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A Case Study of Korea-China Transmedia-transnational Storytelling: from Moon You to Duxing Yueqiu

  • The Journal of Study on Language and Culture of Korea and China
  • Abbr : JSLCKC
  • 2023, (70), pp.289-323
  • DOI : 10.16874/jslckc.2023..70.013
  • Publisher : Korean Society of Study on Chinese Languge and Culture
  • Research Area : Humanities > Chinese Language and Literature
  • Received : October 10, 2023
  • Accepted : November 20, 2023
  • Published : November 30, 2023

Eunyeong Kim 1

1인하대학교

Accredited

ABSTRACT

This paper examines the changes in the adaptation of the Korean webtoon Moon You into the Chinese movie Duxing Yueqiu, from the perspective of transmedia-transnational storytelling. In the field of IP business, adaptation generally takes the form of transmedia storytelling within the same national, lingual, and cultural sphere or the form of transnational storytelling within the same media genre. However, the case of Moon You – Duxing Yueqiu adaptation deserves special attention in that it has gone through both of the two types of storytelling and gained remarkable popular and commercial success. By analyzing the successful transmedia-transnational storytelling of Moon You, this paper also seeks solutions for Korean content industry to overcome the Chinese government’s bans on Korean culture and a new model for cultural cooperation with China and other nations.

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* References for papers published after 2023 are currently being built.

This paper was written with support from the National Research Foundation of Korea.
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