The open "anime" shows the breaking attraction, and the magnetic field of Shanghai culture ① | head exhibition takes turns to play games | anime | attraction

Release time:Apr 14, 2024 11:00 AM

Editor's note: Let cultural charm bloom and bring talents from all over the world closer and farther. Shanghai is building a cultural highland with greater international influence, an open and inclusive cultural environment, and gathering world-class cultural and creative enterprises, cultural institutions, and leading talents; Frontier exhibitions, classic art, trendy plays, and avant-garde works continue to appear, bringing endless new experiences and momentum of cultural consumption.

From now on, we will launch a group of reports on "Shanghai Cultural Magnetic Field", follow the reporters into the anime exhibition, immersive theater, high-quality exhibition site, see the creativity and enthusiasm of young people, and see the attraction of a modern socialist international cultural metropolis.

Today, the 20th China International Digital Interactive Entertainment Exhibition kicked off at the Shanghai New International Expo Center. The exhibition area of this year's ChinaJoy, which returns offline, has exceeded 120000 square meters.

The open "anime" shows the breaking attraction, and the magnetic field of Shanghai culture ① | head exhibition takes turns to play games | anime | attraction

In just one month, the 18th China International Anime and Game Expo, BilibiliWorld 2023, ChinaJoy and other leading exhibitions in the animation industry have successively appeared in Shanghai, attracting enthusiasts from all over the country to participate and consume in Shanghai. In August, the high-profile online game "Genshin Impact" of Shanghai enterprise Mihayou will also hold the first offline large-scale event - Genshin Impact FES2023 in the National Convention and Exhibition Center.

These exhibitions with a prominent "anime" label originated in Shanghai and grew in Shanghai. With creativity as the source and consumption as the direction, they show the attraction of "breaking the second dimension".

"Anime Route" is also the reason for coming to Shanghai

CCG EXPO 2023 attracted 178000 visitors; Following closely behind, BW attracted over 100000 visitors, and the first round of tickets went on sale, selling out in just 7 minutes... Fans of the manga lamented, "Despite having so many exhibitions in Shanghai in a month, each one is fully booked."

There are very few empty handed visitors coming out of the exhibition venue. "The diffuse exhibition and the game exhibition are not only occasions for the 'anime' to socialize offline, but also occasions to purchase the surrounding products and satisfy the consumption desire." Every exhibition, the consumption of the surrounding derivatives is a landscape.

The "anime Route of Shanghai" is a popular strategy on social media. For example, when coming out of the Nanjing East Road subway station, you can check in at the Bai Lian ZX Creative Fun Field, also known as "Shanghai Autumn Leaf Plain", Shanghai Foreign Language Bookstore, Hundred meter Champs, the New World City "Detective Conan" themed restaurant, and the Dimi Shopping Street underground in People's Square. With the People's Square as the center, to the south, Xintiandi has the first weekly youth JUMP themed coffee shop in China. To the north, Jing'an Joy City is a popular place with high content of "anime". Meiluo City in Xujiahui is another must see place for "anime". Some old shopping malls, scenic spots, and trendy cultures in Shanghai have merged, showcasing a new cultural vitality. The predecessor of Bailian ZX Fun Market was Hualian Shopping Mall, and now the six floors are covered by popular anime IPs, even the restroom logo is anime characters.

The Bund, Nanjing East Road, Xujiahui... In the eyes of Generation Z, Shanghai's bright metropolitan landscape, with the blessing of the trend culture, has more fresh insights and strong consumer attraction. The large-scale anime exhibitions held during the summer vacation are also a reason for many young people to travel to Shanghai. In mid July, at the scene of CCG EXPO 2023 held in the Shanghai World Expo Exhibition Hall, the reporter came across a "post-00s" Shaanxi fan. The boy graduated from junior high school dressed up as the "original stone" in "Genshin Impact", which was quite eye-catching. This "raw stone" makes a wish: in the future, I will be admitted to a university in the south, study my beloved animation major, and come to Shanghai to realize my dream.

