Following the release of Shanghai's new policy package to strengthen support for the creation of high-quality internet content, Huangpu and Yangpu districts have introduced localized, precision-designed policies to transform the city's strategic vision into practical, on-the-ground support. These initiatives aim to foster vibrant, sustainable ecosystems where creators, platforms, and cultural enterprises can thrive.

Huangpu: Four pillars to build leading content hub

Huangpu district is accelerating the development of a high-energy content creation cluster by focusing on four core areas: talent incentives, infrastructure, enterprise support, and ecosystem development.

Incentives for talent and enterprise

Huangpu offers up to 1 million yuan ($139,294.92) in financial rewards to creators who meet the "high-quality content creator" criteria. Creators with strong social influence who meet Shanghai's talent introduction standards may also qualify for residency eligibility and housing support. At the enterprise level, the district actively encourages internet platform enterprises and MCN organizations to establish operations in Huangpu. Depending on their influence and the number of high-quality creators they attract, qualified entities may receive up to 5 million yuan in subsidies. Outstanding MCNs are further encouraged to apply for inclusion in Shanghai's key cultural enterprises directory, which grants access to additional support.

To enhance talent settlement, Huangpu allocates a quota of housing resources for key enterprises and institutions, along with housing subsidies for eligible individuals.

Infrastructure and shared services

Huangpu is investing in creative infrastructure to foster collaboration and productivity. This includes:

• Shared office space and industry networking zones
• Livestream studios, recording booths, and photo studios
• Annual subsidies of up to 300,000 yuan for creators using these shared services
• Developers and operators of qualified content-focused hubs may receive up to 5 million yuan in construction and operations subsidies.

Each hub will host a comprehensive service center offering one-stop support for:

• Business registration
• Financial and tax consultation
• Policy applications
• Internet compliance services
• Copyright verification

A fast-track mechanism will also be implemented to protect creators' legal rights and original content. Additionally, the district will collaborate with financial institutions to create custom financing products for content enterprises.

Funding and recognition for content events

Huangpu encourages industry associations and platform enterprises to host major festivals, forums, and branded events targeting global content creators. Approved entities may receive up to 5 million yuan in funding.

The district also:

• Opens local resource events to content creators
• Supports creators in undertaking mainstream communication tasks
• Develops platforms to connect supply and demand across sectors
• Rewards outstanding original content based on performance
• Provides traffic support through partnerships with major internet platforms

Talent development and global reach

Huangpu is working to formalize the profession of "high-quality internet content creator" by:

• Launching professional title evaluation systems
• Encouraging training providers and platforms to deliver free professional development courses

The district also supports:

• Internet marketing skills certification
• Participation in international content expos
• Global promotion of Chinese stories and culture using new media and digital technologies

Yangpu: 18 measures across 6 support dimensions

Yangpu's upcoming policy package translates Shanghai's Nine Measures to Support High-Quality Internet Content Creation into 18 actionable initiatives across six key areas: exemption, reward, service, investment, subsidy, and governance.

Exemptions

• Full rent exemption for the first year at V Juchang incubator, located at the Shanghai Knowledge and Innovation Community (KIC). Rent is reduced by 75 percent in the second year and 50 percent in the third year
• Phased expansion of rental subsidies for high-quality content hubs

Rewards

• Content creation competitions awarding up to 100,000 yuan for influential works promoting Yangpu or Shanghai
• Honor title programs recognizing creators in online video and audio, live streaming, entertainment, and design
• Support for applications to national, municipal, and district-level honor awards

Tailored services

• Support for overseas distribution of premium Chinese content
• Creation of "YOUNG V" internship programs for university students
• The "Daxue Road Pass": offering enterprises registered at V Juchang access to campus resources, event participation, lifestyle perks, and financial services around the KIC and Daxue Road area
• Partnerships with Bilibili, Douyin, and Xiaohongshu, providing homepage promotion, traffic support, and advertisement services
• Fast-track cybersecurity services under municipal guidance, featuring one-stop online portals for compliance, rights protection, and legal advice, as well as offline creator salons and consultations with cyber experts and government departments

Investment support

• Establishment of a dedicated internet content creation fund
• Joint seed-stage investment fund with the Shanghai Technology Entrepreneurship Foundation for Graduates
• Launch of a financial partner plan, providing industry-specific financial products in collaboration with local banks and guarantee institutions

Subsidies

• Scene usage subsidies via "Yangpu Livestream Vouchers" for V Juchang-incubated startups, based on a district-wide catalog of shared livestreaming resources
• Comprehensive support for events and expos that boost Yangpu's content ecosystem
• Housing and relocation assistance for qualifying talent, including streamlined residency support

Governance and compliance

• Legal education and compliance guidance are provided to promote the healthy and sustainable development of content creators
• Inclusive and prudent regulation includes business consulting, compliance training, and trust-based incentives to support the growth of high-quality content enterprises

 

Source: Shanghai Observer