CCTV 2022

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李策：把游戏的产业价值与文化价值相融合，并用新鲜的方式向全球用户展现，借助动漫IP点燃了传统文化出海的第一把火。在过去的一年当中，在海外的社交媒体上，米哈游创作的数字IP《原神》的文化传播成为了热评不断的人气话题。一条游戏角色的宣传片在海外的播放数突破2000万，每天都有新的玩家打卡观看。致力于文化出海，将中国文化元素映射到游戏中，并把传统的戏曲与虚拟世界相结合，在传承的同时做出创新，并吸粉无数。米哈游是怎么做到的？在本期《云起·策问》中，我们将一探究竟。
Li Ce: Integrating the industrial value and cultural value of games, and presenting them to global users in a fresh way, miHoYo ignited the first flame of traditional cultural expansion through the use of anime IP. Over the past year, the cultural dissemination of miHoYo's digital IP *Genshin Impact* has become a continuously popular and discussed topic on social media platforms overseas. A promotional video of a game character has surpassed 20 million views abroad, and new players watch and engage with it every day. By dedicating themselves to cultural expansion, miHoYo successfully mapped Chinese cultural elements into the game and combined traditional Chinese opera with the virtual world, making innovative strides while attracting a countless number of fans. How did miHoYo achieve this? In this episode of *Yunqi • Strategical Inquiry*, we will explore the details.

李策：您印象最深刻的是哪个IP形象？最吸引我们Z时代的年轻宝宝们？
Li Ce: Which IP character left the deepest impression on you? Who is the most attractive to our young Generation Z?

刘伟：我觉得我们的IP都挺吸引大家的。举个例子，我们《原神》里面有很多神对吧，然后我们中华特色的钟离也是非常深受大家喜欢的。所以我觉得我们还是比较幸运，我们的IP大家都还比较喜欢。这就是我们国家文化出口重点企业，包括我们的《崩坏3》和《原神》IP属于国家文化出口的产品。我们自己也是连续两次获得国家文化出口重点的企业。我们对此感到蛮骄傲和自豪的。
Liu Wei: I think our IP characters are quite appealing to everyone. For example, in our game *Genshin Impact*, there are many fascinating deities. Additionally, our Chinese-characterized Zhongli is also highly beloved by many. So, I believe we are quite fortunate as our IP is generally well-liked by everyone. This is why we are a key enterprise in the export of our country's culture, including our games *Honkai Impact 3rd* and *Genshin Impact*, which are products that contribute to the export of our national culture. We have also been recognized as a key enterprise in cultural exports for two consecutive times. We are quite proud and honored of this achievement.

李策：怎么定义这家公司？您觉得是游戏公司，生产动漫IP的公司，还是一个互联网高科技企业呢？
Li Ce: How do you define this company? Do you think it is a gaming company, a company that produces animated IPs, or a high-tech internet enterprise?

刘伟：我们更愿意把自己看成是一家文创和科创双轮驱动的公司，因为你看，我们既有自己的IP，另外一点，我们自己在一些核心技术，包括像卡通渲染、人工智能，包括云计算方面，都是有自己核心技术的。所以我自己认为，我们是文创和科创双轮驱动。
Liu Wei: We prefer to see ourselves as a company driven by both cultural creativity and scientific innovation. You see, we not only have our own IPs, but we also possess core technologies in various areas, including cartoon rendering, artificial intelligence, and cloud computing. Therefore, in my opinion, we are driven by both cultural creativity and scientific innovation.

这些周边产品，你看到的所有的周边产品的形象都是来自于我们的各个IP。包括这是我们的一个女性向的游戏《未定事件簿》，包括这是我们《崩坏3》里面的角色叫希尔，对不对？包括这是我们《原神》里面的角色叫做凝光。所以像你看到的各种形象，其实都是我们自己的IP。包括我们现在的周边衍生产品，它其实也是一个发展得还不错的产业。一年也能够销售好几个亿。所以你看，我们不仅带有手办、服饰，还有生活用品，包括你的杯子，然后靠垫等等。所以说，我们的IP不仅能在虚拟世界中存在，也能够在这个现实世界中陪伴着我们的用户。
These peripheral products, all the images you see in these peripheral products, are derived from our various IPs. This includes our female-oriented game *Tears of Themis*, as well as the character named Himeko in our game *Honkai Impact 3rd*, right? And also the character named Ningguang in our game *Genshin Impact*. So, all the different images you see actually come from our own IPs. Our current peripheral merchandise industry is also developing quite well. It can generate sales of billions of dollars in a year. So, as you can see, we not only have figurines and apparel, but also lifestyle products like cups and cushions, and so on. Therefore, we hope that our IPs can not only exist in the virtual world but also accompany our users in the real world.

