Universal Music Greater China launched Def Jam Recordings China, establishing the iconic hip-hop label in the Chinese market on January 20, 2026. The new division is headquartered in Chengdu, a city recognized as China's hip-hop capital. This move extends Def Jam's 40-year legacy into China's burgeoning urban music scene.

The new division will focus on cultivating local hip-hop talent and supporting artists who express contemporary narratives through Chinese language and culture. Universal Music Group framed the launch as integral to its long-term strategy for the Greater China market. The company aims to capitalize on the increasing popularity of hip-hop among Chinese youth, a demographic that represents a significant consumer base for music and related merchandise.

Def Jam China also announced a partnership with Migu, a subsidiary of China Mobile, to promote "Guofeng Hip-Hop," a style blending traditional Chinese music with hip-hop elements. The financial terms of the partnership were not disclosed. However, analysts predict that the collaboration could significantly boost the visibility of Def Jam China's artists and expand its reach within the Chinese market.

Universal Music Group's investment in Def Jam China reflects a broader trend of international music companies seeking to tap into the growing Chinese entertainment market. Despite regulatory challenges and censorship concerns, China represents a substantial growth opportunity for the music industry, with streaming revenues and digital music sales steadily increasing year-over-year. The company views this expansion as a strategic imperative to maintain its global market share and diversify its revenue streams.

The launch of Def Jam China comes at a time when the Chinese government is increasingly emphasizing cultural nationalism and promoting traditional Chinese values. The focus on "Guofeng Hip-Hop" aligns with this broader cultural agenda and may help Def Jam China navigate potential regulatory hurdles. The success of Def Jam China will depend on its ability to balance artistic expression with the demands of the Chinese market and the expectations of its parent company.