At the World Content Market, held in Moscow on April 14–16, 2026, China significantly reinforced its industry presence with a unified national pavilion and a comprehensive business program aimed at fostering international cooperation. This year marked the 12th time the China Pavilion was organized at the market, reflecting more than a decade of collaboration with World Content Market and the sustained interest of Chinese companies in the region.
The China Pavilion was organized by the National Radio and Television Administration of China (NRTA) in partnership with SMG & WingsMedia, with the participation of leading industry players including Beijing Filmtag Technology Development, China Huace Film & TV, Future TV, and SMG Pictures & WingsMedia. Their presence highlighted China’s structured approach to promoting audiovisual content internationally and strengthening professional ties with global partners.
A key highlight of the business program was the China Audio-Visual Salon, held on April 15, combining content showcases with opportunities for direct negotiations with Russian and international market participants. The Salon was opened by Feng Litao, Cultural Counselor of the Embassy of the People’s Republic of China in the Russian Federation and Director of the China Cultural Center in Moscow, who emphasized the importance of strengthening cooperation between China and Russia in the audiovisual and cultural sectors.
During the first session, focused on new content from China, industry representatives presented a diverse slate of projects across formats, documentary, factual entertainment, and drama. July Qi (SMG Pictures & WingsMedia) introduced titles such as «A Better Life», «Our National Park Season 3», «Born to Be Alive», and «Shining Treasures of China». Bosheng Liu (Future TV) showcased drama series including «Tigers Sniff the Rose», «Jing Huan», «Where Peach Blossoms Bloom», and «The Highlands Within». Yaonan Liu (Beijing Filmtag Technology Development) presented film and drama projects such as «Formed Police Unit» and «Glory Back». Coco Han (China Huace Film & TV) presented drama series and historical drama projects, including «Swords Into Plowshares» and «You Are My Fateful Love».
Particular attention was given to co-production opportunities and content adaptation for the Russian market, with speakers highlighting increasing flexibility in partnership models, including co-production, localization, and direct deals with broadcasters and digital platforms.
The second session, titled «China Premium Micro-Drama Screening», focused on one of the fastest-growing content trends — vertical microdrama designed for mobile viewing. July Qi presented «Her Islands», while Bosheng Liu introduced «Gilded Cage» and «I Am the Queen». Yaonan Liu showcased projects including «My Brave Crown Princess» and «The Double-Faced Nanny», illustrating new storytelling approaches tailored to short-form digital consumption.
Already widely popular in China, vertical microdrama is being actively positioned as a new export format with strong monetization potential. The screening was followed by a cocktail reception, providing a relaxed setting for networking and business discussions.
During the market, Chinese companies held a series of meetings with Russian partners, exploring opportunities for content sales and co-production.