李策：把动漫、音乐、游戏，还有周边产品已经整合在了一起，做成了一个非常完善的产业链。
Li Ce: The integration of anime, music, games, and peripheral products has formed a very complete industrial chain.

刘伟：全产业链开发。
Liu Wei: Full industry chain development.

李策：用户画像里面最受欢迎的是哪一部分人？市场效果是一个什么样的情况？
Li Ce: Which segment of the user profile is the most popular? What is the market performance like?

刘伟：我觉得我们在全球都还比较受用户欢迎。你要说我们的核心用户群体的话，我觉得18岁到29岁的一二线城市，可能偏向男性用户，这样的一个用户画像可能是我们非常核心的一个用户群体。
Liu Wei: I believe that we are quite popular among users worldwide. Speaking of our core user group, I think it primarily consists of males aged 18 to 29 in first and second-tier cities. This user profile represents a significant segment of our core user base.

李策：我们认为米哈游是一家互联网科技公司。您认为它不仅仅是游戏公司，其实有很多IP都很成功，而且吸粉无数。像桌上的，您给我们介绍一下这个是什么？
Li Ce: We believe that miHoYo is an internet technology company. What do you think? It's not just a gaming company, in fact, it has many successful IPs and a massive fanbase. Speaking of the object on the table, could you introduce what it is?

刘伟：这是我们《原神》里面的一个非常受全世界欢迎的，这么一个角色，叫做可莉，昵称叫做逃跑的太阳。我觉得我们做中国文化的表达，并不是说刻意地把所有的中国元素都放到我们的作品里面去。我觉得因为毕竟我们是做一个全球化的产品，所以你不能在任何地方都是很明显的、很生硬地对中国文化进行表达。但是我觉得因为我们本身是一个在上海，在中国土生土长的团队，我们的骨子里面，我们的基因里面就是有我们的这样的中华文化。
Liu Wei: This is a character named Klee, also known as "Fleeing Sunlight," from our game *Genshin Impact* that is very popular worldwide. I believe that our expression of Chinese culture is not about deliberately incorporating all Chinese elements into our work. As we are creating a globally-oriented product, it's not feasible or appropriate to forcefully depict Chinese culture in an overt and rigid manner everywhere. However, since we are a team based in Shanghai, China, our roots and DNA naturally carry the essence of Chinese culture.

我们做出来的东西，做出来的产品，做出来的文化内容，它的底色，它的骨子里，它就是有这种中华文化的基因的。所以我觉得对于我们来讲，我们并不是说生硬地对中华文化进行表达，而是因为中华文化就根植在我们这样的一个上海土生土长的团队的基因里面。我们做出来的东西，天然就是有这种中国文化的底色。
The things we create, the products we develop, and the cultural content we produce inherently possess the underlying colors of Chinese culture. Therefore, for us, it's not about forcefully expressing Chinese culture but rather allowing it to organically manifest from the genetic makeup of our team, which originates from Shanghai and has deep connections to Chinese culture. The things we create naturally carry the essence of Chinese culture.

李策：我们看到米哈游致力于文化出海，并且将传统文化的元素映射到游戏当中，用一种非常新鲜的方式向全球用户展现传统文化的魅力。那么什么样的方式是新鲜的，而且能够打动Z世代的用户呢？
Li Ce: We see that miHoYo is dedicated to promoting cultural exchange and incorporating elements of traditional culture into games, presenting the charm of traditional culture to global users in a fresh and innovative way. So, what kind of approach is considered fresh and captivating for Generation Z users?

刘伟：我们自己去复盘，《原神》为什么能够在全球取得这样的成绩？其实就是因为我们在创作和宣传的过程中加入了大量的中国的传统元素，并且用一种新鲜的方式向全球的用户去展现我们传统文化的魅力。
Liu Wei: We ourselves review why *Genshin Impact* has achieved such success globally. It's because we have incorporated a large number of traditional Chinese elements in the process of creation and promotion, and presented the charm of our traditional culture to global users in a fresh way.

我举个例子，我们《原神》的璃月地区是以这种中华文化作为背景的。璃月地区的音乐，其实是极具东方的神韵，广受全球用户的推崇。那是因为我们在整个创作过程中采用了化用的理念，然后在交响乐作为基底的基础上添加传统的民族乐器，将中国传统乐曲的旋律巧妙地融入到游戏的背景音乐中。
Let me give you an example. In *Genshin Impact*, the Liyue region is based on Chinese culture. The music of the Liyue region has an Eastern charm that is highly acclaimed by global users. This is because we have adopted the concept of adaptation, adding traditional Chinese musical instruments on top of symphonic music, cleverly integrating the melodies of Chinese traditional music into the game's background music.

