Enhancing the Originality and Dissemination Capacity of Digital Culture

In recent years, a growing number of museums, cultural centers, and heritage parks have integrated digital technology into various exhibitions and activities, promoting fine traditional Chinese culture to enter public life in a more vivid form. From the digital display of individual artifacts to the Palace Museum’s high-precision calligraphy and painting digital database, from the VR panoramic tour of the Terracotta Warrior pits to the AI restoration of Dunhuang murals, the cross-temporal and cross-spatial dialogue of civilizations is not only a vivid expression of cultural confidence but also a true portrayal of the continuous improvement of digital culture originality.

近年来，越来越多博物馆、文化馆、遗址公园等将数字技术融入各类展览与活动，推动中华优秀传统文化以更加鲜活的姿态走进大众生活。从单件文物的数字化展示，到故宫高精度书画数字库，从兵马俑坑的VR全景漫游，到敦煌壁画的AI复原……跨越时空的文明对话，不仅是文化自信的生动表达，也是数字文化原创能力不断提升的真实写照。

Cultural prosperity cannot be separated from the nourishment of originality. General Secretary Xi Jinping pointed out, “Focusing on enhancing cultural originality, improve the working mechanisms for the production, service, guidance, and organization of literary and artistic creation, nurture and spur a batch of timeless classics that resonate deeply with the people, and build new peaks of Chinese culture.” [1]1 This quotation is from Xi Jinping’s speech at a symposium on cultural heritage and development, emphasizing the need to improve mechanisms for cultural creation. Digital technology has greatly expanded the boundaries of cultural originality, and the deep integration of culture and technology has entered a new stage. On the new journey, enhancing the originality and dissemination capacity of digital culture is both an inevitable requirement for inheriting fine traditional Chinese culture and an important support for promoting high-quality economic development and strengthening national cultural soft power.

文化的繁荣离不开原创的滋养。习近平总书记指出，“围绕提高文化原创能力，改进文艺创作生产服务、引导、组织工作机制，孕育催生一批深入人心的时代经典，构筑中华文化的新高峰”。数字技术极大拓展了文化原创力的呈现边界，文化与科技深度融合进入新阶段。新征程上，提高数字文化原创能力和传播能力，既是传承中华优秀传统文化的必然要求，也是推动经济高质量发展、增强国家文化软实力的重要支撑。

Upholding the Cultural Roots, Consolidating the Foundation of Originality

坚守文化根脉，筑牢原创之本

The vigorous development of digital culture is rooted in the fertile soil of fine traditional Chinese culture. Over thousands of years, the Chinese nation has created a splendid civilization and left behind a vast ocean of cultural heritage. These cultural resources are not only the spiritual symbols of the Chinese nation but also an important source for digital cultural creation. Whether it is the high-precision modeling of the “Bronze Sacred Tree” at the Sanxingdui Museum or the digital presentation of *A Thousand Li of Rivers and Mountains*, [2]2 *A Thousand Li of Rivers and Mountains* is a famous Song Dynasty landscape painting by Wang Ximeng, now in the collection of the Palace Museum. both demonstrate the dominant position and unique charm of fine traditional Chinese culture. An important mission of cultural originality in the digital age is to achieve the modern activation of cultural genes through digital means, endowing fine traditional Chinese culture with new space for interpretation. For example, the “Creation of the World: Classic of Mountains and Seas” digital art exhibition in Yangzhou, by decoding and reconstructing the cultural genes of the *Classic of Mountains and Seas*, [3]3 The *Classic of Mountains and Seas* is an ancient Chinese text describing mythical geography, creatures, and deities. allows visitors to have an immersive experience of ancient myths; the Shaanxi History Museum’s “Beyond the Mural Is the Tang Dynasty” VR project lets audiences travel into Tang Dynasty mural scenes. It can be said that every digital cultural work with depth and warmth is inseparable from the deep excavation of cultural roots.

