Online games can accelerate cross-cultural communication and understanding, says Robert Xiao, CEO of China's leading online game development and publishing company Perfect World.
"Commercially successful products, with healthy and positive culture embedded within and good global distribution channels, have a better chance of pushing forward cultural exchange," Xiao said on Dec. 4 at the sidelines of the 4th World Internet Conference in Wuzhen, China.
The event, now in its fourth year, gathered business leaders, government officials and scholars to take part in discussions on the theme of "Developing the Digital Economy for Openness and Shared Benefits – Building a Cyberspace Community of a Common Future."
Xiao argued that content providers have an obligation to foster a hopeful and desirable online environment, and at the same time imbed Chinese cultural elements – via characters, storylines and symbols – into products that are "positive, healthy and youth-friendly."
Many of the company's games are based on ancient Chinese stories and myths and presented in traditional Chinese art styles.
One of Perfect World's most profitable and popular online games, also named "Perfect World," was based on the traditional Chinese fantasy story "The Classic of Mountains and Seas." According to Xiao, it is a vivid demonstration of "pure" Chinese culture through carefully crafted characters, environments, color palettes and clothing.
Another example Xiao pointed to was the game "Swordsman Online," adapted from the Chinese kung fu novel "The Smiling, Proud Wanderer." It became so popular overseas that sales of the original book increased by over 20 percent in South Korea as soon as the game hit the market there.
By imbedding Chinese art into games, developers are able to introduce the country's heritage to players overseas in a way that can be better accepted by the younger generation, Xiao said. "That's how culture is easily understood."
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