Exploration of China's Game Industry's Overseas Strategy Under The "Belt and Road" Initiative

Abstract

In the era of the deepening implementation of the "Belt and Road" Initiative, the "going global" strategy of Chinese culture is entering a crucial period of opportunity. As a core component of the digital cultural industry and an emerging cultural carrier, the game industry's overseas expansion is not only related to the economic benefits of the industry, but also carries strategic significance for cultural dissemination and soft power construction. However, cultural barriers have always been a significant obstacle to the "going global" of Chinese culture. This paper focuses on the international development of China's game industry, selecting the phenomenal domestic game "Genshin Impact" as the core research case to deeply explore its successful overseas expansion strategy in markets along the "Belt and Road" and globally. The research is framed by Professor Shi Anbin's theory of transcultural communication, and by analyzing the specific practices of "Genshin Impact" in content creation, localized operation, global distribution, community ecosystem construction, and technological innovation, it reveals the key factors that have enabled it to achieve breakthroughs in complex international markets.