Zoland Animation champions Chinese heritage with epic series ‘Legend of King Qian’ at Mipcom 2025

With a creative legacy spanning more than two decades, Zoland Animation, the animation division of Zoland Group, has become one of China’s most prolific content producers. Boasting over 170,000 minutes of animated programming and a presence in broadcast systems across more than 100 countries and regions, Zoland continues to be a vital player in the global animation landscape.

At Mipcom 2025, Animation Xpress caught up with Zoland Distribution global business unit head Samantha Wong. A seasoned specialist in content distribution and co-productions, Wong reflected on Zoland’s long-standing participation at Mipcom and the company’s current flagship project, the historical animated epic Legend of King Qian.

Bringing history to life through animation

Set during the Song Dynasty, Legend of King Qian dramatises the extraordinary life of Qian Liu, the founder of the Kingdom of Wuyue. The series captures his journey from quelling the Dong Chang rebellion to establishing a peaceful and prosperous realm under the guiding principle of ‘Protecting the Land, Bringing Peace to the People.’

“Legend of King Qian is a 52-episode historical epic, with each episode running about 20 minutes,” Wong explained. “It explores Qian Liu’s life from his childhood, when he was nearly abandoned, to the choices that defined him as a leader who valued justice and righteousness.”

The production of the series is now complete, and Zoland is preparing for its official launch by the end of this year.

Expanding a legacy of original content

Zoland Animation’s impressive portfolio goes far beyond its latest project. Over the years, the studio has created a diverse library of original titles such as Magic Eye, Magic Wonderland, Rubi Yoyo, and Zheng He’s Voyage to the West, etc. Its content has reached audiences across 130 countries and regions, underscoring the studio’s commitment to global storytelling.

One of its popular titles, Magic Eye is Back, is currently airing on ETV Bal Bharath in India, a testament to the studio’s growing footprint in international markets.

“While Legend of King Qian is our current focus, we also have a strong lineup of original IPs that we’re actively looking to distribute across new territories,” Wong noted.

Two decades at Mipcom

Zoland Animation has been a fixture at Mipcom Cannes for nearly 20 years, a testament to its dedication to building relationships and staying at the forefront of global content trade. Over that time, the market has evolved significantly, and not always for the better, Wong observed.

“I think it is shrinking every year, the number of participants, buyers, and even the venue itself. The market isn’t as dynamic and vibrant as before,” she said.

She attributes these changes to shifting geo-political and economic conditions, as well as technological fragmentation that has reshaped how audiences consume content. Still, for Zoland, Mipcom remains an invaluable platform for connection and collaboration.

“Despite the shrinking effect, it’s still a crucial marketplace,” Wong affirmed. “We come here to reconnect with our long-term partners and customers, and to forge new relationships and deals. It continues to be an important space for us.”

As Zoland Animation gears up for the release of Legend of King Qian, the studio remains steadfast in its mission: to tell compelling stories rooted in Chinese culture while appealing to audiences worldwide. With its mix of heritage, artistry, and ambition, Zoland stands as a bridge between tradition and modern storytelling, carrying the spirit of Chinese animation onto the global stage.