The 22nd China International Animation Festival is set to transform the Baima Lake International Convention and Exhibition Center from June 15 to 19. This year’s event highlights a massive shift toward transmedia storytelling, where animation, gaming, and immersive retail converge to create high-engagement ecosystems for fans.
How is Transmedia Storytelling Redefining IP Value?
We are seeing a move away from standalone animation toward “living” intellectual properties (IPs) that exist across multiple platforms. Instead of just watching a show, audiences now expect to play as the characters and live within their worlds.
A prime example is NetEase’s approach with its Ghost (倩女幽魂) exhibit. By centering their presence on a collaboration with the Love O2O (微微一笑很倾城) version, they are facilitating a “cross-dimensional reunion.” This strategy uses live-action nostalgia and in-game interaction to bridge the gap between different media formats.
CCTV Animation Group is also leveraging this trend through deep nostalgia and brand expansion. By celebrating the 20th anniversary of Little Carp’s Adventures (小鲤鱼历险记) alongside new releases like the new Journey to the West, they are capturing both legacy audiences and new viewers. The introduction of the “CCTV Animation Kindergarten” suggests that even early-childhood content is being structured into broader, multi-layered brand experiences.
Why Immersive “Phygital” Experiences are the New Retail Standard
The line between physical reality and digital fantasy is blurring, a trend often called “phygital” marketing. Brands are no longer satisfied with just showing a logo; they want to create environments where fans can “check in” and interact.
Fanta is leading this charge by partnering with the top-tier IP Love and Deepspace. Rather than a simple product display, they are creating dedicated “heartbeat” photo zones and interactive screens. This allows fans to experience a “cross-dimensional toast,” turning a beverage purchase into an emotional, immersive event.
Taobao China Treasures is also pushing this boundary through technology. Their planned “Taobao China Treasures Wandering Record” exhibit uses interactive elements like “AI Cosplay” and “0-yuan auctions” to turn shopping into a game. Similarly, Xuanji Technology is merging “Fashion + Tech” to ensure their classic IPs, such as The Legend of Qin and The Westward, feel modern and tactile rather than just historical.
The Convergence of Gaming and Animation
The distinction between “gamer” and “anime fan” is disappearing. Di Electronic’s participation, featuring titles like Dream Three Kingdoms 2 and Wutuo, demonstrates how animation-style aesthetics are now the backbone of successful mobile and competitive gaming. These booths offer product trials and cosplay performances, ensuring the gameplay is felt physically on the convention floor.
The Shift Toward High-Value Character Collectibles
The market for animation merchandise is moving from mass-produced toys to high-end, specialized collectibles. This shift is driven by a consumer base that views these items as investments or essential lifestyle pieces.
March Beast exemplifies this trend. By focusing on highly popular IPs like Arknights and Wuthering Waves, they provide a “one-stop” shopping experience for high-quality figures, character stands, and acrylic charms. This caters to the “hardcore” collector who demands precision and authenticity.
This is echoed by Taobao’s diverse lineup, which includes characters like Nailong and B.Duck. Whether it is high-end hobbyist goods or trendy “street” style IP merchandise, the goal is to integrate these characters into the daily lives and aesthetics of the fans.
Frequently Asked Questions
Where and when is the 22nd China International Animation Festival being held?
The event takes place from June 15 to June 19 at the Baima Lake International Convention and Exhibition Center.
What kind of activities can fans expect at the festival?
Attendees can expect game trials, cosplay performances, AI-driven interactive experiences, themed photo zones, and exclusive merchandise auctions.
Which major brands are participating?
Key participants include CCTV Animation Group, NetEase, Di Electronic, Xuanji Technology, Taobao China Treasures, Fanta, and March Beast.
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