ABU DHABI—China’s technological and cultural prowess took center stage at the BRIDGE Summit 2025 this week as Asia’s premier gaming exhibition, ChinaJoy, made its Middle Eastern debut in the United Arab Emirates capital. The event showcased China’s emerging role as a global innovator blending artificial intelligence, interactive entertainment, and cultural storytelling into a unified digital ecosystem.
The three-day conference, running from December 9-11, attracted over 60,000 participants from across media and entertainment industries. The China-Joy pavilion featured 19 exhibitors and internationally celebrated titles including Black Myth: Wukong and Delta Force, demonstrating China’s integrated approach to technology and cultural content.
Yu Kun, head of the China-Joy pavilion, described the event as more than an exhibition—but rather a ‘proof of concept’ for cultural co-creation. ‘We’re building a bridge between Chinese technological strength and Middle Eastern cultural preferences,’ Yu stated, emphasizing gaming’s unique capacity for cultural export through immersive experiences.
The expansion aligns with China’s established dominance in digital content exports. Market analyst AppsFlyer reports China solidified its position as the world’s largest game exporter in the first half of 2025, accounting for 32.6% of global game exports.
Middle Eastern audiences responded enthusiastically to the Chinese offerings. Emirati gamer Basem Sheikha noted, ‘Black Myth: Wukong blends gameplay with Chinese culture brilliantly. I’ve recommended it to many friends, and they all love it.’
Regional industry leaders recognized the strategic significance of the partnership. Jamal Mohammed Obaid Al Kaabi, director-general of the UAE National Media Office, stated that bringing ChinaJoy to Abu Dhabi ‘opens a new channel for partnerships among China, the UAE and global gaming leaders.’
The collaboration extends beyond entertainment into economic opportunity. According to market researcher Niko Partners, Saudi Arabia, the UAE and Egypt together will host 85.8 million gamers generating $3.1 billion in game revenue by 2025, with UAE players expected to exceed $100 in average annual revenue per user by 2029.
Mohammed Ali Alblooshi of twofour54, an Abu Dhabi government-backed media production company, observed: ‘Asian influence lies in merging tech innovation with cultural diversity. Chinese gaming proves local narratives can resonate globally. China could be the tech enabler and content inspiration.’
The event also highlighted broader technological convergence, with the Khaleej Times reporting that 67% of creators now use AI tools, while cross-sector collaborations have surged 340% over three years.
Emirati media expert Mayed Alsakhawi noted the natural synergy between the partners: ‘China provides the tech and content, and the UAE offers geographic access and a flexible regulatory environment. Future media will bring more co-productions, cultural exchanges and business models that deepen mutual understanding.’