Research Article
The Animated Film of Ne Zha in Disruptive Era: From Chinese Classical Mythology goes to Global
@INPROCEEDINGS{10.4108/eai.30-12-2020.2311278, author={Adi Kristina Wulandari}, title={The Animated Film of Ne Zha in Disruptive Era: From Chinese Classical Mythology goes to Global}, proceedings={Proceedings of the 2nd International Seminar on Translation Studies, Applied Linguistics, Literature and Cultural Studies, STRUKTURAL 2020, 30 December 2020, Semarang, Indonesia}, publisher={EAI}, proceedings_a={STRUKTURAL}, year={2021}, month={9}, keywords={animation film ne zha chinese mythology disruptive era brand awareness}, doi={10.4108/eai.30-12-2020.2311278} }- Adi Kristina Wulandari
Year: 2021
The Animated Film of Ne Zha in Disruptive Era: From Chinese Classical Mythology goes to Global
STRUKTURAL
EAI
DOI: 10.4108/eai.30-12-2020.2311278
Abstract
Animation has become an important part of the development of the creative cultural industry in China. An animated film based on Chinese mythology, entitled Birth of the Demon Child Ne Zha-Né Zhā zhī Mótóng Jiàngshì, or known as Ne Zha (2019), was released in the summer holidays 2019, has earned the highest box office rating throughout the history of Chinese animation and film. Ne Zha (2019) directed by Jiaozi is evidence that the Chinese animation industry has developed significantly and became interesting indicators in the context of contemporary China in the disruptive era. Therefore, this paper analyzes how Ne Zha (2019) become an effort to make brand awareness of Chinese cultural product that can to be preserved and have high selling points. The development of digital technology in a disruptive era gives a big benefit for local Chinese animator to repackage the richness of Chinese classical mythology which is displays modern elements that easily accepted both in Greater China and around the world.
