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

The King's Avatar Joins Forces with Switzerland Tourism

In a groundbreaking collaboration that bridges the realms of digital storytelling and global tourism, the culture and entertainment powerhouse, Yuewen, has partnered with Switzerland Tourism to launch an immersive cultural experience. At the center of this venture is the iconic e-sports champion, Ye Xiu, who has been designated as Switzerland's official "Swiss Travel Explorer". This initiative marks a significant milestone as it represents the first collaboration between Switzerland Tourism and a Chinese online literature intellectual property.

On July 21, 2025, a special ceremony took place at the Swiss National Museum in Zurich, where executives from Yuewen and Switzerland Tourism gathered to celebrate the fusion of fiction and travel. The event featured a roundtable discussion with fan representatives from China, emphasizing the cultural exchange aspect of this partnership.

From Fiction to Reality: The King's Avatar Experience

Within the narrative of The King's Avatar, Ye Xiu leads a fictional Chinese e-sports team to Switzerland for the prestigious "Glory World Invitational Tournament". Throughout July and August, Switzerland will feature a themed event, allowing fans to engage in a month-long campaign inspired by the beloved series. Various locations across the country will include thematic elements from the story, transforming iconic sites into immersive experiences.

The Zurich Central Station will feature specially designed display zones, and travelers will have the chance to collect stamps at significant spots, including Mount Titlis and a cruise in Luzern. The campaign also boasts ice sculptures at Jungfrau and viewing decks on the Aletsch Glacier, making Switzerland come alive with The King's Avatar themes.

Since the announcement of this collaboration, there has been a notable uptick in travel from Chinese fans of The King's Avatar. Leading Chinese travel platforms have reported increased interest in Swiss tourism, with restaurants and hotels in key locations experiencing a surge in bookings.

Empowering Fans and Redefining Cultural Engagement

Young, creative fans of The King's Avatar are taking an active role in shaping the campaign. Through various social media platforms, fan art, and cosplay, these individuals are turning the literary work into a participatory cultural phenomenon, merging fiction with their personal experiences. This trend not only enhances cultural awareness but also showcases the evolving influence of digital communities in global tourism.

At the launch, Martin Nydegger, Director of Switzerland Tourism, expressed pride in Switzerland's connection to such a treasured series among young Chinese audiences. He noted that the collaboration coincides with the Sino-Swiss Year of Culture and Tourism, celebrating 75 years of diplomatic relations between Switzerland and China.

Huang Yan, Senior Vice President of Yuewen, added that this partnership exemplifies a new frontier for the internationalization of web novel intellectual properties. It highlights the practical significance of cultural exports and sets a precedent for future cross-border cultural collaborations.

About Yuewen

Yuewen (China Literature Limited) is a leading culture and entertainment entity focused on developing intellectual properties derived from online literature. They manage a diverse range of popular brands, including QQ Reading and Tencent Animation Comics, and provide a platform for millions of creators across various media.

In conclusion, the collaboration between The King's Avatar and Switzerland Tourism not only provides a unique travel experience but also signifies a groundbreaking approach to cultural exchange. As digital storytelling continues to blend with travel, this initiative represents the forefront of tourism marketing in a rapidly evolving global landscape.