This study explores the role of cultural IP in the brand development of Chinese animation, using Nezha: Birth of the Demon Child as a case study. It aims to understand how cultural IP drives market expansion and enhances the global influence of Chinese animation, offering insights for brand management, media communication, and digital platform strategies.The research objectives are to (1) analyze the role of cultural IP in shaping animation brand identity, (2) examine Nezha's marketing and licensing strategies, and (3) assess its market performance and impact on brand development. A qualitative approach is employed, incorporating case analysis, industry reports, and in-depth interviews with 30 industry professionals and audience members. Participants include experts in marketing, content distribution, and audience engagement, providing diverse perspectives.Findings reveal that Nezha: Birth of the Demon Child successfully built a strong cultural IP through innovative storytelling, digital marketing, and cross-media integration. The film leveraged cultural narratives and audience engagement to enhance brand value while utilizing social media to amplify its reach and drive market growth. Results indicate that cultural IP not only strengthens the commercial viability of Chinese animation but also facilitates cross-cultural communication.