China Game Industry Annual Conference 2022

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尊敬的各位领导、各位同仁、媒体朋友们，
Dear leaders, colleagues, and friends from the media,

大家好！我是米哈游的刘伟。很高兴再次来到广州，跟大家相聚。2月的羊城已经春暖花开，就如同大家此刻的心情，破冬而立，迎春而行。2023年是全面贯彻落实党的二十大精神的开局之年，也是“十四五”规划承上启下的关键之年。那么，从企业角度出发，我们要如何开好局、起好步？如何推动数字文化产业高质量发展？我觉得关键还是用创新树信心，打磨时代精品、成就文化经典。结合我们自身的实践经验，我想分享一下米哈游的两个文化创新路径。
Hello, everyone! I am Liu Wei from miHoYo. It's great to be here in Guangzhou and gather with all of you once again. As the "City of Rams" enters the warm spring of February, just like the current mood of everyone here, we break through the winter and embrace the spring. The year 2023 marks the beginning of fully implementing the spirit of the 20th National Congress of the Communist Party of China and is a crucial year for the transition from the 13th Five-Year Plan to the 14th Five-Year Plan. So, from the perspective of an enterprise, how can we start well and make progress? How can we promote the high-quality development of the digital culture industry? I believe the key lies in building confidence through innovation and creating epochal masterpieces while achieving cultural classics. Based on our own practical experience, I would like to share two paths of cultural innovation pursued by miHoYo.

一直以来，我们就强调说，米哈游是以IP构建为核心来生产游戏的，我们同样也是用IP思维去演绎和创新传统文化的。游戏与文化的融合要恰如其分，不能生硬地拼凑在一起，最好可以做到浑然一体。这就要求游戏在立项之初，就要思考清楚，如何与传统文化进行融合。
Throughout the years, we have always emphasized that miHoYo focuses on game production with IP construction at its core. Similarly, we also apply IP thinking to interpret and innovate traditional culture. The integration of games and culture should be done in a balanced manner, avoiding forced and disjointed elements, and ideally achieving a seamless integration. This requires careful consideration from the very beginning of game development on how to incorporate traditional culture into the project.

以《原神》为例，我们最早期做世界观设定的时候，就为中国传统文化留下了互动性与观赏性兼备的展示舞台：我们把桂林、黄龙、张家界等中国最具特色的山川美景，“搬”进了游戏内；把楚辞体的中文咏唱融入游戏音乐当中，像春节、元宵节、中秋节这类传统节日也化身为游戏内的海灯节、逐月节，甚至包括传统美食、茶艺、棋戏、傩舞、机关术这些中国文化元素，都嵌入进游戏的每一个角落。
Taking *Genshin Impact* as an example, when we initially set the world-building for the game, we created an interactive and visually appealing stage to showcase Chinese traditional culture. We "transported" iconic Chinese landscapes such as Guilin, Huanglong, and Zhangjiajie into the game. We incorporated the poetic style of Chu Ci into the game's music, and traditional festivals like the Spring Festival, Lantern Festival, and Mid-Autumn Festival transformed into in-game events like Lantern Rite and Moonchase Festival. Furthermore, we integrated traditional elements of Chinese culture such as cuisine, tea art, chess games, Nuo dance, and mechanical arts into every corner of the game.

我们持续投入超过数年时间，只为在游戏里，立体生动地、多层次地勾勒中国文化的轮廓。玩家们只要踏上璃月的大陆，就会不知不觉中感受中国文化的洗礼与浸润。大家都知道文化的熏陶，并非一朝一夕能完成的，需要日积月累、循序渐进。《原神》里的传统文化也在层层递进中，展现在玩家面前。游戏里的海灯节已经连续举办了三年，一年比一年盛大，成功在玩家心中留下喜庆的节日记忆。而在现实世界中，徽州传承600年的非遗年俗——鱼灯也是在每年的元宵之际点亮，和我们游戏中的海灯节非常相近。为此，我们在今年春节拍摄了新春短片《鱼灯》，上线受到了用户的好评和热捧。这类文化短片能够有热度，正说明了创作用心就能换来用户的真心。
For several years, we have dedicated continuous efforts to vividly and multi-dimensionally portray the contours of Chinese culture in the game. Once players set foot on the continent of Teyvat, they unconsciously experience the immersion and baptism of Chinese culture. As we all know, cultural cultivation is not something that can be accomplished overnight. It requires accumulation over time and gradual progress. Traditional culture in *Genshin Impact* is also presented to players in a progressive manner. The Lantern Rite festival in the game has been held for three consecutive years, growing grander each year and leaving joyful festival memories in the hearts of players. In the real world, the fish lantern, an intangible cultural heritage of Huizhou with a history of 600 years, is also lit up during the Lantern Festival, bearing a striking resemblance to the Lantern Rite festival in our game. Therefore, we produced a short film called "Fish-Shaped Lanterns" during this year's Spring Festival, and its release received praise and enthusiastic response from users. The popularity of such cultural short films demonstrates that sincere creation can elicit genuine appreciation from users.

