Beyond ACG: Musical 'Link Click' breaks boundary between Chinese animation and reality

The Chinese animated hit "Link Click," known for its emotional storytelling and mind-bending time-travel plotlines, has crossed a new creative boundary onto the stage. Since premiering as a resident musical in 2023 in Shanghai, the production has surpassed 500 performances and is ranked among China's top immersive theater shows of 2024.

"Link Click" tells the story of two young men, Cheng Xiaoshi and Lu Guang, running a mysterious photo studio. By high-fiving, they can jump into past moments captured in photographs to alter events and resolve others' regrets. Now, that universe is being brought to life through song, choreography and a 360-degree rotating auditorium designed to immerse audiences in every emotional twist.

"What matters most for musical audiences is telling a complete story clearly and logically," said Chen Xiaoyi, producer of the musical. "That was our main focus. We wanted to recreate all the key scenes, and this time we tried something new, rotating the audience."

Chen and her team selected two standout episodes from the anthology-style series, both fan and team favorites, to anchor the stage adaptation. Sets and costumes were recreated with meticulous accuracy, aiming for a nearly 1:1 reproduction of the animation's original aesthetics. Musically, the production blends stylized local flavors into the score. For instance, in one scene, a mother's singing to her child is crafted from everyday phrases and transformed into a gentle melody.

The musical features a variety of cast combinations. For the cast, portraying animation characters presents a unique creative challenge.

"Portraying an animation character is challenging because the audience already has a well-established image in their minds," said actress Qiang Dongyue, who plays Qiao Ling, the photo studio's kind-hearted landlady. "So, I could only make subtle adjustments that fit my personality. I constantly check fan reviews and make adjustments accordingly."

Guo Hongxu, who plays the energetic Cheng Xiaoshi, echoed the complexity of translating exaggerated physical gestures from animation to real-life performance.

"The most difficult part was the physicality... how to make those big movements feel natural without being awkward. We spent a long time figuring that out together. I think the trust between actors and audiences helped us solve the issue," he said.

Wang Minhui, who takes on the role of the calm and composed Lu Guang, added that some of their traits clash with the semi-animated nature of these characters. 

"The challenge is how to present your interpretation in a way that's accepted by most viewers while still staying true to yourself," said the actor.

The emotional pull of "Link Click," in both animation and musical form, has also made an impression on the producer.

"Since I'm at the theater almost every day, the most impactful thing for me is seeing audience reactions right after the show. I often hear people whispering, 'That was so touching,' or 'The show stayed true to the original.' The viewers who grew up with Chinese animation are now adults, so the fanbase has expanded," she said.

The creators behind the original animation have also been actively exploring new formats, teaming up with renowned choreographers to create character-themed dance videos, and launching musical projects to deepen the narrative world.

"We believe that expressing the story through different formats allows more people to discover 'Link Click,'" said Zhang Shengyan, vice president of Bilibili, the production company of "Link Click," and lead producer of the animation.

"Some musical fans might not be anime fans, but they learn about 'Link Click' through the musical. Reaching diverse audiences through different media is a big plus for us," Zhang said.

Though the show is a Bilibili original, its development has included international collaborations with South Korean illustrators and Japanese writers. Yet, the core animation remains a product of Chinese creativity.

"It showcases our improving domestic capabilities and creative talent," he said. "With better production standards and stronger creative direction, our content can truly resonate with international audiences."

Proactive overseas promotion is also part of their strategy. "Link Click" has already launched on multiple global platforms, and offline fan events abroad have drawn large crowds. According to Zhang, successful international expansion comes down to two things: strong content quality and proactive IP management working together.

From a digital animation series to a top-ranking immersive stage show, "Link Click" has proven that good storytelling transcends medium and even dimension. As one of China's most popular ACG (anime, comics and games) properties, it's also a case study in how homegrown cultural IP can successfully evolve, adapt and reach new audiences worldwide.

Executive producer: Zhang Jingwen

Producer: Yang Sha

Director: Guo Meiping

Cinematographers: Zhu Huangyingzhe, Guo Meiping

Cover image designer: Huang Ruiqi