Chinese action anime breaks new ground in European streaming
Tencent Video has licensed its historical-action anime Blades of the Guardians to France’s Animation Digital Network (ADN), granting the platform exclusive video-on-demand rights across Europe. This partnership marks one of China’s most prominent anime exports. It also signals Tencent’s ambition to globalize its original content while tapping into Europe’s growing anime fanbase.
The 23-episode series—made up of 15 core chapters and an eight-part sequel—represents a major step in China’s evolving media strategy. It aligns closely with Beijing’s push to promote high-quality cultural exports through original storytelling.
Flagship donghua for Tencent’s global ambitions
Based on the web comic by Xu Xianzhe, Blades of the Guardians was developed by Tencent Penguin Pictures and Coloured Pencil Animation. The show combines political intrigue from the Sui–Tang era with cinematic fight scenes. Since its launch, the series has generated more than 200 million streams in China.
Tencent debuted the show in 2023 as part of a larger initiative to promote homegrown animation. It follows other titles like Super Cube and The All-Devouring Whale, both of which found overseas audiences. However, the ADN deal represents Tencent’s most significant anime placement in Europe so far.
Europe emerges as a key market
By partnering with ADN—France’s largest anime-specific streaming platform—Tencent gains access to a region where Japanese anime still controls over 90% of the market. The agreement includes French-language subtitling, merchandising rights, and marketing support via ADN’s broader media channels.
In addition, Tencent has retained global licensing rights for the show’s soundtrack and mobile game adaptations. A role-playing game based on Blades of the Guardians is in the works and set to launch in 2026.
ADN’s parent company plans to promote the series at major fan conventions across Europe. This approach will introduce the donghua to both new audiences and collectors seeking alternative Asian storytelling.
Content confidence and cultural messaging
Traditionally, Chinese studios sold format rights rather than finished animation. However, this direct-to-streamer release shows a shift in strategy. Studios now have greater confidence in their animation quality, storylines, and character design.
This move is supported by state-led initiatives that reward Chinese media firms for securing international distribution. For European viewers, Blades of the Guardians brings a fresh visual style rooted in wuxia lore. It contrasts with the familiar shōnen themes of many Japanese series.
Streamers like ADN are responding to growing demand for Asian content beyond Japan and Korea. This suggests that Chinese donghua is starting to earn its place in the international spotlight.
Building a cross-continental content pipeline
Tencent Animation & Comics is developing more than 60 active projects. Executives have revealed a strategy focused on securing European distribution first. Titles like Heaven Official’s Blessing Season 2 are already being negotiated with anime platforms in Germany and Spain.
Looking ahead, Tencent plans to expand through:
Co-branded artbooks and collectibles with French publisher Kana
Collaborations with European studios to share animation pipelines and access EU media grants
AVOD rollouts and trials with free-to-air broadcasters to grow brand recognition
These steps echo the strategy behind the global rise of Korean dramas—gradually building from niche exports to widespread cultural influence.
Chinese anime finds a European gateway
Licensing Blades of the Guardians to ADN marks a turning point in China’s anime export strategy. Tencent has proven that its high-budget donghua can travel, resonate, and generate revenue in competitive global markets.
As studios continue to invest in global partnerships and sharpen their storytelling, more titles will cross into Europe. With strong content pipelines, government support, and international demand for visual diversity, Chinese anime is on track to become a major player on the world stage.
