Cultural Promotion Strategies for the 2024 Chinese Tour of the Musical Elisabeth

Abstract

Against the background of globalization, German-language musicals are accelerating into the Chinese market. However, they face the challenges of historical narratives and cultural barriers, as well as the challenges of adapting to the local market. Existing studies are still insufficient in exploring the targeted strategies. This paper takes the 2024 China tour of the musical Elisabeth as a case study to analyze its cultural promotion strategy. It is found that the project has successfully realized a win-win situation for both the arts and the market through three main paths. Firstly, by building a cross-platform niche communication matrix to precisely reach the audience. Secondly, by activating the contemporary resonance of historical IPs to weaken the cultural barrier. Thirdly, by innovating cross-industry ecological cooperation to extend the consumption chain. Based on this, it is suggested that the promotion of minor-language musicals in China should: build a niche communication system that matches audience preferences, tap into the universal value of translated historical IP, and build an immersive "culture+" consumption ecosystem to operate the fan economy in depth.