Core Viewpoint - The Shanghai Cultural Tourism Bureau has launched a new cultural tourism IP called "Hai Shang Meng Zhu," inspired by popular city animal stars, aiming to connect urban culture, festive emotions, and contemporary aesthetics in a light-hearted manner for the upcoming New Year [1]. Group 1: IP Overview - "Hai Shang Meng Zhu" features five beloved animal characters that have become public figures through their engaging and relatable behaviors in Shanghai's zoos and marine parks [4]. - The characters include: - "Piao Piao," a European pony known for its friendly demeanor and interactive abilities [6]. - "Hong Tang," a Bengal tiger that challenges the fierce animal stereotype with its playful nature [10]. - "Ding Ding," a chimpanzee recognized for its playful interactions and intelligence [16]. - "Xia Xia," a beluga whale that entertains visitors with its humorous antics [22]. - "Jun Jun" and "Mei Mei," sibling brown bears that embody familial bonds and playful interactions [28]. Group 2: Creative Content and Engagement - The initiative includes a one-minute New Year greeting video that combines real animal imagery with iconic Shanghai landmarks, conveying festive wishes and connecting urban landscapes with emotional expressions [34]. - Various offline experiences are being introduced, such as the "Shanghai Pass Hai Shang Meng Zhu" benefits package and themed double-decker sightseeing buses, enhancing the New Year travel experience for residents and tourists [32]. - The project aims to enrich the emotional value of the city’s image by promoting themes of companionship, joy, and blessings, aligning with Shanghai's open, inclusive, and vibrant character [34].

Group 1 - The "2025 IPX World Cultural Tourism Flow Conference" was held in Shenzhen from August 27 to 29, organized by the Shenzhen Cultural Tourism Promotion Association, involving over 50 business associations [1] - The conference featured more than 30 forums and activities, two major exhibitions, and an IP licensing matchmaking event, covering an exhibition area of 15,000 square meters with over 1,000 popular IPs from 21 countries and regions [1][2] - The event is expected to attract over 35,000 professional visitors, showcasing the global trend of deep integration between IP licensing, creative design, cultural and creative toys, and the cultural tourism industry [1] Group 2 - The main forum focused on "Intelligent Observation of the World: New Chapter in Cultural Tourism," with experts discussing how phenomenon-level IPs can reconstruct urban dialogue through culture and technology [2] - Representatives from companies like Tencent Cultural Tourism and the Guangdong-Hong Kong-Macao Greater Bay Area Low-altitude Economy Drone Association will brainstorm on digital transformation in cultural tourism and emerging sectors [2] - The conference also included the 12th Shenzhen International IP Licensing Industry Expo and the 3rd Shenzhen International Cultural and Creative Exhibition & Trendy Toy Exhibition, featuring over 30,000 exhibits across the entire industry chain [2]