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“Secondary dimension economy” helps incubate cultural and tourism IPs

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2025-01-17

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Editor-in-Chief | Yang Ming

Editor | Liu Kaiye

Source | Lv Sima Ji

“Second dimension” generally refers to virtual characters and worlds (or flat, fictional worlds) created through main media such as ACG (animation, comics, games). It provides contemporary young people with new forms of entertainment and emotional value. “Second dimension economy” refers to a series of economic activities and business models based on the second dimension culture, specifically including content industries and derivative industries, etc.

Currently, the industrial chain of the “second dimension economy” is constantly extending and expanding, and has already been presented in the cultural and tourism field. Many local cultural and tourism department accounts have collaborated with second dimension IPs such as "Black Myth: Wukong," "Love and Deep Space," and "Light and Night," to carry out tourism promotion and publicity, achieving considerable attention. The “second dimension” is becoming a production factor connecting multiple scenarios such as cultural and tourism consumption and city image. It can not only enrich the form and connotation of China’s cultural and tourism industry, but also introduce new marketing approaches and dissemination models for the development of the cultural and tourism industry, and can deeply empower the characteristic development of the cultural and tourism industry in various regions. For example, "Train Hero: Future High-speed Rail City," which integrates Qingdao Chengyang’s urban culture with high-speed rail culture as its core; "The Legend of Young Su Dongpo," which explores the cultural heritage of Su Dongpo in Meishan, Sichuan, based on Dongpo culture as its theme; and "The Young Hero Nezha," which reflects the rich traditional cultural characteristics of Yibin, Sichuan. The creation of these second dimension works has a significant influence on promoting the development of the cultural and tourism industry and shaping cultural and tourism IPs.

How the “Second Dimension Economy” Helps Incubate Cultural and Tourism IPs

(1) Shaping Unique Cultural Symbols, Creating “Spiritual IPs”

The “second dimension economy” possesses strong creativity and imagination. By deeply excavating the unique cultural elements of a city or region, such as historical legends, folk customs, and traditional skills, and then reinterpreting and repackaging these elements using second dimension presentation methods, unique cultural symbols can be created, forming “spiritual IPs” that conform to the unique temperament and cultural heritage of the locality. Taking the “Kumamon” cultural symbol created by Kumamoto Prefecture, Japan, as an example, it is an excellent case of urban image dissemination and innovation of urban tourism value symbols. Just a city mascot and its systematic dissemination methods have given Kumamoto Prefecture a high degree of visibility, recognition, and popularity worldwide. Professor Zhang Hongyan mentioned in "Capital of Chinese Urban Culture" that: "In the 2020s of the 21st century, tourism economy has become a pillar industry for all countries and cities. Any country and city needs to construct a cultural symbol with the function of ‘eyeball economy’ to represent the national and city image. A successful city image recognition system can fully represent the city’s spiritual ideals and citizens’ excellent cultural behavior, and can also guide the audience to become ‘fans’ of this city through symbolic methods…In the system of city image recognition, the most affable, most meaningful, and most recreative and creative is the mascot culture system in the city identification system, which can be fully developed into the city’s independent IP system."

(2) Innovating New City Characteristic Scenarios, Constructing “Cultural and Tourism IPs”

By creating second dimension themed scenarios, deeply integrating city characteristics with second dimension elements, and designing unique themed areas, it can bring immersive experiences to tourists, making them feel as if they are in a fantasy-filled second dimension world, thus constructing “cultural and tourism IPs” with local characteristics. Currently, city characteristic scenarios created from a “second dimension” perspective are rich and diverse, involving theme parks, characteristic streets, themed shopping malls, etc., such as China’s Huachang Fantasi Theme Park (launched two new theme park brands in 2022: "Fantasi Dinosaur Kingdom" and "Fantasi Wild Continent"), Trendy Box • Wuhan X118, and Shenzhen Bit City Dimension Town. In 2020, the Artisan Camp team deeply excavated the local characteristics of Sancang Town, Dongtai City, Jiangsu Province, using watermelon agricultural product IPs to empower the transformation of township spatial nodes, and using popular pan-entertainment methods to inject vitality into the village and town industrial space, expanding the external influence of Sancang Town’s “cultural and tourism IP.”

