Wang Qiao, senior president of New Classics Media, a Beijing-based production company with rich experience in overseas markets, highlights that costume dramas predominantly captivate audiences in Asia, such as Japan and South Korea, due to cultural affinity, along with a significant following among overseas Chinese communities in the United States.

With the flourishing development of the Chinese television industry, some domestic stars have already gained a fan base overseas. Chinese production companies can now promote their shows in international markets in advance, all of which create better conditions for Chinese dramas to go global, he adds.

The Legend of Shen Li, a fantasy depicting the love story of two celestial beings, was promoted a year prior to its late-March debut in Southeast Asia. This marked the second collaboration between actress Zhao Liying and actor Lin Gengxin, who portray lovers with a tumultuous fate in this captivating narrative. Their on-screen chemistry, previously showcased in the widely acclaimed Princess Agents, has swiftly garnered the attention of foreign fans as exemplified by Wang.

As one of the latest costume dramas to make a splash in the global market, Joy of Life 2 — a tale filled with twists blending alternative history and sci-fi elements — has set a record by becoming the most-watched Chinese mainland drama on Disney's streaming platform Disney+.

Following the success of Joy of Life's first season, which was released in 27 countries and regions, the second season — revealing the further adventures of the protagonist with a mysterious background — has gained popularity in various markets, including North America and Europe, according to Wang.