Perfect World Xiao Hong: Practice the Game Mission in the Digital Age and Promote the High Quality Development of the Industry

On May 24, the Cultural Industry Innovation and Development Sub forum of the 2024 Cultural Power Building Summit Forum was held in Shenzhen. Xiao Hong, CEO of Perfect World, was invited to the conference and delivered a keynote speech entitled "Game Mission in the Digital Age: Blooming the Beauty of Culture, Leading the Transformation of Industry". Xiao Hong said that under the guidance of national strategies such as cultural power and national cultural digitalization strategy, Chinese games, traditional culture and traditional industries go forward in both directions and complement each other. While improving economic benefits, social benefits continue to be significant. The Perfect World continues the Chinese culture, constantly demonstrates the national image and cultural influence, and helps build a cultural power through the two-way empowerment of games, traditional culture, and traditional industries.

The picture shows Xiao Hong, CEO of Perfect World, delivering a keynote speech

At present, games continue to promote the digital inheritance and innovation of traditional culture, creating a new cultural landscape in the digital era. Through games, traditional culture is presented to people in a more attractive way, attracting more young people's attention and participation, and realizing the modern inheritance of traditional culture. At the same time, the story plot, myths and legends, historical characters and other elements contained in the traditional culture also provide inspiration and materials for the innovation of the game content.

As a cultural enterprise rooted in China, Perfect World actively promotes the creative transformation and innovative development of Chinese excellent traditional culture. The Oriental Artistic Conception Simulated Operation Tour "Light Ink Water Cloud Town" deeply integrates the cultural geography of Jiangnan water town and the historical humanities of Su Dongpo, Li Qingzhao, Li Bai, etc. The mobile tour team of "Dream of the New Immortals" invited the inheritor of the intangible cultural heritage of "Li Family Lion", the lion head representative of Foshan, as the art consultant of lion head binding, to use the special effect of "ink particles" in the game CG for the first time, use AIGC technology to design the game mounts, and use the way of "technology+art" to inherit the culture of lion awakening. The mobile tour of "Dream of the New Immortals" also cooperated with a large number of intangible cultural heritage, such as the Zhang Family Colored Kiln at the mouth of the legendary kiln in Luoyang, and "Beijing Embroidery", one of the eight wonders of Yanjing, to make the traditional intangible cultural heritage, such as "Tang Tri Colorful" and "Beijing Embroidery", bloom in the game.

Xiao Hong believes that integrating Chinese traditional culture into the game will not only enhance Chinese players' sense of identity and cultural confidence in Chinese culture, but also enable more overseas players to deeply experience and feel the unique charm of Chinese culture, which will help tell Chinese stories and promote cultural exchanges and mutual learning.

2016 Perfect "Holy" Classic, "Knife Tower"（ DOTA2 ）The first Chinese cultural hero, Qi Tian Da Sheng, was released to influence global players. In 2023 Counter Strike At the opening ceremony of the Asian Invitational Competition (CAC 2023), the Perfect World invited Zhao Yangwu, winner of the Plum Blossom Prize in Chinese Drama, to sing《 counter-terrorism Elite: Global Offensive（ CS ）The theme war song of Qin Opera "Hualian" on the fifth anniversary of the national service launch shows the beauty of Chinese intangible cultural heritage Qin Opera culture to global users.

"As a pioneer in the digital world, games can integrate technology, culture, culture and tourism into a new cultural space that resonates with reality, which also brings new transformation to the industry," said Xiao Hong.

Perfect World Cultural Innovation, a subsidiary of Perfect World Holding Group, launched the "CityGame" immersive cultural experience integrating data and reality. Through the combination of gaming thinking, AR technology and physical scenic spots, and online and offline screenplay tours, it linked the core values of scenic spots with business, created a new mode of cooperation between scenic spots and businesses, and promoted overall consumption. This project has been successfully implemented in many cities, such as Beijing Qianmen, Wuxi Nianhua Bay and Dangkou Ancient Town.

Recently, Perfect World Cultural Innovation and Jixi County, the birthplace of Hui culture, jointly launched the immersive light and shadow art exhibition hall of "Hui Yun Jixi · Baili Gallery", which uses modern digital technology to present the landscape and historical culture of Jixi, such as China's Longchuan, Millennium Renli, Hui Hang Ancient Road, Hu Xueyan, and promote the digital transformation of Jixi industry and rural revitalization and development.

As the world's leading cultural and entertainment industry group, Perfect World Holding Group also participated in the 20th China (Shenzhen) International Cultural Industry Expo, comprehensively demonstrating the latest achievements of film and television, games, e-sports and other business lines. The exhibition area of Perfect World Holding Group not only sets up AR interactive experience, which is used in many fields of cultural industry such as games and cultural tourism, but also focuses on the display of student works and self-developed virtual digital people in the Perfect World Cultural Innovation Campus Design Competition "east of the Forbidden City", highlighting the vivid practice in scientific and technological innovation and cultural empowerment.

The picture shows the exhibition area of Perfect World Holding Group

It is reported that the Cultural Industry Innovation and Development Sub forum of the 2024 Cultural Power Building Summit Forum is hosted by the Propaganda Department of the CPC Central Committee, undertaken by Guangming Daily, Economic Daily and the Propaganda Department of the CPC Shenzhen Municipal Committee, and implemented by Shenzhen Radio, Film and Television Group. As one of the important sub forums of the 2024 Cultural Power Building Summit Forum, the sub forum for cultural industry innovation and development focuses on "leading the high-quality development of the cultural industry with innovation", gathering forces from the government, universities, enterprises and other sectors to jointly explore the new mission of cultural industry in the digital era and seek new opportunities for the development of cultural industries.

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