Hello everyone, I'm your financial journalist and economist. Today, we're not talking about the gossip around a TV series, but about a significant cultural and commercial migration that's currently underway.
Recently, everyone might have been bombarded with discussions about the drama "Early Spring Clear Weather," which has received a lot of criticism in China for its unrealistic workplace settings and the portrayal of domineering characters. Interestingly, this drama has become an enormous hit abroad, especially in Brazil. What's really going on behind this? Why has a drama that's criticized for its "rustic" style in China found success overseas? Is it just luck?
Today, we'll break down this phenomenon into five key aspects to understand where the challenges lie for Chinese content going global and where the opportunities lie.
1. Phenomenon Review: Criticism in China, Success Abroad, Brazil as the Biggest Surpriser
First, let's clarify one thing: the success of "Early Spring Clear Weather" is neither accidental nor simply due to fan behavior; it's a real data-driven phenomenon.
In China, the drama was mocked for its clichéd plot and illogical workplace scenarios. However, overseas, particularly in Brazil, it soared to the second place on Netflix's global non-English drama chart and even dominated the local Brazilian charts for a long time.
Here's a crucial detail: In the past, when Chinese dramas were exported, they usually came with Chinese audio and Portuguese subtitles. But this time, Netflix provided a Brazilian Portuguese dub for "Early Spring Clear Weather." This means it's no longer a niche product that requires viewers to actively listen and read subtitles; it has become a mainstream consumer product that can be enjoyed effortlessly, just like local telenovelas. When the language barrier was completely removed, Brazilian viewers realized: "This plot is exactly like the telenovelas I've grown up watching!" The themes of domineering bosses, family feuds, and romantic entanglements are very familiar to them.
So, the first conclusion is that the success of "Early Spring Clear Weather" marks the first time that a Chinese drama has crossed from a niche audience to a broader public in the Brazilian market. It's no longer just for those who already love Asian dramas; it has attracted ordinary Brazilian housewives and office workers.
2. Underlying Logic: Why Brazil? Because Cultural Connections Already Exist
Many might wonder why Brazil, and not the United States or Japan. It all comes down to the Brazilian culture. Brazilians have grown up watching telenovelas, which are known for their intense emotional content. What's the core selling point of current Chinese idol dramas? Emotions!
- Korean Dramas Have Done the Preparatory Work: Before "Early Spring Clear Weather," Korean dramas had already been popular in Brazil for years. Netflix data shows that Korean dramas were in the top 10 in Brazil for 49 out of the past 52 weeks. Korean dramas have shaped Brazilian viewers' preferences for romantic stories and urban lifestyles.
- Chinese Dramas Provide the Same Formula: The plot structure of "Early Spring Clear Weather" is similar to that of Latin American telenovelas. After getting used to Korean dramas, Brazilian viewers welcomed the more intense emotional content offered by Chinese dramas.
So, it's not that Chinese dramas have suddenly improved; rather, the cultural foundation in Brazil was already in place. Koreans have laid the groundwork, and now Chinese dramas are thriving.
3. Core Challenges: Easy to Create Hits, Hard to Build an Ecosystem
If it's so popular, why wasn't this success earlier? The reason is that in the past, we only focused on selling the rights to the dramas, without building a sustainable ecosystem.
When Chinese dramas were exported, the focus was on selling the copyright. Once the dramas aired, the interest faded. After watching "Early Spring Clear Weather," viewers wanted to follow the stars, watch sequels, and discuss the drama, but they faced challenges:
- Social Media Barriers: Brazilian fans found limited interaction with the actors on Instagram, and there were no well-organized fan communities.
- Lack of Continuous Content: There were few Chinese dramas on Netflix, forcing viewers to switch to platforms like WeTV for subtitles, which drove away many new fans.
- Missing Local Ecosystem: There were no local influencers or discussion communities for Chinese dramas.
It's like opening a great restaurant in Brazil with delicious food, but with poor service and no nearby branches; customers won't return.
How did Korea do it? Korea adopted an industrialized approach to going global. When a drama became successful, they organized meet-and-greets with actors, produced Reaction videos by local influencers, and ensured a smooth transition to the next similar drama. This created a comprehensive system for retaining viewers.
Our current situation is that we have hit moments of success, but we lack the systems to build a sustainable ecosystem around them. We have hits, but we don't have the ability to turn them into long-term revenue streams.
4. Commercial Value: Beyond Copyright Fees
Many think that going global means just earning more from copyright fees, but the real value lies in brand trust and lifestyle penetration.
- Subtle Advertising: Viewers pay attention to the characters' clothes, phones, and homes while watching dramas. This is a form of subtle advertising. If Brazilian viewers find the Chinese lifestyle appealing, it makes it easier for Chinese brands to enter the market.
- Data Proof: Netflix research shows that 73% of Brazilians say watching Korean content has improved their impression of Korea, and 72% want to visit Korea. In 2023, Korea's related products exported for $14.16 billion.
- In contrast, Brazilians know about China through TikTok, Shein, and BYD, but they don't know much about Chinese lifestyles.
If Chinese dramas can continuously showcase the Chinese lifestyle, Brazilian consumers will see Chinese brands as cool and fashionable, increasing their willingness to buy Chinese products. This is the real commercial potential of cultural exports: using content to build emotional connections and drive brand consumption.
5. Realities and the Future: Who Will Be the First to Take the Lead?
With such promising prospects, why aren't platforms like iQiyi and Youku taking the lead?
The reason is that the costs are high, while the benefits are spread out:
- Who Bears the Costs? High-quality dubs, local operations, collaborations with influencers, and global releases all require significant investment.
- Who Gets the Benefits? Netflix benefits from user loyalty, actors gain international fame, and Chinese brands see increased sales. However, the platforms or producers that invest in localization often don't get the full benefits.
This leads to a "tragedy of the commons" where everyone wants to benefit but no one wants to pay the initial costs.
But the turning point is here. iQiyi's 2024 financial report shows a 215% increase in membership revenue in Brazil, indicating that the market is indeed willing to pay. The success of "Early Spring Clear Weather" is an encouraging sign.
The future strategy might look like this:
1. Platform Leadership: Platforms like iQiyi and Youku will no longer sell individual dramas but will package Chinese dramas, releasing 8-10 dramas per year, with 3-4 of them dubbed in Brazilian Portuguese.
2. Ecosystem Building: They will create long-term Portuguese-speaking social media networks and cultivate local influencers to establish stable content consumption habits.
3. Brand Collaboration: Chinese brands (like Huawei, Xiaomi, and beauty products) will partner with Chinese drama IPs to go global together.
In summary, the success of "Early Spring Clear Weather" in Brazil is just the beginning. It shows the huge potential of Chinese content in the Latin American market. To move from occasional hits to sustainable success, we need to shift from selling dramas to building an entire ecosystem. It's a long-term effort that requires patience, investment, and systematic planning. Those who can solve the distribution of costs and benefits will be at the forefront of the next wave of cultural exports.
For ordinary people, this means that in the future, you might see more Chinese brands on Brazilian streets and hear more discussions about Chinese stories. This is the true face of cultural exports.