I. Eligible Entities
These guidelines apply to enterprises and industrial parks registered with the Putuo District Administration for Industry and Commerce and Taxation, possessing independent legal person status, maintaining a good credit record, and aligning with the regional cultural and creative industry guidelines, as well as teams and individuals recognized for making outstanding contributions.
II. Scope of Support
(1) Support industries listed in the *Shanghai Cultural and Creative Industry Classification Catalog (2018)*.
(2) Support for innovative development in the eight key areas outlined in the “Several Opinions on Accelerating the Innovative Development of the City’s Cultural and Creative Industries.”
(3) Support will focus on the development of industries such as online audio-visual services, digital advertising, gaming and esports, and film, television, and performing arts.
(4) Support key enterprises and major industrial projects that can promote the clustering of the district’s cultural and creative industries and possess a demonstrative and leading effect.
III. Support Methods
(1) Support for Key Industrial Projects
For projects that have received funding from national or Shanghai municipal cultural and creative industry development funds, district-level matching funds will be provided in accordance with relevant regulations.
For projects applying for support from the district-level cultural and creative industry development special fund that are approved after evaluation, a subsidy of up to 50% of the total project investment, not exceeding 3 million yuan, may be provided.
(2) Support for the Introduction of Leading Enterprises
For newly introduced leading cultural and creative enterprises, based on the enterprise’s contribution to the region and its role in driving industrial development, a one-time startup grant of up to 3 million yuan will be provided upon approval, disbursed over three years. If the enterprise also meets the criteria for “Supporting the Development of Newly Introduced Priority Enterprises” as stipulated in the “Implementation Opinions on Serving Enterprise Development in Putuo District,” the higher amount will be granted without duplication.
For cultural and creative enterprises making significant contributions to the region: those leasing office space within the district for their own use may receive a one-time rent subsidy of up to 30% of the contract amount, with a cumulative maximum of 1.5 million yuan over three years; those purchasing office space within the district for their own use may receive a one-time subsidy of up to 10% of the purchase price, with a maximum of 1.5 million yuan;Enterprises that carry out comprehensive renovations—including digital upgrades, hardware installations, and supporting service facilities—on office premises within the district for their own use, with an investment of 10 million yuan or more, may receive a one-time subsidy of up to 3 million yuan, calculated at a rate of up to 10% of the investment amount.
(3) Support for Platform Development and Operation
Cultural and creative enterprises are encouraged to build high-quality integrated information operation platforms, with a focus on supporting mobile platform operations. Upon approval, a one-time grant of up to 3 million yuan may be provided.
(4) Support for the Production of Excellent Content
The creation of excellent content that aligns with the core socialist values, features diverse themes and formats, and conveys healthy and uplifting messages is encouraged. Upon certification, excellent content production enterprises may receive a one-time reward of up to 1 million yuan. Upon certification, start-up content production enterprises may receive a one-time reward of up to 100,000 yuan.
(5) Support for Copyright Transactions and Services
Enterprises are encouraged to establish authoritative copyright trading and monitoring platforms for the cultural and creative industries to promote the healthy development of the industry ecosystem. Upon approval, a one-time grant of up to 1 million yuan may be awarded.
Enterprises that complete copyright transactions or transfers within this district may be granted a one-time reward of up to 500,000 yuan.
(6) Support for R&D and Manufacturing of Cultural Equipment
Support the research, development, and manufacturing of new technologies and equipment in the cultural and creative industries, and promote the development and application of new technologies in fields such as smart audiovisual systems, flexible displays, wearable devices, 3D printing, and drones.
Enterprises that establish industry-wide public service platforms and conduct breakthrough research on various new technologies in the cultural and creative industries—provided such research demonstrates a leading and exemplary effect and promotes regional industrial clustering—may, upon approval, receive a one-time grant of up to 3 million yuan.
For various new technology R&D projects, upon approval, a one-time grant of up to 2 million yuan may be provided, limited to 20% of the investment amount.
(7) Support for the Development of Cultural and Creative Industry Derivatives
Support will be provided for the development of cultural and creative IP-related derivative products. Enterprises engaged in the development and sale of such products may, upon certification, receive a one-time reward of up to 500,000 yuan.
(8) Support for Major Cultural and Creative Industry Events
For events or projects in the cultural and creative industry—such as exhibitions, competitions, forums, and venture capital roadshows—held in this district that have significant influence, a one-time grant of up to 1 million yuan may be provided, subject to approval, based on a proportion of up to 50% of the operational investment.