在音乐方面和整个场景世界的表达上，我们借鉴了很多中国的大好河山。比如说我们与张家界、黄龙、桂林等5A级景区开展联动，基于真实的中国自然景观创作的数字美景融入到我们游戏产品的世界里面。不管是中国的玩家还是海外的玩家，都觉得它是美轮美奂、充满韵味的。
In terms of music and the expression of our game world, we have drawn inspiration from China's magnificent landscapes. For example, we have collaborated with 5A-level scenic areas such as Zhangjiajie, Huanglong, and Guilin, and created digital landscapes based on China's real natural scenery, seamlessly integrating them into our game world. Whether it is Chinese players or players from overseas, they all find it magnificent and full of charm.

我们自己编制的游戏角色，比如钟离这样的宣传片，以中国传统的说书作为一个开头。
In terms of our self-developed game characters, let's take Zhongli as an example. The promotional video starts with traditional Chinese storytelling.

> 田铁嘴：…上回书说到，彼时的璃月，海中有大魔侵扰，山间有恶螭盘踞。岩王帝君召集众仙—
> Iron Tongue Tian: ...We last left off with ancient Liyue beset by an ocean demon and a mountain dragon. Rex Lapis mustered his Adepti—
>
>

比如说，上回书说到，彼时的璃月，并且搭配了大量的中国传统音乐来烘托气氛。这样的一个宣传片，目前在海外的总播放量已经突破了2000万。然后，并且每天都会有新的玩家来这里去打卡。一些海外玩家对《原神》游戏内的人物角色等设定，都是我们一直坚持用中文的拼音而不是英语。大家都觉得印象非常深刻，因为大家想要去了解拼音或者说中文是一个什么意思。所以甚至在海外，掀起了一股学习我们汉字的热潮。
For example, as mentioned in the previous book, during that time in Liyue, the atmosphere was accompanied by a large amount of traditional Chinese music. This kind of promotional video has already surpassed 20 million views worldwide. Moreover, every day, new players come here to experience it. Some overseas players find it impressive that the character and setting details in *Genshin Impact* are consistently presented using Chinese Pinyin instead of English. They are deeply interested in understanding the meaning of Pinyin or Chinese characters. As a result, it has even sparked a wave of enthusiasm for learning Chinese characters overseas.

在过去一年中，我们在海外的社交媒体上，《原神》的文化传播成为了热评不断的话题。我觉得特别值得一提的是，今年春节时我们在《原神》中发布了一个新角色云堇。她是一位戏曲表演艺术家，在《原神》的幻想世界提瓦特里面，我们的璃月港是一个非常繁华商业化的城市，市民的生活非常丰富，而听戏自然也是其中一种行为。因此，我们决定在璃月增加一个以戏曲元素为背景的代表角色，于是推出了云堇。将传统戏曲与虚拟世界相结合，对于米哈游来说也是一次全新的尝试。
In the past year, our cultural dissemination of *Genshin Impact* has become a hot topic on social media platforms overseas. One particular highlight I'd like to mention is during this year's Spring Festival when we introduced a new character in the game, Yun Jin. She is a performing artist from the world of traditional Chinese opera. In the fantasy world of Teyvat within *Genshin Impact*, our bustling city, Liyue Harbor, is a vibrant and commercial hub where the lives of its citizens are rich and diverse. Attending opera performances is a natural part of their lives. Therefore, we decided to introduce Yun Jin, a representative character with a background in traditional opera, to the city of Liyue. This was an entirely new endeavor for miHoYo, merging traditional opera with a virtual world.

为了让玩家能够感受到传统戏曲的魅力，我们邀请了专业的戏曲演员，上海京剧院的杨扬老师为云堇配音。在杨扬老师的演绎下，云堇的唱段《神女劈观》受到了许多玩家的喜爱。
To ensure players could truly experience the charm of traditional opera, we invited a professional opera performer, Teacher Yang Yang from the Shanghai Jingju Theatre Company, to provide the voice for Yun Jin. Under Yang Yang's rendition, Yun Jin's aria, "The Divine Damsel of Devastation," received tremendous love from many players.

> 云堇：…唱与——诸位——听——曲高未必人不识；自有知音和清词；红缨猎猎剑流星；直指怒潮洗海清…
> Yun Jin: ...Which I shall now tell — if you shall attend; From the world she seems apart; But there are those who know her heart; With crimson spear and flashing brand; To still the raging tides they stand...
>
>

我们注意到，不只有年轻玩家，更有资深的老戏迷表达了对我们《神女劈观》唱段的认可。还有很多玩家也是玩起了二创，去用戏曲的方式、用这种戏腔的方式去翻唱《神女劈观》的内容。
We have noticed that it's not just young players, but also seasoned fans of traditional opera who have expressed their appreciation for the singing segment of our game, "The Divine Damsel of Devastation." Many players have even taken part in creative adaptations, using the style and melodies of traditional opera to cover the content of "The Divine Damsel of Devastation."

