A New Era of Chinese Animation: The Innovative Practice of International Communication Strategy and Decentralised Marketing of ‘Nezha’s Magic Child Haunts the Sea

DOI

10.2991/978-2-38476-541-6_4How to use a DOI?

Keywords

cross-cultural communication; global expression of cultural symbols; decentralised marketing; UGC communication; IP ecosphere

Abstract

In the context of global cultural fusion, domestic animation films are becoming an important vehicle for Chinese cultural export. With its phenomenal box office and international word-of-mouth, ‘The Descent of Nezha’ and its sequel ‘Nezha’s Magic Child Haunts the Sea’ have marked a new era for Chinese animation. This article takes ‘Nezha’s Magic Child Haunts the Sea’ as the object of study, and explores its international communication strategy and the innovative practice of decentralised marketing. By analysing the breakthroughs in cultural translation, audience positioning and cross-platform communication of the film series, it reveals the cultural export mechanism of domestic animation in the context of globalisation. The study finds that the film has successfully achieved the leap from ‘local hit’ to ‘global IP’ through the modern reconstruction of traditional IP, the construction of a niche communication network and the fission marketing of social media. This study provides a replicable strategy framework for the international communication of domestic cultural products, which is of great significance in promoting Chinese culture to go global.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zujia Duan
PY  - 2026
DA  - 2026/02/26
TI  - A New Era of Chinese Animation: The Innovative Practice of International Communication Strategy and Decentralised Marketing of ‘Nezha’s Magic Child Haunts the Sea
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 25
EP  - 31
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_4
DO  - 10.2991/978-2-38476-541-6_4
ID  - Duan2026
ER  -