By Brittany Chiu
“Joy of Life Season 2”1 has redefined the landscape of Chinese dramas on global streaming platforms, setting unprecedented records and standards. The highly anticipated sequel to the hit Chinese drama “Joy of Life” (庆余年), premiered on May 16, 2024, on CCTV-8 and Tencent Video. The season quickly gained widespread acclaim and broke several viewership records2. This drama, based on the popular novel by Mao Ni, combines elements of history, fantasy, and political intrigue, offering a richly woven narrative that keeps viewers on the edge of their seats.
What makes this premiere unique and groundbreaking is its simultaneous airing on Disney+, marking a strategic collaboration that could reshape the future of international distribution for Chinese dramas. This collaboration with Disney+ signifies a departure from the traditional approach of delayed international releases for Chinese dramas. In the past, shows would first air in mainland China before reaching international platforms like Netflix or HBO Max, often resulting in fragmented viewing experiences and diminished excitement among overseas audiences. However, “Joy of Life Season 2” chose a different path by partnering with Disney+ for a synchronized global release, eliminating delays and ensuring that viewers worldwide could experience the storyline simultaneously.
By pioneering this approach, “Joy of Life Season 2” not only expands the reach of Chinese dramas but also opens doors for more collaborations between Chinese content creators and international streaming services. This shift in strategy enhances the visibility and accessibility of Chinese content on a global scale while fostering greater cultural exchange and understanding among diverse audiences worldwide. By setting this precedent, “Joy of Life Season 2” opens up new possibilities for Chinese dramas to gain international exposure and recognition. It demonstrates that Chinese productions can successfully engage with overseas platforms and audiences on a synchronized and global scale, potentially paving the way for more collaborations between Chinese content creators and international streaming services in the future. This shift in approach not only enhances the visibility and accessibility of Chinese dramas on the global stage but also fosters greater cultural exchange and understanding between different audiences worldwide.
Reaping Rewards
The success of Asian dramas such as “Parasite” and “Squid Game” in Western markets underscores a growing demand for international content among North American audiences. Responding to this trend, major streaming platforms are expanding their libraries to include more Asian productions, offering viewers fresh narratives and diverse perspectives. As language barriers diminish with the availability of subtitles and dubbed versions, Asian content creators find themselves uniquely positioned to showcase their work to a multicultural audience. This not only fosters a deeper understanding and appreciation of Asian cultures but also stimulates interest in cross-cultural productions, ultimately strengthening ties within the global entertainment landscape.
A whitepaper by Sparkle Insights, titled “Navigating the New Multicultural Landscape: A Time to Redefine Multicultural Marketing,” based on a multicultural study conducted by Hispanic Marketing Council’s research “IT’S TIME: The Growing Power of the Multicultural Majority,” reveals that a significant 72% of both Whites and Multicultural individuals seek diverse cultural content beyond their own backgrounds. Among respondents aged 13-49, approximately 55% watch shows in non-native languages, with this trend being more prevalent among Hispanics and AAPIs (62%). Additionally, more than half of AAPI, Black, and Hispanic viewers engage with shows reflecting other multicultural segments’ backgrounds or narratives. This data underscores a significant business opportunity for Asian dramas and films to penetrate the North American market and resonate with a wide array of viewers. The increasing appetite for diverse cultural content suggests a readiness to embrace stories and perspectives from Asia.
Overseas streaming platforms such as Disney, Netflix, Hulu, Amazon Prime, and others play a pivotal role in facilitating this expansion. These platforms have vast global reach and sophisticated algorithms that enable them to identify and promote content that resonates with diverse audiences. Through strategic partnerships and licensing agreements with Asian production houses, these platforms can acquire rights to a wide range of Asian content, including dramas, films, and documentaries. This not only provides Asian content creators with access to a larger audience but also ensures that viewers have access to a diverse selection of high-quality content. Moreover, overseas streaming platforms have the resources and expertise to overcome barriers such as translation issues and cultural differences. They invest in localization efforts, including subtitling, dubbing, and cultural adaptation, to make content more accessible and appealing to international audiences. By leveraging their global infrastructure and marketing prowess, these platforms can effectively promote Asian content to viewers around the world, driving engagement and viewership.