因为我们的《原神》内容本身，它就是一个全球发布的，在海外也有大量的玩家。通过《原神》的这次尝试，燃起了对我们中国传统戏曲的兴趣，进而去观赏更多的我们的戏曲唱段内容。以戏曲元素作为基础，理解并去吸收新的文化要素，将传统的内容以创新的形式去演绎，去唤起观众对传统文化的热情。这既是我们创作云堇的一份心愿，也是作为我们游戏内容创作者的一份期待。
Our game, *Genshin Impact*, is a globally released title with a large player base overseas. Through this endeavor with *Genshin Impact*, we have ignited an interest in traditional Chinese opera among players, prompting them to explore more opera singing segments. By using opera as a foundation and incorporating new cultural elements, we aim to interpret traditional content in innovative ways and evoke enthusiasm for traditional culture among the audience. This is not only a heartfelt aspiration in the creation of the character Yun Jin but also an expectation as game content creators.

获得了苹果2020年的年度游戏、TGA的2021年年度最佳移动游戏等多项大奖，也是证明了全球的玩家确实都很喜欢这款来自中国的，充满着中国文化韵味的这么一款数字文化产品。我们自己也是感到非常荣幸和振奋。
Winning numerous prestigious awards such as Apple's 2020 Game of the Year and The Game Awards' (TGA) 2021 Best Mobile Game is evidence that players worldwide truly enjoy this digital cultural product from China, imbued with the charm of Chinese culture. We are honored and exhilarated by this achievement.

李策：有没有做过用户画像？在UGC时代，大家对于动漫游戏非常狂热的用户群体，大概是哪个年龄段？
Li Ce: Have you created user profiles? In the era of user-generated content (UGC), what age group comprises the enthusiastic user base for anime and gaming?

刘伟：以我们自己目前所看到的用户群来讲，我们一个典型的用户画像大概是18岁到29岁，就一线城市偏男性这么一个群体。因为这部分人，其实对文化娱乐产品是有最强的需求的。你看，包括我们自己在创业做米哈游公司的时候也是处于这个年龄段的。所以对于我们来讲，至少到目前为止这样的一个用户画像是我们的典型的这样一个群体。
Liu Wei: Based on our observations of our user base, a typical user profile for us would be males aged 18 to 29 residing in first-tier cities. This group of people has the strongest demand for cultural and entertainment products. It's worth noting that even when we started our venture and established miHoYo, we were in the same age range. Therefore, at least for now, this user profile represents our typical audience.

李策：要把游戏的产业价值跟文化价值相融合，肯定不只是要有游戏。比如您讲的动漫、音乐、IP，还有一些人工智能技术的迭代。其实，它不仅给用户产生精神愉悦的体验，还能够让传统文化更好地传承下去。在保证游戏主板块稳定营收的同时，其他的赛道是如何实现可持续发展的？
Li Ce: To integrate the industrial value of games with cultural value, it's not just about having games. For example, as you mentioned, there are also animations, music, and IPs, along with the iterative development of artificial intelligence technology. These not only provide users with enjoyable experiences but also contribute to the better preservation of traditional culture. While ensuring stable revenue from the core gaming sector, how can other avenues achieve sustainable development?

刘伟：我觉得说，在过去10年尤其是手机游戏在全球进行普及了之后，其实游戏已经变成了全世界人民，然后非常愿意去接受，不管是娱乐体验还是这种虚拟体验的这么一个媒介。这对于我们来讲，其实游戏跟过去的电视、电影、音乐没有任何的差别。它都是用户去体验你的产品，能够沉浸在你所为他构建的这么一个虚拟世界和故事中的这么一个载体。
Liu Wei: I think that in the past 10 years, especially with the global popularity of mobile games, gaming has actually become something that people all over the world are willing to embrace. Whether it's for entertainment or experiencing a virtual world, gaming has become a medium that transcends the boundaries. For us, gaming is no different from television, movies, or music in the past. It's all about users experiencing your product and immersing themselves in the virtual world and story that you have constructed for them.

所以对于我们来讲，其实我觉得我们过去，包括过去，包括未来，其实我们所有的经历，不管是我们在文创上的优势还是在科创上的优势，都是集中说，把我们不管是游戏、还是动画、还是漫画、还是音乐这些东西能够做出最好的一个表达，让我们自己为用户所构建的虚拟世界，我们为大家所创作出来的各种鲜活的角色，以及我们在背后承载的整个文化的世界观，都能够以一种最创新、然后最吸引大家的方式传达给大家。
So for us, I actually think that our past, including the future, all of our experiences, whether it's our strengths in cultural creativity or technological innovation, they all converge to allow us to make the best expressions, regardless of whether it's games, animations, comics, or music. It enables us to construct virtual worlds for users, create vibrant characters for everyone, and embody the entire cultural worldview we carry. All of this can be conveyed in the most innovative and captivating way possible, appealing to everyone.

