Chunyi Wu

Chunyi Wu


My PhD journey, from completing my BA in Information Management to earning an MA in Culture, Creativity, and Entrepreneurship, has been fueled by a strong interest in the intersection of the cultural and creative industries and state intervention.

My research delves into how the gaming industry engages with "Authorised Heritage Discourse" and utilizes (intangible) cultural heritage as a strategic resource for soft power construction, providing insights into the negotiation of cultural policies, political values, and the gaming industry's role in shaping the Chinese discourse of soft power. I am investigating case studies involving collaborations between prominent gaming manufacturer Tencent and cultural heritage institutions, examining the political values and symbolic significance that these heritage elements bring to contemporary Chinese ideological discourse.

Through the use of case studies, policy analysis, and the theory of ideological state apparatus, I aim to uncover the unique approach of the Chinese discourse of soft power and its purpose in domestic display. By exploring how (intangible) cultural heritage is utilized for soft power construction in the Chinese context, my research seeks to shed light on the gaming industry's role in negotiating state ideologies and policies within the cultural and creative sectors

Research interests

Authorised Heritage Discourse

Soft Power

Ideological State Apparatus

Chinese Cultural and Creative Industry

Critical Discourse Analysis

Cultural Policy

Politics in (Intangible) Cultural Heritage


  • MA Culture, Creativity and Entrepreneurship, University of Leeds, 2021
  • BA Information Management and System, Tianjin Foreign Studies University, 2020
  • BA Japanese, Tianjin Foreign Studies University, 2020