Marvel films and TV shows have become a global phenomenon, captivating audiences around the world. China, with its massive population and growing middle class, represents an important market for Hollywood and the Marvel Cinematic Universe. But do Chinese audiences actually watch Marvel? Here are some quick answers to key questions:
Does Marvel have a presence in China? Yes, Marvel movies play in Chinese theaters and Marvel TV shows stream on Chinese platforms. However, many Marvel properties are banned or censored in China.
Are Marvel movies popular in China? Some Marvel films like Avengers: Endgame have done very well at the Chinese box office. But others have struggled to connect with Chinese audiences.
Do Chinese viewers watch Marvel TV shows? There is a dedicated fanbase for Marvel shows in China, especially among young urbanites. But Marvel TV is not as mainstream as in the US.
Does China allow all Marvel content? No, China heavily censors Marvel properties, banning or altering ones that contain supernatural elements, homosexuality, or perceived anti-China messages.
So in summary – Marvel has made inroads into the lucrative Chinese market, but still faces significant restrictions and challenges in penetrating the mainstream Chinese audience. Keep reading for a deeper dive!
Marvel’s Presence in China
Marvel’s parent company, Disney, has invested significant resources in establishing the Marvel brand in China. Major Marvel films like Avengers and Spiderman receive theatrical releases in the country. According to CNBC, from 2012 to 2018, box office revenue from Marvel films in China grew by over 2000%.
On the TV side, Marvel shows like WandaVision and Loki stream on Disney+ in Hong Kong, and on video sites like Tencent Video and Bilibili in mainland China. Marvel also licenses merchandise and operates theme parks in China. A Disneyland Shanghai includes Marvel character meet-and-greets and Marvel-themed rides.
However, China heavily regulates and censors foreign films and TV. Authorities limit the number of foreign films released theatrically through quotas. And many Marvel films and shows are banned outright. For example, Disney+ is not available in mainland China.
Marvel can be considered a known, but not ubiquitous, brand in China. Its presence pales in comparison to native IP like Monkey King. But Marvel has nonetheless forged a foothold in this vital market.
Marvel Movies in Chinese Theaters
Though China imposes strict quotas on foreign films, authorities make exceptions for “revenue-sharing blockbusters” like Marvel movies. These films take home over 25% of Chinese box office revenue.
Some Marvel films have done exceptionally well in China:
| Film | Chinese Box Office |
| Avengers: Endgame | $629 million |
| Avengers: Infinity War | $359 million |
| Spider-Man: Far From Home | $199 million |
In fact, Avengers: Endgame grossed more in China than in the US. The Middle Kingdom represents Marvel’s largest international market.
But other Marvel films have struggled to attract Chinese crowds:
| Film | Chinese Box Office |
| Black Panther | $105 million |
| Ant-Man and the Wasp | $121 million |
| Doctor Strange | $109 million |
So while the MCU has breakout hits in China, it does not dominate the Chinese box office like it does in most countries. Local films like The Wandering Earth and Wolf Warrior 2 have bested Marvel’s offerings.
This spotty track record suggests Marvel has not entirely cracked the code to reliably appeal to Chinese sensibilities. Certain stories and characters resonate better with Chinese audiences.
Chinese Reception of Marvel Stars
Individual Marvel stars also have varying popularity in China. For instance, Robert Downey Jr. enjoys immense fame for his role as Iron Man. Weibo data showed he gained over 1 million new followers after Endgame’s China debut. He ranks as one of China’s most beloved Hollywood actors.
Other Marvel leads like Chris Hemsworth and Tom Holland also have enthusiastic Chinese followings. Holland gained viral fame when he appeared on a Hunan TV show and performed tricks like splits and handstands.
However, stars like Chadwick Boseman and Brie Larson are lesser known to Chinese audiences. Their Marvel vehicles Black Panther and Captain Marvel underperformed there, perhaps due to the stars’ lack of drawing power.
So Marvel likely benefits when its larger-than-life characters are played by charismatic, internationally recognized stars. Chinese audiences connect more with figures like Downey Jr. who transcend the language barrier.
Marvel Censorship in China
The Chinese government heavily censors any media seen as superstitious, obscene, violent, or anti-China. As Hollywood films must clear strict regulatory hurdles, Marvel often alters content to appease censors.
