Increased visibility
The development of internet technology has made cultural dissemination more efficient, turning the world into a global village, Shu said.
For Generation Z, and other younger generations who prefer living in virtual worlds, advances in gaming technology have provided them with more opportunities to engage with Chinese culture in digital spaces.
"To understand the Chinese 'spirit of chivalry' in the martial arts game Where Winds Meet, I dove into the history of the Five Dynasties and Ten Kingdoms (907-960) period," commented Jason, a gamer from North America, on a game forum.
"Now, I can even name the locations of the 16 prefectures of ancient China within the game."
Jason's remarks on Steam encapsulate the cultural discovery journey undertaken by millions of players worldwide.
The martial arts game, set against the backdrop of ancient China, showcases a rich tapestry of traditional Chinese architecture, ancient capital cities, and key outposts and trading hubs along the ancient Silk Road. It has captivated a global audience, attracting over 9 million players overseas within just two weeks of its launch, with mobile pre-registrations surpassing 5 million, according to developer NetEase. By December 2025, its global player base had surged to 15 million.
Following the success of Black Myth: Wukong, which sold nearly 30 million copies and won the Golden Joystick Award for Game of the Year, Chinese martial arts games have achieved a reputation reversal.
Overseas players have transitioned from unfamiliarity with "Eastern fantasy" to proactively researching intangible cultural heritage elements and historical backgrounds in the games, even voluntarily correcting cultural misunderstandings.
Li Zhigang, a 25-year-old martial arts game enthusiast, said it is not rare to encounter Chinese martial arts game players who speak different languages. Recently, he made an effort to learn English to introduce foreign players to the historical background and characters, such as Emperor Zhao Kuangyin of the Song Dynasty (960-1279), in Where Winds Meet. Occasionally, he also explains the core values and philosophies of China's martial arts to other players.
In November, while playing another martial arts game Sword of Justice, he led a 12-member team that included players from Thailand, Vietnam and Malaysia. Li used broken English to guide everyone on how to collaborate. After three hours of teamwork, one player messaged Li asking him to teach some basic Chinese phrases commonly used during gameplay.
"I find it very interesting. One of my main motivations for learning English now is to explain the cultural background of China to foreign players," he said.
Zhang Taofu, a communication professor at Fudan University, said an important factor behind the growing interest in and embrace of Chinese culture is China's increasing visibility on the global stage.
