China Playbook Unlocked: Can ‘To Be Hero X’ Propel China’s Soft Power?

This article is adapted from China Playbook, our subscription-based strategy hub for decision-makers navigating China’s ever-shifting consumer landscape.

With high-production, universal superhero narratives, To Be Hero X is successfully rebranding donghua 动画 (Chinese animation) as a global genre, even though Western audiences have long associated high-production animation almost exclusively with Japanese anime or American studios like Disney.

Through a strategic co-production with Japan’s Aniplex and a record-breaking 8.6 IMDb rating, the series is proving that Chinese IP can win over Western audiences not just through novelty, but through world-class storytelling and technical prestige.

Is Chinese Donghua the New Soft Power Engine?

To Be Hero X premiered its first season in April 2025, airing on Bilibili in China, Fuji TV in Japan and internationally streamed by Crunchyroll.

The multi-style superhero series, co-produced by Bilibili and Aniplex, is directed by Li Haoling (the visionary behind donghua Link Click) and his studio BeDream.

To Be Hero X has proved its distinct identity by its stunning visuals and storytelling, which have impressed many animation lovers. The series isn't just a technical marvel—it’s a strategic masterclass in how Chinese IP can transcend borders without losing its cultural DNA. 

For those new to the space, donghua is the Mandarin term for animation. Much like how anime became a globally recognised shorthand for Japanese animation in the 90s, donghua is currently undergoing a linguistic transition.

For years, state-sponsored cultural exports often struggled to find a 'cool' factor abroad. Nonetheless, international fans are increasingly using the Mandarin term to refer to shows and movies like To Be Hero X, Nezha 2 and Lord of Mysteries, signalling a newfound respect for the genre’s distinct identity. The commercial success of these market-driven titles suggests that donghua could be China’s most effective soft power tool in 2026.

3 Key Drivers Behind the Global Success of To Be Hero X

To understand why this specific title is moving the needle on China's soft power, we have to look at the intersection of production, partnership and platform.

• The Power of Co-Production: By partnering with the Japanese giant Aniplex (the powerhouse behind Demon Slayer), Bilibili gained immediate credibility and access to established distribution networks like Fuji TV and Crunchyroll.

• The Authenticity Paradox: Interestingly, while the show offers English and Japanese dubs, international fans are overwhelmingly praising the original Mandarin dialogue as the most authentic way to experience the story. This suggests a major cultural shift: global Gen Z audiences now value original storytelling even with the inconvenience of reading subtitles.

• A Hero Story with a Twist: Unlike traditional Western superhero tropes, To Be Hero X introduces a 'Trust Value' system—where a hero's power is quantified by public faith. It’s a clever, meta-commentary on the digital age that resonates as much in London as it does in Shanghai.

The rise of donghua isn't just a win for Chinese animators; it’s a signal for global marketers. The cyberpunk aesthetic of Chinese cities and the high-octane energy of donghua are becoming the new visual language for youth culture. Brands looking to engage with Gen Z should look beyond the usual "China-chic" (guochao 国潮) fashion and consider the narrative depth of other Chinese cultural areas, such as donghua.

This article is adapted from our subscription-based strategy hub, China Playbook. Read the full article here with insights and takeaways from our senior strategist, or click the button below to subscribe for free updates.

All visuals via To Be Hero X