The 18th 2020 China International Digital Interactive Entertainment Exhibition (ChinaJoy) will be held from July 31 to August 3, 2020 at the Shanghai New International Expo Center. The theme of this exhibition is technology • Leading a new wave of digital entertainment. In addition to adding 5G cloud game theme exhibition area, two-dimensional game theme exhibition area, table game theme exhibition area, independent game theme exhibition area and other theme exhibition areas, this year ChinaJoy will also add a new module: Luoshang Chinese clothing • reward
The first Luoshanghuafu • Co-hosted by Hanwei Xinheng Exhibition Co., Ltd. And Nanjing Manzi Culture Communication Co., Ltd. The event will take Chinesefu and Lolita apparel as the starting point, and through the ChinaJoy Cosplay cover contest “Loshang Hua” “Special clothing award”, live show and other methods, so that more young people can understand the culture of clothing that contains multiple elements
Speaking of apparel culture, in recent years, among the young user groups, the quietly rising hanfu boom has attracted much attention. From a small group of cultures in the circle to the current trend outside the circle, the Hanfu fever has also led to the rapid rise of a group of industries named “national style” and “ancient style”, which in turn stimulates the mainstream aesthetic and social trend
According to data from Hanfu industry related reports, as of 2019, the consumer population in the national Hanfu market has exceeded 2 million, an increase of 72.9% year-on-year. The total scale of the entire industry has exceeded 1 billion yuan. In CCTV Finance’s previous “Economic Information Hookup” program, there was a report on the sales of Hanfu in the first half of 2019. The data shows that the sales of Hanfu on the e-commerce platform increased by 146% year-on-year The sales of fashion creative accessories also increased by 94% year-on-year. The main force among them is basically post-90s and post-95s. Under the upsurge of short videos, a group of Internet celebrities led by Li Ziran continue to export this Hanfu culture to more and more distant places, even overseas
The rise of Hanfu culture is also closely related to the game industry. From the early Hanfeng online games to the country-style games everywhere today, from a certain perspective, the two different cultural expressions are actually a mutually reinforcing spiral. The combination of costume culture and games has already become one of the major marketing tools for major game companies. For example, at 2019ChinaJoy, the NetEase booth not only set up an ingenious “cultural experience service”, but also prepared special Hanfu try-on and “Hanfu photo area” services for players
As a cultural symbol, the trend of clothing including Hanfu, in the past two years, is actually more known and accepted by the public in the form of game fashion. For example, in the female dress-up “Miracle Warm”, which featured a dress-up earlier, the costumes such as Ye Ling, Ji Ye Gui Yan, and the first sight of the cloud attracted many female players. In recent years, Hanfu elements have also increasingly jumped away from restrictions on game types and gameplay. For example, “Peace Elite” was recently revealed that a batch of Hanfu suits will be launched soon. The magic theme of “Magic Domain” has also joined hands with the well-known Hanfu community-Hanfu World to realize the cross-dimensional linkage of the “Magic Domain” fashion “Phoenix” and Hanfu
Using clothing as a red line to realize the emotional connection between manufacturers and players has also increasingly become a strategy for some big manufacturers to carry out offline activities. National style games such as “World 3” and “One Dream River” all play the slogan of “Hanfu Lie”, which not only enhances the level of activities, but also deepens players’ understanding of traditional costume culture
Conversely, the rise of the trend of traditional Chinese clothing culture has also virtually influenced the development of the game industry. According to the statistics of the “Guofeng Game Market Report” produced by Tencent Research Institute in 2019, by 2018, the number of users of Guofeng Games has exceeded 300 million, and the entire market has exceeded 30 billion yuan. From 2013 to the beginning of 2019, the number of Guofeng games issued with a version number has exceeded 2,300
Obviously, the traditional Chinese cultural elements such as Hanfu, after being combined with the game, have far more meaning than their own value. It is not only a cultural symbol, but also a cultural carrier, carrying the great rejuvenation of the Chinese nation’s culture, and also the players’ self-confidence and recognition of traditional culture!
As one of the most well-known and influential industry vane and annual event in the global digital entertainment field today, the appearance of Luo Shang Huafu · Appreciation is also the best portrayal of ChinaJoy’s continuous progress with the times. So, what surprises did the first Luoshang Huafu Appreciation Meeting bring to us at ChinaJoy this year! Let’s try it out together!