Core Viewpoint - The 2025 China International Service Trade Fair showcased advancements in XR (Extended Reality) technology, with a focus on immersive experiences in the cultural and tourism sectors, highlighting the rapid evolution and market potential of XR solutions [2][3]. Group 1: Event Overview - The 2025 Service Trade Fair took place from September 10 to 14 in Beijing, featuring over 400 participating companies [2]. - The theme of the event was "Empowering Technology, Leading Creativity," emphasizing technological innovations in cultural and tourism services [2]. Group 2: Company Innovations - PICO, a leading XR brand, shifted its focus from hardware to comprehensive XR space solutions, showcasing a complete technology solution for XR large spaces [3]. - New content projects like "Wang Wang Mountain Little Monster: You and Me XR" and "Space Odyssey" attracted significant attention, indicating strong interest from both domestic and international clients [4]. Group 3: Market Development - The XR large space market is rapidly growing, driven by high interactivity and immersive experiences, particularly in sectors like cultural tourism, entertainment, education, and brand marketing [5]. - Over the past two years, numerous content projects have emerged, covering dozens of cities across China [5]. Group 4: Consumer Engagement - The target audience for XR experiences has expanded from primarily teenagers to include adults, with XR spaces becoming popular for social activities like dates and gatherings [6]. - Specific projects, such as the "Meet Su Shi" XR project at Hainan Museum, illustrate how XR can enhance visitor engagement by integrating historical narratives [6]. Group 5: Cost and Operational Efficiency - The industry previously faced high costs, but advancements in all-in-one devices have significantly reduced the financial barriers for content creation and operational setup [7]. - Standardization in technical solutions and venue design has improved operational efficiency, allowing multiple content experiences to coexist in the same space [7][8]. Group 6: Future Business Directions - PICO plans to expand both domestically and internationally, with a focus on integrating mixed reality (MR) technologies to create innovative applications in entertainment and cultural tourism [9]. - The company anticipates that more domestic XR projects will enter international markets, marking a significant trend in the global expansion of XR solutions [9].

Group 1 - The 2025 China International Service Trade Fair's cultural tourism service theme has commenced at Shougang Park, featuring the "Beijing Audiovisual" exhibition with a focus on "content + technology + security" [1] - The exhibition covers four core sections, showcasing key aspects of the audiovisual ecosystem, including a premium film and television section that features immersive experiences of popular Beijing-produced dramas [1] - Attendees can experience a 1:1 replica of the Liu family courtyard from the drama "National Color and Fragrance," combining naked-eye 3D technology with real-life settings for an engaging experience [1] Group 2 - The cultural, commercial, and sports tourism section includes industry leaders like PICO, KEEP, and 52Toys, introducing new interactive experiences that blend sports and technology, as well as gaming and immersion [2] - PICO launched the anime-themed game "Wang Wang Mountain Little Monsters: You and Me Together XR," allowing players to explore a 1:1 recreated forest environment while interacting with characters from the popular animation "Chinese Tales" [2] - The rapid development of the large space entertainment industry based on XR technology is highlighted, with applications in cultural tourism, entertainment, and education, attracting inquiries from international companies [2]

Core Insights - The 2025 China International Service Trade Fair's cultural tourism service theme was launched at Shougang Park, featuring the "Beijing Audiovisual" exhibition with a focus on "Content + Technology + Safety" [1][6] - The exhibition showcased a comprehensive audiovisual ecosystem through four core sections, highlighting the integration of immersive experiences and cultural products [3][4] Group 1: Exhibition Highlights - The premium film and television section featured realistic recreations of popular Beijing-produced dramas, allowing visitors to engage with the content in an immersive manner [3] - The sports and tourism section included industry leaders like PICO and KEEP, presenting innovative experiences that combine fitness and gaming through XR technology [4][6] - The ultra-high-definition audiovisual section utilized "5G + 8K" technology to enhance audience experiences, showcasing live performances and smart broadcasting systems [9] Group 2: Technological Integration - The rapid development of the LBE (Location-Based Entertainment) industry in China was highlighted, with XR technology being widely applied across various sectors including tourism and education [6] - The exhibition featured high-tech products that reflect the vitality and opportunities within the Chinese service market, emphasizing the potential of XR technology [7] Group 3: Safety and Emergency Broadcasting - The new emergency broadcasting section demonstrated Beijing's robust emergency response capabilities, showcasing a comprehensive system for public safety [11] - The exhibition illustrated the integration of content, technology, and safety, reinforcing Beijing's position as a cultural and technological innovation center [11]