Additionally, overseas streaming platforms offer Asian content producers’ valuable insights into international audience preferences and viewing habits. By analyzing data on viewer demographics, engagement metrics, and content performance, producers can refine their content strategies and tailor their offerings to better meet the needs and preferences of global audiences. This data-driven approach enables producers to optimize their content for maximum impact and reach, ultimately enhancing their competitiveness in the global market. Overall, overseas streaming platforms represent a lucrative and accessible distribution channel for Asian content producers seeking to expand their reach and appeal to international audiences. Through strategic partnerships, localization efforts, and data-driven insights, these platforms enable producers to unlock new opportunities for growth and success in the global entertainment landscape.
Disney’s Strategic Triumph
Disney initially hesitated to globally broadcast “Joy of Life Season 2” at the same time due to several major challenges. These obstacles included swiftly addressing translation issues, coordinating promotion across various global platforms, and ensuring that materials adhered to international standards. Nevertheless, the overwhelming success of Season 1 compelled them to seize the opportunity. This decision wasn’t merely a business move; it aimed to expand Disney’s presence within the Chinese diaspora and connect with audiences worldwide, including both avid followers and newcomers to Chinese drama. Ultimately, this collaborative effort bolstered Disney’s reputation as a culturally diverse brand.
Source: Reddit
Source: YouTube
Source: MyDramaList
The benefits extended to the Asian producer too. With Disney’s deep understanding of its global audience, the integration into international markets was seamless. By synchronizing releases and tailoring promotional strategies, Disney not only reduced piracy risks but also cultivated a diverse fan base worldwide. Acknowledging the significance of regional preferences, particularly within Confucian cultural spheres and English-speaking regions, as well as the nuanced variations in tastes across American and European audiences, the adoption of localized promotion strategies became imperative. Collaborating with Disney was an intuitive choice, given Disney’s profound understanding of overseas audiences. Disney provided translators to ensure consistent and high-quality translations for Season 2, building upon the success of Season 1. However, many Chinese dramas lack established intellectual property (IP), which poses challenges for international releases. Despite these obstacles, “Joy of Life Season 2” has set a valuable precedent. If more Chinese productions gain traction overseas, international platforms may be more inclined to pre-purchase them, inspired by the pioneering example set by “Joy of Life.”
Lost in Translation
High-budget Chinese dramas frequently face scrutiny over their translation quality. Despite endeavors to maintain high standards, budget constraints and efficiency pressures can lead to compromises, especially for smaller production houses. Despite the advent of AI translation tools aimed at streamlining the process, even top-tier series like “Joy of Life Season 2” encounter hurdles in ensuring precise translations. Criticisms regarding translation accuracy extend beyond dramas to novels, notably within genres such as Xianxia, Wuxia, and historical dramas, presenting distinctive challenges for translation or dubbing into local languages.
Source: https://www.reddit.com/r/CDrama/comments/1abyfe2/without_context_this_line_looks_crazy/
Interestingly, despite the challenges, Xianxia, Wuxia, and historical dramas are among the most popular with international audiences. Consequently, there is a significant demand for translations in various languages including English, Spanish, French, Russian, Bahasa Indonesian, Thai, Korean, Japanese, and more. This demand underscores the global appeal of these genres and highlights the importance of accurate translations for international viewership. While realistic dramas may encounter fewer translation hurdles, Chinese production companies are increasingly focusing on these niche genres to ensure smoother international distribution. This strategic shift acknowledges the complexities involved in translating niche genres while also responding to the growing global appetite for Chinese content. Nonetheless, it emphasizes the ongoing necessity for improvements in translation practices to preserve the integrity and authenticity of Chinese dramas for a diverse global audience.
