What does IP mean in Chinese marketing and entertainment?
IP is short for intellectual property; in Chinese marketing and entertainment it also means any story, character, brand or person that can be developed across media and commercialized over time. It is unrelated to an IP (Internet Protocol) address.
Also known as: Intellectual property, 知识产权, Content IP
This entry covers the sense of IP used in China’s content and marketing industries, where the word appears in phrases such as 个人 IP (gèrén IP, “personal IP”), 老板 IP (lǎobǎn IP, “boss IP”) and IP 剧 (IP jù, “IP drama”). The IP address of a network device, and the “IP location” (IP 属地) shown on Chinese social media profiles, are a different thing.
What does IP stand for?
IP stands for intellectual property, 知识产权 (zhīshí chǎnquán) in Chinese.
The World Intellectual Property Organization defines intellectual property as “creations of the mind, such as inventions; literary and artistic works; designs; and symbols, names and images used in commerce” (WIPO). China’s Civil Code (Article 123) lists the objects of intellectual property rights: works; inventions, utility models and designs; trademarks; geographical indications; trade secrets; layout designs of integrated circuits; new plant varieties; and other objects set by law.1
In everyday Chinese usage, IP is broader than the legal term: it means an asset that can be developed and monetized over time, not one specific legal right. Film and games usage in English is similar: studios speak of “new IP” or “existing IP” to mean a property that can be extended into sequels, adaptations and merchandise.
Why can a person be called an IP?
In Chinese marketing, a person is called an IP when their name, image, work and public trust can be developed, carried across platforms and commercialized the way a franchise can; the usual English equivalent is “personal brand”.
No law creates a right called “personal IP”. A person’s commercial identity is protected by several separate rights, and they differ by country:
| What is protected | Mainland China | United States |
|---|---|---|
| Name, image, likeness, voice | Personality rights in the Civil Code: the rights of name and portrait; the voice is protected by reference to portrait rights (Article 1023)1 | The right of publicity, which “prevents the unauthorized commercial use of an individual’s name, likeness, or other recognizable aspects of one’s persona”. It is state law, and only about half of US states recognize it distinctly (Cornell LII) |
| Content the person creates | Copyright | Copyright |
| Names and logos used in trade | Registered trademarks | Trademarks |
What a personal brand is, and how it differs from an influencer: see Personal brand.
What types of IP are there?
By what sits at the center, IP in the Chinese sense falls into four common types: person IP, content IP, brand IP and character IP.
| Type | At the center | Examples | Entry |
|---|---|---|---|
| Person IP | A real person | Creators, founders, artists, athletes | Personal brand, Founder brand |
| Content IP | A work | Novels, films and series, animation, games, variety shows. An “IP drama” (IP 剧) is a series adapted from an existing popular work, often a web novel | — |
| Brand IP | A company or brand | Brand accounts, branded content series | Brand IP |
| Character IP | A fictional character | Mascots, cartoon characters, virtual humans | Brand IP |
This glossary focuses on person IP and brand IP.
Further reading
- Who MVP (Mega Volume Production, 十方众声) works with: Who we work with
- What building and managing a public figure involves: Talent management
Notes
- 《中华人民共和国民法典》 (Civil Code of the People’s Republic of China)