Against the backdrop of the deep integration between the strategy of building a cultural powerhouse and globalisation, traditional Chinese mythological IPs—as primary vehicles for the dissemination of Chinese culture abroad—have long grappled with issues such as cultural dilution, narrative homogenisation, and limited dissemination methods.Cross-media narrative theory offers an effective approach to resolving this challenge, as the intertextual communication ecosystem constructed through multi-media collaboration aligns with the symbolic richness and narrative extensibility inherent in traditional mythological IPs.This paper examines the overseas dissemination of Ne Zha: The Demon Boy's Descent into the World through the lens of cross-media narrative theory. The analysis focuses on three key aspects: the modern adaptation of intellectual property, the construction of a cross-media dissemination matrix, and the outcomes and challenges encountered in its propagation.The film employs a dual approach combining core and auxiliary media, alongside strategies for cross-cultural adaptation and regional differentiation, achieving breakthroughs in both quantitative metrics and cultural value. However, this has also exposed issues such as inadequate coordination mechanisms and superficial cultural translation.The research aims to identify reusable international dissemination pathways, thereby enriching the application scenarios of cross-media narrative theory while providing theoretical guidance and practical insights for similar intellectual properties to overcome overseas dissemination barriers and advance the soft power projection of Chinese culture.
Sun Yuxiao (Wed,) studied this question.