Walking into Xinghua Road in Longhua Town, Boluo County, IP dolls of the “Dragon Treasure Family” based on the dragon prototype can be seen everywhere, complementing the upgraded streetscape perfectly. With culture as the soul, Xinghua Road now exudes strong charm and has become a popular commercial “small internet-famous spot” with booming popularity and business. Amid the wave of cultural empowerment for rural revitalization, this town with profound historical heritage is taking the “Dragon Treasure Family” IP as a starting point to forge a distinctive path of cultural revitalization.
Cultural Calling Card
The “Dragon Treasure Family” Integrates Longhua’s Historical Culture into a Unique Symbol
“These anime characters are the spokespersons of our Longhua; each doll hides the story of our hometown!” In Longhua Town, the “Dragon Treasure Family” IP is already a household name, and both adults and children can talk about the implied meanings of several characters.
This exclusive IP is a masterpiece of Longhua Town’s in-depth exploration of local cultural context, cleverly connecting distinctive elements such as Chen Xiaonü Shrine, Dongpo Lychee, and the electric vehicle industry. The six characters have distinct personalities and different focuses:
- “Little Dragon Bao” draws inspiration from Longhua’s “dragon” element, laying the image foundation of the “Dragon Treasure Family”;
- “Little Dragon Wu” represents Guan Zhenguo and Li Guobiao, the military generals of the town in ancient times;
- “Little Dragon Dian” is the trendy spokesperson of Longhua’s electric vehicle industry;
- “Little Dragon Xiao”, the only female in the family, is the incarnation of Longhua’s filial piety culture and represents Chen Xiaonü, the legendary figure of the town;
- “Little Dragon Wan”, dressed in red and exuding nobility, inherits the wealth-creating spirit of Chen Baiwan, a local celebrity;
- “Little Dragon Su” is the cultural embodiment of Luofu Immortal Lychee.The deeply integrated cultural connotation has made the “Dragon Treasure Family” the most distinctive symbol of the town’s culture.
To make the IP closer to daily life, Longhua Town has carefully developed a series of derivatives: practical daily products such as refrigerator magnets and cultural clothing are integrated into daily life; food experience products such as lychee preserves and fruit wine have built distinctive brands; digital interactive products such as AR technology interactive experience devices add fun. Through the integrated online and offline communication, the influence of the “Dragon Treasure Family” continues to rise, becoming an important carrier for Longhua’s cultural external communication.
Creative Activities
IP Empowers the Full Burst of Cultural Vitality
The birth of the “Dragon Treasure Family” has injected new vitality into the cultural activities of Longhua Town. Since this year, relying on the IP and local characteristic cultural resources, the town has planned a series of creative activities, making the cultural atmosphere increasingly strong.
Among the characteristic cultural activities, the “Lychee Picking Month” stands out: immersive picking, direct sales from production areas, cloud live streaming and other links have broadened sales channels; the theme garden party allows tourists to experience lychee culture and Hakka customs in joy through parent-child interaction and cultural check-ins. During the “Filial Piety Culture Promotion Month”, various themed activities integrate filial piety culture into different scenarios, and combined with the image of “Little Dragon Xiao”, traditional virtues have taken root in people’s hearts.
In the public welfare field, the innovative “Dragon Treasure Night Market Health Tour” featuring “free clinic + popular science + games” helps residents master mosquito prevention knowledge in an interesting way. The New Era Civilization Practice Institute has pioneered the “civilization practice points + volunteer mosquito prevention and eradication” mechanism, combined with “Little Dragon Bao” animation publicity, which not only uses points to encourage the masses to participate, but also improves mosquito prevention awareness through vivid popular science, creating a good atmosphere of full participation.
The rural children’s palace has also taken on a new look because of the IP: the “Painting Longhua” painting class guides children to depict their hometown with brushes; the “Dragon Treasure Calligraphy Class” stimulates teenagers’ love for Chinese character art; the “Martial Arts Class” allows children to imitate the posture of Dragon Treasure to strengthen their bodies; the love custody class passes on local culture through interesting stories and cultural games. These activities not only enrich the after-school life of rural teenagers, but also sow the seeds of cultural inheritance in their hearts.
