The Fusion of Digital Storytelling and Swiss Tourism Featuring Ye Xiu

In a remarkable initiative blending culture and global tourism, the cultural and entertainment company Yuewen has launched an immersive tourism campaign for Switzerland, centered around the fictional e-sport champion Ye Xiu from the acclaimed web novel, The King's Avatar. This collaboration with Switzerland Tourism represents a novel approach to intercultural engagement by intertwining digital storytelling with travel.

On July 21, in a ceremonial event held at the Swiss National Museum in Zurich, representatives from both organizations gathered to celebrate this innovative fusion of fiction and travel. The event underscored the significance of this collaboration as Ye Xiu has been appointed as the official 'Swiss Travel Explorer' meant to promote the breathtaking landscapes and experiences that Switzerland has to offer.

A Journey through the Eyes of Ye Xiu

The campaign follows Ye Xiu as he leads the fictional Chinese e-sport national team to Zurich to participate in the ‘Glory World Invitational Tournament’. Over the subsequent months, a diverse range of activities inspired by The King’s Avatar will take place across Switzerland. From thematic exhibition areas at Zurich Hauptbahnhof to stamp collection stations on Mount Titlis, and unique attractions including a museum and a scenic boat ride in Lucerne featuring ice sculptures on Jungfrau, the entire country will be infused with elements from the series.

Since the partnership commenced last year, a noticeable increase in the number of fans of The King’s Avatar traveling from China to Switzerland has been observed. Chinese travel platforms have reported substantial growth in interest towards Swiss tourism, with many restaurants and hotels located in prominent settings from the novel experiencing significant upticks in bookings and revenue as a result of this campaign.

Cultural Exchange Enhanced by Fan Participation

Moreover, the eager fans of The King's Avatar—predominantly younger, female, and highly creative individuals—are not just spectators but are actively shaping the narrative. Through platforms like social media, fan art, and cosplay, they are creating a participatory cultural experience that merges fiction with personal travel. This dynamic interconnectedness not only enhances cultural appreciation but also showcases the evolving role of digital communities in global tourism.

Martin Nydegger, the Director of Switzerland Tourism, expressed enthusiasm about the campaign, stating, "We are honored that Switzerland plays a part in the unique adventures of Ye Xiu loved by so many young Chinese. Additionally, this event coincides with the Chinese-Swiss Year of Culture and Tourism, celebrating 75 years of diplomatic relations between Switzerland and China."

Huang Yan, Senior VP of Yuewen, remarked, "The collaboration between The King's Avatar and Switzerland Tourism signifies an important innovation. It illustrates a new avenue for the internationalization of web novel IPs and highlights the practical benefits of cultural export. We look forward to future cross-border cultural cooperation."

About Yuewen

Yuewen (China Literature Limited) is a cultural and entertainment group renowned for developing intellectual property from online literature. With a diverse portfolio housing famous brands like QQ Reading, and Tencent Animation Comics, Yuewen serves as a robust platform for millions of creators, offering a rich collection of literary works, audiobooks, animations, comics, films, drama series, games, and merchandise.

In conclusion, this partnership not only fosters tourism but also illustrates how fandom can cultivate deeper cultural exchanges and enrich global narratives, showcasing the importance of creativity in international connections.

Yuewen Collaboration