In the summer of 2023, "Chang'an Three Thousand Miles" presented the prosperous Chang'an City of the Tang Dynasty in the form of an animated film, making Xi'an tourism a huge success. Local government departments and various travel platforms launched related cultural and tourism products such as playing cards, postcards, refrigerator magnets, bookmarks, folders, and mobile phone straps. The authorized use of animated images promoted the development of a large number of cultural and creative products, which not only met the collection needs of fans but also became an important part of cultural and tourism consumption.

(3) Fostering Related Characteristic Activities, Amplifying “Cultural IPs”

Appreciation and viewing of second dimension works will directly induce consumers’ behavioral intentions for second dimension cultural tourism. By deeply integrating the content of second dimension works with local characteristic culture and developing characteristic activities such as second dimension performances and exhibitions, more attention and exposure can be brought to local “cultural IPs,” attracting a large number of second dimension enthusiasts and cultural and tourism consumers to participate. In 2020, the independent IP—Moglin—designed by the Artisan Camp team for Nanjing Tourism Group was implemented prior to the planning scheme and was created as a children’s stage play that year. This second dimension performance, through the embodiment of abstract symbolic elements and the interpretation of the embodied image through stage performance, is a classic attempt at modern cultural and tourism integration. In July 2024, Shanghai held BilibiliWorld 2024 (a large-scale offline comic exhibition carnival), attracting approximately 270,000 ordinary audience members and providing a platform for product display and promotion for more than 700 exhibitors. In October 2024, the first "ANIMATION CHINA" (AC Original Animation Exhibition) was successfully held at the Wuxi Taihu International Expo Center. It is a comprehensive exhibition event themed on national animation. It cleverly integrates national animation IP sales, the display of domestic original brands and independent creators, an animation market, COSER interaction, animation master lectures, interactive amusement areas, and popular game experience areas, etc., around users’ needs in four aspects: "watching, chatting, buying, and playing." Data shows that during the National Day holiday in 2024, the AC Original Animation Exhibition received tens of thousands of tourists.

Examples of the “Second Dimension Economy” Helping Incubate Cultural and Tourism IPs

(1) "Spacetime Dragon Knight" x Zigong, Sichuan

Zigong is the most famous dinosaur-producing area in the Sichuan Basin. The earliest dinosaurs in Zigong were discovered (between 1913 and 1915) by American geologist, Loderbeck. By the end of 2022, more than 227 paleontological fossil sites had been discovered in Zigong, including over 170 dinosaur fossil sites, hence the title of "Dinosaur Hometown" for Zigong. Against this backdrop, Sichuan Zigong Culture Tourism Investment and Development Co., Ltd., in collaboration with Kung Fu Animation, has created the large-scale 3D animated series "Time-Space Dragon Knight." This animation, centered around dinosaurs, tells a science fiction adventure story spanning different time periods ("past, future, present") in Zigong. It incorporates various elements of local culture, cuisine, customs, and cityscapes, allowing viewers to gain a comprehensive understanding of Zigong's rich culture. "Time-Space Dragon Knight" premiered on Beijing Kaiku Children's Channel in March 2020. In June of the same year, it won the first prize for Sichuan regional television animation at the 30th China Golden Eagle Awards. On December 17 of the same year, it debuted on CCTV Children's Channel during prime time. It has now become one of Zigong's self-created city cultural super IPs. As of January 2024, the animation has been broadcast on over 100 television stations and more than 20 online new media platforms in China, with total online views and plays exceeding 1 billion. Since 2021, "Time-Space Dragon Knight" has also been broadcast in more than 20 countries and regions, including the United States, Canada, Malaysia, and Vietnam, with licensed products covering 92 categories and over 160 items. This shows that city cultural IPs, formed by innovative development based on the full excavation of local cultural resources, have unique, leading, and contemporary characteristics. These city cultural IPs can further promote the sustainable development of the local tourism industry by expanding their influence locally, nationally, and globally.

