Chinese Donghua and Manhua Go Global — 2026-09-12
Bilibili's aggressive global expansion continues to shake up the streaming landscape, positioning itself as a direct competitor to Crunchyroll with cheaper plans and a massive catalog. Meanwhile, domestic Chinese platforms are shifting strategies, with Bilibili moving away from buying Japanese anime to focusing on high-quality domestic productions and upcoming seasonal releases.
Chinese Donghua and Manhua Go Global — 2026-09-12
Top developments
Bilibili’s Global Relaunch Intensifies Competition with Crunchyroll
Bilibili has officially launched its global app, removing passport verification requirements and opening its content library to international users. This move directly challenges Crunchyroll’s dominance by offering cheaper anime subscription plans and a vast catalog of both Chinese donghua and licensed anime. The platform is actively courting Western creators and influencers to build a "Gen Z coded" community, signaling a serious intent to capture market share outside China
Shift in Bilibili’s Domestic Strategy: Focus on Donghua over Japanese Anime
Domestic media reports indicate that Bilibili has stopped purchasing Japanese anime licenses for nearly a year, pivoting entirely toward original Chinese content (donghua) and high-profile adaptations. The upcoming October season is expected to feature over 90 new series, with the platform prioritizing "head" IPs like A Record of a Mortal's Journey to Immortality (Fanren Xiuxian Zhuan) and Mushen Ji. This strategic shift aims to reduce reliance on foreign content while boosting the profitability of its own production ecosystem
Rising International Interest in Specific Donghua Titles
While broad licensing news is quiet this week, specific titles are gaining traction in international fan communities. The xianxia series Wan Shu Bu Hou Pei Lang has generated significant discussion following its digital release, highlighting the growing appetite for Chinese fantasy animation on global platforms. Additionally, recent rankings of "God-Tier Donghua" continue to circulate, with titles like Lord of Mysteries being highlighted for their storytelling depth compared to traditional manga
Local view
Chinese tech and entertainment outlets are closely monitoring Bilibili’s dual strategy: expanding globally while tightening domestic costs. The shift away from Japanese anime licensing is seen as a necessary move to improve margins, with Bilibili betting that its proprietary technology and exclusive donghua slate can sustain user growth. Reports suggest the company is focusing on "fewer but better" projects, aiming to replicate the massive success of A Record of a Mortal's Journey to Immortality rather than spreading resources thin across many titles
Context & numbers
The Chinese animation industry remains a massive economic force. Market data indicates the sector reached a size of 457.3 billion yuan in 2022, with streaming views hitting 500 billion. The anime market in China is projected to reach $5.896 billion by 2033, growing at a CAGR of 12.1%. These figures underscore why platforms like Bilibili are aggressively pushing into international markets—to monetize this vast production capacity beyond domestic borders
On the radar
- October New Season Launch: Over 90 new Chinese animation titles are scheduled for release in October 2026. Watch for which of these secure early international licensing deals or appear on Bilibili's global app immediately upon launch.
- Crunchyroll vs. Bilibili Pricing Wars: Keep an eye on subscription price adjustments from Crunchyroll in response to Bilibili’s lower-cost entry into Western markets.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
Powered by
