For Zhou Yu, the question began as a quiet uncertainty: Could a drama set in China's insurance industry possibly find an audience overseas?

Earlier this year, the metropolitan workplace drama A Better Life became a major hit in China. Zhou, general manager of SMG Pictures, one of the producers, sent its translated episodes to a few European and American partners — more out of curiosity than confidence.

The reply came sooner than she expected. A British distributor wrote back after watching five episodes: they "loved it". What captivated them were not the policies or corporate procedures, but the two protagonists, a 28-year-old and a 39-year-old, each mired in personal crises, yet gradually becoming mentor and student, helping each other grow.

Zhou realized that the story's theme was deeply Chinese, but the emotional grammar was universal.

Zhou brought the series to the recently held 26th Asia TV Forum and Market in Singapore, one of the region's most significant trading floors for screen content. Buyers from across Southeast Asia stopped to ask Zhou about licensing, with some inquiring about local remake opportunities.

China's presence at the forum this year was more visible than ever. Guided by China's State Council Information Office and National Radio and Television Administration, the China Pavilion expanded to 270 square meters, hosting 24 companies and a slate of projects moving toward concrete deals.