The International Communication of Chinese Culture in the Context of Games - A Case Study of Genshin Impact

Abstract

With the international development of Chinese game industry, game is becoming a new way to promote “cultural export” as a kind of new media form and communication method. Genshin Impact, a Chinese game that has been well received in overseas markets in recent years, is taken as an example in this study, and this phenomenon is analyzed to provide strategic support for the international communication of Chinese culture and the overseas development of Chinese game industry. The study found that Genshin Impact has conveyed the profound “Chinese beauty” to global players in a subtle way through the basic setting of Chinese style and the spiritual core of Chinese story. When conducting cross-cultural communication in the future, Chinese games need to take into account the cultural psychology of Chinese and foreign players, focus on the translation strategy of re-localization, and better get Chinese culture “into the mind of people” through various “secondary creation” settings and improvement of O&M mechanism.