现在的年轻人，生活在信息爆炸的时代，只有高品质的内容产品，才能吸引他们的眼球。我们用IP思维讲述中国故事，本质上就是要让传统美术风格符合当代人的审美，保留文化内核的前提下，讲述脍炙人口的故事，既能连接传统，又能投射现实。用这样思维打造出的IP角色，才更有生命力。
In today's era of information explosion, young people are surrounded by various content, and only high-quality content products can capture their attention. Our use of IP thinking to tell Chinese stories essentially aims to make traditional art styles align with the aesthetics of contemporary audiences. While preserving the cultural essence, we narrate popular stories that resonate with people, bridging the gap between tradition and reality. It is through this kind of thinking that IP characters are created with vitality.

我们对《原神》游戏里“岩王帝君”钟离的刻画，就做到了这一点。他可以说是《原神》所塑造的角色中，人气最高的一个。《听书人》视频在外网就有3000万的播放量，在B站也有将近5000万的播放量。有些玩家喜欢他身上悠闲淡定的气质，逢年过节走不完的亲戚，带着浓浓的人情味儿，还有人喜欢他那句经典台词“我虽无意逐鹿，却知苍生苦楚”，认为他重信义、讲理法、懂仁爱……玩家只有先喜欢上这个角色，才会爱屋及乌，去探究角色的一言一行，深挖细节背后的文化元素；他们才会继续为爱发电，进行角色二创，去跟自己的好友分享推广。当玩家把我们暗藏在游戏细节里的文化元素都吃透的时候，不管他是外国人还是中国人，他必然对中华文化有了一个比较初步的理解与认知。
Our portrayal of the Rex Lapis "Zhongli" in the game *Genshin Impact*, achieves precisely that. He can be considered one of the most popular characters created in the game. The video "The Listener" has garnered 30 million views on international platforms and nearly 50 million views on Bilibili. Some players appreciate his laid-back and composed demeanor, reminiscent of endless family gatherings during festivals, brimming with a strong sense of humanity. Others admire his iconic line, "I wish not for dominion, yet I cannot watch the common folk suffer," perceiving him as someone who values integrity, rationality, and compassion. When players develop an affinity for a character, they delve into their every word and action, unearthing the cultural elements hidden behind the details. They continue to generate content out of love, engage in fan creations, and enthusiastically share and promote the game with their friends. As players immerse themselves in the cultural elements embedded in the game's intricacies, regardless of their nationality, they inevitably gain a preliminary understanding and recognition of Chinese culture.

在对传统文化进行创新与融合的时候，我们时刻提醒自己，要用尊重之心去创作、用敬畏之心去创新、用谦虚之心去表达，传统文化才能跨越地域和时间的界限，去触达更多Z世代的年轻人，走向全球，走进生活，走入人心。
In the process of innovating and integrating traditional culture, we always remind ourselves to create with a sense of respect, innovate with a sense of awe, and express with a sense of humility. Only with these attitudes can traditional culture transcend geographical and temporal boundaries, reach more young people of Generation Z, go global, enter our lives, and touch people's hearts.

背靠传承千年的文化宝库，我们在文化创意上，并不缺乏想象力，我们最需要的是把想象力转换为作品的技术能力。米哈游过去这几年在技术上的所有积累，都是在努力实现文化产品的工业化。这个春节《流浪地球2》火了，导演在采访里提及最多的词，就是工业化打造，看来包括电影在内，整个文化产业大家都非常看重工业化的实践。
With a cultural treasure trove that spans thousands of years, we are not lacking in imagination when it comes to cultural creativity. What we truly need is to transform that imagination into technical capabilities that produce tangible works. Over the past few years, miHoYo has been accumulating technical expertise, striving to achieve industrialization in cultural products. The success of *The Wandering Earth 2* during this Spring Festival has emphasized the importance of industrialization, as mentioned by the director in interviews. It appears that the entire cultural industry, including films, highly values the practice of industrialization.

