/PRZWT/GUANGZHOU, Feb. 18, 2024 - Entering the digital age, with the rapid development of technology, the way of cultural transmission is constantly evolving. Young people's interest in traditional culture seems to be gradually weakening. In recent years, the rise of digital media has allowed many game IPs to take on the role of exporting traditional cultural knowledge, providing young people with a convenient way to contact traditional culture.
Recently, the "Jade Dynasty: New Fantasy" mobile game took the opportunity of the Year of the Dragon in Jiachen to carry out a series of cultural linkage with the theme of "Dragon Culture", which aroused the heated discussion of the majority of players. For thousands of years, "Dragon Culture" has been one of the enduring cultural symbols in traditional Chinese culture, and has become a unique cultural memory in the hearts of Chinese children. The "Jade Dynasty: New Fantasy" mobile game is linked to China Post on the occasion of the Chinese New Year. It cleverly integrates the elements of the Dragon Year, the ten major schools, and IP characters in the game into the theme of the 2024 Year of the Dragon zodiac. It jointly launches a beautiful customized collection stamp album, combining the "zodiac culture" between the square inches of the stamps to reproduce the cultural charm of the "dragon".
At the same time, when preparing for the Chinese New Year version, the production team also went to Beijing, which has a deep accumulation of "dragon culture", to seek cooperation with intangible cultural heritage Beijing embroidery. Hui asked the master of Beijing embroidery arts and crafts to design the Beijing embroidery dragon pattern cloak, and sent beautiful festival blessings to the Beijing embroidery linkage of "pictures must have meaning, patterns must be auspicious". In the form of digital art colliding with traditional culture, the Chinese New Year of the Dragon in Jiachen was welcomed, aiming to bring players a visual feast of national style Chinese aesthetics.
Destiny Jiachen Realizes Dreams and Zhuxian, Cross-border Cooperation China Post "A Good Dream Sent to You"
With the arrival of the Year of the Dragon in 2024, the opening of "Jade Dynasty: New Fantasy" for the first time anchors the long-standing and outstanding "national" brand enterprise - China Post, and the joint limited edition "Jade Dynasty: New Fantasy Jiachen Year of the Dragon" China Post Official Collection Stamp Album "is even more ingenious during the Spring Festival." Jade Dynasty: New Fantasy "said that this stamp album is carefully planned with the theme of" Dragon ", a traditional Chinese cultural element, combining Spring Festival customs, postal culture, oriental aesthetics and game IP creativity, hoping to make a small contribution to the inheritance and promotion of Chinese culture.
It is reported that the stamp album contains a unique set of commemorative China Post "Jiachen Year" zodiac dragon special stamps, which perfectly demonstrates the vastness and magnificence of "dragon culture"; while the game IP elements integrated into the customized commemorative stamps, customized bookmarks, and themed postage postcards are to present the story of the Oriental Xianxia on the paper. These stamps are not only collectible, but also a new display of the classic IP of "Zhu Xian", bringing more opportunities for players, readers, and collectors to appreciate and treasure.
In this New Year's linkage with China Post, "Jade Dynasty: New Fantasy" did not limit its attention to the production of physical objects. It became the direction of the production team and China Post's joint efforts to bring more cultural bearing significance through in-depth cooperation inside and outside the game. "Jade Dynasty: New Fantasy" combines traditional culture with digital innovation, and creates a new in-game wonder mission with the theme of this linkage, so that players can experience the fun gameplay while also feeling the unique charm of New Year's culture and the dedication of generations of postal people.
"Game + Culture" is intertwined, and the Chinese New Year gameplay in the Year of the Dragon renews the memory of folk culture
"Jade Dynasty: New Fantasy" is a game based on the theme of traditional Chinese Xianxia. The graphics, plot, and character shaping in the game are close to the core values of traditional Chinese culture. The "dragon" that existed in the thousand-year-old Chinese civilization has always been regarded as a symbol of auspiciousness, adding a touch of oriental fantasy to the long history of China. In the Year of the Jiachen Dragon, the "Jade Dynasty: New Fantasy" mobile game specially launched "Divine Beast · Chenlong". Chenlong is the orthodox image of the five-clawed dragon. Its background stories pay tribute to the story of "Nanmu for Jade" in the Kowloon Wall, and it has customized intangible cultural heritage Beijing embroidery to bless the cultural attributes. During the revelation of the new zodiac beast, it has already earned enough attention, and it coincides with the aesthetics of players who love traditional Chinese style, becoming the most anticipated New Year's beast.
In addition to inheriting traditional culture, the "Jade Dynasty: New Fantasy" mobile game also launched a series of Chinese New Year gameplay. Even the main city of players in the game, "Heyang City", has changed into new clothes for the Spring Festival, allowing players to spend the festive atmosphere together. The "Dragon Hunting Journey" theme event, which has set sail during the Laba season, officially announced that the "dragon" element will run through the "Jade Dynasty: New Fantasy" mobile game throughout 2024.
