新华视点丨二次元火了！如何激活文旅新消费？

Core Insights - The rise of "Z generation" young people engaging in two-dimensional (2D) travel reflects a growing trend in cultural tourism consumption driven by anime and related IPs [1][3][4] - The two-dimensional culture has expanded beyond traditional media to include merchandise, virtual idols, and themed events, indicating a shift in consumer preferences towards emotional and cultural experiences [2][8] Group 1: Market Trends - During the BW2025 event in Shanghai, there was a 35% week-on-week increase in cultural tourism product bookings, and nearly a 50% year-on-year rise in flight bookings to Shanghai [4] - Over 200 anime exhibitions were held across major cities during the recent May Day holiday, with the 21st China International Animation Festival attracting over 1.46 million visitors [6] - Traditional shopping malls are transforming into popular destinations for young people, with over 20 cities featuring 2D-themed malls, and social media posts about these locations garnering 540 million views [6][7] Group 2: Consumer Behavior - The user base for 2D culture in China has reached 526 million, a 150% increase from 210 million in 2017, with "Z generation" being the primary consumers [8] - Young consumers are willing to pay for experiences that provide emotional connections and identity recognition, often traveling to attend events and exhibitions [8][9] Group 3: Cultural Integration - The integration of traditional Chinese culture into 2D content has enhanced cultural recognition and confidence, transforming 2D culture from a niche market to a new consumer highlight [9] - Recent policies from central and local governments aim to promote cultural tourism by supporting the development of original IP brands and integrating traditional culture into product design [10] Group 4: Future Development - To sustain the growth of 2D cultural tourism, there is a need to enhance service quality and diversify experiences, leveraging local cultural resources and developing themed performances and exhibitions [11][13] - Technological innovations, such as AI and AR, can enhance the immersive experience for consumers, making cultural tourism more engaging [15]