In the traditional world of game marketing, documentaries and docu-style content have long been overlooked—often relegated to technical “making-of” features or behind-the-scenes footage. These formats focus on how games are made, but rarely explore why they matter, or how they connect to broader cultural narratives.
As a video director, I sought to change this. I developed a methodology that integrates traditional cultural storytelling into the game’s narrative universe, transforming the documentary format into a powerful vehicle for emotional resonance, identity expression, and cultural dialogue—especially for the younger Gen Z audience.
Rethinking the Role of Game Documentaries
While Gen Z is often seen as detached or rebellious, I believe they are not indifferent to culture or history. Rather, traditional forms of education and expression have failed to move them. Through cinematic techniques, creative framing, and authentic voices, I aim to reconnect them with cultural heritage—not as a lesson, but as an emotional experience.
A New Methodology: Culture Through Game Worlds
Over the past few years, I have directed multiple documentary series that blend real-world cultural heritage with fictional game lore, creating a space where history and fantasy intersect. Each project was crafted with a singular goal: to present games not just as entertainment, but as a new form of cultural expression.
“Gazing at the Past, Dreaming of the Infinite” – A Tribute to Sanxingdui
One of the most representative works is a collaboration with the Sanxingdui Museum:
Gazing at the Past, Dreaming of the Infinite
Sanxingdui is one of China's most significant archaeological sites, home to iconic artifacts like the bronze sacred tree, the standing man statue, and the solar disc. In this documentary, I fused historical reconstruction with dreamlike game visuals, allowing players to journey through ancient China in a style that resonates deeply with the poetic visual language of the game.
The response was extraordinary. The film went viral across Chinese platforms including Weibo, Bilibili, and Douyin, amassing over 6 million views within three days of release. Internationally, the documentary sparked strong interest from players, with many expressing a desire to visit the museum in person—turning a game promotion into a cross-cultural conversation.
“Taste of Tradition” – Culinary Heritage in Game Form
In the Taste of Tradition series, I connected in-game food elements with real-life intangible culinary heritage from across China. Featuring actual heritage chefs and artisans, the series recreated dishes seen in the game while honoring their cultural roots—bridging memory, flavor, and narrative.
“The Lantern Makers” – Faith and Craft in a Fishing Village
In the Lunar New Year special The Lantern Makers, I used the game's festive storyline as an entry point to document the real-life creation of traditional fish lanterns by a coastal village community—highlighting the beliefs, hopes, and human warmth behind this fading craft.
Global
Reach and Industry Impact
My documentary work has been translated into 15 languages and released globally, with over 18 million views on YouTube and Bilibili combined. These projects have not only strengthened emotional engagement with players but also elevated miHoYo’s reputation as a cultural innovator in the gaming industry.
More importantly, this approach has reshaped how the industry views documentary storytelling. Leading game companies such as Tencent, NetEase, and NetDragon have begun to adopt similar strategies, creating cultural specials and docu-series inspired by the model I pioneered.