China Game Industry Annual Conference 2023

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12月13日至12月15日，由国家新闻出版署主管，广东省新闻出版局、中共广州市委宣传部支持，中国音像与数字出版协会、广州开发区管委会、广州市黄埔区人民政府主办的2023年度中国游戏产业年会在广州举行，游戏产业上下游相关人士齐聚，共同就“传承文化薪火，铸就精品力作”主题展开探讨。
From December 13th to December 15th, the 2023 China Game Industry Annual Conference, supervised by the National Press and Publication Administration, supported by the Guangdong Provincial Press and Publication Bureau and the Publicity Department of the Communist Party of China Guangzhou Municipal Committee, and organized by the China Audio-Visual and Digital Publishing Association, the Guangzhou Development Zone Management Committee, and the Huangpu District People's Government of Guangzhou, was held in Guangzhou. Representatives from various sectors of the gaming industry gathered to discuss the theme of "Inheriting Cultural Heritage, Creating High-Quality Works."

米哈游副总裁殷春波以《守传统文化之正 创游戏表达之新——探索文化“两创”的游戏实践》为题发表主旨演讲。他表示，文化是精品游戏的内核和灵魂，米哈游用尊重之心去创作、用敬畏之心去创新、用谦虚之心去表达，始终秉持尊重、传承、创新的理念，使“民族的”变成“世界的”，推动传统文化触达全球Z世代青年。关于讲好中国故事、传播好中国声音方面的实践，殷春波结合米哈游自身实践从三个角度进行分享。他表示，内容创新需要依托传统文化，坚持在传承创新中弘扬优秀传统文化；用数字技术赋能传统文化时代感和新鲜感，让游戏成为赓续优秀传统文化的重要载体；同时米哈游还以中国创作者视角打造多元文化产品，在深耕中华文化的同时，以尊重包容的态度吸收别国文化的精华，促进了中国文化与世界文化的交流，更彰显了中华优秀传统文化的独特魅力。
Yin Chunbo, Vice President of miHoYo, delivered a keynote speech titled "Upholding Tradition, Creating New Expressions in Games – Exploring the Gaming Practice of 'Dual Innovation' in Culture." He emphasized that culture is the core and soul of high-quality games. miHoYo approaches creation with respect, innovation with awe, and expression with humility, always adhering to the principles of respect, inheritance, and innovation. He highlighted how miHoYo transforms the "national" into the "global," enabling traditional culture to reach the global Generation Z.

In discussing the practice of telling Chinese stories and spreading Chinese voices, Yin Chunbo shared insights from three perspectives based on miHoYo's experiences. He emphasized the reliance on traditional culture for content innovation, the integration of digital technology to infuse a sense of era and freshness into traditional culture, and miHoYo's role as a Chinese creator in crafting diverse cultural products. While deeply rooted in Chinese culture, miHoYo adopts a respectful and inclusive attitude, absorbing the essence of other cultures and promoting the exchange between Chinese culture and world culture, showcasing the unique charm of outstanding traditional Chinese culture.

以下为内容全文：
Here is the full content:

游戏作为文化产品，近年来在推动中华优秀传统文化传承创新方面持续发挥着积极作用，已成为文化“走出去”领域一支令人瞩目的“生力军”，成为了海内外年轻人了解中华文化、聆听中国故事的重要载体。
As a cultural product, games have been actively contributing to the inheritance and innovation of outstanding traditional Chinese culture in recent years. They have become a remarkable "vanguard" in the field of cultural "going global," serving as an important medium for young people at home and abroad to understand Chinese culture and listen to Chinese stories.

今天，我想以我们米哈游出品的《原神》、《崩坏：星穹铁道》这两款畅销全球的国产原创作品为例，和大家分享交流我们在探索游戏如何推动传统文化的创新表达，助力讲好中国故事、传播好中国声音方面的实践。概括说来有三个方面：一是内容创新需要依托传统文化；二是科技赋能传统文化绽放新活力；三是包容多元助力中国风吹向世界。
Today, I would like to take our miHoYo-produced games, *Genshin Impact* and *Honkai: Star Rail*, as examples. These two globally best-selling domestic original works have played a significant role in exploring how games can drive innovative expressions of traditional culture and contribute to the practice of telling and spreading Chinese stories. In summary, there are three aspects: first, content innovation relies on traditional culture; second, technology empowers traditional culture to bloom with new vitality; and third, inclusivity supports the influence of Chinese style worldwide.