Streaming Struggles
Another significant challenge lies in the distribution model of Chinese dramas, particularly in the context of the global streaming landscape. As American streaming services expand their reach internationally, there’s a growing recognition of the need for diverse content offerings, both local and international. Platforms like Netflix, Disney+, Hulu, HBO, and Amazon Prime Video have made substantial investments in producing and acquiring content from various markets worldwide to enrich their libraries and cater to diverse audiences.
Source: https://movieweb.com/chinese-dramas-on-netflix-must-watch/
Traditionally, local content providers or broadcasters would charge a premium for airing popular shows from other regions. However, streaming platforms have disrupted this model by adopting a weekly release schedule for new episodes, departing from the binge-watching model that once characterized their services. This shift mirrors the release strategy of Hollywood studios, where movies premiere in cinemas for a limited time before becoming available on streaming platforms shortly afterward. Similarly, in countries like China, Korea, and Japan, dramas are initially aired through traditional broadcast channels before being made available on streaming platforms like Amazon or Netflix for international audiences within a condensed release window.
Despite the yearly highlights of blockbuster dramas like “Joy of Life Season 2,” simultaneous updates on international platforms are rare. Typically, top Chinese dramas are acquired by global streaming giants after their domestic run, leading to a delay in international availability. This delay, often spanning 2-3 weeks, not only affects Chinese but also Korean dramas and films, as highlighted by industry experts at the Asian American Advertising Federation’s 2024 Asian Marketing Summit. Moreover, this delay in international release contributes to increased piracy as viewers attempt to keep up with domestic audiences. Additionally, Chinese rights holders tend to sell international broadcasting rights through one-off deals, with minimal involvement in global promotion efforts. This traditional approach hampers the potential for synchronized global releases and comprehensive promotional strategies, further exacerbating the challenges of international distribution for Chinese dramas.
Chartering New Frontiers
In a rapidly evolving landscape, “Joy of Life Season 2” emerges as a trailblazer, setting unprecedented standards for Chinese dramas on global streaming platforms. Its strategic collaboration with Disney+ not only shattered records but also heralded a new era of synchronized international releases, bridging cultural divides and fostering greater accessibility for audiences worldwide. Despite enduring challenges in translation accuracy and distribution models, the success of “Joy of Life Season 2” underscores the immense potential for cross-cultural partnerships to reshape the global entertainment landscape.
Source: https://www.youtube.com/watch?v=E0pJwRr-0uw
As the demand for diverse cultural content continues to soar, “Joy of Life Season 2” serves as a beacon of innovation and inclusivity in the entertainment industry. By embracing collaboration and pushing boundaries, this groundbreaking series not only amplifies the voices of Chinese storytellers but also paves the way for greater cross-cultural understanding and appreciation. Through its pioneering efforts, “Joy of Life Season 2” charts new frontiers, redefining the narrative of Chinese dramas and inspiring future generations of content creators to boldly navigate the global streaming era.
1 In the first season, viewers were introduced to Fan Xian, a young man with extraordinary abilities and knowledge from the modern world, who finds himself reincarnated in a historical setting. As he navigates the complexities of the royal court and uncovers secrets about his own origins, he becomes embroiled in a web of power struggles, conspiracies, and betrayals. “Joy of Life Season 2” picks up where the first season left off, delving deeper into Fan Xian’s journey as he seeks to protect his loved ones and uphold justice in a world rife with corruption. The series continues to explore themes of loyalty, love, and honor, while also expanding on the intricate political landscape and introducing new characters who add depth and excitement to the story.
2 High Heat Index on Tencent Video: Within five days of its release, the series reached a heat index of 34,000, setting a new record for the platform. This index measures the popularity and engagement of the show among viewers (Global Times). Peak Real-Time Viewership Rating: On Kuyun, a leading multimedia big data service in China, the show achieved a peak real-time viewership rating of 2.28 percent. This made “Joy of Life 2” the most-watched program across all channels during its timeslot (Global Times). 