《原神》能在上线2年后，依然保持较高热度，很大一部分原因要归功于我们日益成熟的工业化体系。我们所说的文化产品工业化，指的是在保证“文化价值、创意与创新”的前提下，大批量、稳定生产、高质量的文化产品；就是要标准统一的前提下，品质可控，流程可控，产量可控。只有这样，它才能保证同时做到高品质与高效率这两点。
One of the main reasons why *Genshin Impact* has maintained high popularity even two years after its release is due to our increasingly mature industrialization system. When we talk about industrialization of cultural products, we refer to the mass production, stable production, and high-quality production of cultural products while ensuring "cultural value, creativity, and innovation." It means achieving standardized processes, controlled quality, controlled workflows, and controlled output. Only through this approach can we ensure both high quality and high efficiency simultaneously.

《原神》出圈的不只有游戏，我们的游戏音乐作品也屡获殊荣，我们创作的中国戏曲风格曲目《神女劈观》今年还登上了央视网络春晚的舞台。
*Genshin Impact* has not only achieved success in the gaming industry but also in the realm of game music. Our musical compositions have received numerous awards, and this year, our Chinese opera-style piece titled "The Divine Damsel of Devastation" even graced the stage of the CCTV Network Spring Festival Gala this year.

我们塑造的戏曲表演艺术家“云堇”之所以能深入人心，是因为我们在技术呈现上，为她量身打造了一套独有的动作风格。我们在传统戏曲表演“亮相”“旋子”“打出手”和“舞花枪”的基础上，融合了古典舞和传统武术的特点，让云堇在游戏里线条舒展、起伏轻盈，在保持优雅的同时，还能展现出强劲的力道。我们花费了一年多的时间去打磨这些微小细节，来满足内容品质上的严苛要求。
The reason why our portrayal of the Chinese opera performer "Yun Jin" has resonated with people is because we have crafted a unique set of movements for her through our technical presentation. Building upon the foundation of traditional Chinese opera movements such as "liangxiang" (striking a pose), "xuanzi" (rotating), "da chushou" (fighting), and "wu huaqiang" (flower spear dance), we have integrated elements of classical dance and traditional martial arts. This allows Yun Jin to exhibit graceful lines and light agility while maintaining elegance and demonstrating powerful strength. We spent over a year refining these minute details to meet the stringent requirements of content quality.

单一角色这样高品质打磨并不难，难得是所有角色都要达到这样的水准。如果没有工业化的生产管线，超千人的研发团队很难做出大体量、同等品质的产品出来，我们可能要花至少半年的时间才能进行一次版本更新，去扩充地图、增加新角色。如今米哈游的工业化能力，已经可以把《原神》版本更新稳定维持在6周一次，这也确保了《原神》能持续向玩家高频率、大体量供应优质内容，才有了如今的市场表现力。
It is not difficult to achieve such high-quality refinement for a single character. What is challenging is ensuring that all characters reach the same level of quality. Without an industrialized production pipeline, it would be difficult for a development team of over a thousand people to produce a large-scale product of equivalent quality. It could take at least six months to release a single version update, which includes expanding maps and introducing new characters. With the current industrialization capabilities of miHoYo, we are able to maintain a stable update schedule of once every six weeks for *Genshin Impact*. This ensures a continuous and frequent supply of high-quality content to players, contributing to the game's market performance today.

如果说文化传承与创新，是我们一直以来所仰望的星空，那么工业化探索，就是我们脚踏实地、一步一个脚印的把理想照进现实的道路。这个工业化体系一旦打通，可以辐射各类文化产品的生产线，我们即将上线的《崩坏：星穹铁道》就是米哈游工业化能力的一次集中体现，我们尝试把《山海经》、《博物志》里的中国神话元素与游戏科幻题材进行融合，现在游戏还在测试，相信很快就能和大家见面。
If cultural inheritance and innovation are the starry sky we have always looked up to, then the exploration of industrialization is the path where we steadfastly step by step turn our ideals into reality. Once the industrialization system is established, it can radiate through various production lines of cultural products. Our upcoming game *Honkai: Star Rail* is a concentrated embodiment of miHoYo's industrialization capabilities. We are attempting to merge elements of Chinese mythology from "Classic of Mountains and Seas" and "Records of Diverse Matters" with the sci-fi genre of the game. The game is currently in testing, and we believe it will be ready to meet everyone very soon.

传统文化的创新表达，知易行难，是一条考验认知、考验审美、考验技术的路。我们始终相信，坚持在内容与技术上不断创新，用IP思维讲述中国故事，走工业化路线，才能让文化产业发展更上一层楼，以文化软实力赋能发展硬实力。
Innovative expression of traditional culture is a challenging path that tests cognition, aesthetics, and technology. We have always believed that by persistently innovating in content and technology, using IP thinking to tell Chinese stories, and following the path of industrialization, we can take the development of the cultural industry to a higher level and empower the development of hard power with cultural soft power.

我今天的分享就到这里，谢谢！
That's all for my sharing today, thank you!