数字文化的蓬勃发展，根植于中华优秀传统文化的深厚土壤。几千年来，中华民族创造了辉煌灿烂的文明，留下了浩如烟海的文化遗产。这些文化资源不仅是中华民族的精神标识，也是数字文化创作的重要源泉。无论是三星堆博物馆“青铜神树”的高精度建模，还是《千里江山图》的数字化呈现，都彰显了中华优秀传统文化的主体地位与独特魅力。数字时代的文化原创的一项重要使命，就是通过数字化手段实现文化基因的现代激活，赋予中华优秀传统文化新的阐释空间。例如，扬州“创世山海经”数字艺术展通过对《山海经》的文化基因进行解码与重构，让游客实现对上古神话的沉浸式体验；陕西历史博物馆的“壁画那边是唐朝”VR项目，让观众穿越到唐代壁画场景……可以说，每一部有深度、有温度的数字文化作品，都离不开对文化根脉的深入挖掘。

Therefore, to enhance digital culture originality, we must uphold cultural subjectivity and strengthen the traditional cultural foundation. We must learn from the ancients without being constrained by them, and break conventions without violating principles, making digital technology a tool for empowering cultural inheritance and innovation, rather than a substitute that steals the show. We must both preserve the “orthodoxy” of fine traditional Chinese culture and create the “newness” empowered by digital technology, using digital technology to promote the inheritance and development of fine traditional Chinese culture. We must deeply tap the rich resources contained in fine traditional Chinese culture, further expand the domestic and international influence of outstanding digital cultural projects, transform the aesthetic concepts and value concepts contained in traditional culture into strong support for digital culture originality, and let Chinese civilization write new glories in the digital age.

因此，提高数字文化原创能力，必须坚守文化主体性，厚植传统文化底色。要学古不泥古、破法不悖法，让数字技术成为文化传承与创新的赋能工具，而非喧宾夺主的替代品，既守中华优秀传统文化之“正”，更创数字技术赋能之“新”，借助数字技术推动中华优秀传统文化传承发展。深刻挖掘中华优秀传统文化蕴涵的丰富资源，进一步扩大优秀数字文化项目的国内外影响，把传统文化所蕴含的审美理念与价值观念变成数字文化原创能力的有力支撑，让中华文明在数字时代书写新的辉煌。

Promoting Technological Empowerment, Stimulating Originality Vitality

推动科技赋能，激发原创活力

The development of digital technology has provided new tools and platforms for cultural creation, not only expanding the space for cultural expression but also presenting fine traditional Chinese culture in a scenario-based and interactive manner. For example, the Nanchang Han Dynasty Haihunhou State Site Museum uses 3D restoration technology to recreate the ritual civilization of the Han Dynasty, allowing visitors to “be on the scene” through VR devices. These innovative practices have created new forms of artistic expression through technological empowerment, demonstrating the powerful energy generated by the deep integration of technology and culture. The domestic game *Black Myth: Wukong* [4]4 *Black Myth: Wukong* is a 2024 action role-playing game developed by Game Science, based on the classic novel *Journey to the West*. incorporates a large number of elements such as Chinese landscapes, myths, and opera, not only winning the love of global players but also becoming an important channel for expanding the influence of Chinese culture. Here, digital technology is not only a tool for creation but also a shaper of creative thinking, and has become a core carrier for cultural inheritance and dissemination.

数字技术的发展为文化创作提供了全新的工具与平台，不仅拓展了文化表达的空间，也让中华优秀传统文化以场景化、互动化方式呈现出来。例如，南昌汉代海昏侯国遗址博物馆利用三维复原技术重现汉代礼制文明，通过VR设备即可“身临其境”。这些创新实践以技术赋能创造了全新艺术表达形式，彰显了科技与文化深度融合产生的强大能量。国产游戏《黑神话：悟空》等融入大量中国山水、神话、戏曲等元素，不仅赢得全球玩家喜爱，也成为扩大中华文化影响力的重要渠道。数字技术在这里不仅是创作工具，也是创作思维的重塑者，并成为文化传承传播的核心载体。

To enhance digital culture originality, we must expand interactivity and strengthen the driving force of technological empowerment. Looking to the future, we must accelerate the conquest of a batch of key technologies that constrain cultural originality and build a cutting-edge digital intelligence technology support system. In the creation stage, actively cultivate the research and development of AI-assisted creative tools, such as intelligent screenwriting systems, digital human emotion computing engines, and game and film rendering tools, increase computing power support in the cultural field, and improve the efficiency of original development. In the presentation stage, support the development of creative industries, further enhance the presentation effects of technologies such as virtual reality and holographic projection, and expand the dimensions of cultural expression. In the dissemination stage, make good use of big data and blockchain technology, increase the precise push of original content, establish ethical norms for technology application, and clarify the copyright ownership and originality recognition standards for AI-generated creations. Only when digital intelligence technology and cultural creativity go hand in hand can digital culture uphold the orthodoxy and innovate, with vitality surging.

