opening words

　　At present, new cultural formats such as popular games, online novels, digital art, and cloud exhibitions are developing rapidly, telling vivid Chinese stories to the world.

Innovating the mode of communication and promoting Chinese culture to go global is not only an expansion of the core and boundaries of the traditional cultural era, but also an open exploration of "activating" intangible cultural heritage.

The series of reports launched by this newspaper today aims to accumulate cultural trends, promote industrial renewal, strengthen digital empowerment, and more creatively promote Shanghai's cultural brand and sing the voice of China.

　　■Our reporter Xuan Jing

　　The national rhyme is reborn, and the heroes go on an expedition.

A few days ago, the Shanghai local game company Lilith Games launched the national style celebration version of "Sword and Expedition" for the third anniversary, released the new hero Mulan and the theme song "My Way" and "Destiny", and jointly named the inheritors of intangible cultural heritage to create a Chinese cultural charm. Various game skins.

At present, the two theme songs have been played nearly 3 million times on the Bilibili (Bilibili) platform, and about 600,000 times on overseas platforms, allowing players around the world to experience the unique charm of Chinese culture through games.

"The song is beautiful and beautiful, and the animation conveys emotions and stories very well. I can't wait to get the role of Mulan!" Overseas players have expressed their love for the new hero and the Chinese style version.

　　The national style-themed games are popular, and the essential reason is the confidence, recognition and rooting of the traditional culture of the Z generation; the domestic game "going overseas" has a strong momentum, and its internal logic is the dual-core drive of creative production quality and Chinese cultural influence.

"We have always been keen to promote Chinese culture and Chinese stories to the global market in the form of games. The national style version of "Sword and Expedition" is a new exploration." According to Hu Rui, the co-founder of Lilith Games, "Sword "And the Expedition" not only launched the skins of the new heroes Mulan, Wukong and Wu Song, but also displayed and broadcast the national style theme song and promotional videos through the giant screen in New York's Times Square and overseas social platforms, pushing shadow puppetry, Peking Opera facial makeup and other intangible cultural heritage to the world In front of the public.

　　Show Chinese temperament and tell the story of oriental heroes to the world

　　"Mulan's deeds are well known, and what we want to tell is the spiritual core of Mulan's grasp of her own destiny." The design team of "Sword and Expedition" revealed that their inspiration revolved around "Mulan Ci", showing brave and unyielding firm will, humility and tolerance. Chinese temperament.

Considering the characteristics of Mulan's disguise as a man, the character's hairstyle is designed with a bundle of hair, which is both soft and sassy; the overall color of the costume is mainly red and black, black represents her brave side, and red shows her fiery heart; when Mulan wins The bundle of hair will be removed, revealing the gentle side of the girl.

　　It is reported that the theme song "Destiny" of the two protagonists is sung by American singer Tang Bohu Annie and Chinese singer Dai Quan. At the same time, a silhouette-style concept PV was launched. The fighting spirit of the mythical character Sun Wukong who does not succumb to fate.

Tang Bohu Annie came to China with her parents at the age of 10, and chose to stay in China to work and live as an adult. Hua Mulan is her favorite hero.

"Chinese culture has a unique charm. I fell in love with it slowly during the process of learning Chinese. I hope this cooperation can contribute to the spread of Chinese culture." Another Mulan exclusive character song "My Way" "Singed by singer Zuyanashi, it incorporates opera singing style, combined with exquisite animation, to tell the world the story of oriental heroes.

The video was simultaneously launched on multiple platforms at home and abroad, arousing heated discussions among Generation Z players.

　　"Sword and Expedition" and "Awakening of Nations" are self-developed products of Lilith Games, which have been downloaded by more than 100 million overseas users.

On the list of the top 52 global mobile publishers in 2022 released by the data agency Data.ai, Lilith Games ranked 19th.

"Sword and Expedition" has national characters such as Mulan and Wukong; "Awakening of Nations" includes Chinese historical celebrities such as Cao Cao, Guan Yu, and Sun Wu. The game activities also incorporate traditional Chinese festivals and historical and cultural themes.

In 2022, Lilith Games released a new game "Dislyte", which won the first place in the AppStore download list and the top ten best-selling list in the US market in the first month of its launch.

This game combines Nezha, Wukong, Nuwa, Yang Jian and other mythical characters with trendy culture and trendy elements that young people love, allowing global players to understand Chinese mythological symbols through another way of interpretation.

▼Downloaded to the second edition (uploaded to the first edition)

　　Integrating game features, allowing Generation Z to fully experience the unique charm of intangible cultural heritage

　　"Persevere, even if no one cares about it; dare to break through, and use seventy-two changes to deal with eighty-one difficulties." In the new version of "Sword and Expedition", Mulan joins the army, wreaks havoc in the Heavenly Palace, and Wu Song fights the tiger Corresponding to the emotional narration of the young singer Liu Yuxin, Si Xianwei, the inheritor of Peking Opera facial make-up techniques, and Qin Ligang, the inheritor of the intangible cultural heritage Yunmeng shadow puppetry.

The promotional video points out the current difficulties faced by the inheritance of intangible cultural heritage, the integration of youth and national quintessence is difficult, the audience's understanding of national quintessence is difficult, and the "back wave" is difficult to inherit national quintessence, and this film is the younger generation's answer to this—— "National rhyme rebirth" is our responsibility.

　　At present, new thinking and re-absorption of traditional culture has become a trend, and intangible cultural heritage is an extremely distinctive symbol of traditional Chinese culture.

Co-branded with the inheritor of non-inheritance, the national style version of "Sword and Expedition" launched the new skins of "Monkey King" and "Shadow Puppet".

The art design of "The Monkey King" is based on the setting of Monkey King, and incorporates elements of Peking Opera into the setting of Tang costumes, Futou and costumes.

The shape design of "Shadow Artisan" is based on the classic story "Wu Song Fights the Tiger". The pattern of the clothes refers to the Chinese knot elements, and the face and joints are in the style of organ dolls.

Si Xianwei and Qin Ligang participated in the skin design and dubbing. They praised the communication with young people and young culture as very interesting, and they were very happy to contribute their modest efforts to the inheritance of intangible cultural heritage.

"Good art and culture should be seen and liked by more people, and cooperation with different fields can inspire me more."

　　According to reports, the surrounding stores of "Sword and Expedition" launched a gift box for the National Style Celebration, which contains a newly designed National Style Celebration Notebook, a stamp album co-branded with China Post, and new skins "Monkey King" and "Shadow Artisan" images. Shadow play props gift box.

Players can perform shadow puppetry by themselves, bringing tradition back to the present and bringing back childhood memories.