October 10，The first "Cute King Festival and 2018 World Mascot Carnival" closing ceremony and Cute King Ceremony hosted by Dayun Town, Jiashan, China's sweet holiday destination，Held at Shanghai Oriental Pearl Tower，Announcement that the 20-day "Cute King Festival" has officially come to an end。This is also the second-dimensional “cute” economy，In Tourism Marketing、A successful practice in creating immersive experience。Xu Chunhong, deputy magistrate of Jiashan County、Ji Jianxin, Director of the County Tourism Development Committee、Dayun Town Mayor Jin Mingmin、Deputy Director of the County Government Office Chu Renggong、Song Liao, deputy director of the Dayun Tourism Management Committee，Ma Lei, Vice President of Lvmama Group and General Manager of Smart Tourism Group，and review expert team、IP cute creature representative、Mainstream media and others witnessed the birth of the first “Cute King”。

This Cute King Ceremony，The curtain kicked off with the cute dance of 8 participating IP cute animals。Active，Mascot Solo Show、Cute creature 188bet app download tug-of-war competition、Cute animal energy competition、Audience interactive game，And a variety of activities such as the "Rainbow" musical Live Show，is a Shanghai resident、Visitors to Shanghai brought a sweet experience。Take "Rainbow" as an example，The play is the first parent-child musical in China derived from the perspective of cultural and tourism integration，Performed at Shanghai Magnolia Theater in early August，Cause great attention，The audience attendance rate is over 90%，Many parent-child families choose "second brushing"。Activity site，After three rounds of professional judges’ scoring and 20 days of online voting，Finally, five cute kings were born at the “Cute King Ceremony”: Yunbao and Youyou, the mascots from Jiashan Dayun、Donkey’s little bag for traveling by Donkey Mama (won the titles of Almighty Cute King and Vibrant Cute King)、The little devil of the internet celebrity instant camera brand。

Jin Mingmin, mayor of Dayun Town, said，As the first town to connect with Shanghai，Dayun insists on following “What is missing in Shanghai，Dayun’s request for “what to make up for”，Do a good job in "filling Shanghai's position" article。From the largest agricultural production base in northern Zhejiang，To change according to Shanghai market demand，Vigorously develop ecological tourism agriculture、Sweet vacation industry，And insist on promoting the integration of industry and finance with "tourism +"，Achieving a gorgeous turn to a sweet vacation destination in China。Now 188bet sports betting app download Dayun has become Shanghai、Popular vacation destinations for residents in Hangzhou and other cities。“Cute King Festival” is an innovation of Jiashan Dayun IP operation，More sweet new experiences will be launched in the future、New business format。Commenting stage，Ma Lei, Vice President of Lvmama Group and General Manager of Smart Tourism Group、General Manager of DMG Yinji Media、Executive Creative Chief Xu Weibing、Shanghai Hengmin Technology Co., Ltd.、Jin Xiangshu, founder of Internet celebrity camera brand Little Devil, etc.，Also separately from tourist demand trends、Brand IP operation、Product IP Operation，Introducing the “eye-catching” effect of 2D IP，The impact of the “cute” economy on tourism marketing、The driving role of the integrated development of culture and tourism。

It is reported，"Cute King Festival" is the first marketing experience event with the theme of mascot IP carnival created by Jiashan Dayun in conjunction with Lvmama Group·Xingqing Culture and others，Mainly immersive sweet and cute pet vacation，In domestic scenic spots、This is also the first time in destination marketing。“Cute King Festival” spans the Mid-Autumn Festival、Two major National Day holidays，Gathering more than 30 cute IPs from various fields at home and abroad，Including popular anime、Travel、Agriculture、Mascots from food and other fields，Being cute on the same stage、Interaction。Take the National Day Golden Week that just passed as an example，With the help of "Cute King 188bet Online Sports Betting and Casino Festival"，The “cute” effect is obvious: Jiashan Dayun receives tourists 35.410,000 people，A new all-time high。Among them，Shanghai、Parents and children in core cities such as Hangzhou、Couple tourists，Occupying the dominant position。

(2018 Cute King Festival Event)

In fact，In the context of global tourism development，As one of the two wings of Jiashan tourism development，Starting from 2016，Jiashan Dayun began to reach a comprehensive strategic cooperation with Lvmama Group，Includes resort planning、IP Design、Brand Marketing、Destination operations, etc.。2017，Jiashan Dayun learns the Japanese cool MA cute (commonly known as Kumamon) operating model according to local conditions，Launched the "Sweet Dayun" brand and original IP image Yunbao；Around Rainbow IP in 2018，Cultural and tourism integration content has been launched one after another，Like a parent-child musical、Parent-child picture book、anime、Twenty-Four Solar Terms Theme Museum, etc.。

In IP two-dimensional marketing、A series of practices including derivatives of culture and tourism integration content，Jiashan Dayun Tourism also gained tourists、Widely recognized by the industry，Take solid steps on the road to building the “No. 1 tourism IP operation town in China”。 Data display，Since the “China Sweet Holiday Destination” brand became an instant hit last year，The number of local tourists has increased by nearly 40% year-on-year。Since this year，Jiangsu、Anhui、Jiangxi、Cities in Sichuan and 188bet Online Sports Betting and Casino other provinces、County-level government，People come to Dayun to inspect the IP operation model。Also，Just before National Day，Kumamoto Prefecture Cool MA Meng Operation Agency Yehe Dayun Tourism Development Agency，Signed friendly cooperation agreement，increase government、Inter-enterprise communication，Share and learn IP operation experience、Jointly organize IP landing activities, etc.。Learn cool MA from the active side，To grow into mutual learning cases，Jiashan Big Cloud IP model has also been recognized by the top international IP teams。