Communications in Humanities Research ISSN: 2753-7072
Home> Volumes> Volume CHR Vol.100> Article
Research Article

The Youthful Transformation of the Brand Image for "Ne Zha 2: The Demon Boy's Sea Adventure": Reimagining a Cultural IP for the Z Generation

Yijie WuGeely University*

* Corresponding author: [email protected]

Abstract

Ne Zha 2, another major Chinese traditional culture animated film, premiered during the 2025 Spring Festival season. Building upon the success of its predecessor Ne Zha: The Birth of the Demon Boy, it further integrates traditional Chinese cultural elements while implementing innovative approaches to rejuvenate its brand image. This strategy has resulted in a more widely appealing and profound cinematic work. This paper examines how Ne Zha 2: The Demon Boy Rages at Sea transformed its brand IP image to appeal to younger audiences. Using case study methodology and analyzing data from social media platforms alongside audience feedback, it explores how traditional Chinese cultural animation films attract Gen Z viewers through brand image innovation. Following the case analysis, the study reveals that Ne Zha 2 implemented numerous innovative adjustments in character development, narrative techniques, and visual style. This leads to the conclusion that modernizing cultural IPs through innovation and diversifying promotional strategies are key to attracting Gen Z audiences. Simultaneously, this research provides theoretical foundations for the innovative development of the cultural and creative industries and offers directional guidance for the youth-oriented transformation of traditional Chinese cultural IPs.

Keywords: Nezha 2; Brand Image; Generation Z; Cultural IP; Film Marketing
Published: January 5, 2026
DOI: 10.54254/2753-7064/2025.HT31123
Volume: CHR Vol.100
pp. 268-277
Download PDF

References

  1. Yu Luo & Dong Tao. (2025). An Analysis of the Communication Ecology of Chinese Animated Films: A Review of “Research on the Current Status and Communication Methods of Chinese Animated Film Creation.” Media, (02), 100.
  2. Li Yue. (2022).Research on Brand Youthification Communication Strategies in the New Media Environment (Master's Thesis, Lanzhou University of Finance and Economics). Master'shttps: //link.cnki.net/doi/10.27732/d.cnki.gnzsx.2022.000404doi: 10.27732/d.cnki.gnzsx.2022.000404.
  3. Zhang Na. (2025-02-19). Nezha: The Demon Boy's Sea Adventure: A Symphony of Technology and Culture, Sounding the Global Voice of Chinese Animation Industry, China Film News, 003. doi: 10.28064/n.cnki.ncdyb.2025.000213.
  4. Ma Yiwen. (2023). Research on the Application of Qi Culture Elements in Cultural Products under the Context of Generation Z (Master's Thesis, Qingdao University of Science and Technology). Master's Degree http: //gfffg1d182c2ce1904ac7scu99cqq90v9u6ov6.fgfy.eds.guc.edu.cn/10.27264/d.cnki.gqdhc.2023.001140.
  5. Xu Chi. (2025-02-19). “Ne Zha: The Demon Boy's Sea Adventure: A Modern Collision of Classic Mythology, ” China Film News, 010. doi: 10.28064/n.cnki.ncdyb.2025.000222.
  6. Yang Shuo. (2025-02-14). The Presentation of Chinese Cultural Symbols and IP Development in the Film “Ne Zha: The Demon Boy's Sea Adventure.” Dahe Fine Arts Newspaper, 010. doi: 10.44530/n.cnki.ndhms.2025.000035.
  7. Ao Chengbing. (2021). The Diverse Characteristics, Real-World Causes, and Subcultural Significance of Generation Z's Consumption Philosophy. Chinese Youth Research, (06), 100-106. https: //doi.org/10.19633/j.cnki.11-2579/d.2021.0092.
  8. Guo, Zhaoyang. (2006). Analysis of the Socialization Process Among Consumers of Different Generations. Chinese Economic Issues, (02), 33-38. https: //doi.org/10.19365/j.issn1000-4181.2006.02.006.
  9. Chen Jie. (2019). Insights into Generation Z's Consumption Trends. Knowledge Economy, (26), 66-69. https: //doi.org/10.15880/j.cnki.zsjj.2019.26.016.
  10. Li Guangdou. (2009). Building a Younger Brand Image. Enterprise Science and Technology Development, (05), 27.
  11. Brand Design [M]. (US) Gobé, M., Author. Central Compilation & Translation Press. 2014
  12. Hou Songzhongxia. (2012). On the Value of Myths and Legends in Chinese Animation. Art Review, (04), 86.
  13. Zhou Xing & Wu Yinghua. (2025). A Creative Analysis of “Ne Zha: The Demon Boy's Sea Adventure” — Myth Demystification, Narrative Rebellion, and Cultural Allegory. Journal of North University of China (Social Sciences Edition), 41(03), 29-36.