其实这也是过去这些年，大家看到说好莱坞的文化能够向全世界传承和表达的一个很重要的方式，就是你不仅有好的故事，你还有一个非常先进的技术，能够将这样的故事以一种最先进、然后最在全世界最有吸引力的方式对大家进行表达。所以我觉得这是我们自己过去一直在努力做的，也是我们自己所讲的叫做文化产品的工业化。
In fact, this has been an important approach we have seen in recent years, where Hollywood's culture can be inherited and expressed to the world. It's not just about having a good story, but also having advanced technology that can present such stories in the most cutting-edge and globally appealing way. So I believe this is what we have been striving for all along, and it aligns with our pursuit of industrializing cultural products.

李策：把游戏的产业价值和文化价值相融合，一直是米哈游的理念。那么在《原神》IP开创和打造的过程当中，有没有碰到什么样的困难和挑战呢？
Li Ce: Integrating the industrial value and cultural value of games has always been a philosophy of miHoYo. So, during the process of creating and developing the *Genshin Impact* IP, did you encounter any difficulties and challenges?

刘伟：困难挑战是非常多的。其实要制作像《原神》这样一款开放世界的多平台游戏开发的复杂程度是非常高的。所以我们其实必须站在一个多平台的视野去思考游戏的制作，了解各个平台的优劣点，确保我们的游戏既能够在PC、移动和主机平台上顺畅的运行，又能够发挥各个平台的硬件特性。
Liu Wei: There were indeed many difficulties and challenges. Creating a complex open-world multi-platform game like *Genshin Impact* required us to have a multi-platform perspective and understand the strengths and weaknesses of each platform. We aimed to ensure smooth gameplay across PC, mobile, and console platforms while leveraging the hardware capabilities of each platform.

所以比如说，我们会和美术团队一起，在开发图形功能的时候，我们首先需要制定一个全平台的综合解决方案，并且为每一个平台选择合适的技术进行实现。然后基于这个方案，各个平台在分别制作合适的美术制作规范，才能够开始进行功能的实现和美术资源的制作。制作完成以后，我们还需要进行验收和检查。为此，我们也开发了多平台的自动化的检测工具及相关的检测方法。我们这边也申请过发明专利，目前也获得了授权。
For example, when developing graphics functionality, we collaborated with the art team to devise a comprehensive cross-platform solution and implemented suitable technologies for each platform. Based on this approach, each platform followed appropriate art production standards to implement features and create art assets. After completion, we conducted acceptance tests and inspections. To support this, we developed automated detection tools and related methods for multiple platforms. We also applied for and obtained patents.

对我们而言，《原神》也还是有不少的创新点。比如，我们是第一次挑战移动端的开放世界游戏的开发，第一次全球同步进行公测，也是第一次多平台发行，所以我们包括PS4、iOS、Android和PC同步发行。这些其实都是很有挑战的。在开发过程中，我们确实碰到了不少的困难。举个例子说，我们在PS4开发过程中面临的最大障碍之一是优化原神在PS4上的内存的使用。我们有一些在PS4 PRO上支持使用最高的分辨率，并且应用了多种的渲染技术，当然可以使画面质量更加清晰和细腻。
*Genshin Impact* introduced several innovations for us, such as our first attempt at developing an open-world game for mobile platforms, simultaneous global beta testing, and multi-platform release on PS4, iOS, Android, and PC. These endeavors posed significant challenges. Throughout the development process, we encountered various difficulties. For instance, optimizing memory usage on PS4, particularly for higher resolutions and utilizing multiple rendering techniques on PS4 Pro, was one of the major obstacles we faced. However, it allowed us to achieve clearer and more detailed visuals.

李策：在交大的这段经历，对你有没有产生创业的影响？当时是什么样的冲动和初衷？有这样的魄力去开这家公司？
Li Ce: Did your experience at Shanghai Jiao Tong University influence your decision to start a business? What kind of drive and original intent did you have at that time? Did you possess the courage to establish this company?

刘伟：不管是我的本科还是我的研究生，都是在交大求学和成长的。我们交大是一个非常开放然后的这么一个环境，在这个环境里面，你会认识各种各样不同的优秀的同学。
Liu Wei: Whether it was my undergraduate or my graduate studies, they were all at Shanghai Jiao Tong University. Shanghai Jiao Tong University is a very open and inclusive environment. In this environment, you get to meet various outstanding classmates.

