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Several factors contribute, chiefly the lack of familiarity and excitement among moviegoers. Marvel's marketing efforts have seemingly failed to spark widespread interest in the character, who remains largely unfamiliar to mainstream audiences. Unlike Black Panther or Spider-Man, whose cultural significance and prior exposure made their films events, Shang Chi debut feels forced and lacking genuine buzz.
Furthermore, Shang Chi isn’t resonating with Chinese audiences as expected. Although the film was tailored to appeal to China through certain narratives, backlash and tepid reception suggest it’s not attracting the international audience Disney hoped for. With China representing a crucial market for Marvel, this shortfall signals an overall decline in global appeal.