China Literature partners with French institutions to bridge cultures

Leading Chinese online literature platform China Literature Ltd. (also known as Yuewen) announced the collaboration with the Eiffel Foundation and Bonjour Brand at the 10th Bonjour Brand Forum held at UNESCO headquarters in Paris, France on June 21.

Representatives from China Literature Ltd. (also known as Yuewen), Eiffel Foundation and Bonjour Brand announce the collaboration in Paris, France on June 21. Photos courtesy of China Literature

The initiative, titled “Yuewen IP in Paris,” aims to foster cultural exchange through the fusion of popular Chinese online novels with iconic French imagery.

Boasting over 200 million monthly active users, Yuewen is a powerhouse in developing intellectual property (IP) from online novels. Yuewen successfully exported titles like “Joy of Life,” “The King’s Avatar,” and “Lord of Mysteries,” which have been adapted into various media formats.

A poster of “Joy of Life” Season 2.

Under “Yuewen IP in Paris,” renowned French illustrator Antoine Corbineau will create fresh visuals featuring characters from Yuewen’s IPs, reimagined within the backdrop of Parisian landmarks like the Eiffel Tower and the Louvre. Popular characters like Fan Xian, Ye Xiu, and Klein Moretti will receive a Parisian makeover and be transformed into merchandise like trading cards. The first collection has been unveiled at the “Bonjour Brand Cooperation Achievements Exhibition” at the Eiffel Tower.

Corbineau, known for collaborations with Hermès, Apple, and Google, will weave Eastern and Western aesthetics into his designs, aiming to illuminate the cultural bridge between China and France on a global stage.

Apart from the forum activities, the Eiffel Tower is also hosting the “China-French Brand Week” series of events from June 24 to 30. Several new Chinese brand products will be launched during the countdown to the Olympics, showcasing China’s excellent achievements in going global to the rest of the world.