Chinese Drama Enraptures Africa

　　Just as Chinese T V viewers bid farewell toA Beautiful Daughter-in-Law Era, a 36-episode lightcomedy detailing the trials and challenges of a modernChinese couple, African audiences are embracinga new era with the show dubbed in Swahili.

　　In 2011, A Beautiful Daughter-in-Law Era wasdubbed in Swahili by China Radio International (CRI)and broadcast in Tanzania, Kenya and Uganda. Sincethen, its popularity has been surging in the Africanmarket, with President Xi Jinping praising the showas an example of how contemporary Chinese culturecan be presented to foreign audiences. Xi made theremark during his visit to Africa in March this year.“The show is a huge success and receives positivefeedback from African audiences,” Liu Dong, CulturalCounselor of the Chinese Embassy to Tanzania, toldChinAfrica. Liu was a key contributor to the dubbingand broadcasting of the series in Tanzania.

　　Coming to Africa

　　It is no coincidence that a Chinese television showcracked into the African market. For at least 20 years,Chinese soap operas have expanded abroad, first airingin Southeast and East Asian countries that sharecultural similarities with China. Perhaps the most successfulof these soap operas was Expectation, whichenamored Vietnamese viewers when it was aired inthe country in 1993.

　　With the African television market still largelyunderdeveloped, Chinese producers sawpotential.

　　“A Beautiful Daughter-in-Law Era is thefirst Chinese TV drama dubbed into a locallanguage and broadcast in Africa,” Xie Yi, aSwahili-trained journalist reporting for CRI,told ChinAfrica. Xie participated in dubbingthe drama, supplying the voice for thecharacter Yang Shu.

　　“We receive positive feedback fromlocal audiences,” Liu said, adding thatthe show resonates with local audiencesas they experience the same emotionalentanglements and relationship difficultiesas depicted in the show.

　　On the heels of A Beautiful Daughter-in-LawEra’ssuccess in Africa, China exported more TV shows tocountries in Asia, Africa and Latin America. To date,CRI has signed 35 agreements with 30 mainstreammedia from 24 countries in the above-mentionedregions, promising to air Chinese film and televisionshows totaling about 5,000 hours.

　　Boosting cultural industry

　　As a cultural counselor, Liu Dong hasdevotedhimself to the cultural exchanges between Chinaand Tanzania. He is well aware of the importanceof culture in helping Africans understandChina. “Promoting Chinese TV shows in Africacan be an impetus for trades in the culturalindustry between the two sides,” he said.In his eyes, spreading Chinese culture ismore about teaching an abstract worldviewthan it is about selling material goods.

　　“Africans will learn Chinese ways of thinkingand interacting with others from TV showslike A Beautiful Daughter-in-Law Era,” hesaid.

　　“Trades in the cultural industry couldalso benefit both sides. Chinese soapoperas help locals better understand Chinese peopleand strengthen friendship between the two peoples.Meanwhile, China is also doing something for Tanzaniansin terms of cultural industry,” he said, notingthat China is helping Tanzania commercialize localtingatinga-style paintings to gradually build brandreputation and boost demand for the paintings in theChinese market. “I believe the distinctive but simplestyle of painting will be popular in China,” he said.Liu is also considering introducing African chorusshows into China after being inspired by his workingexperience in Tanzania where he enjoyed the unscriptedsinging and dancing. Liu said the task wouldrequire a huge investment, and is unsure if it willcome to fruition, but is willing to work with anyonewho is interested.

　　Opportunities and challenges

　　When attempting to build a strong cultural exchange,many factors must be considered and several thornybarriers exist in Africa, Liu said. “The African consumershaven’t developed the sense of paying for culturalproducts. They will buy tickets for watching footballgames or visiting exhibitions. But when it comes to artshows or performances, they are not aware of paying,”he said. “It is also because of the weak economyin some African countries, as demands for culturalproducts arise when the economy is well developed.”

　　Exporting Chinese TV shows is always a questionof language, too. To make the dubbing acceptable andunderstandable to African audiences, Kenyan actressJosephine Moeni Waweru and actor Khamis JumaSwaleh were invited to take on the voice dubbing forthe leading roles in the African version of A BeautifulDaughter-in-Law Era. Tanzanian actress Asha NzungaKiteme dubbed for the character of the mother-in-law.The voices of other characters in the series were suppliedby Swahili-speaking Chinese employees at CRI.

　　“We will keep inviting professionallocal actressesand actors to dub other shows that are going to overseasmarkets in the future,” Xie Yi said. “The popularityof A Beautiful Daughter-in-Law Era is largely attributedto perfect dubbing.”