On January 6th, NetEase's "Against the Cold" mobile game jointly held the "Xiaohan National Wind Festival" at the Hangzhou E-sports Center in China, where Tan Jing, Sa Dingding, Huang Xiaoyun, Huang Shifu, Liu Yu, the intangible inheritor of Kunqu Opera, and the famous dance artist Yang Liping Dance Troupe dancer Bai Tu and other powerful artists, singers, and dancers attended the event to present a national style performance for the players.
Many cosers also wore in-game costumes, interacted with the players, and put on a collective catwalk performance. The official also said that players are encouraged to cos entry, not limited to the characters who are against the cold, and promised that players can wear Hanfu or cos costumes to enter the venue or additional peripheral gifts, and many well-known characters will appear, and the scene is like a large-scale comic exhibition.
This "Xiaohan National Wind Festival" also set up a garden activity in the outfield, where players can collect medals by interacting with NPCs or participating in various mini-games to exchange for peripheral welfare packages. The official said that each of the peripheral welfare gift bags weighed 5 catties and was worth more than 1,000 yuan.
In addition to the singing and dancing performances, many national style exhibition halls were set up in the outfield, displaying the exhibits of many national style masters, such as Li Tinghuai's Ru kiln azure glazed sunflower petal cup, Huang Shanshan's intangible cultural heritage skills to create the true fragrance of the cold water, Qiu Qingnian's ancient method of grinding and inheriting the national color of intangible cultural heritage, etc., so that players on the scene can experience traditional cultural artworks up close.
The event also attracted many domestic brands and well-known brands to join, such as Huawei Mate 60 series, Alien Computer, as well as Chuhe Tingxiang, Mao Geping, Lukfook Jewelry, China Post, SF Express, AutoNavi Taxi, Panpan, Yuanqi Forest, etc.
In addition, Maybe, the champion of the Hangzhou Asian Games "Dota 2" project and the deputy director of the "Against the Cold" Genre Balance Office, also attended the event as a player representative, and as a guest on the spot, he drew welfare awards for the players.
At the end of the event, the official also announced that the total number of active users of "Against the Cold" has exceeded 100 million.
According to the data disclosed in NetEase's third-quarter financial report, the number of registered players of the mobile game "Against the Cold" has exceeded 50 million within 45 days of the open beta, achieving strong revenue and user growth.
The reason why the "Xiaohan National Wind Festival" was held was because it had earned "far more money than expected", so it hoped to give back to the society, do its best to protect cultural heritage, give full play to the role of games as a carrier of cultural transmission, and convey the elegance of the Great Song Dynasty and the essence of national style to the whole society.
At present, the videos related to the Xiaohan National Wind Festival have been played as many as 60 million times, and the related topic challenges have rushed to the third place on the Douyin hot list, and the popularity far exceeds that of similar offline activities of other games.