#Switzerland #Zurich #The King's Avatar #Ye Xiu #Switzerland Tourism

A New Era of Cultural Tourism

In a groundbreaking collaboration that fuses digital storytelling with global tourism, a campaign has emerged promoting Switzerland as a premier destination, spearheaded by the renowned character Ye Xiu from the popular Chinese digital novel, "The King's Avatar." This initiative marks a significant partnership between Yuewen Group, a leader in cultural and entertainment content in China, and Switzerland Tourism, aimed at creating a unique cultural exchange experience for fans and travelers alike.

The Launch: A Celebration of Culture

The campaign was officially unveiled on July 21, 2025, during a special ceremony held at the Swiss National Museum in Zurich. Executives from both Yuewen and Switzerland Tourism, along with enthusiastic fans from China, gathered to celebrate the merging of fiction and travel. The event highlighted not just the beauty and allure of Switzerland but also the excitement surrounding Ye Xiu's character, who has been named the official "Swiss Travel Explorer."

Embedded deeply in the fabric of this campaign is a month-long cultural registration drive focusing on "The King's Avatar," providing fans with an immersive experience in the scenic landscapes of Switzerland. Activities range from thematic zones at Zurich's main station to iconic locations like Mount Titlis, the stunning Lake Lucerne, and the breathtaking Jungfrau region. Each venue will delight fans with exhibits, cosplay events, and potentially even interactive experiences that evoke the essence of this beloved digital narrative.

Bridging Cultures through Shared Passion

The synergy from this collaboration is already yielding observable results. Since its inception, there has been a notable surge in interest among Chinese fans of "The King's Avatar" traveling to Switzerland. Chinese travel platforms report increased shares and conversations around Swiss tourism, while restaurants and hotels in key areas mentioned in the narrative experience a boost in bookings and consumer interest. This partnership signifies a spirit of cultural sharing, where creative communities come together to celebrate their passions through travel.

Fans, predominantly young and vibrant, engage with the campaign by creating fan art, sharing experiences through social media, and even dressing up as characters from the narrative. This participatory approach shifts how cultural narratives can be perceived and experienced, turning stories from textual pages into reality where individual experiences bridge the gap between fiction and tourism.

Martin Nydegger, Director of Switzerland Tourism, expressed his pride in being part of this partnership, noting, "It is an honor for Switzerland to play a role in a cherished narrative beloved by many young Chinese, particularly during the Year of China-Switzerland Culture and Tourism, which commemorates 75 years of diplomatic relations between our two countries." His sentiments emphasize not only the geographical exchange but the cultural ties built through storytelling.

A Vision for Future Collaborations

Huang Yan, Senior Vice President at Yuewen, reflected on this partnership as a path toward the internationalization of web novels. He stated, "This collaboration is a significant innovation, demonstrating the practical value of cultural exports. We hope to see more cross-border cultural collaborations in the future, paving the way for new stories and experiences to unfold." This approach signals convergence within the industries of storytelling and travel, driven by technology and community passion.

About Yuewen Group

Yuewen (China Literature Limited) is a cultural and entertainment enterprise focused on developing intellectual property derived from online literature. With a diverse portfolio, including popular platforms like QQ Reading and Qidian, Yuewen serves millions of creators, offering a vast collection of literature, audiobooks, animations, comics, film productions, and more.

This collaboration with Switzerland Tourism not only enriches the experience for fans of "The King's Avatar" but also showcases the potential of literary narratives to shape tourism and cultural exchange on a global scale.

As this campaign unfolds, it’s evident that through the lens of a beloved character like Ye Xiu, a new dialogue is opening up between cultures, illustrating how stories can transcend boundaries and foster connections in ways that inspire exploration, creativity, and shared experiences.