an operating income of 75 billion yuan from the animation industry.
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