The ******* urban linkage fashion "Flying Dragon in the Sky", the double viewing mount "Dragon and Phoenix Chengxiang", and the new fairy friend "Young Master Xuanlong" and other new dragon-themed new content supervised by Mr. Jin Xin, the inheritor ** ******* Embroidery, are connected in series with the festival story ** Kowloon Map, which awakens the deep recognition ** traditional culture deeply rooted in the blood ** the younger generation. The ****** Festival version also provides a wealth ** dragon-related gameplay such as the single-player combat gameplay "Kowloon Ci Old Year" and the new gang gameplay "Dragon War Four Sides" for players to experience. Combined with the ****** Festival customs, it promotes the orthodox dragon culture, allowing players to feel a strong traditional cultural atmosphere in the game.
Crossing the historical distance of time and space, experience the great beauty of China from "Jade Dynasty: New Fantasy"
The "Jade Dynasty: New Fantasy" mobile game builds a unique and charming Oriental Xianxia overhead world. The main story of the game takes place in the beautiful mountains and rivers, the popularity is high, and the products are rich in the Central Plains. The production team, which has always paid attention to the inheritance and integration of culture, also launched the "Shenzhou Treasure Hunting Plan" with the theme of urban culture linkage on the second anniversary of the game, allowing players to immerse themselves in the cultural heritage of various cities in China without leaving home through the multi-intelligent gameplay design in the game.
In the "Jade Dynasty: New Fantasy" mobile game "Shenzhou Treasure Hunt Project", the production team keeps visiting several famous Chinese cities in person, and then presents players with "city business cards" engraved with cultural confidence through the advantages of digital technology. For example, the lion culture in the Guangzhou linkage allows players to feel the Lingnan folk customs, and the Hangzhou linkage draws on the classic story of the famous local folklore "White Lady".
In the winter of 2023, with the explosion of cultural tourism in Harbin, the Oroqen people came into people's attention, and the "Jade Dynasty: New Fantasy" mobile game also benefited from the attention to urban culture for a time. Before the public focused on this hot spot, the winter version of the Oroqen linkage was launched, which made the winter capture in Northeast China and the ethnic culture of the Oroqen people displayed in the game, adding a unique charm to the game.
This time, the Beijing linkage activity will focus on the Chinese dragon. Through the deep linkage of China Post and the inheritance and innovation of intangible cultural heritage Beijing embroidery skills, the elements of the dragon will be presented one by one in the linkage periphery, game screen and plot story, once again showing the unique brilliance and profound dragon culture. According to the official news of the "Jade Dynasty: New Fantasy" mobile game, the follow-up linkage activities of the "Shenzhou Treasure Hunt Project" will continue, taking players to Luoyang, an ancient land of the Han and Tang Dynasties, to enjoy the prosperity of the world, and to the Xishuangbanna rainforest to enjoy the southwestern carnival, so that players can feel more Chinese regional charm in the game.
Walking on the path of inheritance and innovation, China's Xianxia game tells the story of China
As a unique artistic theme in China, Xianxia has a strong cultural carrying capacity. Since September 2022, the Xianxia World mobile game "Jade Dynasty: New Fantasy" based on the Zhu Xian IP world view has been committed to implanting traditional Chinese culture and excellent national style works into the game. It has been linked with the Shanghai Art Film Studio "Baolian Lantern" and "Havoc in Heaven Palace" for important version content, so that players can enjoy the beautiful game screen while deepening their understanding of traditional Chinese culture.
The reason why this "Jade Dynasty: New Fantasy" mobile game can continue to produce cultural content that is popular with the player community is precisely because it has always adhered to the responsibility of cultural inheritance, and has always adhered to the concept of "drawing nutrients from traditional culture and growing from inherited culture", so as to awaken the attention and love of multiple circles of people. As early as the open beta period of the game, the "New Immortal Cultural Travel Project" has spanned a historical period of more than 3,500 years and a space distance of thousands of miles in China, bringing players the ancient Shu culture represented by Sanxingdui and the Yin Shang culture represented by the oracle bone inscriptions in Yinxu; it also includes the Taoist culture of the Han Dynasty represented by Longhu Mountain, as well as the southwestern ethnic architecture and folk legends represented by the Xijiang Miaozhai Wind and Wind Bridge, allowing players to appreciate the wonderful game graphics while deepening their understanding of traditional Chinese culture.
In this way, the "Jade Dynasty: New Fantasy" mobile game not only attracts the younger generation of players, but also allows traditional culture to be inherited and carried forward. The "China Treasure Hunt Project" further deepens the understanding and experience of the rich culture of various parts of China. The cultural linkage between the "Jade Dynasty: New Fantasy" mobile game and China Post has made the game and traditional culture merge with each other and collide with new sparks. Whether it is intangible heritage inheritance or urban linkage, players can enjoy the game while feeling a strong traditional cultural atmosphere, making a positive contribution to the inheritance and promotion of traditional culture for the younger generation. In the future, we also look forward to the emergence of more culturally connected content in the game industry, so that the collision between games and traditional culture will continue to create more miracles.
