在政策支持与产业创新双重引擎驱动下，2023～2024年，我国数字文化的“出海”发展呈现蓬勃的态势。其中，“出海平台”为数字文化内容的全球传播提供了坚实支撑；“出海网文”已成为我国数字文化IP的宝贵源泉；“出海游戏”则以其高度的互动性与娱乐性，吸引了大量的海外玩家；“出海动漫”作为热门内容，对我国的数字文化传播具有助推作用；“出海影视”以精彩的剧情、精湛的制作以及独特的文化魅力不断深化国际观众对中国文化的理解与认识；“出海视听”凭借创新的节目模式与高质量的原创内容，成为我国数字文化创意展示的重要窗口。此外，数字文化遗产的国际传播也呈现蓬勃态势。然而，我国数字文化出海发展仍面临着全球地缘政治带来的不确定性风险、国际数字文化贸易规则的不完善、AIGC技术浪潮对数字文化产品生产流程的冲击与颠覆，以及我国数字文化出海企业国际综合竞争力相对较低等现实问题。未来，我国数字文化出海的持续发展需从多方面着力：一是要构建完善的数字文化对外贸易治理体系；二是要布局和建设紧密协同、高效运转的数字文化出海产业生态链；三是要深化实施海外本土化战略；四是要加强AI技术等前沿科技与中国深厚的文化资源深度融合；五是要构建国际文化贸易新秩序为我国数字文化出海创造更加有利的国际环境。
Driven by the dual engine of policy support and industrial innovation，China’s digital culture overseas communication sees a booming development between 2023 and 2024. Among them，“Overseas Platform” provides solid support for the global dissemination of digital cultural content；“Overseas Online Literature” has become a valuable source of China’s digital cultural IP；“Overseas Games” has attracted a large number of overseas players with its highly interactive and entertaining nature. As a popular content，“Overseas Animation” has boosted the dissemination of China’s digital culture；“Overseas Film and Television” has continuously deepened the international audience’s understanding of Chinese culture with its wonderful plots，superb production and unique cultural charm. With wonderful plots，superb production and unique cultural charm，“Overseas Film and Television” continuously deepens the international audience’s understanding and knowledge of Chinese culture；“Overseas Audiovisual” has become an important window for China’s digital cultural creativity by virtue of its innovative program mode and high-quality original content. In addition，the international dissemination of digital cultural heritage has also shown a booming trend. However，the development of China’s digital culture overseas communication is not smooth，still facing the risk of uncertainty brought by global geopolitics，the imperfection of the international digital culture trade rules，the impact and subversion of the AIGC technology wave on the production process of digital cultural products，as well as China’s digital culture overseas enterprises international comprehensive competitiveness of the relatively low and other practical problems. Looking ahead，the sustainable development of China’s digital culture going overseas needs to focus on many aspects：first，we should build and improve the governance system of digital culture foreign trade；second，we should lay out and build a closely coordinated and efficiently operated digital culture going overseas industrial ecological chain；third，we should deepen the implementation of overseas localization strategy；fourth，we should strengthen the in-depth integration of cutting-edge science and technology，such as AI technology，with China’s profound cultural resources；and fifth，we should actively participate in the construction of a new international cultural trade order，and contribute to the construction of a new cultural trade order. Fifth，we should actively participate in the construction of a new order of cultural trade to create a more favorable international environment for China’s digital culture going overseas.
