记者丨陈梦璇 编辑丨蒋韵 2月10日，农历小年，随着璀璨的光影照亮南沙滨海夜空，2026粤港澳大湾区灯会正式亮灯迎 客，为大湾区送上一份兼具岭南韵味和时代气息的新春厚礼。 本届灯会以"湾区同心·华彩千秋"为主题，展区面积达800亩，主游线长约2.5公里，从2月10日 持续展出至5月10日，三个月的光影盛宴横跨春节、元宵、妇女节、劳动节等多个假期。 如果说首届大湾区灯会以"中国风"光影引发湾区共鸣，那么本届灯会则在传承之上深度挖掘 岭南底蕴，凝聚了更厚重的广府韵味：一边是广货IP跨界联动，让传统灯组焕发潮流活力； 一边是沉浸式场景创新，推动游客从"看灯"向"走进故事"深度转变。 据南沙资产经营集团总经理刘胜光介绍，本次灯会着重围绕儿童与青少年喜爱的内容进行创 作："我们联动《小马菲莉》《超级飞侠2》《喜羊羊与灰太狼》《剑网三》《奶龙》《熊出 没》等多个国民级动漫、游戏IP，将广货IP基因与传统彩灯工艺深度融合，整体打造年轻人喜 爱的潮流文旅场景。" 去年就专程来打卡首届灯会的市民李先生，今年带着家人再次到访，他笑着说："去年冲着齐 天大圣灯组来打卡，没想到今年有更多惊喜，比如王者荣耀，喜羊羊等，孩子玩得开心，我 ...

Core Insights - The domestic consumption market in China is evolving, with a growing preference for domestic brands that emphasize quality and cultural heritage, while foreign brands are losing their allure [1] - The new Chinese-style dining sector is emerging as a high-growth area, with market size expanding from 62.9 billion yuan in 2021 to 90.7 billion yuan in 2023, indicating strong development momentum [1] - The integration of traditional culture with modern dining habits is crucial for the sustained popularity of new Chinese-style dining [1] Group 1: Brand Strategy and Cultural Integration - Tastin, as a pioneer in hand-rolled Chinese hamburgers, has deeply integrated Chinese culture into its brand, emphasizing "Chinese flavor" and a mission to preserve historical cultural narratives [1] - Tastin's collaboration with the popular IP "National Treasure" aims to create a comprehensive traditional culture dissemination system centered around festivals, enhancing consumer understanding of Chinese cultural traditions [3] - The brand's 2024 campaign, themed "Gathering for the Chinese New Year," features a limited edition product inspired by a national treasure, reinforcing emotional connections to traditional Chinese New Year celebrations [5] Group 2: Seasonal and Cultural Marketing - Tastin effectively captures the significance of the 24 solar terms in Chinese culture, using them as a creative entry point for brand storytelling [7] - The brand has developed a series of creative posters that link the 24 solar terms with national treasures and its products, enhancing cultural appreciation among consumers [12] - Tastin's collaboration with the Yellow Crane Tower for a cultural food experience exemplifies the integration of culture and commerce, driving tourism and cultural dissemination [14] Group 3: Cross-Industry Collaborations - The partnership with Dunhuang Museum for a New Year campaign combines culinary offerings with cultural aesthetics, appealing to consumer desires for auspicious beginnings in the new year [14][15] - Tastin's innovative approach to cultural marketing not only promotes traditional customs but also revitalizes the tourism industry by creating unique cultural experiences [14]

Core Insights - Singapore Universal Studios collaborates with China's Reading Group to launch a Halloween-themed adventure house based on the popular web novel "Dao Gui Yi Xian," marking the first deep cooperation between Singapore Universal Studios and a Chinese web literature IP [1] - This partnership represents the first overseas implementation of Reading Group's "IP Paradise" model, with plans to introduce derivative products from other popular IPs such as "Quan Zhi Gao Shou" and "Gui Mi Zhi Zhu" in the future [1] - Reading Group's CEO, Hou Xiaonan, emphasizes that this initiative is not just about content export but also an innovation in cultural experience, aiming to integrate Chinese IP into the lives of global youth and enhance their understanding of Chinese stories and culture [1]

Core Insights - The collaboration between Yuewen Group's web novel "Dao Gui Yi Xian" and Universal Studios Singapore marks a significant milestone in the integration of Chinese web literature into global theme parks, showcasing the potential of "IP + cultural tourism" models [1][3][6] Group 1: Collaboration and Cultural Impact - Universal Studios Singapore has introduced Chinese web literature IP for the first time, highlighting the global influence and cultural uniqueness of such content [3][6] - "Dao Gui Yi Xian" is the first Chinese web novel IP to be featured in Universal Studios Singapore, enhancing the park's cultural offerings with Eastern elements [3][5] - The project aims to provide an immersive experience for visitors, allowing them to interact with iconic scenes and characters from the novel [1][5] Group 2: Market Reception and Popularity - "Dao Gui Yi Xian" has gained significant popularity, with over 11.38 million readers and recognition as a groundbreaking work in 2023 [5][6] - The novel's adaptation into various media, including comics and animations, has contributed to its rapid rise in popularity, setting records for Tencent Animation [5][6] - The project has generated considerable buzz on social media platforms, indicating strong anticipation from both domestic and international audiences [5][6] Group 3: Future Prospects and Expansion - This collaboration represents the first overseas implementation of Yuewen's "IP Paradise" model, with plans for further derivative products based on popular IPs like "Dao Gui Yi Xian" and "Full-Time Master" [6][9] - The partnership is part of a broader trend of Chinese cultural content expanding internationally, with various adaptations and collaborations gaining traction in global markets [7][9] - Upcoming events, such as the "Yuewen Wonderland" IP carnival in Singapore, are expected to attract significant participation, further solidifying the presence of Chinese IP in international cultural landscapes [9]