Even though I don't play mobile games or watch Japanese anime, I still fell in love with BW.

I’m not a mainstream ACGN fan—at least not in China.

I love anime, but I’m more captivated by the boundless imagination and vivid, enchanting worlds found in Western anime; since graduating from middle school, I’ve hardly watched any Japanese anime.I love video games, but at some point, I gradually lost touch with the evolution of Chinese mobile games, and I know absolutely nothing about the various “second-tier” games currently popular on the market.

When it comes to the things I like, I simply enjoy them for what they are. Although I do buy all kinds of related merchandise, I don’t get involved in fan communities, I don’t participate in online controversies, and I certainly don’t attend any in-person events. I rarely have friends who can discuss my interests with me—even in the editorial department at my company, I’m one of the few who doesn’t play mobile games.Although I really like ACGN culture, the atmosphere here in China—combined with my personal preference for American comics—has never really struck a chord with me. I also don’t think I’ll ever have the chance to be moved by the things I love at a comic convention; no matter how much I love something, there won’t be a moment when it makes me feel truly ecstatic.

So naturally, I’ve never attended many of the domestic comic conventions that have come to be jokingly referred to as “second-rate game conventions,” though that doesn’t mean I don’t have a certain longing for them.

In 2024, while I was browsing a model and toy convention in Beijing, a fellow fan recognized me because I was carrying a “Kamen Rider Build” figure bag and struck up a conversation with me. After chatting for several hours, he told me that if I ever had the chance, I absolutely had to visit Comic Market in Japan.From his description, it sounded like a convention that didn’t care whether you were a hardcore otaku—it only mattered if you were genuinely passionate about it. I quietly made a mental note of it.

That same summer, at SDCC in the U.S., Robert Downey Jr. announced his return to Marvel as Doctor Doom, and the deafening cheers from the audience struck me right through the screen.I envy those who get to witness such moments of passion firsthand—just as I felt regret when *Spider-Man: No Way Home* wasn’t released in mainland Chinese theaters, leaving fans there without even the chance to cheer. If I could witness these moments with my own eyes, perhaps I would have a different perspective on “passion” itself.

So when Bilibili officially announced that Marvel Studios President Kevin Feige would be attending this year’s BilibiliWorld (hereinafter referred to as “BW”) and that Sony would be showcasing *Spider-Man: A New Day*, it really struck a chord with me—a total “real-life person.”I wanted to see for myself what kind of convention could actually make me willing to step out of my comfort zone.

Having experienced the entire event, this tea house correspondent can offer an honest assessment: BW has reached the pinnacle of domestic ACGN conventions and taken another step toward true internationalization. It proves that even someone who has long remained on the fringes of the mainstream ACGN ecosystem can, thanks to the event’s inclusivity, rediscover those heart-pounding moments fueled by passion right here.

01

Butterfly Pupa

On my first night in Shanghai, I was rushing to finish an article with a deadline looming. Struggling with a complete lack of inspiration, I labored away until 5:00 a.m. before I was finally somewhat satisfied with the result. After shutting down my computer, I set my alarm for 9:30 a.m., but my plan to get up early and have the hotel breakfast had to be scrapped.

The first day of the trip began with me still feeling groggy after less than four hours of sleep. I took a taxi to Gate 7 of the Shanghai National Exhibition and Convention Center. Along the way, I saw many cosplayers already in full makeup—some accompanied by friends and family, others walking slowly through the crowd alone, dragging small suitcases.There were many entrances to the venue, but everyone shared the same goal. No matter where we came from or what passions we held, we ultimately gathered here for the same reason.

It was already 10:30 when I entered the venue. I hadn’t done any research beforehand; all I could think about was the Marvel booth.Standing in the circular walkway of the venue with my backpack on, I stood quietly, letting the passing crowd push me along. As I looked down at my phone to find the direction to Hall 6.1H, two young women in 2233 uniforms approached me and asked if I was lost, then casually pointed out a shortcut.They weren’t just cosplayers standing there for photo ops—they were actually providing information services.I ran into them at least three or four times that day in the venue, and later learned that a total of fifty pairs of 2233 staff had been assigned to patrol the venue this year. This thoughtful upgrade to their service allowed me—a first-time BW attendee who hadn’t done any research at all—to navigate the event relatively smoothly once I got my bearings.To be honest, it’s also because the BW venue is really confusing to navigate! I absolutely love how they’ve actively listened to feedback from past attendees and made improvements that show genuine care for the visitors.

When I arrived at the Marvel booth, I was surprised to see so few people—especially since I’d just come from Hall 4.1H, which was packed with mobile game booths.The stage set was truly epic: a global “Day of Destruction” countdown, the Throne of Doom, the small table from *X-Men* where Magneto and Charles played chess, and Mr. Fantastic’s classroom. The attention to detail was so precise that I couldn’t help but let out a quiet cheer.Since there weren’t many people, my tour went smoothly, but I also felt a bit self-conscious and shy. I was dressed in my everyday clothes, slowly sipping from a carton of Yousuan Milk, and stood out like a sore thumb among the other Marvel fans cosplaying as Wanda and Spider-Man. For a moment, I thought to myself, “‘Well, I guess I really am out of place at a comic convention.’”