你会看到我之所以有机会创业做米哈游，也是因为在交大的时候遇到我的两个合伙人。大家志同道合，大家愿意在一起做一样的事情，这才让我们有机会在当年初生牛犊不怕虎去创立的米哈游这家公司。
The reason I had the opportunity to start my own company, miHoYo, is also because I met my two partners during my time at Shanghai Jiao Tong University. We shared the same goals and were willing to work together towards the same vision. This gave us the opportunity to establish miHoYo, a company that fearlessly embarked on its journey in the early days.

所以我觉得交大对我最大影响是让我遇到了自己的合伙人，遇到了一群有想法，然后志同道合又愿意去尝试的这样的伙伴。我觉得这是交大对我来讲最大的影响。
So, I believe the biggest impact Shanghai Jiao Tong University had on me was that I met my partners there, as well as a group of like-minded individuals who had ideas and were willing to try new things. I think that's the greatest influence Shanghai Jiao Tong University had on me.

李策：看到有一个报道是说希望在2030年能够创造出一个10亿人非常喜欢生活在其中的虚拟世界。那么对于未来的发展方向和愿景是这样的吗？还是说你有更深的规划？
Li Ce: I saw a report that mentioned the hope of creating a virtual world by 2030 where one billion people would truly enjoy living in. Is this the direction and vision for the future, or do you have more profound plans?

刘伟：我觉得我们自己有一个愿景，叫做2030年打造出10亿人愿意生活在其中的虚拟世界。我觉得这个也是跟这个时代的趋势是比较趋同的。大家也知道我们现在整个上海也在推整个我们的新赛道，其实新赛道里面有一个很重要的就是元宇宙。我觉得我们这一代年轻的创业公司其实有机会去参与全球的竞争。大家都知道其实元宇宙这不仅在中国，其实在国际上也是非常火的这么一个新的领域。它其实元宇宙有大家都会有很多不同的这种切入方式，比如有的是通过硬件的方式，有的是像苹果，有的是通过社交的方式，比如说像Meta（以前的Facebook）。
Liu Wei: I believe we have a vision to create a virtual world by 2030 that appeals to one billion people who enjoy living in it. This aligns with the trend of the times. As many of you may know, in Shanghai, we are exploring a new track, and one of its significant components is the metaverse. I think our generation of young entrepreneurial companies has the opportunity to participate in global competition. The metaverse is not only popular in China but also a thriving field internationally. Different companies have various entry points into the metaverse, such as through hardware like Apple or social platforms like Meta, which was formerly Facebook.

我们是希望通过内容的方式去切入这样的一个领域。我们自己觉得本身元宇宙这个方向，它其实整个产业是非常大的，它能够未来对整个行业有一个很深的影响，也能够在全球影响很大的一个用户群。我们自己是希望从内容这个领域去切入，最终能够在全球构建出属于我们的一个元宇宙。最终也是在这样的一个元宇宙里面，能让10亿用户能够在元宇宙里面享受我们为他所构建这么一个虚拟世界。
Our approach is to focus on content. We believe that the metaverse has vast potential and can profoundly impact the industry and reach a significant global user base. Our goal is to enter this field through content and ultimately build our own metaverse that provides an immersive virtual world for one billion users.

当然，他可能也能够为我们去传播文创和科创上的优势。我们也希望我们自己能够长期耕耘，未来10年有机会在这个领域做出一些有世界影响力的产品。
Moreover, we hope that through our metaverse, we can promote our strengths in cultural and technological innovation. We aspire to continue cultivating and, within the next ten years, develop globally influential products in this field.

李策：每一代人都有自己的文化尊严与文化责任。经典与传统会使我们内心丰富起来，强大起来，使我们有所敬畏，不轻妄。增加我们人生的深度和质量，用Z世代能够理解喜爱的方式展示经典及其精神的魅力，并致力于文化传播、文化出海。游戏、音乐、动漫IP的发展不仅在于精神娱乐，而是产业价值与文化价值的深度融合。
Li Ce: Each generation has its own cultural dignity and cultural responsibility. Classics and traditions enrich our inner selves, making us stronger and fostering a sense of awe and respect. They enhance the depth and quality of our lives. Generation Z, with their unique understanding and affinity, showcases the charm of classics and their spirit. They are dedicated to cultural dissemination and taking culture abroad. The development of games, music, and animated IP goes beyond entertainment; it involves the profound integration of industrial value and cultural value.

## Article

《云起·策问》聚焦实体经济创新实践和知识产权保护，撕掉过往的标签，讲述光环背后的故事，记录时代人物、传播创新精神，致敬科学的力量。
*Yunqi • Strategical Inquiry* focuses on the innovative practices of the real economy and the protection of intellectual property rights. It aims to strip away past labels and tell the stories behind the halo, documenting the figures of the era and spreading the spirit of innovation while paying tribute to the power of science.