Core Insights - The immersive experience brand "YUMO与梦说" will collaborate with the 2025 Qilu Autumn Auto Show to create a dedicated MR amusement park, offering a unique technological experience at the event [1] - During the event, citizens can enjoy a 10-minute MR game interaction for only 9.9 yuan, with a choice of four different games, enhancing the automotive exhibition with technological fun [1] Game Offerings - The four MR games include: - "Heartfelt Lollipop," which creates a sweet and romantic interactive scene - "All-Round Shooting King," simulating a battlefield environment to test players' reflexes and skills - "I Am a Sharpshooter," featuring an archery scene for players to showcase their skills - "Counterattack Ball Battle," focusing on competitive gameplay for an exciting experience [3] - A new MR-themed game, "Dinosaur Raising Plan," will be launched at the subsequent pop-up store, allowing players to experience the growth of dinosaurs [3] XR and MR Technology - MR (Mixed Reality) focuses on real-time dynamic interaction, where virtual content interacts with the real environment following physical rules, while XR (Extended Reality) emphasizes immersive scene exploration with limited interaction [5] - The collaboration represents an innovative attempt to merge technology with culture and the automotive industry, providing diverse entertainment options for citizens [5]

Core Insights - The "YUMO与梦说.XR空间站" immersive experience brand is launched by Shandong Digital Culture Group and PICO, focusing on connecting virtual and real experiences [1][2] - The event will feature three major VR works, including the world's first "8K quality + AI support + extreme interactivity" sci-fi masterpiece "Space Odyssey" [1] - The immersive experience aims to blend technology with culture, providing a new interactive experience for the public [2] Group 1 - The event will take place from August 22 to November 23 at Jinan Hongyang Plaza, marking the first pop-up activity of the immersive experience brand [1] - "Space Odyssey" is a collaboration between PICO and INTEL, utilizing next-generation equipment and self-developed rendering technology to achieve 8K visual effects [1] - The AI interactive gameplay allows players to experience a realistic adventure in space, engaging in battles with alien forces in various settings [1] Group 2 - The second VR work, "Time Paradox: Dinosaur Crisis," focuses on prehistoric sci-fi themes, where players confront mechanized dinosaurs in different historical settings [2] - The cultural piece "Meeting Su Shi" aims to revitalize traditional culture through technology, allowing players to interact with a virtual representation of the historical figure Su Shi [2] - The pop-up station will offer multiple interactive gifts from August 22 to 24, inviting the public to experience the fusion of technology and culture [2]

Core Viewpoint - The 21st China (Shenzhen) International Cultural Industries Fair showcases Beijing's cultural and technological integration, highlighting innovative projects and cultural products that attract both domestic and international attention [1][3]. Group 1: Exhibition Highlights - The Beijing exhibition area, themed "Empowering Technology, Leading Creativity," spans 1,188 square meters and features five main sections, showcasing nearly 60 key cultural institutions and enterprises [3][4]. - Notable installations include the immersive 3D visual project "The Masterpiece of Ideal Urban Order in China," created by the Black Bow Group, which combines traditional architectural aesthetics with modern technology [4]. - The exhibition also features various digital products that reinterpret traditional culture, such as the VR narrative work "Printmaking of the Central Axis" and the immersive digital art space "Sky and Earth" [4][5]. Group 2: Cultural Products and Collaborations - The "Old Books, New Knowledge" section offers over 9,000 classic and modern literary works, while the "Peking Opera Literature and Celebrity Manuscripts Exhibition" showcases rare scripts and personal letters from famous Peking Opera artists [6]. - The Beijing Cultural Forum, which will be held in Shenzhen, aims to promote cultural exchange and highlight Beijing's cultural achievements [6][7]. Group 3: Technological Integration - The exhibition features advanced VR and AR technologies, such as the immersive space exploration game "Space Odyssey" and AR fitting mirrors from Perfect World, demonstrating how technology enhances cultural experiences [7][8]. - The integration of cultural and commercial tourism products, including limited tickets for exhibitions and cultural experiences, aims to boost tourism and engagement [8][10]. Group 4: Cultural Industry Performance - Beijing's cultural industry has maintained the top position in the national cultural development index for eight consecutive years, with significant revenue growth reported in the first quarter of 2025 [10]. - In Q1 2025, Beijing's large-scale cultural enterprises achieved revenue of 585.14 billion yuan, a year-on-year increase of approximately 12.5%, and a profit total of 75.42 billion yuan, reflecting a 33.7% growth [10].