A New Era of Chinese Animation: The Innovative Practice of International Communication Strategy and Decentralised Marketing of ‘Nezha’s Magic Child Haunts the Sea

In the context of global cultural fusion, domestic animation films are becoming an important vehicle for Chinese cultural export.With its phenomenal box office and international word-of-mouth, 'The Descent of Nezha' and its sequel 'Nezha's Magic Child Haunts the Sea' have marked a new era for Chinese animation.This article takes 'Nezha's Magic Child Haunts the Sea' as the object of study, and explores its international communication strategy and the innovative practice of decentralised marketing.By analysing the breakthroughs in cultural translation, audience positioning and cross-platform communication of the film series, it reveals the cultural export mechanism of domestic animation in the context of globalisation.The study finds that the film has successfully achieved the leap from 'local hit' to 'global IP' through the modern reconstruction of traditional IP, the construction of a niche communication network and the fission marketing of social media.This study provides a replicable strategy framework for the international communication of domestic cultural products, which is of great significance in promoting Chinese culture to go global.