Jilin Province is an old industrial base, but it is also one of the regions in China where the animation industry started early. Through a series of anime and comic products featuring characters such as Changbai Mountain, animals, plants, and medicinal herbs, Jilin has launched products with distinctive northeast folk characteristics, driving the transformation and upgrading of the old industrial base. Xing Siping believes that by starting with regional culture and using the world of “anime” to “break through the walls” of the old industrial base, Jilin can bring higher added value.
The Growth of China’s Animation Industry and Market Size
According to data from iResearch Consulting, the total output value of China’s animation industry in 2020 reached 221.2 billion yuan (RMB), an increase of 11.7% compared to the previous year. The improvement in cultural consumption levels has driven the rapid development of the animation industry, and data from the Forward Industry Research Institute shows that the market size of China’s animation industry will exceed 450 billion yuan by 2026. According to comprehensive calculations by iResearch and Tencent Research Institute, the market size of online comics has rapidly grown from 300 million yuan in 2016 to 3.35 billion yuan in 2020.
Creative Works Based on Regional Culture
“Is the legend of the water monster in Changbai Mountain’s Tianchi real? Why does the water level in Tianchi remain unchanged for hundreds of years when there is only an outlet and no inlet? Why are there no fish in such a large lake? Why did the Qing Dynasty ban access to the mountain for 200 years? These legends are still open to debate. Changbai Mountain is so mysterious, and for literary creators, this is the best material,” said Xing Siping.
The comic “Locking the Dragon” was born out of this regional cultural background. Based on the folklore of Changbai Mountain and the Songhua River—specifically, the battle between the black dragon and the white dragon—it incorporates elements of northeast legends and sacred beasts. It was serialized on the “Youyaoqi” platform for five years, and even after it switched to a paid viewing model after episode 35, it still garnered 120 million views. Currently, “Locking the Dragon” remains in the top 10 of the platform’s premium rankings, with total revenue of around 2 million yuan (approximately 2.27 million Hong Kong dollars). According to data from the most popular paid comics list in April 2022, the comic has accumulated 120 million views and 1.98 million collections.
Revenue Structure and Achievements
According to Xing Siping, the 120 million views have brought 2 million yuan in revenue to “Locking the Dragon.” In addition, high-quality comics also generate extra income from monthly tickets (paid subscriptions). For popular works, monthly ticket income can be substantial. In the case of “Locking the Dragon,” over the five years of serialization, monthly ticket income ranged from several thousand yuan each month.
Animation Based on Culture
In 2020, “Endless Life” won the Gold Monkey Award for Best Animation Short Film at the 16th China International Animation Festival. This short film also draws inspiration from Changbai Mountain’s culture. It depicts the natural harmony between a family of squirrels and various life forms in the four seasons, using ink painting as the primary visual style to express the “endless life” of beings in nature. Director Shi Guojuan and her team spent two years creating this short film. Shi Guojuan said, “My creative works have always been rooted in northern Chinese culture, especially around the Changbai Mountain area. I have explored the region’s history, natural scenery, and ecological landscape extensively, and the local customs of my hometown have become the main content of my artistic creation.”
Ice and Snow Culture Centered Around Changbai Mountain
In February 2019, China’s first animated film focusing on the ice and snow industry and the beauty of Changbai Mountain, “Cangwa and the Tianchi Monster: Auspicious Snow Brings a Bountiful Year,” was released in 2,000 theaters nationwide. This film not only highlights the ice and snow culture of Jilin, but also incorporates elements like Changbai Mountain and ginseng culture. Additionally, it presents local folk songs through singing and dancing in the movie. The producer of “Cangwa,” Hu Zhijun, founder of Jilin Zijing Animation Technology Development, said, “Ice and snow industry is one of Jilin’s strengths, but we should not only focus on the recreational aspect of snow play. We need to pay more attention to the cultural essence behind it. Only by creating a strong ‘cultural face’ will the ice and snow industry have more appeal.”