“凡缘朦朦仙缘滔，天伦散去绛府邀”，这段精美绝伦的戏曲唱段出自国产游戏《原神》，在海外视频平台播放量已超700万，评论区好评如潮。
The exquisite and outstanding opera segment "The Divine Damsel of Devastation" from the domestic game *Genshin Impact* has garnered over 7 million views on overseas video platforms, receiving a flood of positive comments in the comment section.

近年来，以国产游戏为代表的国产创意产品的品牌口碑和国际接受度迅速提升。一款款国产游戏在海外纷纷走红，用独特而极具魅力的中国文化元素吸引着全球玩家的目光。把游戏产业价值与文化价值相融合，并用新鲜的方式向全球用户展现，借助动漫IP，点燃了传统文化出海的第一把火。过去的一年，在海外的社交媒体上，米哈游创作的数字IP《原神》的文化传播成为了热评不断的人气话题，一条游戏角色的宣传片在海外的播放数突破2000万，每天都有新的玩家打卡观看。致力于文化出海，将中国文化元素映射到游戏中，并把传统戏曲与虚拟世界做结合，在传承的同时做出创新，并吸粉无数，刘伟及团队是如何抓住时代机遇，成功打造《崩坏》、《原神》等知名IP，使米哈游跻身游戏业的头部；如何在游戏中融入中华传统文化，做好“文化出海”；IP打造过程中遇到的困难与知识产权保护起到怎样的作用；如何实现多赛道融合，米哈游是怎么做到的呢一探究竟。本期节目主持人李策对话米哈游联合创始人、总裁刘伟。
In recent years, the brand reputation and international acceptance of domestic creative products, represented by domestic games, have rapidly improved. One by one, domestic games have gained popularity overseas, attracting the attention of global players with unique and highly charismatic Chinese cultural elements. By integrating the value of the gaming industry with the value of culture and showcasing it to global users in a fresh way, the first spark of traditional culture going global was ignited through the use of anime IPs.

In the past year, the cultural dissemination of the digital IP *Genshin Impact* created by miHoYo on overseas social media has become a continuously hot and popular topic, with a promotional video of a game character surpassing 20 million views overseas, and new players checking in to watch it every day. Devoted to cultural globalization, miHoYo maps Chinese cultural elements into games, combines traditional opera with virtual worlds, inherits while innovating, and gains countless fans.

How did Liu Wei and his team seize the opportunities of the times and successfully create well-known IPs such as *Honkai* and *Genshin Impact*, propelling miHoYo to the forefront of the gaming industry? How did they integrate Chinese traditional culture into games and excel in "cultural globalization"? What role did they play in facing challenges and protecting intellectual property rights during the IP creation process? How did they achieve multi-track integration? This episode of the program features host Li Ce in conversation with Liu Wei, co-founder and president of miHoYo.

本期《云起·策问》访谈提要：
Summary of the interview in this episode of *Yunqi • Strategical Inquiry*:

### Seizing the Opportunities of the Times and Flourishing

2011年，就读于上海交通大学的三位米哈游创始成员，在宿舍开发出了米哈游第一款游戏《FlyMe2theMoon》，并于App Store发布，开启创业旅程。目前米哈游的团队已经扩展至超5000人，产品包括《崩坏学园2》《崩坏三》《未定事件簿》《原神》《崩坏：星穹铁道》《绝区零》等。其中，开放世界冒险游戏《原神》曾获得App Store 2020年度精选游戏奖项以及Apple Design Awards 2021年度视觉与图像奖。
In 2011, three founding members of miHoYo, who were studying at Shanghai Jiao Tong University, developed miHoYo's first game, *FlyMe2theMoon*, in their dormitory and released it on the App Store, embarking on their entrepreneurial journey. Currently, miHoYo's team has expanded to over 5,000 people, and their products include *Houkai Gakuen 2*, *Honkai Impact 3rd*, *Tears of Themis*, *Genshin Impact*, *Honkai: Star Rail*, *Zenless Zone Zero*, and more. Among them, the open-world adventure game *Genshin Impact* has won the App Store's 2020 Game of the Year Award and the Apple Design Awards' 2021 Visuals and Graphics Award.

### Spreading Chinese Traditional Culture Through Games

文化的传承和融合是另一大卖点。表达中国文化，并非仅仅将中国元素生搬硬套，而是做出天然有中国文化底色的产品。如《原神》“化用”音乐融入游戏，展示中国传统文化；基于真实自然景观，展现中国大好河山；坚持使用汉语拼音，掀起文化传播热潮。
The inheritance and integration of culture are another major selling point. Expressing Chinese culture does not simply mean copying Chinese elements but creating products that naturally have a Chinese cultural background. For example, in *Genshin Impact*, music is "appropriated" and integrated into the game to showcase Chinese traditional culture. It portrays the splendid landscapes of China based on real natural scenery and insists on using Hanyu Pinyin, sparking a trend of cultural dissemination.

