The fantasy adventure of Honkai Academy, the open-world exploration of Genshin Impact, and the deep cosmic journey of Honkai: Star Railway...... Through the strategy of "original IP + long-term operation", miHoYo allows these game elements to cross the boundary between virtual and reality, and even people who don't play games know a little. In 2024, miHoYo will have a new move - for the first time, the "Star Railway LIVE" 2024 Star Dome Railway Concert and the "Star Railway LAND" offline carnival will be held to explore the various possibilities of "game + culture, business and tourism", and inject fresh vitality from the second dimension into the development of regional cultural and economic development.
Focusing on the creative concept of diversified game products, the "Star Railway LIVE" concert program does not stick to conventional ideas, but uses more performance forms such as DJ, rap, Dong songs and even acrobatic performances to explore the integration of scientific and technological innovation and traditional culture. As one player put it bluntly, "It's a concert, but it's more of a 'party' for the players – a party where everyone cheers, applauds, and sings." ”
Compared with the concert, "Star Railway LAND" pays more attention to the offline interaction and play experience of tourists, covering multiple forms such as immersive restoration of game scenes, limited peripherals of activities, interesting interactions, stamp collection and check-in. When tourists experience offline interactive games, they gradually deepen their knowledge and understanding of new cultural products. The relevant person in charge of "Honkai: Star Dome Railway" said that the core idea of the exploration of the extension of the game from online to offline is to explore and play the connecting role of the game, so as to break through the blockage of the integration of virtual and real, unblock new cultural consumption channels, and provide more new cultural consumer products that the public likes to see.
In the exploration of "game + cultural tourism", miHoYo and Xuhui Cultural Tourism have long been "old friends", and the cooperation methods are becoming more diversified and in-depth. In 2021, "Paimon" of "Genshin Impact" became the "Xuhui Youth Culture Star Promoter"; In 2022, the IP character "Mi Youji" of Miyou Club will become the promotion ambassador of the "Hui Literature and Art, Hui Life" cultural tourism consumption season, and serve as the "Source Star Promoter of Shanghai School" in Xuhui District, bringing the public to experience the charm of Xuhui culture from the seven things of "reading, viewing, appreciating, traveling, shopping, living and entertainment"; In 2023, "Honkai: Star Dome Railway" will move from virtual to reality, with giant installations, customized peripherals and limited activities attracting more young players to come to Xujiahui business district to check in, and immerse themselves in the Shanghai-style charm and commercial prosperity of Shanghai Xuhui. In 2024, miHoYo will launch the "Dream of Stars" theme event in Xujiahui business district, which not only breaks the dimensional barrier, but also skillfully integrates Shanghai-style culture with modern game culture, injecting fresh blood into Xuhui's commercial and cultural landmarks.
Text: Hongmei Street
Reporter: Yang Yixiu
Editor: Chen Haixiao
Proofreading: Geng Jieyu
Reviewer: Wei Li