Shanghai has announced a set of nine new policies to support high-quality online content creation. Here is a further explanation of the new measures.

Policy Background

1. Why did Shanghai introduce "Measures to support high-quality online content creation?"

The Internet content creation industry is developing rapidly. Shanghai has been dedicated in welcoming and supporting creators and businesses – especially young talent – to unleash their potential and realize their dreams in this city. These new measures aim to create a favorable ecosystem, improve the environment, raise industry standards, and promote content that reflects positive values and culture.

2. Who can benefit from these measures?

A wide range of content creators are eligible, including bloggers, influencers, signed creators, creative teams or studios, and MCN (multi-channel network)-affiliated talents. The key is producing high-quality content, whether in text, images, or video, that promotes positive energy, has strong social recognition, and reaches a wide audience.

3. What are the highlights of the policy?

The measures include funding, talent development, workspaces, and overseas expansion. Key features include:

a. Problem-solving: The policy responds to real issues creators face, like housing, residency, career development, and services.

b. City-district coordination: It links city-level resources with district-level support to maximize impact.

c. Ecosystem building: It focuses on the full content chain, from space and funding to public events and international reach.

d. Policy innovation: Creators get priority in residency, career evaluation, and inclusion in talent programs and awards.

Content Creation Hubs

4. What advantages do Huangpu and Yangpu districts have in building content hubs?

Huangpu is home to over 200 high-tech firms and 480 new private tech companies. With a strong presence in culture, sports, and entertainment, it offers a modern, creative environment. The district also benefits from being the headquarters of the RedNote (Xiaohongshu) and a leader in fintech, attracting creators in finance, tech and fashion. Its professional services, like HR, legal and tax, are well-developed.

Yangpu leads in digital economy growth. Bilibili, known for animation and educational content, is based in the district. With more than 8,000 digital firms and a software industry worth over 300 billion yuan (US$41.8 billion), Yangpu contributes nearly one-fifth of the city's digital output. It's already home to top MCNs and platforms.

Both districts offer strong industry bases and platforms to support the hubs. Other districts are also encouraged to develop their strengths to create a balanced citywide content industry.

5. How will city and district policies work together?

City policies provide direction and resources, while districts focus on detailed implementation. For example, city-level talent policies solve authority gaps at the district level, helping talent gather in content hubs.

Financial rewards and space subsidies from the city can be combined with district-level support. In addition to promoting service platforms, city policies also attract more creators and businesses to the hubs, collaborating with local measures to enhance their impact.

Content Creation

6. What support does the fast-track legal protection channel offer to creators?

Shanghai's cyberspace office will launch a fast-track service in the content creation hubs, offering both online and offline support.

Online, creators can access one-stop services for legal protection, policy guidance, honors applications, and feedback on laws. It connects creators directly with policymakers.

Offline, regular events like creator meetups and expert Q&As will help creators engage with officials, platforms, and peers. These efforts aim to ensure healthy, lawful content development.

7. What exclusive services and protections are available to creators in the hubs?

There are four main services:

a. Starlight Program – Helps creators apply for national honors like the "China Positive Energy Network Excellence Awards."

b. Shield Action – Protects creators from online threats like defamation, fraud, impersonation, and cyberbullying. Local authorities will prioritize these cases.

c. Policy Engine – Provides up-to-date AI policy guidance and safe tech tools.

d. Wisdom Platform – Allows creators to submit ideas and feedback on laws related to online content.

Bilibili and Xiaohongshu have also introduced support measures for top local creators under the city's guidance.

Financial Support

8. What funding and financial support are available?

Shanghai plans to launch a new investment fund focused on quality online content.

The city will also offer policy-backed guarantees and lower fees for loans to creators and content firms. Interest subsidies may cover up to half of the loan's market rate.

Talent Policies

9. How will Shanghai attract top content creators?

Outstanding creators who have won awards or made positive contributions to telling the story of China or Shanghai may qualify for residency support.

Platform companies and MCNs will be listed as key cultural firms, giving them priority when recruiting skilled talent.

10. Will content creators be eligible for professional skill certification?

Yes. In 2020, China's Ministry of Human Resources and Social Security introduced the new job title "All-Media Operation Specialist."

Shanghai has approved several agencies to evaluate and certify these skills. Creators aged 16 and up who meet the national standards can apply for certification.

11. What changes are being made to help creators earn professional titles?

Shanghai is adjusting its title evaluation system to fit the needs of online content creators.

Starting with science communication, the city will expand evaluations to fields like art, economics, and cultural heritage. Freelancers and small business creators will be included, and role model stories will be promoted to inspire talent.

Creative Resources

12. What creative resources will be made available?

For creators who produce content that showcases the city and tells China's story, the city can provide access to a wide range of real-world filming locations, including landmarks, museums, fashion spaces, shopping areas, and major cultural events.

Studios, livestream rooms, and other facilities in content hubs will also be open to creators. Public companies and major media outlets are encouraged to co-create content and partner with creators.

Next Steps

13. What's next after the release of the measures?

The city will step up promotion and make sure the policy is well understood.

Officials will refine and clarify the rules to make them easier to follow and more effective.

Shanghai hopes to become a global hub for high-quality online content, where creators can work with confidence, earn recognition, and grow alongside the city.