今年发布的新角色云堇正是传统戏曲和虚拟世界结合的新尝试，将中国传统文化以创新的形式演绎，从而唤起观众对传统文化的热情。
The recently released character, Yun Jin, is a new attempt to combine traditional opera and the virtual world, presenting Chinese traditional culture in an innovative form and arousing enthusiasm for traditional culture among the audience.

《原神》将卡通渲染风格和不同的地域文化融合，让玩家在进入每一个新的城邦之后，不管是在角色、场景、背景音乐等，都会有一个全新的体验。比如融合东方文化的“璃月”，就呈现出了与“蒙德”完全不同的风貌。
*Genshin Impact* blends cartoon rendering styles with different regional cultures, providing players with a completely new experience in terms of characters, scenes, background music, and more when entering each new city-state.

而“璃月”作为《原神》中最富有中式美的地区，其蕴含的中华文化特点不断被社交平台上的创作者们挖掘，对内容的长线运营也是《原神》受到中外玩家高度认可的原因之一。诸如此类的高要求，体现在《原神》的每一个环节，这也是为什么当“提瓦特大陆”呈现在玩家面前时，会让玩家为之疯狂。
For example, Liyue, which incorporates Eastern culture, presents a completely different style from Mondstadt. As the region in *Genshin Impact* with the richest Chinese aesthetic, Liyue's Chinese cultural characteristics are constantly explored by creators on social platforms, and its long-term content operation is one of the reasons why *Genshin Impact* is highly recognized by players both in China and abroad. Such high demands are reflected in every aspect of *Genshin Impact*, which is why when the continent of Teyvat is presented to players, it drives them crazy.

### Building Intellectual Property Protection Around IP

To create open multi-platform games like *Genshin Impact*, it is necessary to consider game development from a multi-platform perspective and make it compatible with and leverage the hardware features of each platform. To achieve this, miHoYo has developed a multi-platform automated testing tool, applied for invention patents for relevant testing methods, and obtained authorization.
为制作诸如《原神》等开放的多平台游戏，必须站在多平台的视野去思考游戏的制作，并使之能兼容且发挥各个平台的硬件特性。为此，米哈游开发了多平台的自动化检测工具，相关的检测方法申请了发明专利，并获得授权。

miHoYo particularly values the protection, management, and operation of intellectual property rights. They have formed a professional intellectual property team to safeguard IP construction, including trademarks and copyrights. Currently, miHoYo has a complete set of measures to protect intellectual property rights throughout the stages of creative innovation, implementation, and application.
米哈游尤其重视知识产权的保护、管理和运营，在IP构建相关相关商标、版权方面组建了专业的知识产权团队保驾护航。目前，米哈游在创意的创新、实施、应用阶段就已经有一套完整的保护知识产权的措施。

### Integration of Multiple Tracks to Achieve Industrialization of Cultural Products

米哈游也一直尝试在游戏外拓宽内容边界，以IP联动的形式让玩家感受幻想世界的魅力，使IP形象得以在虚拟世界之外的现实生活中给玩家更多的陪伴。
miHoYo has also been exploring expanding the boundaries of content beyond games, allowing players to experience the charm of the fantasy world through IP linkage and enabling IP images to have a greater presence in players' real lives outside of the virtual world.

坚持文创与科创的结合，米哈游将漫画、动画、音乐、周边和游戏都看作是整个 IP 的组成部分。虽然游戏贡献了最大的收入，但是将种种不同的业态组合在一起，才是维系IP运营、保持长期热度的做法。这也是米哈游一直在努力践行的“文化产品的工业化”。
By adhering to the combination of cultural and scientific creativity, miHoYo sees manga, animation, music, merchandise, and games as integral parts of the entire IP. Although games contribute the most revenue, it is the combination of various different formats that sustains IP operations and maintains long-term popularity. This is the practice that miHoYo has been striving to implement, "the industrialization of cultural products."

### The Vision in the New Track of the Metaverse

在元宇宙新赛道持续热门下，米哈游将继续坚持技术驱动娱乐体验的理念，通过内容的方式切入元宇宙领域，最终能吸引10亿用户在元宇宙里面享受米哈游为他所构建的虚拟世界。（制片人：李策 统筹：汤艾一）（推广）
In the ongoing popularity of the new track of the metaverse, miHoYo will continue to adhere to the concept of technology-driven entertainment experiences and enter the metaverse field through content, ultimately attracting one billion users to enjoy the virtual world built by miHoYo. (Producer: Li Ce, Coordinator: Tang Aiyi) (Promotion)