Musicals strike right note for exporter of live performances

Theater production company China Poly Culture Group Corp Ltd is pushing forward agreements in the United States and Europe to introduce Chinese cultural products to Western markets.

The Beijing-based enterprise also says it plans to create an international performance alliance with a focus on musicals.

Parent company China Poly Group Corp, founded in 1992, has deep roots in several sectors, including cultural and arts operations, international trade and services and real estate development.

"Unlike the export of manufactured goods, the export of cultural goods undertakes the responsibility of cultural communication between different countries and spreads China's image overseas," says Xu Niansha, chairman of Poly Culture. "The export of cultural goods bears economic significance, and it helps enhance the soft power of a country, in addition to selling goods.

"Chinese enterprises have many advantages in expanding overseas, but it's difficult to earn some quick money."

Between 2009 and 2014, the group, which is listed in Shanghai and Hong Kong, saw total revenues rise to 21.9 billion yuan ($3.38 billion; 2.99 billion euros) from 6.8 billion yuan, a compound annual growth rate of 26 percent. In the same period, profits grew to 15.8 billion yuan from 5 billion yuan, according to its earnings report.

Poly Culture mainly has helped domestic cultural enterprises to export their products to emerging markets such as Southeast Asia. Now, exports of cultural products have become a critical part of its overseas expansion. It often stages performances overseas, as well as introduces foreign plays and orchestras to China.

In recent years, Poly Culture has put on live performances of original Chinese musicals in mainstream theaters in Southeast Asia and South Korea. These have included famous works such as Butterfly and Winter of Three Hairs.

In Western countries and developed markets, watching live performances is a common form of entertainment. In Australia, 78 percent of residents watched live performances in 2012, but on the Chinese mainland it was just 11 percent of the urban population, indicating significant growth potential.

Xu says a scarcity of talent is the biggest challenge to the export of high-quality Chinese performances, such as the shortage in cultural personnel who can manage an international business.

With this in mind, Poly Culture says it is focusing on creating a team of multinational talent.

(China Daily Africa Weekly 04/22/2016 page27)