当二次元向世界“打直球”，互联网大厂与地方政府都想接住

Core Insights - The article discusses the evolution of the "二次元" (2D) culture in China, highlighting its transition from a niche interest to a mainstream phenomenon, particularly on platforms like Xiaohongshu (Little Red Book) [2][3][4] - Xiaohongshu has rebranded itself from a "lifestyle guide" to an "interest community," emphasizing user engagement based on shared interests rather than just practical content [3][4] - The rise of the "2.5D" culture reflects a more open and optimistic attitude among younger generations, contrasting with the previous generation's more insular approach [5][6][7] Xiaohongshu's Growth and Strategy - Xiaohongshu's game user MAU surpassed 110 million, with daily exposure of game notes exceeding 2 billion and nearly 1 billion daily reads [2] - The fastest-growing content categories on Xiaohongshu over the past year were "二次元" and gaming, with year-on-year growth rates of 175% and 168%, respectively [2] - The platform's recent large-scale offline event for gaming and "二次元" marks a significant shift in its branding and community engagement strategy [2][3] Cultural Shifts and Market Dynamics - The article notes a generational cultural shift, where the new generation of "二次元" enthusiasts is more accepted and supported by society compared to their predecessors [6][7] - The "二次元" culture has evolved from being a foreign import to a more localized and positive narrative, with a focus on community and shared experiences [7] - The gaming industry continues to thrive, with the domestic market achieving actual sales revenue of 168 billion yuan in the first half of the year, a 14.08% year-on-year increase [20][21] Competitive Landscape - Xiaohongshu is positioning itself to compete with established platforms like Bilibili and Weibo in the "二次元" space, leveraging its large user base and community-driven content [15][21] - The article highlights the importance of government support for the growth of "二次元" culture, with cities competing to become digital content hubs [10][15] - The presence of major gaming IPs at Xiaohongshu's events indicates a strategic move to attract industry partnerships and enhance its market presence [9][21]