Construction of Trans-National Storyworld by Genshin Impact

Abstract

In the era of the 4th industrial revolution, it is undeniable that the cultural and economic impact of the game industry, which is the forefront industry of the IP (Intelligent Property) value chain, is becoming increasingly important. Amid this trend, identifying recent trends in the game industry and major game contents in other countries and analyzing their success factors are essential tasks for cultural content industry and its researchers. Meanwhile, China, not only as a content consumer but also as a content producer, is increasing its influence in all directions through the expansion of IT infrastructure in line with its rapid economic growth. In this context, this article targets China's open-world CCG RPG game Genshin Impact. The game emerges as an important analysis target in several contexts, including its popularity established in the global game market and its special position as a ‘Chinese game’. In terms of content creation, operation, and marketing, this article aims to analyze Genshin Impact’s Trans-nationality strategy beyond ‘Chinese characteristics’ or ‘Chinese characteristics’. Secondly, this article focus on the ‘Character Moe’ code that functions as a key mechanism of the storyworld construction and a business model of this game. Through this, this article intends to examine the reason of Genshin Impact’s global success and popularity as a trans-national storyworld.