Chinese Animated Film Into the Mortal World Set for Release in Vietnam, Returning to Southeast Asian Screens After Six Years

Following the success of “Ne Zha: Birth of the Demon Child,” another mainland Chinese animated film is set to hit Vietnamese theaters after a six-year interval. On December 15, Guangzhou Yongsheng Animation announced that “落凡尘,” the first installment of its Eastern Legends series (Vietnamese version), will be released nationwide in Vietnam on December 26, screening on over 300 cinema screens. The film is based on the widely known Chinese legend “The Cowherd and the Weaver Girl,” telling the fantastical story of their descendants protecting the human world.

Targeting a Rapidly Growing Market, Releasing During a Peak Season
In recent years, the Vietnamese film market has experienced rapid growth and has been recognized by international media as “one of the fastest-growing film markets in Asia.” According to statistics, Vietnam’s total box office revenue for 2024 has exceeded 4.7 trillion Vietnamese dong (approximately $185 million), reaching a historic high. The release of Into the Mortal World on December 26 coincides with Vietnam’s peak movie-going season during the transition to the new year, reflecting the joint confidence of the production team and local distributors in the film’s market potential.

Cultural Resonance Combined with Localization Strategy, Deepening Emotional Connection
The legend of the Cowherd and the Weaver Girl is also widely known in Vietnamese folklore, providing a natural advantage for the film’s expansion into Southeast Asia. Gu Yanmei, Vice President of Yongsheng Animation, discussed the promotional strategy, noting that the team is implementing “a more globally applicable internationalization strategy.” On one hand, efforts such as Vietnamese dubbing and localized promotion aim to align with local audience preferences. On the other hand, the focus of the campaign has shifted from “mythological worldviews” to universal human emotions such as “family warmth” and “exploration of growth,” aiming to resonate with audiences across cultural boundaries through the story’s core themes.

Production Quality Gains International Recognition, Laying the Foundation for Global Expansion
The production quality of Into the Mortal World is a key factor supporting its entry into the international market. The film, polished over five years, features over 2,000 special effects shots. It was selected for the feature film competition at the Annecy International Animated Film Festival, often referred to as the “Oscars of Animation,” and has received numerous accolades, including a nomination for Best Artistic Film at the 37th China Film Golden Rooster Awards and the Gold Award for Best Animated Feature at the 21st China Animation Golden Dragon Awards. Vietnamese distributors highlighted that the film’s audiovisual presentation, which meets international standards, is a core attraction for local young audiences.

To date,Into the Mortal World has been released in theaters across more than 40 countries and regions worldwide, including Russia, Singapore, Australia, and Thailand, and has been showcased at multiple international film festivals. Its release in Vietnam not only marks the return of Chinese animated films to the important Southeast Asian market but also provides an advanced model for the international expansion of domestic cultural content, moving from “cultural export” to “emotional resonance.”