| Summary: | Today’s society is a global one, and it enters an information era. In the past decades, Chinese animation technologies have played important roles in the multicultural communication activities in Malaysia and China. However, there are still facing some challenges in the multicultural communication activities. This research aims to explore the market potential of Chinese animation in conducting multicultural exchange activities in Malaysia and discuss the strategies for innovating Chinese animation to gain its markets in Malaysia in terms of multicultural communication activities. This study employed qualitative approaches (interviews, observation, and desk research based on secondary data). 16 participants (7 Chinese participants and 9 Malaysian participants) were randomly recruited online and responded to the online survey. The collected data was analyzed using content analysis. The interviews showed that hand-drawn animation, traditional animation, digital animation technology (both 2D and 3D), and VR/AR technology were the animation techniques already applied in the post-2010 multicultural events in Malaysia and China. However, innovative animation techniques were still faced with challenges, such as misunderstandings due to multiculturism. Efforts should be made to strengthen the training of animation talents and introduce new technologies, such as deep learning methods. This research will be helpful to the policymakers and the practitioners, as well as the animation designers. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
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