Introvert's sold-out concerts make Mandarin more popular, Minlu Zhang reports in New York.

"I am not a confident person," that is the phrase musician and singer Zhou Shen has repeated most often in past interviews. Yet, he was the only Chinese-language artist whose album ranked among the top 20 in global sales last year.

"Because I am not very confident, I want to say this at the concert: 'If someone as ordinary as me can do it, you can, too.' Everyone tends to underestimate themselves, especially those of us with reserved personalities.

"It's easier for us to downplay our abilities. Don't underestimate yourself. The light I have comes from all of you," says the singer.

The Chinese pop star launched his first global concert tour 9.29Hz World Tour earlier this year, marking a major milestone in his career. The tour is his third solo concert series but his first to expand beyond China.

Known for his soaring vocal range and emotive performances, the 33-year-old artist rapidly rose to fame recently, earning accl

aim nationally and internationally.

Last year, Zhou ranked 11th on the IFPI Global Album Sales Chart. The ranking, released by the International Federation of the Phonographic Industry, measures worldwide sales across streaming platforms, downloads and physical copies.

The IFPI recognition comes as Zhou's popularity continues to grow internationally. Last year, he became one of a handful of Chinese artists to rank on the global sales chart, joining crossover stars like Jay Chou.

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Industry analysts attribute his success to strong fan support in China and increasing interest in Mandopop (popular Mandarin music) worldwide.

"I first got to know him from my girlfriend. He's a very talented singer, unlike anything I've ever heard. He sings very well and is very impressive," David Noack from Austin, Texas tells China Daily as he waits with his girlfriend to enter Zhou's New York concert.

Noack, whose girlfriend dressed in hanfu — traditional Chinese attire — with her hair arranged in a classical updo, laughs as Noack says: "Even though I don't understand Zhou's lyrics, it's still beautiful."

Noack says Zhou's music sparked his interest in Chinese culture, describing it as "a way of opening up to culture".

Most Western pop music sounds "more bassy or there's a bit more hip to it," says Noack. "The style of his singing is almost classical for me as an American," he says.

"A lot of the singers I've heard from China are very good. There are a lot of good singers and I can appreciate more than just Zhou," he adds.

Hitting the global scene

Mandopop has expanded significantly on the global music scene in recent years. The genre saw 45 percent growth in streaming in 2023, according to the annual Wrapped campaign by Spotify, the world's most popular audio streaming service.

"It's incredible to see Mandopop consumption growing globally as Spotify continues to connect music cultures with audiences worldwide, showcasing a slate of extraordinary talents, both seasoned and emerging, driving music discovery," says Kossy Ng, Spotify head of Music in Asia in a news release.

Zhou, one of Mandopop's foremost artists, has seen his debut overseas tour generate unprecedented demand with tickets for his opening show selling out within 15 minutes.

His North American shows are experiencing such intense popularity that additional performances were added only to sell out again immediately, including a New York concert that expanded to accommodate 14,000 fans and still reached full capacity.

On the social media platform Sina Weibo, the hashtag for Zhou's world tour has surpassed 1.42 billion views with 32.5 million discussions. When the singer posted his tour announcement, it was shared over 1 million times.

When Zhou heard his shows were selling out, he laughed and said: "I feel kind of bad. It's like someone's listing all my accomplishments."

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Anna Serdetchnaia traveled from Toronto, Canada to New York for Zhou's concert because she couldn't get the tickets in Toronto.

"They were sold out even before the sale started. You could not get tickets, which is why I came here," Serdetchnaia tells China Daily. "It's amazing to see a Chinese singer get this recognition."

"His voice is so beautiful, and he has so much emotion when he sings. I never thought I'd be able to see him unless I went to China, so it's exciting to see him live," Serdetchnaia says.

"I studied Chinese and lived in China, but my love for his music encourages me to dive back into it. He's an incredible ambassador. I hope this opens doors for more Chinese singers to tour here. We have Korean and Japanese artists, but not as many from China. He's paving the way," she adds.

Zhou says he was "truly surprised and grateful" to hear Serdetchnaia's story. "Most of my songs are in Chinese, so I never expected foreign fans to connect with them," he tells China Daily during an exclusive interview.

"My music is more classical and emotional, not the upbeat style that usually gets global attention. This means so much to me," he says.

Zhou says he has seen some of his international crew members at his concerts sway to Chinese songs like Good Luck Comes and moved to tears by Blossoms Forget Sorrows.

"In those moments, I stop thinking about bringing my music to global platforms, realizing that touching listeners' hearts is already a singer's greatest blessing," Zhou says.

A dramatic discovery

Many of Zhou's international fans first discovered him through Chinese television shows. Commonly called "C dramas", these programs have seen a surge in international popularity, with several series becoming global hits.

