On June 27, Tencent Games’ annual press conference was held online on Tencent Games’ official website and mini program platform. As a classic music and dance product operated by Tencent for 12 years, it has three products in the dance category: "QQ Dance", "QQ Dance Mobile Game" and "Dance Era". At the press conference, it officially announced its partnership with Li Ning cross-border cooperation.
The dance category has many years of exploration and accumulation in the fields of music and dance culture, clothing and fashion. In 2018, "QQ Dance Dance Mobile Game" was launched, and Xingtong IP image Xingtong was also launched, leading players to experience Chinese fashion and dance culture from the perspective of virtual idols.
As a virtual fashion icon from the gaming world, Xingtong is constantly breaking boundaries. National dance culture and pop culture are both sources of inspiration for Xingtong. At the press conference, Xingtong first reviewed Xuanwu's 12th anniversary collaboration with dance artist Yang Liping: Xuanwu used the digital cultural experience preferred by players in the Z era to perform the dance steps and music of Yang Liping's famous work "The Spirit of the Bird" 34 years ago. , clothing is fully renewed.
Subsequently, Xingtong brought the Xuanwu fashion upgrade plan that was highly anticipated by players, and officially announced a fashion cross-border cooperation with Li Ning. The two parties will work together to provide players with higher-quality game co-branded clothing. The cooperation will We will officially meet you in the second half of the year, when the game will also launch a new clothing gameplay experience.
The dance category relies on Xingtong to communicate with young users, explore the links between tradition and fashion, retro and modernity, and discover infinite possibilities through Xingtong’s perspective.
Xingtong and Yang Liping*** danced peacock dance to convey the beauty of national dance culture through games
During the anniversary celebration of Dance in May, Xingtong broke the boundaries between virtual and reality and Yang Liping** *Dance, perform "The Spirit of the Bird" together, awaken a new pop dreamland with the beauty of folk dance, and bring players an unprecedented folk music and dance experience.
?Ethnic can also be very popular?, this sentence has been verified in the cooperation of Xingtong Heritage to perform peacock dance. The peacock dance activity has received attention and welcome in the game as soon as it was launched, 93% of Daily active users participated in the activity on the first day it was launched. Through Xingpu, Generation Z has successfully understood, accepted and tried peacock dance, making the classic music dance dance at the players' fingertips. This is the "first step" for Xuanwu to explore the inheritance and renewal of Chinese dance culture based on the new cultural and creative strategy.
"Tong? Bird" virtual fashion
Star Tong joins hands with Chinese brand Li Ning to create new retro future fashion through dance across time and space
The cooperation with Yang Liping allows players to watch We have seen the possibility of Xingtong in interpreting national classics, and Xingtong continues to create surprises for players. In the second half of the year, Xingtong will join hands with Li Ning to launch a cooperation that spans time and space. As a well-known clothing and sports brand in China, Li-Ning has brought Chinese culture to the world stage with its design trends containing Chinese characteristics and retro elements.
The cooperation between Li Ning and Xingtong also expresses the Li Ning brand’s recognition of Xuanwu’s high-quality clothing and interactive music and dance gameplay, its insight into the popularity of Xuanwu users’ attention and love, and its influence on Xingtong’s players. recognition. In fact, in the eyes of Xuanwu girls, Xingtong is not only a "virtual character", but also the inner projection of every Xuanwu player. You can see the blending and collision of multiculturalism in her. Following this girl with unlimited possibilities is to follow a better self.
It is worth noting that in recent years, young consumers have become accustomed to cross-border fashion co-branding. In order to make this cross-border cooperation bring enough surprises to users, Li Ning and Xuan Wu have also broken through the common "node" cooperation model in the past. Xingtong will become Li Ning's first "Trendy Star Promotion Official", and in the second half of the year The collaboration was officially unveiled and continues to lead players to explore new pop culture.
The cooperation between the two parties will provide players with trendy clothing content that can be experienced for a long time, integrating retro and futuristic styles to bring a new visual aesthetic. Xuanwu and Li Ning will create more fashionable clothes inside and outside the game and provide interactive scenes for players to display their clothes, enriching players’ gaming experience with clothing, so that every Xuanwu girl can wear them both in the game and in real life. The trendy clothes provided by Xuanwu have become fashion icons.
It is understood that the visual theme of this cross-border cooperation is a new interpretation of "retro-futurism".
Traditional "retro-futurism" is to re-present the past retro culture in a contemporary and avant-garde visual expression form. In order to bring players a new experience, Xingtong will jump to China's 1980s and 1990s to experience China's retro fashion culture in the form of music and dance, and work with Li Ning to create new retro future fashion and bring it back to the game world. It can be seen from this that Xuanwu and Xingtong have the fashion ambition to become the pioneers of game fashion and lead the trendy aesthetics of young users.
At present, the official KV, fashion blockbusters and cooperation videos of Xingtong and Li Ning have been exposed. In the TVC, accompanied by music with the mark of the 1980s and 1990s, Xingtong danced retro disco across time and space to meet Li Ning. But if you look carefully, you will find that the retro music and dance actually incorporate elements of currently popular electronic music and modern street dance. Therefore, many players have begun to speculate whether the cooperation in the second half of the year will involve the adaptation of music and dance. In addition, the Li-Ning clothing worn by Xingtong in the video is not on the market. These details also make Xuanwu players look forward to the "joint brand" in the second half of the year.
Although all speculations have not yet been officially announced, we believe that Xingtong will join hands with Li Ning to deliver retro fashion culture with a sense of the Chinese era across time and space with virtual dance that young people can better understand. .
About Tencent Games
Founded in 2003, Tencent Games is the world's leading game development, operation and distribution platform and the largest online game community in China. It is committed to providing players with high-quality Interactive entertainment experience.
Currently, Tencent Games has more than 140 self-developed and agent games, providing cross-terminal interactive entertainment experience to hundreds of millions of users in more than 200 countries and regions around the world. Tencent Games links its rich cross-media IP resources in the fields of literature, animation, film and television to create a high-quality gaming experience.
Tencent Games is also committed to using games to serve society and strives to explore more social value in games; at the same time, it works with industry partners and users to create a healthy game ecosystem.
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