(9) Support for the Construction of Cultural and Creative Industry Parks
For entities designated as national-level cultural and creative industry demonstration (pilot) parks, municipal-level cultural and creative industry demonstration parks, municipal-level cultural and creative industry parks, municipal-level cultural and creative industry demonstration buildings, and demonstration spaces, rewards of 800,000 yuan, 500,000 yuan, 300,000 yuan, 200,000 yuan, and 100,000 yuan, respectively, will be granted.
(10) Support for the Development of the Internet Film and Television Industry
1. Support for the Production and Distribution of Outstanding Film and Television Works
For the primary producer of a film or television work: If the work is publicly screened, a subsidy of up to 500,000 yuan may be granted based on the investment amount;For works premiering on China Central Television (CCTV), a reward of 10,000 to 20,000 yuan per episode may be granted upon verification; For original film and television works that win major awards at international A-class film festivals or authoritative domestic film and television festivals, or that generate significant positive social impact on television channels or the internet (including those achieving a view count ranking among the top ten nationwide for similar works in the same year on internet film and television platforms), a one-time reward of up to 2 million yuan may be granted upon verification.For works invested in by film and television enterprises within the district, if the combined total of domestic box office revenue and copyright sales revenue from the internet and television channels, based on their investment proportion, reaches 100 million, 300 million, 500 million, or 1 billion yuan or more, and upon verification, rewards of up to 1 million, 1.5 million, 2 million, or 3 million yuan, respectively, may be granted.
For the primary producer or primary distributor of a film or television work, if the work (or the enterprise itself) receives international, national, or municipal-level awards, a 1:1 district-level funding match may be provided; if the enterprise establishes a distribution network domestically or internationally and achieves notable results, thereby receiving national or municipal-level film and television distribution awards, a 1:1 district-level funding match may be provided.
2. Attracting and Cultivating Internet Film and Television Industry Entities
For the establishment of film and television talent training institutions, upon certification, a subsidy of up to 200,000 yuan may be granted; for the establishment of internet film and television “celebrity studios,” a subsidy of up to 500,000 yuan may be granted.
Functional service agencies related to the domestic and international internet film and television industry that establish operations in this district and are duly recognized may receive subsidies of up to 1 million yuan, 500,000 yuan, or 200,000 yuan, respectively, based on the agency’s level (international, national, or provincial/ministerial).
3. Support for Internet Film and Television Technology Innovation
Enterprises selected to receive the Internet Film and Television Industry New Technology Award, as well as film and television works produced by local enterprises that undergo post-production within the district and win major technical awards, may be granted a reward of up to 300,000 yuan upon approval.
(11) Support for the Development of the Online Audio Industry:
To promote the development of the Professional User-Generated Content (PUGC) model, a one-time grant of up to 200,000 yuan may be provided to institutions established in Putuo District that offer professional audio talent training, subject to approval.
(12) Support for the Esports Industry:
1. Support for the Construction of Esports Venues
Investors constructing or renovating professional esports venues in the district may receive a one-time grant equivalent to 10% of the total project investment, with a maximum grant amount not exceeding 3 million yuan.
For esports venues in the district that host 50 or more esports tournaments annually, and where the total prize pool for at least 25 of these tournaments exceeds 1 million yuan (inclusive), venue operators may be granted a one-time subsidy of up to 1.5 million yuan upon approval.
2. Support for Hosting Esports Tournaments
Actively attract major international and domestic tournaments to Putuo. For hosting top-tier international professional esports tournaments, a one-time grant of up to 3 million yuan may be provided; for hosting top-tier domestic professional esports tournaments, a one-time grant of up to 1 million yuan may be provided; for hosting other small- and medium-sized tournaments, a grant based on actual operating costs may be provided.
We will actively encourage local enterprises to serve as the sole or primary organizer of esports tournaments held in other provinces, municipalities, or overseas. Upon approval, a grant of up to 1 million yuan may be provided.
3. Support for Attracting and Cultivating Esports Clubs
Top-tier esports clubs that establish operations in this district will receive annual funding for club operating expenses, with the cumulative annual funding for any single club not exceeding 500,000 yuan.
