Even in a nation known for its “hardcore” spirit, Russia’s readers crave emotional resonance.
Chinese danmei (boys' love) literature, as a mysterious force from the East, is crossing the Eurasian continent and has found its place on the shelves of Russia’s century-old bookstores, prominently displayed at the front and drawing significant attention.
In a historic bookstore in Saint Petersburg, Russian-language versions of Chinese danmei novels and IPs from Jinjiang Literature City have become bestsellers. The bookstore, housed in a building dating back to 1776, was converted into a bookshop after the October Revolution and is now a famous historical and cultural landmark in Saint Petersburg. (Image source: Interviewee photo by Hudu)
Hudu, a Chinese student pursuing an undergraduate degree in Saint Petersburg, is also a web fiction scriptwriter. Since Mo Xiang Tong Xiu’s Heaven Official’s Blessing (天官赐福) was translated into Russian, it has swept across the Russian market, becoming a phenomenal hit. It has not only topped sales charts in major bookstores but also sparked heated discussions on Russian online forums.
According to Hudu’s observations, Russians generally possess a strong sense of cultural identity. Older generations, in particular, are loyal to traditional Russian cultural forms, especially theater, which is a core part of Russia’s heritage, spanning from the Tsarist era to the present day.
However, younger Russians, especially Gen Z, are being “captured” by Chinese web fiction. The compelling plots and wide-ranging genres of Chinese online literature (e.g., fantasy, cultivation, time travel) strongly align with Gen Z’s aesthetic and entertainment needs. Russia’s openness to Chinese culture has created fertile ground for Chinese literary exports.
Cultural Infiltration: The “Danmei” Phenomenon in the Russian Market
Chinese web fiction is becoming a powerful vehicle for China’s cultural expansion into Russia.
According to sales data from Russia’s Book Union—published in collaboration with major book retailers such as Bukvoed, ChitaiGorod, Ozon, Liters, and MyBook—Mo Xiang Tong Xiu’s Heaven Official’s Blessing topped Russia’s first-half 2024 book sales with revenue of 92 million rubles (approximately RMB 7.56 million). The Book Union’s 2023 report also revealed that the first three volumes of Heaven Official’s Blessing had consecutively topped Russia’s novel sales charts for two years, surpassing even the Harry Potter series by J.K. Rowling.
Yet Western pop culture’s influence in Russia has remained limited, largely due to the nation’s strong cultural self-confidence. Many Russians—especially older generations—believe that Western, particularly American, entertainment often lacks depth and is filled with shallow, low-brow content. In contrast, Russian literary giants like Tolstoy and Dostoevsky have set a high bar with works exploring profound human struggles.
Following the Russia-Ukraine conflict, Western pop culture faced sanctions in Russia, including bans or restrictions on Western films, TV shows, anime, and music. Major cultural corporations (e.g., Disney, Marvel, Netflix) announced their exits from the Russian market in 2022.
As a result, Western content on Russian streaming platforms dropped significantly, by 1.5 to 2 times. However, Russia’s local cultural and entertainment sectors flourished, prompting streaming platforms to diversify their content libraries by turning to Asian markets. According to KION data, Russian interest in Asian films and series surged in 2023, with Chinese, Japanese, and Korean dramas becoming particularly popular among Russian viewers.
According to Russia’s version of Douban, Kinopoisk, the top 10 most beloved Chinese-language series among Russian audiences are dominated by historical dramas such as Nirvana in Fire, The Untamed, and Story of Yanxi Palace. The intricate costumes, grand palace settings, complex character dynamics, and tension-filled storylines have earned these series high ratings on Russian streaming platforms. Beyond historical dramas, genre hybrids like My Sassy Princess—combining wuxia, mystery, and fantasy elements—have also been well-received on platforms like Vsedoramy, Russia’s equivalent of IMDb.
This wave of Chinese dramas and short-form content has boosted the popularity of danmei web fiction among Russian audiences. Hudu notes that Russian youth are highly receptive to danmei culture, particularly ancient Chinese danmei novels, which have found a foothold in Russia’s cultural scene. One reason is the emotional parallels between Chinese and Russian storytelling traditions.
“Russia and China share common ground in many cultural elements, especially in the emotional expressions found in historical themes. Chinese danmei stories often focus on intricate emotional entanglements, while Russian literature is known for its deep emotional narratives. This makes it easier for audiences in both countries to resonate with one another,” Hudu explained. Russian youth especially appreciate the detailed emotional portrayals found in Chinese historical danmei works.
This preference also reflects broader Russian cultural consumption patterns—Russians are among the world’s most avid readers.
In Russia, print books remain the preferred reading format. According to Statista, physical books account for 96% of book sales in Russia. Brick-and-mortar retailers dominate sales channels (53%), followed by digital platforms (4%). As a result, Russian bookstores are stocked with numerous danmei web fiction titles.
Although danmei culture has distinct Chinese cultural roots, Russian readers—particularly young people—are drawn to the deep, complex, and sometimes tragic emotional arcs, which mirror the emotional depth found in Russia’s literary traditions.
To better understand how Russian youth perceive Chinese danmei literature, interviews were conducted with local readers. Many Russian readers admitted that while they initially struggled with the historical context of Chinese novels, the universal themes of love, sacrifice, protection, and emotional complexity deeply resonated with them.
For example, Nastya, one of the Russian fans of Chinese danmei literature, shared: “At first, I didn’t fully grasp the cultural nuances, especially those tied to Chinese traditions. But emotions are universal. I find a lot of similarities between how Chinese and Russian cultures depict relationships and emotions—especially the quiet, profound forms of love. Russian literature has always emphasized emotional complexity, like Dostoevsky’s exploration of internal conflicts. I feel a familiar emotional undercurrent when reading Chinese danmei stories.”
In addition to captivating plots, Nastya mentioned her thoughts on the Russian translation of Heaven Official’s Blessing: “Translation matters. While I’ve grown accustomed to the Russian version, some nuances from the original work are inevitably lost, especially cultural references unique to China.”
For Russian readers, danmei literature offers more than entertainment—it serves as emotional refuge, cultural immersion, and a bridge that transcends language and national boundaries.