At the heart of the ongoing reversal of globalisation lies a deficit of political trust. Despite the continued logical appeal of globalisation, geopolitical tensions and concerns about national security and employment are fuelling tariffs and sanctions, as well as artificially inflating the cost of trade.
However, cultural globalisation remains a beacon of hope amid the broader trend of deglobalisation. In fact, instead of decoupling, we may be witnessing increased global integration and a deepening appreciation for diverse cultures.
For instance, Black Myth: Wukong, developed by the Chinese studio Game Science, has garnered global acclaim with its innovative gameplay and stunning visuals, attracting more than two million concurrent players within just two days of its release and topping global gaming charts. This success illustrates a growing appetite for cultural products that transcend national boundaries and foster international exchange.
The impact of Black Myth: Wukong is not an isolated phenomenon. It reflects a broader trend of cultural exchange, with the game’s promotional materials featuring Chinese landmarks, particularly in Shanxi province, and sparking international curiosity about China and its rich cultural heritage.
As a Chinese gamer put it on Douyin, “You have ridden a horse in Damascus, been a pirate in Europe, fired a gun in America and been an assassin in Egypt. Now, you can finally come home and be your own hero.”
Their influence extends beyond music; they foster mutual respect among different nations. K-pop fans from around the world celebrate their favourite artists’ achievements, take part in global fan activities and engage in cross-cultural exchanges, showing that culture can unite people despite geopolitical tensions.
Even as Black Myth: Wukong prepared for its official launch on August 20, the Chinese gaming industry was boosting its global reach and fostering international collaboration. Such exchanges are not only reshaping the entertainment industry, but also driving advancements in streaming technology and digital infrastructure.
The success of these cultural products signals a new phase in globalisation. Even as international travel remains difficult, cross-cultural exchanges can allow people to gain greater appreciation for a country they have never been to. Such exchanges may build a much more solid foundation for trust than elite-driven economic engagement can.
In this sense, cultural globalisation could rejuvenate the broader process of globalisation, proving that in its many different forms, globalisation remains as relevant as ever.
Han Hua is co-founder and secretary general of the Beijing Club for International Dialogue. This article was inspired by the author’s speech at the recent 2024 Dialogue on BRICS and the Multipolar World, held in Beijing on August 24-25