Xiaoke, a "post-90s" Hangzhou girl, bought tickets for ChinaJoy early. "It's very convenient for the high-speed railway to come to Shanghai. Almost every session will participate, and the weekend shows are the hottest." Next month, she will return to Genshin Impact's FES2023 ticket again. "Give me a ticket to Shanghai!" "I want to move to Shanghai..." In overseas social media, for the first large-scale offline exhibition of Genshin Impact, foreign players have fallen into collective "madness".

Last weekend, while attending BW, Xiao Ai and her son, who came to Shanghai from Hunan Province, planned a whole day "anime" route. The first stop was the Miha Tour Guangqi Park located at Cangwu Road, Xuhui District. Xiao Ai's mother shared on social media the scene of queuing in front of a seemingly ordinary office building. Someone asked: Why are you here? She replied, "The child said, 'Today I got a player's card and I hope it will be changed to an employee's card one day.'".

The grand event of Generation Z is also a cross generational collision

As a top international digital entertainment exhibition on par with the Cologne Game Show in Germany, the E3 Game Show in the United States, and the Tokyo Game Show in Japan, ChinaJoy, rooted in Shanghai, is not only a summer carnival for Generation Z, but also a grand stage to speak out to the world and showcase the development level of the domestic entertainment industry.

In terms of the online gaming industry, Shanghai has always been "one in three". As an emerging industry, the development history of Shanghai's gaming industry is to some extent a microcosm of the development of China's gaming industry. In 1999, the national gaming leader Shanda Games grew up in Zhangjiang, Pudong. Over the years, representative innovative enterprises in China's gaming industry have been found in Shanghai for various stages of development, from veteran Shanda and Giant, to the Mesozoic Youzu and Heartbeat, and then to the new generation of Bilibili, MiHoYo, Lilith, Paper Folding, Eagle Horn, etc.

ChinaJoy gathers hundreds of new products and masterpieces from domestic and foreign exhibitors every year, with hundreds of thousands of on-site visitors. This year's exhibition has set up a new digital technology innovation themed exhibition area, which involves the display and business exchange of artificial intelligence, 5G, Web3.0, metaverse, digital humans, blockchain technology and application products, all of which are cutting-edge topics. Hundreds of new games will be released intensively.

In the eyes of anime and game developers, Shanghai is truly a "city of game innovation" and a "highland of online cultural industry". The previous week, the game enterprise Leyuan just took its anime women to participate in the BW at the IP "Idol Dream Festival", and worked hard to prepare for the ChinaJoy booth. "We are here to participate in the first ChinaJoy 'Game Empowerment Exhibition'. Now that the exhibition is in its 20th year, the noticeable changes are not only the expansion of scale, but also the deepening of content dimensions. Whether it is the degree of internationalization, innovative technology display, or the upstream and downstream connection of the industrial chain, they are all stronger and deeper." Born in Beijing, Le Element established a research and development center and office in Shanghai in 2013. "New consumption scenarios, such as virtual concerts, are always the first to be welcomed in Shanghai. With a dominant user base, Shanghai brings more possibilities for anime games or ecological chain development," said Wang Xuan, vice president of Leyuan.

Industry insiders point out that Shanghai's open and inclusive environment, along with an audience that identifies with emerging cultures, is the foundation for large-scale exhibitions, including ChinaJoy. The grand event of Generation Z is also a cross generational collision, allowing Shanghai, a socialist modern international metropolis, to unleash increasingly strong cultural attraction.

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On the morning of July 1st, the rehearsal hall of Shanghai Song and Dance Troupe was transformed into a movie set. The camera, lighting, track, and rocker arm are in place, and through director Zheng Dasheng's monitor, the Shanghai Song and Dance Troupe actors can be seen in high-definition shots, with their bodies dancing and the camera moving in perfect coordination. Zheng Dasheng was wearing a hoodie with four words printed on his back: "Be brave.". Making a popular dance drama into a movie does require courage. During the filming process, it was even more important to be bold and meticulous. A dance scene between "Li Xia" and "Little Tailor" was repeatedly filmed. Director Zheng Dasheng stared closely at the monitor. This was the first day of filming for the dance drama documentary film "Eternal Waves", and the set was busy and orderly. This film was directed by the Propaganda Department of the Shanghai Municipal Committee of the Communist Party of China, and co produced by the Shanghai Song and Dance Troupe under SMG and Shangshi Film Industry. It also directed the film "1921"

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