Photo: Chen Xia/GT

The pre-show reporting for ChinaJoy (CJ), Asia's largest digital interactive entertainment exhibition, kicked off on Monday, with several technology-themed sections revealed, including the highly anticipated Black Myth: Wukong themed area. Bloggers from both domestic and international arenas are already preparing guides and generating buzz across platforms.

"Games can offer rich cultural nourishment, not just mere entertainment. Chinese games that have established a foothold in the international market are beginning to spread cultural values abroad," Zhang Wenhao, an operator from a mobile game company that has attended CJ in Shanghai three times, told the Global Times.

Zhang explained that China's digital entertainment industry has been under continuous innovation, integrating cutting-edge technologies such as virtual reality and artificial intelligence to capture global attention. 

This not only showcases China's creativity and strength, but also allows players worldwide to experience the unique charm of Chinese culture.

CJ acts as a mirror, reflecting the evolution of the gaming industry and technological advancements. Twenty years ago, CJ permanently settled in Shanghai, but most of the exhibited games were foreign.

Today, 90 percent of the exhibited games are made in China. What started as a single-game exhibition has transformed into one of the largest and most influential global digital interactive entertainment events.

 Twenty years ago, a familiar name for both Chinese industry players and gamers appeared at the second ChinaJoy - Blizzard. The participation of numerous Western gaming companies, led by Blizzard, and the debut of World of Warcraft in China, marked a significant moment.

"That year saw the launch of games that would profoundly impact the Chinese gaming industry for the next decade though few could foresee it at the time. It was from this period that the Chinese gaming industry and players began to mature," Zhang added.

As the Chinese gaming community expanded, CJ entered a phase of vibrant competition. Mobile and web games started to rival PC games, with new operational strategies and groundbreaking game products emerging in recent years.

"Today domestic games are making breakthroughs with new technologies such as artificial intelligence and digital-physical integration, achieving advances in voice and art generation, motion capture, and model creation. China is now capable of producing globally influential and representative games," he said.

Games deliver profound cultural value beyond simple amusement.

The CJ organizing committee told Global Times that the 2024's exhibition will strongly promote fine traditional Chinese culture, covering multiple areas including games, anime, internet films, music, and eSports. It will present a panoramic view of the digital entertainment industry driven by new technologies.

The 2024's CJ is a diverse event encompassing games, anime, internet, film, trendy toys, and intelligent entertainment software and hardware. By exploring "games + IP," it aims to break down barriers between gaming and other digital content fields and accelerate technological innovation.

"Finally, what we see from a hot game is no longer a standing giant lizard-like dragon, nor a Japanese four-clawed dragon, but a pure five-clawed Chinese long. Its shape and posture also conform to the image of the dragon in the classical Chinese mythology in my mind," a British netizen who saw the Black Myth: Wukong promotional video mentioned by CJ commented on YouTube.

CJ has long been committed to pop culture. Its "Trendy Culture Pavilion" brings together renowned and trendy domestic and international brands and artists for numerous exciting performances and activities.

"Last year's event was incredibly rich, with IPs from around the world in films, anime, and games, as well as many celebrities and well-known bloggers. I arrived at 7 am and only got in by 8:30 am, as it was as crowded as a temple fair. But the variety of exclusive items and 'loot' made it all worthwhile," Li Qi, a Shanghai-based game fan, told the Global Times.

"It's worth noting that many foreign cosplayers were present at last year's event. I hope this year will attract even more international enthusiasts," Li added.

China's digital content industry has actively embraced its cultural mission, and strengthened content development and produced works that help promote Chinese values, reflect China's cultural spirit, and highlight contemporary aesthetics.