With the rise of ACG (Anime, Comic, and Game) culture, animated content has become an integral part of cultural consumption among young people. From October 2 to October 5, 2024, the Wuxi Taihu International Expo Center hosted a groundbreaking event in the animation world—the inaugural “ANIMATION CHINA” Original Animation Exhibition, also known as the AC Original Animation Exhibition. This exclusive exhibition, co-organized by Tencent Video, Ciyuan Mo玩, and the Wuxi Taihu International Exhibition Group, brought together numerous renowned domestic original animation IPs, including Tencent Video’s “Douluo Dalu,” “Yi Ren Zhi Xia,” and “Mo Dao Zu Shi.” Additionally, the event featured several animation masters, popular voice actors, and cosplay artists who shared their insights with attendees.
Spanning four days, the AC Original Animation Exhibition leveraged the influence of Tencent Video’s original IPs, transforming the immersive experience from online to offline. The exhibition catered to users’ needs across four dimensions: “watch, chat, buy, and play,” successfully integrating various themed areas. Attendees were treated to showcases of original domestic brands and independent creators, cosplay interactions, masterclasses, interactive play zones, and gaming experiences, all within an expansive area of over 36,000 square meters. This one-stop experience attracted a massive influx of animation fans.
During the National Day holiday, the exhibition welcomed tens of thousands of visitors, with many traveling from afar to attend. Beyond ticket sales and merchandise, the event also stimulated significant growth in surrounding industries, including transportation, hotels, dining, and retail.
As China’s first exhibition dedicated to original domestic animation, the organizers meticulously selected over 30 top original IPs for display, including “Douluo Dalu,” “Yi Ren Zhi Xia,” “Mo Dao Zu Shi,” “Perfect World,” “Dragon Clan,” “Devour the Starry Sky,” “Sword Arrives,” “Xian Ni,” “Zhu Xian,” “Fox Demon Little Red Girl,” “The King’s Avatar,” and “Biao Ren.” Fans had the chance to engage closely with their favorite domestic animation merchandise and explore culturally rich and creatively crafted original stories, illustrating the significant rise of domestic animation.
Apart from Tencent Video’s original IPs, the exhibition also showcased classic national animation IPs like “Black Myth: Wukong,” “The Monkey King: Uproar in Heaven,” “Nezha Conquers the Dragon King,” “Calabash Brothers,” “Black Cat Detective,” and “Chinese Folktales.” This blend of classic and modern not only reviewed the journey of original domestic animation but also actively explored the paths for its future development.
To further encourage creativity and provide a platform for domestic animation creators to showcase their talents, the exhibition featured a dedicated section for individuals and independent studios. Through a submission and selection process, nearly 300 exceptional animations and comics from schools and independent studios across the country were displayed, ensuring that every idea and creative passion received the attention and respect it deserves. The event also invited esteemed animation experts, such as Professor Ma Hua from the Beijing Film Academy and Shen Leping, Chairman of Xuanji Technology, to provide professional insights and facilitate discussions, fostering a platform for idea exchange and collaboration aimed at advancing the prosperity of domestic animation.
A representative from the Wuxi government highlighted that animation IPs, due to their strong user loyalty, extensive industry chains, and high potential for development, can significantly enrich the forms and intrinsic value of cultural tourism. Against the backdrop of cultural and tourism integration, the AC Original Animation Exhibition symbolizes a mutual rendezvous between Wuxi and Tencent Video. The “animation IP + cultural tourism” concept, through innovative expressions, not only attracts more young tourists but also helps Wuxi establish itself as a “City of Domestic Animation.” The ongoing collaboration between animation and cultural tourism is expected to inject new vitality into the city’s development.
As a leading platform for film and television IP production and broadcasting, and a member of the China Tourism Scenic Spot Association, Tencent Video continuously explores collaboration opportunities between various types of film and television IPs and offline cultural tourism projects. In recent years, leveraging its vast IP library and immense online traffic in dramas, animations, children’s shows, variety programs, and documentaries, Tencent Video has focused on producing and disseminating high-quality stories while exploring a “certain path” to empower cultural tourism through its IPs.
Wang Ying, General Manager of Tencent Video’s Online Commercialization Department, commented, “With the significant user influence and reach of our film and television IPs, we can greatly enhance the brand awareness of offline cultural tourism projects in the short term and lower the threshold for tourist experience and consumption. We are especially focused on developing strong offline tourism products and business models in collaboration with our partners, as this is crucial for the commercial success of cultural tourism projects. Tencent Video aims to achieve long-term commercial triumphs in offline entertainment products in collaboration with our partners, using a value-driven approach from start to finish. We are delighted to see the AC Original Animation Exhibition becoming a new landmark for cultural tourism in Wuxi, a must-visit place for domestic animation enthusiasts, and a haven for original animation creators to connect.”
Currently, Tencent Video has developed popular products like large-scale fireworks shows themed around IPs, domestic animation-themed carnivals/music festivals, IP-themed hotels, VR experiences, and animation exhibitions. These projects consistently generate explosive brand influence, sustained visitor engagement, and economic benefits for cultural tourism, while continuously innovating and deepening the cultural impact of the city by providing new directions and inspiration for offline cultural tourism projects.
Industry insiders analyze that beneath the visible consumer draw of the film and television industry lies the core driving forces of public psychology and emotional consumption, which propel the planning and operation of IP derivative products. Successful film and television works often ignite interest in related locales, neighborhoods, cuisine, and merchandise, reaching a consensus within the industry. Local governments should focus on long-term strategies, building deep connections with production parties, and actively seeking to become filming locations to achieve mutual benefits. Beneficiary regions should seize opportunities to transform film and television IPs into engaging experiences, cultivate audiences’ long-term consumption habits, and enhance subsequent service quality, converting traffic into sustainable consumer momentum.