According to The Hollywood Reporter, China has banned or restricted the following Marvel offerings:
| Title | Reason Banned |
| Doctor Strange | Depiction of Tibet as separate nation |
| Ghost Rider: Spirit of Vengeance | Excessive supernatural themes |
| Agents of SHIELD | Supernatural horror |
Authorities also omitted a key scene from Avengers: Age of Ultron of the Vision lifting Thor’s hammer, as it suggested an equivalence with Chinese folk heroes.
And in the Chinese release of Iron Man 3, additional footage painted surgery rather than superpowers as the source of the Mandarin’s abilities. This diminished mysticism unacceptable to censors.
LGBTQ references are also routinely cut. For instance, mentions of a “husband” were removed from Eternals. And in Thor: Ragnarok, ambiguity about the Hulk and Thor’s living situation was eliminated.
Through careful editing, Marvel still attracts Chinese viewers. But censorship does limit Marvel’s narrative freedom. The MCU’s fantastic aspects must be downplayed to satisfy authorities.
No Disney+ in China
While Disney+ is available across East and Southeast Asia, mainland China bans foreign streaming services. Instead, pirated Marvel shows proliferate on Chinese platforms.
WandaVision reportedly attracted over 400 million views on sites like Tencent Video and Bilibili. Ms. Marvel also caused a spike in illegal streaming. Diehard Marvel fans access the shows, though through unofficial channels.
The launch of Disney+ Hong Kong in late 2021 could eventually expand the legal streaming audience. For now, Marvel TV remains a niche interest in China. Those motivated can find pirated shows, but the average viewer will not encounter Marvel series randomly browsing Tencent or iQiyi.
Disney likely sees launching Disney+ in China as critical to growing Marvel fandom and reaching casual viewers. But for now, restrictions shut Marvel out of on-demand streaming.
Is Marvel Mainstream in China?
Marvel has made strides in China thanks to massive film releases, theme park expansion, and online buzz. But it has yet to truly permeate mainstream popular culture like in the US.
Several factors limit Marvel’s mainstream penetration in China:
– Unrelatable stories and characters – Marvel properties often center western history and culture unfamiliar to Chinese audiences.
– Alternative pop culture options – Locally made films, TV, web novels, and anime give Chinese audiences plenty of choice.
– Restrictive regulations – Censorship and release barriers inhibit wide Marvel distribution.
– Greater interest among youth – Younger generations and urbanites appreciate Marvel more than older and rural Chinese.
In a 2016 poll by CCTV, 44% of young Chinese said they love Marvel, versus 26% of those age 40 and up. Marvel’s sophisticated world-building caters perfectly to fans wanting immersive content.
But lighter fantasy fare and rom-coms suit older viewers not steeped in Marvel lore. For instance, 2019 web series The Untamed became a national sensation through its melodramatic narrative and visually opulent style.
So while Marvel enjoys growing popularity in China, it still sits more peripheral to mainstream pop culture than in western countries. But among teens and twentysomethings, Marvel has cultivated an avid fanbase with substantial room left to grow.
Marvel’s Brand Potential in China
Though not yet a household name, the Marvel franchise holds advantages that could expand its Chinese footprint:
Aspirational Storytelling – Marvel movies blend escapist fantasy with real human drama that resonates universally.
Shared Universes – Interconnected stories keep fans engaged across multiple films and shows.
Cultural Parallels – Chinese audiences recognize figures like martial arts master Shang-Chi.
Prominent Co-Productions – Partnering with Chinese firms like Tencent Pictures increases Marvel’s local visibility.
Enormous Resources – Disney spares no expense in bringing Marvel to China through licensing, theme parks, and more.
With strategic efforts and smart content, Marvel can conceivably join the upper echelon of pop culture brands in China alongside names like Hello Kitty and Monkey King. But Marvel must tailor its voice to feel authentic to Chinese viewers.
Conclusion
Marvel has a substantial but not yet mainstream presence in the Middle Kingdom. Blockbusters like Avengers assemble hordes of Chinese fans. But restrictions hinder Marvel from permeating popular culture.
Targeted releases that appeal to Chinese sensibilities can make Marvel a box office powerhouse there. Long-term, integrating Chinese stories and talent into the MCU may be the surest path to winning wider audiences.
As Chinese buying power grows worldwide, Marvel studios must view success in China as mission critical. But organic integration into Chinese pop culture will not happen overnight. Winning over casual viewers beyond diehard fans remains Marvel’s next big challenge in China.
