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].