For Cheng Yi, 2024 is brimming with opportunities. Following the phenomenal success of iQIYI’s IP drama “Mysterious Lotus Casebook” last year, which set a new record for costume dramas in 2024, he has continued to break new ground. The show also secured the ninth position on the V-Pulse 2023 annual list of the top 10 most popular Chinese dramas overseas, based on its exceptional popularity.

In 2024, Cheng Yi’s popularity has soared to new heights, particularly in Thailand and Vietnam, where he has consistently ranked at the top. What is it about his marketing strategy that captivates the Southeast Asian market so effectively? V-Pulse is here to unveil the secrets behind his appeal.

Cheng Yi: A Sudden Sensation or a Slow-Burning Success?

Cheng Yi, a mainland Chinese actor born in 1990, has recently risen above many popular young stars to become a favorite among international audiences. His rapid ascent to global fame seems sudden, but there are clear reasons behind this phenomenon.

The unexpected surge in Cheng Yi’s popularity in overseas markets during 2023 and early 2024 may have surprised audiences, but it was well-anticipated by content creators and his management team. Over the past four years, Cheng Yi has consistently delivered standout performances in historical dramas. His journey began with the 2020 hit “Love and Redemption,” which brought him into the spotlight. In 2021, he further increased his visibility by teaming up with Yang Zi in the fantasy drama “Immortal Samsara.” Last year, his leading role in the epic historical drama “Mysterious Lotus Casebook” cemented his status in the genre.

From youth school dramas to domestic mainstream productions and then to historical fantasy dramas, Cheng Yi’s career trajectory has consistently aligned with contemporary trends, capturing media attention and creating impactful characters that resonate deeply with international markets. Is such success purely coincidental? The V-Pulse research team believes that Cheng Yi’s popularity, both personally and in the IPs he participates in, is not a result of overnight success but rather a product of sustained growth fueled by high-quality works and a dedicated overseas fan base.

According to V-Pulse’s analysis of Cheng Yi’s global popularity trends over the past six months, his discussion levels rarely dip below 200, whether during peak broadcast periods, promotional phases, or even in the quiet times without any new releases. This consistent level of global engagement underscores Cheng Yi’s enduring appeal and influence.

Instead, it fluctuates within this range, indicating that discussions about Cheng Yi in overseas markets are consistently ongoing. Whether it’s regarding his performances in dramas, offline activities, or brand endorsements, the level of discussion on international social media platforms remains relatively stable and robust. Additionally, we were pleasantly surprised to find that Cheng Yi is particularly well-received in Vietnam. In the first quarter of 2024, his popularity peak in Vietnam exceeded 1000, surpassing other top stars like Zhao Liying and Xiao Zhan to become the undisputed leader in popularity.

This trend confirms the success of Cheng Yi’s global reach, prompting us to consider whether this remarkable performance is solely due to the high quality of his dramas. What exactly have Cheng Yi and his management team done to achieve such successful marketing?

To find the answer, let’s focus on the peak of Cheng Yi’s popularity in January this year. This surge can naturally be attributed to the series of nominations and influential awards he received at major offline events such as the iQIYI Scream Night, the Weibo Vision Conference, and the Tencent Entertainment Annual Ceremony.

On November 25, Cheng Yi attended the 2023 iQIYI Scream Night, where he performed the song “Tianxia” on stage with Zeng Shunxi and Xiao Shunyao. He also received the award for Influential Male Artist of the Year.

On December 5, he participated in the 2023 Weibo Vision Conference, where he was honored with the 2023 Weibo Vision Conference Performance Actor of the Year award.

On December 14, Cheng Yi took part in the 2023 Tencent Entertainment Annual Ceremony, where he was awarded two honors: Influential Actor in Drama of the Year and Star of the Year, as per the 2023 Tencent Entertainment White Paper.

This also indirectly confirms that platforms like iQIYI, Youku, Tencent, and Mango TV, as core distributors of Chinese content abroad, significantly enhance an actor’s influence overseas. So, what role did these platforms and IPs play in Cheng Yi’s successful global reach in 2024?

Historical Romance and Sweet Love: Capturing Southeast Asian Audiences

The 2023 drama lineup was exceptionally strong compared to previous years, with a plethora of hits and dark horse productions emerging. The competition among major platforms for international distribution was particularly fierce. From the early-year sensation “The Knockout,” to the mid-year hit “Hidden Love,” and finally to the year-end success “Blossoms,” platforms like iQIYI, Youku, Tencent, and Mango TV were busy with overseas content distribution throughout the year.

Focusing on the V-Pulse’s 2023 Global Popularity Rankings for Chinese Dramas, we notice that historical romance dramas dominated half of the top ten spots. Among these is Cheng Yi’s martial arts romance drama “Mysterious Lotus Casebook,” highlighting the successful strategy of combining ancient settings with sweet romance to captivate Southeast Asian audiences.