But as it neared noon, I noticed a long line had formed in front of the main stage. When I took a closer look, I realized it was for completing tasks to claim giveaways.The giveaways at the booth were “Avengers 5: Day of Destruction”-themed canvas bags, and if you collected 20 “likes,” you could enter a raffle for a blind box containing a fan. In that very moment, only one thought crossed my mind: I love Marvel so much—I absolutely have to get that fan!

People around me started opening their social media apps and liking each other’s posts; even a cosplayer—the kind who usually triggers my social anxiety—came up to ask for my help. Infected by this enthusiasm, I gradually let go of my shyness, took the initiative to ask people nearby if they needed anything, and even explained the rules for picking up giveaways to newcomers.Not many people visited the Marvel booth on the first day, but what we gained was definitely more than just those giveaways. In that moment, I suddenly realized that the hesitation, stiffness, and unease I’d felt while walking around the convention were actually just because I hadn’t yet found that spark that truly ignited my passion.

That afternoon, after the giveaways at the Marvel booth had wrapped up, I made plans with a bunch of fellow Marvel fans—we’d all given each other thumbs-up—to meet Kevin Feige the next day.I then slung my Spider-Man backpack over my shoulder and headed to the Sony exhibit in Hall 3.1H with only one goal in mind—or at least, that’s what I thought at the time: *Spider-Man: A New Day*.

Sony’s giveaways are quite interesting. After registering or logging in as a member, you can start a stamp-collecting challenge. Once you’ve collected stamps from all six different exhibition areas, you’ll be eligible for three prize drawings.

Of course, I started by waiting in line at the Spider-Man booth; there weren’t many people there on the first day either.The booth’s design was inspired by the movie’s Chinese release posters, featuring the Hulk, Scorpion, and the Hand all chasing after Peter one after another—but he calmly shoots out his web to stop the armored vehicle and swings toward a brand-new day.There were two interactive stations set up. At the first, you used a web shooter to hit enemies on the wall; if you succeeded, you could claim a Spider-Man-themed mouse treat. At the second, you interacted with AI to generate a limited-edition newspaper in the style of the Daily Bugle.

There must be an expert to offer guidance.

At this booth, I also met a Spider-Man fan. After asking for her permission, I just couldn’t resist taking a photo of her amazing fan-made bento—I was so envious.

After completing the chapter set in the Spider-Man area, I went around to the back of the stage, planning to head to the *Puella Magi Madoka Magica* booth to do a quest, but since it was the series’ 15th anniversary,the line was way longer than I’d imagined, so I decided to head straight to Hall 2.1H to tackle other missions. Just then, I heard a familiar background track; I turned around and saw that it was actually the *Danganronpa 2×2* booth.

Because *Danganronpa* has been targeting an increasingly younger audience in recent years, I’ve felt resistant to it for quite some time—so much so that I’ve even stopped recommending it to friends. It’s precisely for reasons like this that I’ve made a point of playing games without getting involved in the fan community. But when I saw the booth for the new installment, my mind was flooded with countless memories of Jabberwock Island.A couple of days before BW, the game’s release was announced to be delayed until 2027. I also knew that the demo would likely be the same as the ones shown at previous gaming conventions—I’d already seen the gameplay footage, and there was nothing new to it. Yet, I felt an inexplicable urge to try it out, even though I knew full well there wouldn’t be any surprises.I still wanted to press the “Start” button myself. Perhaps this is what I’ve been searching for all along—to recapture that moment when my heart races with passion. Unfortunately, the demo slots for the first day were gone by 10:30 a.m., so I’d already planned out my schedule for the second day well in advance.

When I arrived at Hall 2.1H to continue my Sony stamp collection mission, the first thing I saw upon entering was the *Void Ring* booth, which left me quite puzzled. That’s because in Hall 3.1H, I’d seen many mobile games that I hadn’t played but had heard of—titles like *City of Silver*, *Roar of the Tide*, *Arknights*,*Warframe*… and when I passed through Hall 4.1H, I also saw the remaining titles like *Azur Lane* and *Blue Star*; I’d assumed all these 2D games were concentrated in those two exhibition areas.Especially after walking the entire circuit, I realized that Hall 2.1H was entirely dedicated to streamers and merchandise sales, with many talented cosplay dancers performing to music on the stages. This made *Void Ring*—with its wall pieced together from a dozen or so monitors—seem a bit out of place. However, the photo spot was set up quite well, especially with the holographic projection screen right next to it;From a distance, I really thought it was a cosplayer—it made me marvel at today’s technological advancements.

