by Song Jianan

Alibaba Group has renamed its digital media and entertainment unit Hujing Entertainment, and plans to rebrand Alibaba Pictures as Damai Entertainment. The move signals a renewed strategic focus and brand overhaul.

Formed in 2016, Alibaba's entertainment division spans online video, film, live events, music, and gaming. Its core assets include Youku—one of China's top long-form video platforms—and Damai, a leading ticketing provider for concerts and shows.

In the fourth quarter of fiscal 2025, the business generated 5.55 billion yuan in revenue, up 12% year-on-year. Adjusted EBITA reached 36 million yuan, driven by Youku's improved operational efficiency and a rebound in offline activity.

In a company-wide letter, Hujing said the rebrand reflects a sharper business focus and a desire to better align with users and industry partners. The name Hujing, meaning orca in Chinese, was chosen for the animal's intelligence, agility, and cooperative nature—traits the company says mirror its values of digital innovation, collaboration, and joy.

Hujing said it will continue to pursue a dual-engine strategy powered by content and technology, offering users immersive experiences across both online and offline channels. It also emphasized the need to adapt as the entertainment industry undergoes transformation driven by new technologies.

The rebrand echoes recent comments by Alibaba CEO Wu Yongming, who called for a return to a "startup mindset." In an internal forum, he wrote: "The one thing that must never change is our original aspiration—solving problems, creating customer value, and thinking for the future."