(2) "Immortals Cultivation" x Anhui Huangshan

"Immortals Cultivation" animation is jointly produced by Bilibili, Wanwei Cat Animation, and Original Force Animation. Since its broadcast in 2020, it has received much attention from fans on Bilibili. The animation tells the story of Han Li's cultivation and enlightenment, and is a leader among Bilibili's national creative animation IPs. As of 2024, the number of followers on Bilibili has reached over 8.45 million, with a total of over 2 billion views. Huangshan, known as the number one wonder in the world, showcases its beauty through surging clouds, Buddha's light, pines, snow, and clouds. The "five wonders" of Huangshan are praised as "such a scene should only exist in heaven." Following the collaboration between "Immortals Cultivation" animation and Suzhou Taihu National Wetland Park in 2023 to hold the "Extraordinary Lake Tour: Themed Exhibition," from February 23 to March 3, 2024, "Immortals Cultivation" animation collaborated with Huangshan Tourism to hold an offline event themed "Extraordinary Climb." From February 23 to 25, the "Immortals Cultivation Animation: Huangshan Small Gathering" offline event was held at the Xihai Square in Huangshan Scenic Area. The event featured interactive games with cosplayers of characters from the show, and a simultaneous innovative online live broadcast on Bilibili hosted by IP cosplayers. The collaboration between the domestic animation "Immortals Cultivation" and China's Huangshan, as two major IPs, organically integrated the IP core of "ordinary people, extraordinary feats" with the ink-and-wash wonderland of Huangshan scenery, achieving a wonderful crossover between the virtual and the real, providing fans of domestic animation and tourism enthusiasts with a richer immersive experience. This is considered a major success in the innovative exploration of Huangshan's local tourism industry. It is understood that the event was reported by more than ten mainstream media outlets, including Xinhua Net and CCTV Net, with a total online exposure of over 20 million and a reading volume of related topics reaching 318,000.

(3) "The Legend of the Fox Spirit" x Hangzhou Lin'an Heqiao Ancient Town

"The Legend of the Fox Spirit" is a domestic animation under Tencent Animation, themed on Chinese love stories. After its broadcast in 2015, it gained widespread attention. Data shows that the show has nearly 10 billion views online, over 100 million fans, and scores of 9.0 and 9.5 on Douban and Bilibili respectively. The "Fox Spirit" scenic area is a new tourism experience model of "animation + technology + night tour" created around the IP of the domestic animation "The Legend of the Fox Spirit." It is exclusively authorized by Tencent Animation and meticulously crafted by Hongyi Group. It is China's first national animation digital scenic area integrating a city brand experience store, immersive night tour, and themed sightseeing. The project is divided into two parts: Heqiao Ancient Town (Phase 1, completed) and Liuxi River (Phase 2). The total projection area exceeds 6 square kilometers. The former mainly serves as an immersive experience product and tourism supporting product, while the latter focuses on creating a core experience-type scenic area. On April 16, 2021, the Fox Spirit scenic area opened to the public, and officially started trial operation on May 1. In terms of space creation, the scenic area combines the Fox Spirit worldview and the characteristics of the scenic area through large-scale real-scene construction, deeply restoring the scenes and characters in the plot. The scenic area features a series of love-themed check-in points, such as the Tushan Marriage Registration Office and Tushan Flower Pavilion, allowing tourists to immerse themselves in the life atmosphere as "Tushan residents." At the same time, using cutting-edge digital technologies such as naked-eye 3D, holographic imaging, and AR augmented reality, the Heqiao Ancient Town scenic area, with a history of over 1300 years, perfectly reproduces eight classic animation scenes from the animation: Entering Tushan, Prosperous Demon Market, Date Building, Wangquan Sword Intent, Yuehong's Sorrow, Tushan Battle, Yue Su's Wedding, and Under the Acacia Tree, achieving a three-dimensional spatial display of "Tushan City." In terms of business layout, the scenic area features diverse business types, including plot experience, cosplay clothing, props and photo check-in services, animation-themed dining experiences, animation-themed creative product sales (such as "Fox Spirit" Heqiao series custom lipstick, small notebooks, pillows, etc.), Tushan theme park, and rural homestay leisure, enriching the layers of Heqiao's tourism industry and meeting the diverse needs of tourists. In terms of event organization, the scenic area has organized a series of characteristic activities related to the animation theme, such as Fox Spirit throwing embroidery balls interaction, Fox Spirit Conference, and Qixi "seeking fate" live broadcast activities. According to statistics, during the "May Day" holiday in 2021, the scenic area drove over 30 million yuan in tourism revenue for surrounding homestays and other rural tourism, making the "Fox Spirit" national animation digital scenic area another benchmark night tourism product in Hangzhou after "Impression West Lake" and "The Most Memorable is Hangzhou."

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