Clubs participating in top-tier international professional esports tournaments will receive a reward of 800,000 yuan for each championship title, 500,000 yuan for each runner-up finish, and 300,000 yuan for each third-place finish. For participation in top-tier domestic professional esports tournaments, a reward of 300,000 yuan will be granted for each championship title, 200,000 yuan for each runner-up finish, and 100,000 yuan for each third-place finish.
Support will be provided for the development of esports talent agency services. Agency companies that engage in talent management for esports players, commentators, and streamers and achieve significant results may, upon approval, receive funding of up to 1 million yuan.
(13) Support for the Development of the Digital Advertising Industry
1. Support for Qualification Certification of Digital Advertising Enterprises
Digital advertising-related enterprises are encouraged to apply for high-tech enterprise certification; certified digital advertising enterprises shall enjoy tax incentives in accordance with regulations.
A one-time special reward will be granted to digital advertising enterprises that are included in advertising statistics for the first time as legal entities above a certain scale or that have obtained “Shanghai Brand” certification.
Advertising Class I enterprises newly granted a license to use the China Advertising Association (CNAA) certification mark shall receive a one-time reward of 400,000 yuan.
2. Support for Outstanding Award-Winning Advertising Works
Advertising works that win awards at top-tier advertising festivals such as London, Cannes, Busan, and Shanghai will be granted a reward of up to 1 million yuan.
3. Support for the Development of Digital Advertising Business Parks
For those designated as national-level advertising parks, a one-time grant of up to 2 million yuan may be provided, not exceeding 30% of the total investment in park construction; for those designated as Shanghai-level advertising parks, a one-time grant of up to 1 million yuan may be provided, not exceeding 30% of the total investment in park construction.
(14) Other
Enterprises and key platform projects recognized by the District Cultural and Creative Industry Office as having industry-leading effects will be supported on a case-by-case basis.
IV. Implementation and Management
(1) The District Bureau of Culture and Tourism (District Cultural and Creative Office) shall formulate implementation procedures and detailed rules based on these guidelines, and shall carry out project review, monitoring, and evaluation. If provisions of this policy overlap with other policies established by Shanghai Municipality or Putuo District, support shall be provided in accordance with the principle of “choosing the higher amount without duplication.”
(2) The investment promotion centers in each key area shall be responsible for providing services to applicant entities, including assistance with project applications and formal reviews. After the District Culture and Tourism Bureau (District Cultural Innovation Office) completes the project review, these centers shall respond to the applicant entities and cooperate with the District Culture and Tourism Bureau (District Cultural Innovation Office) to ensure effective project management and service delivery.
(3) The District Finance Bureau is responsible for preparing the special fund budget for the implementation of these guidelines in the following year, for disbursing relevant support funds in accordance with established procedures, and for supervising and managing the use of special funds in collaboration with the audit department throughout the project process.
(4) This Opinion shall be subject to performance evaluation management in accordance with the "Putuo District Industrial Policy Performance Evaluation Management Measures."
V. Supplementary Provisions
(1) The total amount of various rewards, grants, and other support funds received by eligible entities under this district’s policies shall, in principle, be limited to the regional contribution achieved during the policy support period. For enterprises that have been operating in the district for more than three years and are applying for project funds under this Opinion, their regional contribution shall serve as a reference for determining support eligibility.
(2) Full-process credit management shall be implemented for industrial special funds. Enterprises or institutions applying for support under this policy shall undergo a credit review; those with serious acts of bad faith or illegal conduct within the past three years shall have their eligibility revoked. If an enterprise or institution engages in acts of bad faith while receiving support, and such acts are verified, the information shall be reported to the municipal and district public credit information service platforms in accordance with relevant regulations.Should beneficiaries be found to have engaged in illegal or non-compliant acts, such as fabricating information or fraudulently obtaining support funds, all support funds will be immediately revoked and recovered, and relevant parties will be held legally accountable.
(3) These Guidelines shall take effect on January 1, 2022, and remain valid until December 31, 2024. The “Implementation Guidelines for Accelerating the Development of the Digital Advertising Industry in Putuo District” (Putuo Culture and Tourism Standardization Document [2021] No. 2) and the “Notice on Extending the Validity Period of the ‘Implementation Guidelines for Accelerating the Development of the Esports Industry in Putuo District, Shanghai (Trial)’” (Putuo Culture and Tourism Standardization Document [2021] No. 3) are hereby repealed simultaneously.