Integration of Culture, Tourism and Agriculture
IP Connects Agriculture, Culture and Tourism, Bringing New Models to Industrial Integrated Development
Cultural empowerment of industries has strengthened the confidence in revitalization. Relying on rich cultural resources and beautiful natural scenery, Longhua Town takes the “Dragon Treasure Family” IP as a link to actively promote the integrated development of agriculture, culture and tourism, and explore new paths for industrial coordination.
In terms of cultural tourism, led by the IP, a number of characteristic tourist routes have been created, connecting ancient villages and cultural relics protection units such as Xuri Ancient Village and Chen Xiaonü Shrine with natural landscapes. Among them, the immersive experience tour route of filial piety culture is highly favored, allowing tourists to deeply feel the unique charm of filial piety culture and Hakka culture through “traveling, learning, playing and eating”.
In industrial linkage, the IP empowerment effect is remarkable. In the agricultural field, the image of the “Dragon Treasure Family” is bound with characteristic agricultural products such as lychees and longans to enhance brand recognition and market competitiveness. In the manufacturing field, enterprises are encouraged to integrate IP elements into product design, develop household life products with Longhua characteristics, expand the development space of the cultural industry, and inject new impetus into economic growth.
Cultural Inheritance
Technology Revitalizes Traditional Culture, and Cultural and Creative Products Become New Favorites of Teenagers
Culture has roots, and inheritance has its way. The creativity of the “Dragon Treasure Family” comes from Longhua Town’s adherence to and exploration of historical culture. Located at the foot of Luofu Mountain, this town has many cultural relics protection units such as Xuri Ancient Village and Chen Xiaonü Shrine. To protect these precious heritages, the town has adopted a dual strategy of “restoring old buildings as they were” and activating their utilization: professional teams carefully restore ancient buildings to retain their original style and features; at the same time, a Lingnan architectural culture exhibition belt is built, and new business forms such as creative life halls and handcrafted coffee shops are introduced, turning ancient villages into popular check-in spots.
Technology empowerment has made cultural inheritance more innovative. Taking historical figures such as Chen Xiaonü and Chen Baiwan as prototypes, and combining with the “Dragon Treasure Family” IP, Longhua Town has created the “Story of Longhua” series of cultural products. Using AI digital narrative technology, it decodes the thousand-year cultural context with a younger, story-based and immersive expression. This innovative form has successfully attracted the attention of teenagers, making traditional culture go out of the exhibition hall and become a “fashion culture” loved by the new generation.
The exclusive IP “Dragon Treasure Family” created by Longhua Town has become a bridge connecting tradition and modernity, integrating culture into industrial development and rural governance. It not only revitalizes the thousand-year cultural context, but also injects strong cultural impetus into rural revitalization.
Reporter’s Observation
Culture as a Lever to Boost Rural Revitalization
Longhua Town is a historical town at the foot of Luofu Mountain. Here, one can both feel the thousand-year filial piety accumulated in Chen Xiaonü Shrine and encounter the modern vitality brought by the “Dragon Treasure Family” IP. This town uses culture as a lever to drive rural revitalization.
In this three-dimensional practice of cultural empowerment, the “Dragon Treasure Family” IP image is not only a visual symbol, but also a bridge connecting tradition and modernity—from AR interactive devices to lychee preserve derivatives, from immersive filial piety culture tours to New Era civilization practice points, culture is integrated into industrial development, rural governance and daily life in a perceptible way.
What is particularly commendable is that Longhua also interprets historical figures through AI digital narrative technology and sets up Dragon Treasure-themed courses in the children’s palace, allowing the thousand-year cultural context to take root in the hearts of the new generation. Culture is no longer a specimen in the exhibition hall, but a living water flowing in the rural texture, making young people fall in love with traditional culture and become inheritors of excellent traditional culture.
Longhua’s exploration makes us realize that when culture truly becomes a perceptible life element for the people, the energy it bursts out will be beyond imagination. Traditional culture has radiated new vitality in the new era and injected strong impetus into rural revitalization.