According to China's National Radio and Television Administration, TV dramas represent the most exported category of Chinese audiovisual content, comprising 80 percent of overseas distribution in 2023 and reaching audiences in over 200 countries and regions.

China also has the highest number of domestic television viewers worldwide and produces the most drama episodes per year.

Desarae Young was first introduced to Zhou through the soundtrack of a Chinese TV show The Untamed. Later, she saw him on Keep Running, a Chinese variety show she loves.

"I've always been drawn to Chinese TV shows — the historical elements, the production quality, and the sound design. There's a level of professionalism in these shows that you don't always see in American productions," Young tells China Daily as she waits to enter Zhou's concert in New York.

She says her Chinese cultural intake includes dramas like War of Faith, The Wolf and The Untamed.

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"He can do so much with that voice, it's insane. His whole repertoire is very powerful. He's got great English songs too, and his music incorporates traditional Chinese elements, which I've always been a fan of," says Matt Rakowski, who accompanied Young to the concert.

Last year, Zhou also performed at the United Nations Chinese Language Day. The topic of his UN performance garnered more than 180 million views in a week and more than 1.72 million posts included it on Sina Weibo.

His song Big Fish has become a starting point for people to find a way to understand Chinese culture, with more than 2 million views on YouTube.

Serdetchnaia from Canada says it was exciting to see that. "He went from not being taken seriously as a young singer to becoming this big, respected name. It's cool to witness."

Zhou says: "I believe many international fans first discover Chinese music through recommendations from our overseas Chinese community when they tell their friends, 'Hey, there's this Chinese singer with really beautiful songs'. This helps non-Chinese speakers experience our music."

"Chinese audiences focus heavily on lyrics when listening to music, while international listeners might pay more attention to the composition and melody. Though our perspectives differ, we can use music's universal language to share the emotional essence of Chinese songs," he says.

Built from tradition

Zhou has built his career by fusing traditional Chinese music with contemporary pop. His songs frequently incorporate elements from classical Chinese poetry and centuries-old folk melodies. His work's signature feature is the integration of Chinese opera techniques into modern pop arrangements, a style that has become his trademark.

Zhou has been expanding his artistic approach by collaborating with international musicians. These cross-cultural projects maintain his characteristic Chinese roots while exploring new global influences.

During this year's Spring Festival Gala by China Media Group, Zhou's performance of Eagle and Orchid blended Chinese folk music with Peruvian melodies.

"I'm open to all opportunities to fuse our music and other cultures' styles. But these collaborations can't be forced. Our performance with Juan Diego Florez at the Gala was truly serendipitous."

The challenge was in maintaining the essence of both the Peruvian Song of the Eagle and China's Shaanbei (northern part of Shaanxi province) folk song Lan Huahua (Orchid) while creating harmony.

"We experimented extensively to preserve each piece's emotional core and melodic character. These distinct narratives shared enough resonance to blend beautifully," Zhou says.

"Such organic collaborations will naturally emerge when the time is right. I hope to share more Chinese music with global audiences, of which the first step of being heard is always worth taking," he says.

Born in 1992, Zhou grew up in a family from a mountain village in Hunan province. Up until the age of 6, he was often left at home by his parents when music became his most precious companion.

He describes himself as an introvert, which "isn't easy", he says.

He uses a metaphor about personal growth: "Many people feel like they become side characters in someone else's story, but everyone starts as a supporting character. You need to play those roles first before you can start writing your own script. You can't always be the side character. It's a slow process. I can't give you answers because I'm still searching too."

Zhou spent over 10 years going from being a "regular guy" to one of China's biggest music stars. He began his career by singing cover songs on social media. He gradually gained followers and caught the attention of The Voice of China, a spinoff of The Voice, the US television singing competition.

With his world tour sold out everywhere, Chinese fans abroad say the shows feel like they are celebrating Chinese New Year. "We haven't seen this many Chinese people together in so long," many concertgoers told him.

"To me, that's the highest compliment. In our culture, when someone sings or dances exceptionally well, people say 'You should perform at the Spring Festival Gala!' When audiences use this comparison, I feel incredibly proud," Zhou says.

After graduating from high school, Zhou was faced with family and academic pressures and he abandoned his musical aspirations to become a medical student in Ukraine. After a year, he decided to quit and applied to the Lviv National Music Academy.

The singer says he wants to "give people that feeling of home and warmth" through this world tour. "It's what I missed most when I was overseas. If I can be a small part of creating that warmth even for a brief moment, I believe it can plant seeds of comfort in their hearts and help them become their best selves," he says.

Contact the writer at minluzhang@chinadailyusa.com