提高数字文化原创能力，就要拓展互动性，强化科技赋能驱动力。面向未来，要加快攻克一批制约文化原创的关键技术，构建前沿数智技术支撑体系。在创作环节，积极培育人工智能辅助创作工具研发，如智能编剧系统、数字人情感计算引擎、游戏影视渲染工具等，加大文化领域算力支持，提高原创开发效率。在表现环节，支持创意产业发展，进一步提升虚拟现实、全息投影等技术呈现效果，拓展文化表达维度。在传播环节，用好大数据和区块链技术，加大原创内容的精准推送，建立技术应用伦理规范，明确人工智能创作的版权归属和原创认定标准等。只有数智技术与文化创意双向奔赴，方能使数字文化守正出新、活力奔涌。

Promoting Cross-Border Integration, Enhancing Originality Efficiency

促进跨界融合，提升原创效能

Digital culture originality is not only reflected in innovation within the cultural field itself but also in deep integration with the economy, science and technology, society, and other fields, playing a comprehensive role of “one move landing and the whole board coming alive” in promoting high-quality development.

数字文化原创能力不仅体现在文化领域自身的创新，也体现为与经济、科技、社会等领域的深度融合，在推动高质量发展中发挥着“一子落而全盘活”的综合作用。

With culture as the soul and technology as the wings, this has not only spawned new formats such as digital publishing, digital film and television, and digital art but also made the cultural industry a new bright spot for economic growth. In 2024, China’s total cultural trade volume reached 1.4 trillion yuan, of which cultural trade with digital intelligence elements, such as online audiovisual products, exceeded 370 billion yuan, accounting for 25.8% of cultural trade. Cultural demand also drives technological innovation, promotes the upgrading of cultural consumption, and pushes digital cultural products to transform from “whether they exist” to “whether they are good.” In the social field, the construction of new public cultural facilities such as digital cultural centers and smart libraries is accelerating. Intangible cultural heritage protection work has extensively applied digital archiving and display. Digital technology has effectively promoted the digital construction of public culture and the equalization of services, helping digital cultural achievements benefit all people more and better.

文化为魂，科技为翼，不仅催生了数字出版、数字影视、数字艺术等新业态，也让文化产业成为经济增长的新亮点。2024年中国文化贸易总额达1.4万亿元，其中网络视听等具有数智元素的文化贸易总额超过3700亿元，占文化贸易比重达25.8%。文化需求同样牵引着技术创新，促进文化消费升级，推动数字文化产品从“有没有”向“好不好”转变。在社会领域，数字文化馆、智慧图书馆等新型公共文化设施建设正在提速，非遗保护工作大量应用数字化存档、展示，数字技术有力推动了公共文化数字化建设和服务均等化水平，助力数字文化成果更多更好惠及全体人民。

To enhance digital culture originality, we must adhere to systematic thinking and promote coordinated development. Accelerate the construction of an IP industrialization system, use big data platforms to establish IP value assessment models, and create an integrated development matrix of national-trend IP. [5]5 “National-trend IP” (国潮IP) refers to intellectual property that combines traditional Chinese cultural elements with contemporary fashion and consumer trends. Accelerate the construction of digital culture brands, based on the creative transformation and innovative development of fine traditional Chinese culture, enhance the technological content and contemporary charm of traditional cultural brands. Explore cross-border integration of diverse formats such as “intangible cultural heritage + cultural tourism,” use culture to improve the quality and efficiency of multiple industries such as sports, industry, and tourism, and blaze a new path for the high-quality development of the cultural industry with Chinese characteristics. Optimize the innovation ecosystem, establish and improve a unified, open, competitive, and orderly digital cultural market system, and cultivate favorable external conditions for the continuous release of digital culture originality.

