“The rise of national animation”

Nezha (2019), an animated film that became baokuan , represents the nuanced relationship between Chinese commercial films and globalization since the mid-2010s. The industrial background of Nezha is a rise of Chinese national animation endorsed by the state&s;s cultural policies underpinned by nationalism. Analysing how the images of Nezha, a boy-god in traditional Chinese folktales, have changed from its original story to two film adaptations, I argue that Nezha incorporates both elements of globalization and Chinese cultural heritage to cater to local audiences’ appreciation of Hollywoodized animated films and the state&s;s demand of articulating Chinese culture. China&s;s state Confucianism that has been embodied by the film demonstrates a shifting strategy of China&s;s globalization that is impacting the cultural industry – the government emphasises local culture to strengthen the Chinese soft power and to support China&s;s assumption of a leading role in a world where globalization witnesses uncertainty.