## 1. Content Innovation Relies on Traditional Culture

文化是精品游戏的内核和灵魂，底蕴丰厚的中华优秀传统文化，更是取之不尽、用之不竭的创新源泉。如果能够把我们的传统文化有机地与游戏结合，在游戏中传递我们中华传统文化中的真、善、美，让全球玩家通过游戏了解中国人文、地理、历史甚至是哲学文化内容，我们的游戏将变得更加鲜活、更有生命力、更具有独特魅力。
Culture is the core and soul of high-quality games, and the rich heritage of outstanding traditional Chinese culture is an endless source of innovation. By organically integrating our traditional culture with games and conveying the authenticity, goodness, and beauty of traditional Chinese culture through gaming, we can make our games more vivid, dynamic, and uniquely charming for players worldwide.

《原神》自2020年上线以来，在全球市场取得了叫好又叫座的成绩，很重要的原因是在创作和推广过程中加入了大量中华优秀传统文化元素，展现中国文化的魅力。从情节、角色、场景到音乐、活动，中华优秀传统文化元素随处可见：桂林、张家界、黄龙、九寨沟等地的山川美景融入其中，美食、茶艺、戏曲等元素纷纷嵌入游戏内。比如我们以“京剧”为创作灵感，在《原神》中创作了游戏角色“云堇”及京剧唱段《神女劈观》，盔头靠旗、一唱一叹、一颦一笑，尽显国粹风韵，一推出就在全球掀起了一轮京剧热，成为海外Z世代年轻人了解中国戏曲文化的一张新“名片”。
Since its launch in 2020, *Genshin Impact* has achieved remarkable success globally. A crucial factor is the incorporation of numerous elements from outstanding traditional Chinese culture in the creative and promotional processes, showcasing the charm of Chinese culture. Elements of Chinese traditional culture can be found everywhere, from the plot, characters, and scenes to music and events. The beautiful landscapes of places like Guilin, Zhangjiajie, Huanglong, and Jiuzhaigou are integrated, while elements like cuisine, tea art, and traditional opera are embedded in the game. For example, drawing inspiration from Peking Opera, we created the game character Yun Jin and the Peking Opera aria "The Divine Damsel of Distress." With traditional props, expressive singing, and nuanced expressions, it perfectly embodies the charm of national essence. Upon release, it sparked a global craze for Peking Opera, becoming a new "business card" for overseas Generation Z youth to understand Chinese operatic culture.

同时，在传统文化的开发过程中，我们也时刻提醒自己，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，始终秉持尊重、传承、创新的理念，使“民族的”变成“世界的”，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。
Simultaneously, in the development of traditional culture, we always remind ourselves to create with respect, innovate with awe, and express with humility. Adhering to the principles of respect, inheritance, and innovation is essential to transform traditional culture from "national" to "global." Only by crossing geographical and temporal boundaries can traditional culture reach more young people of the Generation Z, go global, integrate into daily life, and enter the hearts of people.

## 2. Technology Empowers Traditional Culture to Bloom with New Vitality

游戏具有文化和科技双重属性，一方面游戏作为第九艺术整合了声、光、电等特效，提供了沉浸式的极致体验，是全球Z世代年轻人共同的娱乐爱好。另一方面，游戏从诞生起就与前沿科技密不可分，游戏在推动人工智能、虚拟现实、云计算等技术的进步上功不可没。当前，数字技术在游戏内的创新应用，不仅赋予了传统文化时代感和新鲜感，也让传统文化真正融入现代大众传播语境，让游戏及其背后的数字技术成为赓续优秀传统文化的重要载体。
Games possess a dual nature of culture and technology. On one hand, as the ninth art form, games integrate sound, light, and other effects, providing an immersive experience that is a shared entertainment passion for the global Generation Z. On the other hand, games have been closely intertwined with cutting-edge technology since their inception, playing an indispensable role in advancing technologies such as artificial intelligence, virtual reality, and cloud computing. Currently, the innovative application of digital technology within games not only imbues traditional culture with a sense of era and freshness but also seamlessly integrates traditional culture into the modern mass communication context, making games and their underlying digital technology a crucial medium for continuing outstanding traditional culture.

米哈游多年来持续投入研发，我们在卡通渲染、人工智能、云游戏技术等领域积累了先进的技术能力，申请了460多项发明专利，通过数字技术，打造极致体验的“虚拟世界”，在产品里立体生动、多层次展现中国文化。玩家一进入游戏，就会自然而然感受到中国文化的浸润。今年我们推出的新作品《崩坏：星穹铁道》就以徽派建筑为基底，以《后汉书》中的仙舟为概念，打造出一个“仿佛从国画中走出来”的国风科幻世界，全球玩家可以在游戏中如身临其境般地体验街头巷尾的相声、评书、杂技等传统曲艺表演。这不仅使游戏产品更加有“烟火气”，也拉近了玩家与中国文化之间的距离，使得游戏中蕴藏的东方意趣和传统意蕴以“润物细无声”的方式潜移默化地根植在了海内外玩家心中，留下了对中国文化的深刻又美好的记忆。
miHoYo has dedicated years to research and development, accumulating advanced technological capabilities in areas such as cartoon rendering, artificial intelligence, and cloud gaming technology. With over 460 filed patents, we leverage digital technology to create an "virtual world" that offers an ultimate experience, vividly and multi-dimensionally showcasing Chinese culture within our products. Upon entering the game, players naturally feel the immersion of Chinese culture. Our recently launched title, *Honkai: Star Rail*, is based on Hui-style architecture, conceptualized around the celestial boat from the "Book of the Later Han." It crafts a "nation-style" sci-fi world that appears to have stepped out of a traditional Chinese painting. Global players can experience traditional folk art performances such as cross talk, storytelling, and acrobatics in the game, bringing the charm of Chinese culture closer to players. This not only adds more vibrancy to the gaming products but also shortens the distance between players and Chinese culture. The oriental charm and traditional significance embedded in the game subtly and quietly take root in the hearts of players worldwide, leaving profound and beautiful memories of Chinese culture.

