FILE PHOTO: WebNovel (起点国际) is a global online reading platform for Chinese online literature.

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The Chinese online literature market has experienced robust growth, with revenue reaching 38.3 billion RMB and a user base expanding to 550 million by 2023. As translation and dissemination capabilities have improved, so has the global influence of Chinese internet literature. 

Multi-channels for dissemination 

Chinese online literature is disseminated abroad via a variety of pathways. Works are introduced to overseas markets through copyright licensing or copyright transfer and published as printed books. For works in digital formats, international online reading platforms such as Amazon Kindle, Wattpad, and WebNovel collaborate closely with popular domestic Chinese literature websites such as Yuewen and Zongheng to ensure access to authorized content. In additional, adaptations of Chinese online literary works into films, TV shows, and animations are available for streaming on platforms such as Netflix, further broadening the reach of the original works. Fans also share their own translations of certain works on social media, enhancing their visibility. 

Innovative and precisely targeted strategies have proven highly effective in bolstering the overseas dissemination of Chinese online literature. “Free preview + subscription” models allow readers to access sample chapters for free, which can motivate readers to subscribe to or reward the authors. Platforms utilize big data analytics to study readers’ preferences and provide personalized content recommendations, effectively enhancing user activity and loyalty. Moreover, events such as writing contests and writing seminars are organized on a regular basis to incentivize the creation of original content and promote intercultural exchange. 

Enthusiastic reception

Online literature has emerged as a key avenue for disseminating Chinese culture abroad. In 2023, a total of 695,800 Chinese online literary works were introduced to overseas markets, representing a 29.02% increase from 2022. These works appeal to readers across linguistic boundaries, with translations currently available in over 20 languages and distributed across over 40 countries and regions. Screen adaptations of Chinese online literary works are also well received in overseas markets, with TV shows like “Joy of Life” and “New Life Begins” enjoying widespread viewership in Southeast Asia. 

Language service providers play an important role in the overseas dissemination of Chinese online literature. Translation companies, freelance translators, and editorial teams render Chinese works into multiple languages, helping to tell Chinese stories internationally and facilitating the global dissemination of Chinese culture. 

Rapidly advancing AI technology has notably empowered the overseas dissemination of Chinese online literature by considerably improving translation efficiency and reducing cost. The size of the overseas market for Chinese online literature exceeded 4 billion RMB in 2023, with nearly 200 million active users worldwide. Several overseas Chinese online literature apps have over 100,000 daily active users, and some boast numbers exceeding 1 million. 

Overseas marketing 

Chinese online literature has garnered a stable overseas readership, with over 83% of readers engaging with these works for more than six months, and nearly 64% having read over ten books. Key regions for overseas expansion include Southeast Asia, Europe, and North America. Southeast Asia serves as the primary overseas destination for Chinese online literature due to its cultural and linguistic affinity with China, while the European and North American markets offer enormous potential and enjoy a mature market environment. 

In Asia, readers of Chinese online literature are predominantly young, well-educated, and highly engaged. Most are under the age of 35, over 60% hold a bachelor’s degree, and approximately 60% are female. Engagement levels are high, with 55% of readers leaving comments and 42% sharing content with others. In terms of genre, overseas readers exhibit broad and varied preferences. Romance and fantasy novels are particularly popular, while horror fiction, thrillers, and science fiction also hold great appeal. Furthermore, 48.4% of overseas readers pay for content, reflecting their appreciation for high-quality Chinese online literature. 

Despite remarkable progress, the overseas dissemination of Chinese online literature still faces numerous challenges, with inconsistent translation quality and copyright infringement being particularly salient. These issues can be addressed in three ways. First, building professional translation teams and recruiting translators with multicultural backgrounds and strong language proficiency can ensure the accuracy and cultural sensitivity of translations. Second, active participation in international copyright cooperation is essential to establish transnational copyright protection mechanisms, combat copyright infringement, and safeguard creators’ rights. Third, targeted advertising on social media platforms should be leveraged to reach intended audiences. Additionally, joint publication can accelerate the internationalization of works and boost brand influence. 

Lin Shisong and Wang Yuheng are from the Center for Translation and International Communication at Fujian Normal University. 

Edited by WANG YOURAN