Under the expansive dome of the Sichuan Science Museum on Oct. 20, a clear sign of a literary sensation emerged: a winding line of ardent fans waiting to meet China's sci-fi star, Liu Cixin. Many had waited hours, clutching copies of the Hugo Award-winning "The Three-Body Problem."

Hugo Award-winning author Liu Cixin (front right) signs an autograph on a copy of "The Three-Body Problem" for a fan at the 81st World Science Fiction Convention (Worldcon) in Chengdu, Sichuan Province, on Oct. 20, 2023. [Photo/Xinhua]

Such anticipation, even a decade after its release, speaks to the novel's lasting impact and the mark it has left not only in China but also worldwide. With translations in 31 languages and nearly 30 million copies sold, Liu's masterwork has journeyed far beyond its original pages.

"The franchise has garnered two generations of fans, becoming a cross-generational cultural symbol both domestically and internationally," said Zhao Jilong, the CEO of Three-Body Universe. 

But the saga's evolution isn't limited to book sales. The narrative has moved beyond traditional mediums. These include TV adaptations by media powerhouses Tencent Video and Netflix. However, perhaps more reflective of its 21st-century appeal is the immersive sci-fi experience "Three-Body: Beyond Gravity" in Shanghai, which combines virtual reality, augmented reality, and interactive digital arts. Since its April launch, this avant-garde venture has seen an attendance rate of around 90%.

Visitors flock to The Three-Body Universe's exhibition booth during the 81st World Science Fiction Convention (Worldcon) in Chengdu, Sichuan province, on Oct. 20, 2023. [Photo courtesy of The Three-Body Universe]

Zhao, who oversees the franchise's rights, said, "A few months ago, we conducted a nationwide survey and found that the number of 'Three-Body' fans in China has risen to 260 million." Notably, this narrative resonates with a younger audience, with students making up nearly 30% of its fanbase.

The World Science Fiction Convention, commonly known as Worldcon, was filled with announcements from The Three-Body Universe. In addition to highlighting their recent successes with TV series and a radio drama program, and presenting a stunning AR art installation, there were hints about future projects. Yi Wenyang, the producer of the upcoming series, "Three-Body II: The Dark Forest," discussed the immense challenge of adapting the book's iconic scenes for the screen.

Expanding their offerings, The Three-Body Universe introduced a range of content, from a pop-up book to the sci-fi variety show "Do Not Answer" Season 2. The approach is twofold: emphasizing the cultural symbols within "Three-Body" and leveraging tech innovations. As Zhao put it, the aim is to tap into the "imagination consumption" of Generation Z.

Liu Chun (left), commercial director of The Three-Body Universe, and Dong Renwei, chairman of Time Vision and co-founder of the Chinese Nebula Awards, display their signed cooperation agreement during a signing ceremony at the 81st World Science Fiction Convention (Worldcon) in Chengdu, Sichuan province, on Oct. 20, 2023. [Photo courtesy of The Three-Body Universe]

A noteworthy collaboration was also announced between the prestigious Chinese Nebula Awards and The Three-Body Universe. This ambitious partnership intends to create a cultural and tourism project centered on "The Three-Body Problem." Imagine a cutting-edge Chinese sci-fi museum combined with a series of stage dramas and immersive experiences. Dong Renwei, chairman of Time Vision and co-founder of the Chinese Nebula Awards, expressed confidence, stating, "We believe this major sci-fi cultural tourism project will gain strong support from local governments and investors. We expect it to quickly materialize, grow, and become a towering tree in China's sci-fi industry."

The "Three-Body" saga now encompasses publishing, film, TV, animation, digital ventures, and more, collectively reaching a co-branded consumer market value of over 2 billion yuan ($274 million). The story's adaptability has led to partnerships with a broad spectrum of industries, from top consumer brands to film production companies like Emei Film Group.

All these developments indicate a sophisticated approach to not only leverage but also nurture and amplify the Three-Body brand. "We hope to establish a new business model and eventually set standards for Chinese IP operations," Zhao Jilong explained. This comprehensive blueprint includes preserving the integrity of the Three-Body worldview, selecting the suitable media for its narrative, and fostering innovation.

Amid this flurry of activity, another tantalizing project is on the horizon — the adaptation of Liu Cixin's "The Supernova Era." Chosen for its unique youth-centric sci-fi theme, this new venture aims to cast its narrative net even wider, capturing the imagination of the next generation.

Creators of projects within The Three-Body Universe pose with fans at a significant fan event during the 81st World Science Fiction Convention (Worldcon) in Chengdu, Sichuan province, on Oct. 21, 2023. [Photo courtesy of The Three-Body Universe]

With this multifaceted approach, the trajectory of "The Three-Body Problem" universe is meteoric, pushing boundaries in both content and technology. As the franchise rises, it prompts the question: How will "The Three-Body Problem" redefine the sci-fi landscape in Chengdu, the southwest region of China, and beyond? Only time will tell. But for now, the future looks as expansive and captivating as the universe Liu Cixin has so masterfully crafted.

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