因此，游戏所具有的文化和科技双重属性，使得游戏在传统文化的创造性转化、创新性发展上具有得天独厚的优势，以“文化+科技”激活传统文化生命力，游戏已成为拓展中华优秀传统文化表现形式的新载体。
Therefore, the dual nature of culture and technology in games gives them a unique advantage in the creative transformation and innovative development of traditional culture. The combination of "culture + technology" activates the vitality of traditional culture, making games a new medium for expanding the expression forms of outstanding Chinese traditional culture.

## 3. Inclusivity Empowers Chinese Style to Reach the World

人们对美好事物的向往，是任何力量都无法阻挡的。《原神》、《崩坏：星穹铁道》作为由中国团队打造的国产原创游戏，是从中国创作者自身的角度展现对多元文化的理解，展现了多元文化元素的魅力。我们在深耕中华文化的同时，以尊重包容的态度吸收别国文化的精华，使中国文化与欧美文化、阿拉伯文化等多元文化在虚拟世界中交相辉映、平等对话，受到了海内外玩家的喜爱。
The yearning for beautiful things is an unstoppable force. *Genshin Impact* and *Honkai: Star Rail*, as domestically created original games by a Chinese team, showcase an understanding of diverse cultures from the perspective of Chinese creators, revealing the charm of diverse cultural elements. While deeply rooted in Chinese culture, we adopt an attitude of respect and inclusiveness, absorbing the essence of other countries' cultures. This allows Chinese culture to interact and engage equally with diverse cultures, such as European, American, and Arabic cultures, in the virtual world, earning love from players worldwide.

《原神》目前开放了5个区域，其中：蒙德和枫丹分别取材自中世纪和文艺复兴的欧洲，融合了法国、德国、英国等一些自然风光和文化特色；璃月的美术风格、剧情、文化，充满我们的中华文化特色；稻妻以和式风格为主；须弥同时拥有葱郁雨林与荒芜沙土，很容易让人联想到古印度与古埃及。在游戏世界中，各国家平等交流、和平共处。各国玩家能够在尊重、包容的氛围中领略异国文化与中国创作者眼中的本国文化。正是这种开放包容多元文化的国际传播叙事方式，受到了全球玩家的喜爱，促进了中国文化与世界文化的交流，更彰显了中华优秀传统文化的独特魅力。
最后，我想说，近几年包括游戏在内的许多中国文化产品在全球具有一定的传播和影响力，正是得益于坚持守正创新。我们相信传统文化与网络游戏等数字技术的融合与创新将成为一大趋势，未来一定会涌现出更多内容优质、打动人心的精品力作，为推动中华优秀传统文化的创造性转化和创新性发展作出我们游戏行业应有的贡献。
Currently, *Genshin Impact* has opened up five regions. Mondstadt and Fontaine draw inspiration from medieval and Renaissance Europe, blending natural landscapes and cultural characteristics from France, Germany, the UK, and more. Liyue's artistic style, storyline, and culture are rich with features of Chinese culture. Inazuma primarily adopts a Japanese style, while Sumeru combines lush rainforests with barren deserts, reminiscent of ancient India and Egypt. In the game world, nations engage in equal exchange and peaceful coexistence. Players from different countries can appreciate foreign cultures and their own national cultures in an atmosphere of respect and inclusivity created by Chinese creators. This open and inclusive international narrative has been loved by players worldwide, fostering the exchange between Chinese culture and world culture and highlighting the unique charm of outstanding Chinese traditional culture.

In conclusion, in recent years, many Chinese cultural products, including games, have gained global dissemination and influence, thanks to the commitment to upholding tradition while innovating. We believe the integration and innovation of traditional culture with digital technologies, including online games, will become a major trend. In the future, there will undoubtedly be more high-quality and emotionally impactful masterpieces contributing to the creative transformation and innovative development of outstanding traditional Chinese culture in our gaming industry.

以上是我的分享。谢谢大家。
That concludes my sharing. Thank you, everyone.