Vietnamese theaters have welcomed the premiere of ‘Into the Mortal World’ (Luofanchen), a Chinese animated feature film that represents the first mainland Chinese cinematic release in Vietnam since 2019. The film’s debut signals a significant resurgence of Chinese cultural exports in Southeast Asian markets.
Produced by Guangzhou-based Winsing Animation, the film draws inspiration from the ancient Chinese legend of the cowherd and the weaver girl (Niulang and Zhinyu). The narrative follows the extraordinary adventures of their descendants, siblings Jinfeng and Yulu, as they embark on a mission to recover the 28 constellations and safeguard the mortal realm.
The film’s strategic release during Vietnam’s peak holiday season ensures widespread distribution across more than 300 screens nationwide. This extensive theatrical presence reflects both the recovering Southeast Asian film market and growing distributor confidence in Chinese cinematic products.
Market analysis reveals consistent growth patterns across Southeast Asia, with annual box office revenues expanding at 5-6%. Vietnam’s film market alone achieved a record-breaking $185 million in total revenue during 2024, earning recognition from international media outlet Deadline as one of Asia’s most rapidly developing cinema markets.
According to Gu Yanmei, Vice-President of Winsing Animation, the film’s successful Vietnamese debut stems from multiple factors: ‘Our production standards match international excellence, featuring over 2,000 specialized effects shots developed across five years of meticulous production. In an era of escalating audience expectations for audiovisual experiences, this technical proficiency serves as a primary attraction for young cinema-goers.’
Cultural affinity between China and Vietnam provides another significant advantage. The foundational mythology of the cowherd and weaver girl remains familiar to Vietnamese audiences, naturally reducing cultural barriers to comprehension. Winsing Animation further enhanced accessibility through comprehensive localization efforts, including Vietnamese dubbing and collaborative marketing strategies developed with local partners.
Prior to its Vietnamese premiere, ‘Into the Mortal World’ achieved international distribution across more than 40 countries and regions, including Russia, Singapore, Australia, and Thailand. The film has also received recognition at prestigious international events, including Japan’s Niigata International Animation Film Festival and Italy’s Fanhua Chinese Film Festival.