Jiu Zhou Wen Hua, a company based in Jiaxing, Zhejiang province, is developing its intellectual property (IP) business through original literature, cross-media production, and overseas distribution.

Its original literature brand has established a club to invite submissions of high-quality original stories from around the world. The company has also partnered with the mobile game Sword of Justice to release the comic-style drama A Spear for Life.

Its overseas short-drama platform, ShortMax, covers more than 200 countries and regions and has a catalog of more than 20,000 dramas. Company Vice-President Wang Weizhi said the platform has reached audiences at scale, but long-term development depends on building strong brands through quality content.

Liang Xueqin, a member of the Jiaxing municipal committee of the Chinese People's Political Consultative Conference, said the overseas success of leading brands ultimately depends on user experience, with audiences able to move beyond watching Chinese stories to participating in them and buying products derived from them.