In recent years, Shanghai has actively promoted the innovation and transformation of the cultural and tourism industry, empowering traditional culture through modern technology and exploring new paths for digital cultural tourism development. The "Implementation Opinions on Further Strengthening the Protection of Intangible Cultural Heritage in Shanghai" proposes to grasp the trend of digital technology empowering the integration of culture and tourism, and promote the digital application scenarios of intangible cultural heritage that integrate physical and virtual elements.

As a pioneer in the overseas market for domestic mobile games, Lily's Game actively integrates elements of traditional Chinese culture into its products, constantly enhancing the cultural connotation of the game and the creative experience of users. It has collaborated with numerous inheritors of intangible cultural heritage to promote cultural treasures such as Peking Opera and shadow play to the world. During the Spring Festival, under the guidance of the Intangible Cultural Heritage Department of the Shanghai Municipal Bureau of Culture and Tourism, Lily's Game planned and implemented digital cultural tourism innovation projects. Through the modern medium of gaming, representative Shanghai lanterns, local cuisine, and other cultural elements of the city were able to transcend geographical limitations and reach a wider audience.

"Jian Yu Yuan Zheng" Renews Shanghai Lanterns and Creates a New Business Card for Intangible Cultural Heritage

Shanghai lanterns originated from folk traditions and gained prominence in the early 20th century. Their delicate patterns, vibrant colors, and exquisite designs showcase the essence of Chinese aesthetics, earning them a place in the second batch of national intangible cultural heritage list. Lily's game "Sword and Expedition" injects new vitality into the traditional lantern art through game IP and digital technology.

Online, "Sword and Expedition" introduces the "Golden Journey," a virtual animal lantern inspired by three-dimensional lanterns. It accompanies users to explore the virtual world and celebrate the Year of the Snake. A dedicated science popularization page is also set up to enhance users' awareness and attention to Shanghai lantern culture.

Offline, the game production team invites users to visit He's Lantern, the third-generation inheritor of intangible cultural heritage, to observe the process of making the "Golden Journey" physical lanterns. Building on the precise structure and exquisite craftsmanship of He's Lantern, the inheritor innovates in production techniques, artistic expression, and thematic concepts by using vibrant fabrics instead of traditional silk, and replacing circular light bulbs with LED strips. They skillfully recreate the "Golden Journey" and bring the finished product to visit ancient towns. A special video documenting the entire process is also filmed to promote the development and cultural heritage of Shanghai lanterns to a wider audience worldwide, creating a new business card for Shanghai lantern culture in the international market.

"Xiao Xiao Food Street" brings together Shanghai's intangible cultural heritage cuisine to create a taste of Shanghai on the tip of the tongue.

In addition to the creative display of intangible cultural heritage lanterns, local cuisine in Shanghai has also become a highlight of this collaboration. As one of the traditional Chinese cuisines, Shanghai local cuisine is characterized by rich oil and red sauce, moderate saltiness, and delicious flavors.

Under the guidance of the Shanghai Municipal Administration of Culture and Tourism, the Lily's game "Food Street" has reached a cooperation with four famous intangible cultural heritage food brands: Shen Dacheng, Nanxiang Mantou Store, Lvbo Lang, and Songhelou. In the game, they have introduced nine digital cards representing the characteristics of Shanghai local cuisine, such as Ding Sheng Cake, Crab Soup Dumplings, Jujube Paste Pastry, and Squirrel-shaped Mandarin Fish. Users who participate in playing "Food Street" can obtain a complete set of card packs and master knowledge of food culture through "joyful elimination".

At the same time, the game development team has transformed the classic chipmunk IP of "Food Street" into the "promotion ambassador" for Shanghai intangible cultural heritage food. Special check-in spots are set up in offline stores of the cooperative brands to attract local residents, tourists, and game users. While enjoying traditional delicacies, they can scan nearby QR codes to enter "Food Street" and experience a blurry and immersive journey of food culture.

In addition, Lily's game has collaborated with the four brands to produce promotional videos, showcasing the long-standing history of Shanghai's intangible cultural heritage food culture and the unique gameplay of the collaboration. Through widespread dissemination on social media platforms, they aim to continuously promote Shanghai's intangible cultural heritage food, breaking boundaries and gaining popularity.

With the support and guidance from the Shanghai Municipal Administration of Culture and Tourism's intangible cultural heritage department, this collaboration between Lily's game and the intangible cultural heritage protection units is a successful case of integrating local culture with modern technology. It provides new ideas for the digital transformation of traditional cultural tourism and innovative protection of intangible cultural heritage. In the future, Lily's game will continue to explore innovative ways to combine gaming with local culture, creating more attractive digital cultural tourism experiences and attracting more people to "travel with the game" and immerse themselves in the inclusiveness and charm of local culture.