During the pandemic, when people were isolated at home, some people discovered a passion for sourdough. Others picked up a book. But plenty of people got (more) heavily into gaming. In late 2020, Genshin Impact was launched into that environment, and immediately exploded in popularity despite being released by a Chinese gaming studio little known to Western gamers. The interesting thing about Genshin Impact is that it doesn't 'Westernise' its Chinese foundations, and through that it may have opened a window to Chinese culture that many Western gamers wouldn't otherwise have noticed.
What effect, if any, did this have? That is essentially the question that this new article by Tianyu Wang (Jiangsu Provincial Academy of Social Sciences) and co-authors, published in the journal China Economic Review (sorry I don't see an ungated version online), tries to answer. Specifically, they look at the impact on Chinese exports, using a difference-in-differences (DiD) strategy. This involves comparing trade between China and countries with more, or less, exposure to Genshin Impact, between the period before and after its release (which they set as October 2020, the first full month after the open beta of Genshin Impact was released on 28 September 2020). Their data is monthly export data from China to other countries, from the UN Comtrade database.
However, there are a couple of oddities with the analysis. First, Wang et al. control for a variety of variables in their regression model. However, two of the variables they control for are the log of GDP and the log of GDP per capita. Because their model is a log-linear model, this means that they are unnecessarily controlling for GDP twice. To see why, consider this equation:
lnY = a + blnX + cln[X/Z]
You can think of X as GDP and Z as population, so X/Z is GDP per capita. Since ln[X/Z] is equal to [lnX - lnZ], that equation is really:
lnY = a + blnX + clnX - clnZ = a + [b+c]lnX - clnZ
So, the coefficients on both GDP and GDP per capita are not directly interpretable and a bit awkward. The coefficient on log GDP per capita in their model is actually the negative of a coefficient on log population, while the coefficient on log GDP is incorrect. Fortunately though, this just adds unnecessary complexity to their model. It doesn't bias the coefficients in the rest of the model.
Second, Wang et al. use Google Trends data as the treatment variable. This seems appropriate, because Google Trends will pick up differences in cross-country interest in Genshin Impact. Specifically, they create a Google Trends Index (GTI) that captures the search intensity for their term of interest. However, in their main analysis, they don't use a GTI based on searches for 'Genshin Impact'. Instead, they use a GTI based on searches for 'Sony'. Their explanation for that is:
There is evidence indicating that Sony and miHoYo maintain a very close relationship, and that Sony has played an important role in the global promotion of Genshin Impact.
They also say that:
...regressing China's exports directly on Genshin Impact GTI is highly endogenous...
Both of those statements may be true, and Wang et al. provide a variety of evidence in support of the close relationship between Sony and Genshin Impact. However, they don't provide similar evidence for why searches for 'Genshin Impact' would be endogenous in a way that searches for 'Sony' wouldn't. One possibility is that they are worried that search intensity for 'Genshin Impact' is correlated with countries' pre-existing closeness to China, or with pre-existing interest in Chinese cultural products. A difference-in-differences strategy, especially one that controls for country-level differences in pre-treatment trade, should already be controlling for those issues. However, time-varying shocks that are correlated with both Genshin Impact searches and Chinese exports after 2020 would remain. For example, the Genshin Impact GTI would also capture changes in favourability of views towards China that change for reasons other than Genshin Impact. Using the 'Sony' GTI may therefore reduce one problem, but it also introduces another, since Sony searches could reflect many things unrelated to Genshin Impact or China.
Fortunately, Wang et al. do report results based on the GTI for 'Genshin Impact' in their online appendix, and the results are not so different from what they get with the 'Sony' GTI. Apparently, this was suggested by one of the journal reviewers. Honestly, I think the results based on the 'Genshin Impact' GTI are the more plausible results, so I'm going to focus on them. And in those results, reported in Table D6 in the online appendix, they find that following the open beta release of Genshin Impact, every one-unit higher GTI for 'Genshin Impact' for a country is associated with a 0.215 percent increase in exports from China to that country. Unfortunately, they don't report the summary statistics for the 'Genshin Impact' GTI, so it is difficult to interpret. It is also difficult to interpret because the GTI is a normalised measure of search intensity relative to all Google searches in a given country and period. However, for comparison, the effect using the 'Genshin Impact' GTI is slightly larger than what they report for the 'Sony' GTI, which is a 0.186 percent increase in exports for each one-unit higher 'Sony' GTI.
Either way, the results suggest that countries where Genshin Impact was a bigger phenomenon experienced larger increases in exports from China than countries where Genshin Impact was less impactful. Wang et al. then turn to the mechanisms that might explain this change, using Pew Global Trends and Attitudes data. They report that:
Although we do not find evidence that Genshin Impact improved favorable perceptions of China, we do find evidence that it reduced unfavorable perceptions. This effect is primarily driven by a decline in mild aversion; there is no significant change in strong aversion. This result is intuitive—individuals who strongly dislike China are unlikely to revise their views solely because of a video game.
They also find that media narratives became more positive following Genshin Impact's release, for countries where the 'Sony' GTI was higher. However, this result is only suggestive as it was statistically insignificant.
One interesting final aspect of the paper is that Wang et al. used data on cultural distance to further explore the results, finding that:
...as bilateral cultural distance increases, the promotional effect of Genshin Impact on China's exports significantly diminishes.
So, Genshin Impact had a larger trade impact for countries with greater cultural similarity to China. That suggests that, while it might be an interesting narrative to suggest that Genshin Impact exposed the world to China, improving perceptions of China and increasing trade, the effect was actually concentrated on the countries that were already most similar to China.
This paper presents some interesting findings. However, it clearly isn't the last word on whether the international sharing of cultural products can have tangible effects on international trade, beyond their effects on the trade of the cultural product itself. It would be interesting to see if there are similar impacts for Korean cultural products, for example, or Bollywood movies (or Nollywood movies, for that matter).
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