How a Chinese fantasy drama became a global cultural phenomenon and revenue machine
In short: The Untamed, a 2019 Chinese xianxia series, transcended its television roots to become a massive commercial engine. By blending traditional wuxia values with innovative storytelling, the show captivated millions, sparked a dedicated global fanbase, and generated immense revenue through concerts, merchandise, and digital content, redefining the scale of modern drama success.
Based on the danmei novel Mo Dao Zu Shi, The Untamed follows the journey of two soulmate cultivators, Wei Wuxian and Lan Wangji, as they navigate a world of dark arts and long-buried mysteries. The production, which began in March 2018, involved two and a half years of pre-production, including meticulous set design and costume development. The team drew inspiration from various Chinese dynasties to distinguish the show's sects: the Gusu Lan sect utilized Song dynasty influences, while the Lanling Jin sect reflected the luxury of the Tang dynasty. This attention to detail, combined with a suspenseful narrative structure, helped the series achieve critical and commercial acclaim.
The show's reach extended far beyond the screen. Tencent Video reported that the series accumulated over 10 billion views by December 2021. Its success fueled a diverse ecosystem of spin-offs, including two movies, The Living Dead and Fatal Journey, and a dedicated boy group, The Untamed Boys. The series also pioneered new monetization models for Chinese dramas. When Tencent allowed VIP members to pay for early access to the final episodes, over 2.6 million subscribers participated, generating more than 78 million yuan. Similarly, the National Style Concert held in Nanjing in November 2019 saw tickets sell out in under five seconds, with scalpers marking up prices to 150,000 yuan.
The Untamed also fostered a unique fan culture. The 'Untamed Girls' formed a collective identity to promote the show on social media, while academic analyses like Catching Chen Qing Ling explored how fan meetings served as essential paratexts to sustain engagement. Despite challenges—including a tragic fire at Hengdian World Studios in July 2018 that claimed two lives and the cancellation of a planned 2020 world tour due to the COVID-19 pandemic—the series remains a landmark in Chinese media. It demonstrated that by fusing traditional cultural elements with modern, high-production values, a drama could achieve international influence comparable to the Korean Wave.
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- Summary by Intellect · source: The Untamed (TV series)
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