IMMATERIAL BORDERS: SOFT POWER, CULTURAL MARKET AND THE HOYOVERSE CASE

Abstract

This article examines Chinese soft power projection through the video game industry, using HoYoverse as a case study to explore the intersection of cultural attraction, corporate strategies, and state arrangements. Employing a qualitative, interdisciplinary approach — combining literature review, documentary analysis (including institutional materials from 2011–2024) and sectoral journalistic sources — the study connects concepts of soft power (Nye), securitization (Copenhagen School), structural domination and dependency theory (Galtung; Marxist readings), and visual studies (Stahl; Said). Tensions are identified between discursive legitimation and economic mechanisms (gacha models, microtransactions), as well as risks of cultural appropriation and the consolidation of hegemonic narratives. The paper proposes cultural‑policy maintenance measures — representativeness audits, monetization transparency, localization standards, international regulatory cooperation, and diversity‑supporting policies — to mitigate dependencies and safeguard cultural plurality in the global games market. It highlights empirical gaps and outlines a research agenda on state‑corporate links and peripheral audience reception.