In order to comprehensively help the dissemination of the Healthy China Strategy and publicize the constructive achievements of China's rural revitalization, on August 8, 2022, the National Fitness Community Games and the "Building Dreams with One Heart and Moving the Countryside" Quad Competition to Help Rural Revitalization National Fitness were officially launched. As the publicity ambassador of the event, the panda "Apu" was elected as the "International Image of China Giant Panda" with the highest vote in the "Global Recruitment Contest for the International Image of The Chinese Giant Panda" guided by the Information Office of the State Council in 2019.
In order to help the publicity and promotion of the activity, on August 8th, the national fitness day, panda "Apu" launched a digital collection of rural revitalization activities, which called on friends living in the city to go to the countryside to carry out sports, display and publicize the positive and healthy style of Chinese youth and the achievements of new rural development.
As one of the distribution platforms, Eighteen Digital Collections has launched the digital collection of the theme of the Panda "Apu" activity as the core content of the "Summer Sports Theme" series of collections on the platform. Around the different sports and leisure shapes of panda "Apu", four dynamic digital collections were custom-developed: As the Olympic torchbearer, Apu was full of vitality and heroism; Ah Pu, who drags a suitcase, has a free heart, hoping to walk out of the tall building with his friends and come to the new countryside to feel the charm of nature; Ah Pu, who wields freely on the football field, tells everyone with actions that sports is a kind of persistence, and it needs the determination to compete with the summer sun in order to imagine the pleasure of being invigorating; Ah Pu, who runs in the wind with a paper kite in his hand, integrates leisure sports into life, and being close to nature is the greatest happiness!
The distributor of the collection, Beijing Huasheng Zhihai Cultural Communication Co., Ltd., is an entertainment company focusing on science fiction and popular science, with IP incubation and immersive experience as the core, mainly engaged in IP incubation and operation, brand integration marketing, film and television variety production and investment and other related businesses. In 2019, under the guidance of the External Promotion Bureau of the Central Propaganda Department, Beijing Huasheng Zhihai Cultural Communication Co., Ltd. cooperated with the Wuzhou Communication Center of the Central Propaganda Department to launch the "International Image of China's Giant Panda • Panda Apu".
Culture is at the heart of digital collections, and sports culture is also an integral part. Digital cultural and creative products should not be simplistic "replicas", but should adhere to the "cultural and creative empowerment", as a professional one-stop e-commerce platform, Eighteen Digital Collections has always focused on Chinese traditional culture and modern and contemporary excellent cultural and creative content, established a complete content ecological closed loop such as digital marketing, IP incubation, creator support, meta-universe application, etc., and at the same time created a brand certification + creator-operated digital collection operation model. In the future, eighteen collections will continue to excavate and give digital collections cultural connotation and value, explore new forms of digital collection innovation, revitalize culture and art, spread culture to the mass media in a popular way, and continue to export high-quality collection content with cultural value to the domestic market.