Research Report On Cross-Cultural Communication Of Online Game "Genshin Impact" In Japan

In recent years,China’s online games have been achieving good results in overseas markets and have become an important carrier of China’s cross-cultural communication.Among them,Japan is one of the main markets for China’s online games to go abroad,but as a game powerhouse its game market is highly competitive and unique.The domestic online game "Genshin Impact " topped the best-selling list of Japanese mobile games in the first month of its release,and then won the "Excellent Award" of TGS2021 Japan Game Awards,which is far more outstanding than other Chinese online games in the Japanese market,and also brings new thoughts to the overseas and cross-cultural communication of Chinese games.Therefore,the report takes Genshin Impact as the object of study and conducts research in five parts.First,it elaborates the concepts involved in the study and analyzes the related studies on Japanese culture,Cross-cultural communication and Video games.Secondly,combined with the characteristics of the Japanese game market,this paper introduces the current situation of Chinese online games going overseas to Japan,discovers the unique representation of Genshin Impact,and analyzes the development status of Genshin Impact in Japan from three aspects: the download and revenue situation,the game rating evaluation and the performance on the Japanese network.Third,this paper analyze the cross-cultural communication of "Genshin Impact " in Japan from three perspectives: communication content,communication method and communication audience.Fourth,we summarize the cross-cultural communication strategies of " Genshin Impact " in Japan.Finally,based on the above analysis,the successful experience is summarized,and inspiration and reference are proposed for Chinese games to go abroad to Japan.The study found that the realization of the cross-cultural communication of Genshin Impact in Japan is closely related to the game’s own multicultural content,the use of non-verbal symbols,player interaction,and the communication strategy outside the game.Specifically,in terms of communication content," Genshin Impact" extracts multinational cultural elements to build a new virtual cultural space,providing a unified cognition for players from different cultural backgrounds,encoding Chinese and Japanese cultures,and the universal value of narrative text communication,weakening the phenomenon of cultural discounting;in terms of communication methods,the high contextual expressions conform to both Chinese and Japanese contextual cultures,and the use of audiovisual symbols build In terms of the dissemination audience,Japanese players,as the core audience of secondary culture,can interact well with the game,create new game cultural symbols,and re-disseminate the game culture.The report summarizes the experience of the success of " Genshin Impact" in Japan,and provides insights on how to achieve cross-cultural communication of domestic games in the road to the sea.At the content level,the competition of games going abroad will revolve around "culture",so it is necessary to practice cross-cultural encoding of Chinese culture in games,build "Chinese aesthetics" for overseas players,find the cultural fit point,use other’s culture to make domestic games,and the games’ nationality labels should be broken.At the level of audience,it is proposed to precisely target audiences,pay attention to players’ secondary creation,and ensure players’ stickiness;at the level of communication strategy,it is proposed to use localization strategy to create domestic game IP,and extend the game’s lifeline.