How a new generation of online storytellers is helping to spread the word about Chinese culture
- The growing international popularity of romances or martial arts epics may prove more effective than state-sanctioned efforts to assert soft power
- Such efforts include the global spread of state media news bureaus and the use of Confucius Institutes to teach language and culture
Firdevs Sevda Daglar from Istanbul first discovered the world of Chinese online novels when she was laid up at home with a broken leg three years ago.
With time to spare and fuelled by her interest in Asian history, the now 32-year-old began digging into the reams of Chinese historical and romance fiction available in English translation online.
“At first it was just to pass some time, but now I’m quite into learning Chinese,” said Daglar, who is often struck by “how similar” the Chinese and Turkish cultures are.
Her “addictive” niche interest had inspired the former copy writer to make plans to go back to school for graduate work in Chinese language, skills that may help her as she notices more Turkish businesses looking to partner with China instead of the United States.
Daglar is among what China state media estimates are upwards of 7 million readers outside China who gather on online platforms to discuss and follow romantic intrigues or martial arts adventures.
These fans are tapping into China’s vast contemporary literature industry, which brings in US$2 billion a year from subscriptions and advertising, according to consultancy group iResearch.