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二次元火了!如何激活文旅新消费?
Xin Hua She· 2025-08-26 14:44
Core Insights - The rise of "Z generation" youth engaging in two-dimensional (2D) culture reflects a significant trend in consumer behavior, emphasizing experiences over material goods [2][10][12] - The two-dimensional cultural tourism boom is driven by popular IPs and the integration of traditional culture with modern entertainment [13][14] Group 1: Consumer Behavior Trends - The two-dimensional culture has seen a substantial increase in user base, with 526 million users in China, a growth of nearly 150% since 2017 [10] - Young consumers, particularly from the "Z generation," prioritize emotional connections and identity recognition, willing to pay for experiences that resonate with their interests [12] - During the BW2025 event in Shanghai, travel bookings surged, with a 35% increase in local tourism product reservations and nearly a 50% rise in flight bookings [3][5] Group 2: Event and Venue Impact - Major events like the BW2025 and the China International Animation Festival attracted significant attendance, with over 1.46 million visitors and participation from 2,500 enterprises globally [5][10] - Traditional shopping malls are transforming into popular destinations by adopting two-dimensional themes, with over 20 cities in China featuring such venues [6][7] Group 3: IP and Cultural Integration - The success of two-dimensional culture is linked to the emergence of high-quality domestic IPs, such as "Nezha: The Devil's Child" and "Genshin Impact," which resonate with a broader audience [13] - Collaborations between scenic spots and two-dimensional IPs, like the "Follow Wukong to Explore Shanxi" initiative, have led to increased tourist traffic and spending [8][10] Group 4: Policy and Development - Government initiatives are promoting the integration of traditional culture into product design and supporting the development of original IPs [14] - Local policies are being implemented to explore the potential of two-dimensional culture in enhancing tourism experiences [14] Group 5: Future Directions - To sustain the momentum of two-dimensional cultural tourism, there is a need to enhance service quality and diversify experiences through technology [15][17] - Addressing market irregularities, such as ticket scalping, is crucial for ensuring a fair and transparent consumer environment [17]
新华视点丨二次元火了!如何激活文旅新消费?
Xin Hua She· 2025-08-26 11:45
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]