游戏IP文旅联动相继落地 《原神》上线“海灯节”迎新春

Core Viewpoint - The "Sea Lantern Festival" in the game Genshin Impact has become a new cultural tradition for global players, integrating elements of traditional Chinese culture into its gameplay and events [1][2] Group 1: Festival Integration - The "Sea Lantern Festival" is inspired by traditional Chinese festivals such as the Spring Festival and Lantern Festival, showcasing various intangible cultural heritage elements like masks, opera, lion dance, and rattan weaving [1] - This year, Genshin Impact introduced a poem styled after the Book of Songs titled "Lang Feng. Zi Bai," along with a traditional character named "Bai Ma Xian Ren" Zi Bai [1] Group 2: Real-Life Engagement - Genshin Impact has extended the festival atmosphere into real life by creating interactive installations at Shanghai South Station and Hongqiao Railway Station, featuring familiar characters from the game engaging in festive activities [1] - A pop-up event at West Lake in Hangzhou, themed "Lake Light into Painting, Spring Together," attracted players to dress as game characters, further blending the game IP with cultural tourism [2] Group 3: Marketing and Cultural Innovation - Genshin Impact participated in Alipay's New Year collection activity, leveraging the platform's marketing to enhance visibility and encourage user participation in the festival [2] - The game utilizes digital technology to bridge traditional festival culture with contemporary life, allowing the essence of the New Year to transcend virtual and real-world boundaries [2]