The production of girls’ love narrative in Couple of Mirrors (2021) through transmedia storytelling in contemporary China

There has been a relative dearth of scholarly discussions surrounding the production of girls’ love (GL) narratives in mainland China since the 2010s. This article offers an illustrative case study of a successful GL multimedia storyworld, Couple of Mirrors (CM), which unfolds across a webtoon, a novel, and a web series. First, this article scrutinizes the multilevel state regulation on queer content creation in different media formats. Second, we draw on Henry Jenkins’ canonical conceptualisation of “transmedia storytelling” to delineate the ways that the production of CM differs from the mainstream BL transmedia stories. Through a textual and paratextual analysis of official producers’ and fans’ participation, we argue that CM’s transmedia storytelling creates explicit GL elements through negotiation between market preferences, heteropatriarchal ideologies, and governmental censorship. In doing so, we show that CM represents a successful non-heteronormative cultural commodity within the mainland Chinese media market.