This iQIYI-produced IP adaptation of a popular novel quickly dominated the domestic summer schedule upon its release. The high quality of the series maintained a significant level of discussion on major social media platforms even months after it finished airing. Due to the similar cultural background and the longstanding presence of C-POP abroad, Vietnam emerged as the most receptive market for “Mysterious Lotus Casebook” once it was broadcast internationally. How was this target market success achieved?

This success highlights the strategic advantage of content distributors in managing overseas distribution channels. According to the V-Pulse research team, iQIYI had an overseas distribution plan for over 30 premium dramas released in 2023. For “Mysterious Lotus Casebook,” not only was it offered for a limited time on iQIYI’s international platform and YouTube official channel, but it was also extensively promoted locally through various means such as localized packaging, subtitles, and dubbing.

As a result, the popularity generated by iQIYI International, streaming platforms, local TV stations, and even pirate platforms ultimately benefitted the IP itself. This comprehensive approach ensured that the series reached a wide audience, maximizing its impact and reinforcing the influence of iQIYI’s strategic content distribution.

Cheng Yi’s other 2023 work, the modern romance drama “South Wind Knows,” reached an even larger audience. Although its overall popularity in 2024 is lower compared to “Mysterious Lotus Casebook,” its overall heat in the past six months has been higher.

From the perspective of the history of Asian popular culture, since the 2000s, Korean dramas have been hugely popular in Southeast Asia, making this genre consistently appealing to Southeast Asian audiences. With the breakout successes of sweet romance dramas like “Hidden Love,” “Only For Love” and “Fireworks of My Heart” in 2023, the high overseas popularity of “South Wind Knows” is within expectation.

Thus, it is evident that the combination of historical idol dramas and sweet romance has successfully propelled the IP’s international reach. Cheng Yi, as the lead actor, has gained significant overseas recognition through the popularity of these IPs. By initially tapping into genres already well-received in target markets, the content creators secured the first wave of exposure. Following this, they continued to push high-quality content to the forefront through secondary distribution channels. The strategic planning by Cheng Yi’s management team and the content creators for the overseas market has indeed been astute and effective.

Sustained Overseas Popularity: The Key is the Audience

As we delve deeper, we must ponder a crucial question: “Can a show’s viewership alone sustain continuous popularity overseas?” From the perspective of the average viewer, can a drama’s captivating marketing, thrilling plot twists, and attractive lead actors truly keep us discussing the IP for six months, or even a year? Further research by the V-Pulse team into Cheng Yi’s immense popularity in Southeast Asia provides the answer: “users/fans.”

According to V-Pulse data, Cheng Yi has experienced relatively high popularity in Vietnam, Thailand, and Indonesia over the past six months. Social media discussions about him have been notably active, with high fan engagement and lively topic discussions. Analyzing the word cloud from fan discussions about Cheng Yi, terms like “handsome,” “natural,” and “gorgeous” frequently appear, reflecting significant appreciation for his looks and acting skills. Focusing on Cheng Yi’s public opinion in the Vietnamese market, further sentiment analysis of Vietnamese fan comments reveals that the majority of comments are positive or neutral. For example, positive evaluations like “Thành Nghị rất đẹp trai” (translated as “Cheng Yi is very handsome”) are very common under topics and content related to Cheng Yi on TikTok. This indicates his high level of popularity in the local market.

Moreover, on social media platforms like TikTok, user-generated content (UGC) related to Cheng Yi and “Mysterious Lotus Casebook” has been exceptionally active. Statistics show that three months after the drama’s release, the total views of related tags in Thai, Vietnamese, and English exceeded one billion. Much of the data fluctuations detected last year and early this year can be attributed to the high volume of UGC content and the discussions it generated.

These contributions primarily come from Cheng Yi’s overseas superfans, who are invaluable assets to both brands and artists. Superfans are not only consistent consumers of content, but they also engage in secondary dissemination through creating their own content. Analyzing Cheng Yi’s international public opinion, it is clear that his superfan community is very active. These superfans do not only consume related content but also actively recommend it to others and promote it through social networks, thus amplifying their idol’s influence.

When topic users and superfans continuously discuss and share on social media, the popularity and lifecycle of the IP can be effectively extended. The enthusiasm and creativity of superfans, through the widespread dissemination of UGC content, can significantly enhance the overall value of the IP in specific regions.

V-Pulse’s comprehensive social media data monitoring system can keenly capture subtle changes in IP popularity. When you observe fluctuations in drama data on V-Pulse, it often signifies that user-generated content is triggering a viral effect on social media. The spread of such UGC content not only boosts the topic’s heat but also reflects a substantial increase in overall attention.

By real-time monitoring and analyzing these data fluctuations, we can accurately assess the market performance of the IP, leveraging the influence of users and fans to maintain and enhance the IP’s and the artist’s popularity and lifecycle. V-Pulse helps you seize every fluctuation in popularity, ensuring your IP remains proactive in a highly competitive market.