In recent months, there has been a rise in subtle language about the fight China must take on, with increasing usage of the word dòuzhēng (struggle) by Xi Jinping and official state dialogue. Modern China was built on the premise of ‘fighting for the dream’, reflected in milestones such as The Long March. This underlying theme couldn't be more timely, as China is in the throes of some of its biggest challenges in a generation due to geopolitical issues, the trade war and a slowing economy.
And almost every Chinese person will relate to Ne Zha's situation: if fate isn't fear, fight it till the end. Many parents connect with the theme of providing unconditional support and love to their child, even if they are a little demon.
His father, a lord, refuses to have him killed at birth, and in the end Ne Zha manages to train his inner-demon and saves the very village that despises him. Ne Zha is born with the unfortunate destiny that he will wreak destruction on humanity. Yet it is the overarching message that hits a home run with modern Chinese consumers. The success behind the movie is much deeper than the spectacular animation, and provides insight into what is connecting with Chinese consumers right now.įor a start, the plot is loosely based on Ming Dynasty-era legends and lore, playing to Chinese consumers' increasing embrace of their heritage and culture, particularly when it is expressed creatively. In addition, the hero isn't exactly your typical cutesy cartoon that resonates in China, rather a demon with a disturbingly-close resemblance to Chucky the killer doll. Whilst there is no disputing that Chinese consumers love cartoons, animated films make up just 6-10% of the box office, versus around 40% in Japan and 10-15% in the US. It also became the second-highest grossing film ever in China behind the nationalistic Rambo-esque Wolf Warrior II.
History was made earlier this month in China when homegrown animated movie Ne Zha became just the sixth film to break $700 million at the box office in a single territory.
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