提高数字文化原创能力，要坚持系统思维，推动协同发展。加快IP工业化体系建设，利用大数据平台建立IP价值评估模型，打造融合发展的国潮IP矩阵。加快数字文化品牌建设，立足中华优秀传统文化的创造性转化和创新性发展，提升传统文化品牌的科技含量和时代魅力。探索“非遗+文旅”等多元业态跨界融合，用文化对体育、工业、旅游等多行业进行提质增效，走出具有中国特色的文化产业高质量发展新路子。优化创新生态，建立健全统一开放、竞争有序的文化数字化市场体系，为数字文化原创能力持续释放培育良好外部条件。

Expanding International Dissemination, Highlighting Originality Value

拓展国际传播，彰显原创价值

Digital technology has opened new paths for Chinese culture to “go global,” significantly enhancing national cultural soft power and international discourse power. Excellent original digital cultural works need the ability to cross cultural barriers in dissemination. This requires us to both deeply tap the essence of local culture and grasp the common value pursuits of humanity, constructing cultural narratives with global resonance. Currently, the overseas expansion model of China’s digital culture is also upgrading, shifting from single product export to full-ecosystem going global. From 2021 to 2023, the overseas downloads of Chinese cultural apps ranked second globally, with overseas revenue accounting for nearly 39% of the global total. In 2025, *Ne Zha 2: The Devil in the Sea* [6]6 *Ne Zha 2: The Devil in the Sea* is a 2025 Chinese animated film, a sequel to the 2019 blockbuster *Ne Zha*, based on the mythological figure Nezha. ranked fifth in global box office history with 15.909 billion yuan in global box office revenue, and its IP derivatives became popular in the international market by virtue of Eastern aesthetic design, demonstrating the strong competitiveness of Chinese digital cultural products in the global market.

数字技术为中华文化“走出去”开辟了新路径，显著增强了国家文化软实力和国际话语权。优秀的数字文化原创作品需要具备跨越文化壁垒的传播能力，这要求我们既要深入挖掘本土文化精髓，又要把握人类共同价值追求，构建具有全球共鸣的文化叙事。目前，我国数字文化的出海模式也在升级，从单一产品出口转向全生态出海。2021年至2023年，中国文化类App海外下载量稳居全球第二，出海营收占全球近39%。2025年《哪吒之魔童闹海》以159.09亿元全球票房位居全球影史票房榜第五位，其IP衍生品凭借东方美学设计风靡国际市场，中国数字文化产品在全球市场展现出强劲竞争力。

To enhance the originality of digital culture, we should uphold openness and inclusiveness, and continuously strengthen the dissemination capacity of cross-cultural narratives. Build multi-level cultural exchange platforms to increase the international influence of original content. For example, support digital culture enterprises in participating in international exhibitions, art festivals, and other exchange activities to showcase China’s original digital culture achievements; encourage digital culture cooperation with countries jointly building the Belt and Road Initiative to jointly develop original projects and expand the circle of friends in the cultural field; introduce outstanding foreign original talent and creative concepts to enrich China’s original digital culture ecosystem. At the same time, support the export of original digital culture products, strengthen international copyright cooperation, cultivate a number of cultural and technological enterprises with international competitiveness, promote Chinese original IPs to go global, and enhance the international dissemination capacity and influence of Chinese culture.

提高数字文化原创能力，应秉持开放包容，不断增强跨文化叙事的传播力。搭建多层次的文化交流平台，提升原创内容的国际影响。如支持数字文化企业参加国际展会、艺术节等交流活动，展示我国原创数字文化成果；鼓励与“一带一路”共建国家开展数字文化合作，共同开发原创项目，扩大文化领域朋友圈；引进国外优秀原创人才和创作理念，丰富我国数字文化原创生态等。同时，支持原创数字文化产品出口，加强国际版权合作，培育一批具有国际竞争力的文化科技企业，推动中国原创IP走向世界，提升中华文化的国际传播力和影响力。

(Author: Sun Qianqian, specially appointed researcher of the Beijing

（作者：孙芊芊，系北京市习近平新时代中国特色社会主义思想研究中心特约研究员、中国传媒大学文化产业管理学院副教授）

Online editor: Huihui

网络编辑：慧慧