#Switzerland #Zurich #The King's Avatar #Swiss Tourism #Yuewen Group

The King's Avatar Joins Forces with Swiss Tourism

In a groundbreaking initiative merging digital storytelling with global tourism, the popular Chinese web novel The King's Avatar has been thrust into the spotlight by a collaboration between Yuewen Group and Switzerland Tourism. This unique partnership aims to offer an immersive cultural tourism experience while showcasing Switzerland's stunning landscapes through the eyes of Ye Xiu, the beloved fictional esports champion who has taken on the role of Switzerland's official travel ambassador.

The launch event took place at the Swiss National Museum in Zurich on July 21, 2025. Senior executives from both organizations, alongside passionate fans from the Chinese community, gathered to celebrate the official unveiling of this innovative crossover between fiction and travel. The partnership aims to captivate both fans of the novel and potential travelers seeking unique experiences.

Bringing Fiction to Life

Within the narrative of The King's Avatar, the protagonist Ye Xiu leads a fictional Chinese esports team to Zurich to partake in the prestigious “Glory World Invitational Tournament.” To celebrate this storyline, a month-long themed campaign will run throughout July and August, hosting numerous events across Switzerland. Imagine thematic exhibition zones at Zurich's main train station, a stamp-collection activity on Mount Titlis, an exciting museum experience in Lucerne, glacial ice sculptures on the Jungfrau, and scenic observation bridges overlooking the Aletsch Glacier, each element representing aspects of the The King's Avatar universe.

This collaboration has already begun to yield promising results—Chinese fans of the novel traveling to Switzerland has significantly increased. Travel platforms catering to the Chinese audience have reported a notable surge in interest for Swiss tourism, while restaurants and hotels connected to the narrative have seen substantial boosts in reservations and sales.

A Cultural Exchange Like No Other

What sets this collaboration apart is its ability to engage fans who actively participate in shaping the campaign. Many fans of The King's Avatar are young, creative women deeply involved in various facets of fandom, from social media channels to fan art and cosplay. They have transformed the intellectual property into an interactive cultural experience, intertwining fiction with personal travel journeys. This dynamic is not only encouraging more fans to explore Switzerland but is also reshaping how digital communities influence global tourism and cultural exchange.

Martin Nydegger, the director of Switzerland Tourism, shared his excitement during the campaign's launch, stating, "We are honored to participate in the thrilling adventures of The King's Avatar, which is adored by so many young Chinese. It is especially gratifying to host this event during the Sino-Swiss Year of Culture and Tourism, celebrating 75 years of diplomatic relations between Switzerland and China."

Meanwhile, Huang Yan, the Vice-President of Yuewen, expressed optimism about the collaboration's potential. He stated, "Our partnership between The King's Avatar and Switzerland Tourism represents a significant leap forward. It opens new avenues for the internationalization of online literary properties and showcases the tangible value of cultural exchange. We hope for more cross-cultural collaborations in the future."

About Yuewen

Yuewen Group (China Literature Limited) is an entertainment and cultural company focused on developing intellectual properties derived from online literature. They boast a diverse portfolio of well-known brands, such as QQ Reading, Qidian, New Classics Media, and Tencent Animation Comics. The group serves as a platform for tens of millions of creators, enabling a rich repository of literary works, audiobooks, animations, comics, films, dramas, games, and merchandise.

This innovative tourism campaign not only highlights the synergy between literature and travel but also reflects the evolving landscape of cultural interactions in a globalized world.