Shanghai Launches Animal-Inspired Tourism IP to Boost Spring Festival Visits
Event summary
- Shanghai Municipal Administration of Culture and Tourism launched five animal-inspired idol groups as cultural and tourism IP on February 12, 2026.
- The IP features internet-famous animals from major scenic spots, including Piaopiao (pony), Dingding (chimpanzee), Junjun and Meimei (brown bear siblings), Hongtang (tiger), and Xiaxia (beluga whale).
- A 1-minute Chinese New Year greeting video featuring the idols at iconic landmarks went viral, driving online engagement.
- Offline immersive experiences include themed buses, stores, and airport displays, with special ticket packages available for the Spring Festival.
The big picture
Shanghai's move to animal-inspired IP reflects a broader trend in tourism marketing, where cities are increasingly using character-driven narratives to differentiate themselves. The strategy aligns with global shifts toward experiential travel, where emotional connections drive visitor loyalty. The success of this initiative could set a precedent for other cultural hubs looking to blend digital engagement with offline tourism.
What we're watching
- Brand Longevity
- Whether the animal-inspired IP can sustain long-term engagement beyond the Spring Festival season.
- Commercialization
- The pace at which merchandise and ticket sales convert viral attention into revenue.
- Competitive Differentiation
- How Shanghai's approach compares to other cities leveraging IP-driven tourism strategies.
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