On my way out of the venue, I just happened to come across a performance featuring its large-headed mascot, so I stopped right in my tracks to watch. I’ve never played the game, but Yongchuta Fei always seems to know everything.I was thinking to myself, “Virtual Ring must be really big—they can even attract big-name celebrities.” After sharing this with my group chat friends, they told me that this was actually the character’s real-life counterpart from the game. In the game, virtual streamers are managed and used in battle by players just like idols—that’s actually pretty novel.Even though I’m just good at repeating tired jokes, I did try to put myself in that shoes for a moment. If I were a virtual streamer fan and a casual gamer, being able to see my favorite character in the flesh at an event and even interact with them would definitely be a moving experience.

While working on my Sony assignments, I visited nearly every exhibition hall and checked out the main stage in Hall 8 ahead of time. Although I only won a backpack in the raffle, I actually won second prize at the Feizhi booth just as the event was winding down, and I left the venue grinning from ear to ear.

By the end of the first day, I realized that the joy of attending a comic convention is something that’s gradually unlocked, bit by bit. I was no longer a complete stranger to this grand event, but had truly begun to get into the swing of things and immerse myself in the fun.When I got back to the hotel and lay down on the bed, a wave of exhaustion washed over me. Only then did I realize I’d apparently slept just four hours and hadn’t eaten a thing. So, can you actually enter a state of flow while exploring a convention? After mapping out my plan for the next day, I drifted off to sleep, feeling content.

02

Sparks Flying

The next day was much more relaxed. I jotted down the route and picked up my *Danganronpa* demo ticket at 9:00 a.m., though I still had to wait until 2:00 p.m. for it to start.When I stopped by the Spider-Man booth on my way, I ran into a foreigner who was also waiting in line for merchandise. I struck up a conversation with him and asked why he was attending BW. His answer was the same as that of the young Black man interviewed below. He’s a Marvel fan,had heard that Kevin Feige would be there this year, and wanted to see if there was any new info on *Avengers 5*. He’d also heard of BW before, and since he’s a big anime fan himself—and overseas ticket sales had just opened—he decided to come check it out. He was blown away by the stage setups here, telling me that even SDCC’s setups aren’t this lavish.After hearing this, I was deeply moved. Perhaps in an era where everyone either envies or belittles each other’s cultures, mutual respect and praise are the true spirit of punk rock.

The next day, the crowd at the expo felt noticeably larger, and since Kevin Feige wasn’t scheduled to appear until noon, I decided to check out some areas I hadn’t visited the day before—places with shorter lines.As I passed by the NVIDIA booth, I spotted a computer that looked fully maxed out, running *Marvel Showdown*—which no one was playing. I walked in to make sure I could play, then immediately switched to my favorite character, Lin Lie. For the first time, I felt that the “Qi Guan Chang Hong” move in the free-for-all mode was so smooth.Just as I was about to switch to Iron Man to try out his ultimate move, a staff member, noticing my interest, explained that this was the latest DLSS 4.5 technology, which significantly enhances image clarity and stability while intelligently adjusting frame rates. With this technology enabled, the visuals were indeed much smoother than on my old machine at home.I also noticed that this demo machine was running the latest-generation RTX 50-series graphics card. Several other games on display—such as *Tidehunter*, *The Forgotten Sea*, and *The End*—all maintained significantly higher frame rates when equipped with this technology,so playing mobile games on a PC will offer better graphics and a more enjoyable gameplay experience in the future.

The computer from *Marvel Showdown* was in use when the photo was taken.

Next, I tried out an AI game where you have to successfully haggle down the price of a watermelon within six turns of dialogue to win. The AI dynamically adapts its behavior—changing its emotional tone and adjusting the price—based on the player’s dialogue, and it even supports voice input (with very accurate recognition).The guy in line ahead of me used the same tactics as in a visual novel—a mix of threats and sweet-talking—to successfully close the deal. After hearing that, I felt too embarrassed to keep playing, but when it was finally my turn, I just mumbled a few half-hearted lines and walked away. I’ll play it again sometime when I’m on my own.

However, what impressed me most at the NVIDIA booth was a computer running JinYing. It was actually the night before, while I was rushing to meet a deadline and using JinYing to create GIFs, that I noticed how much the “one-click rough cut” feature—which works after importing footage—has improved since it was first launched.The staff then demonstrated the smart background removal and beauty/color correction effects powered by RTX acceleration—the process was nearly instantaneous. Aside from lacking the ability to select individual clips found in Premiere Pro, JinYing has already achieved an almost unbelievable level of dominance in the mass market. I couldn’t help but wonder what the landscape will look like once AI matures even further.

After I’d pretty much finished exploring, and with the show set to start in half an hour, I hurried over to Hall 8.Fortunately, the crowd hadn’t gathered yet, but I still couldn’t snag a spot in the front rows. Watching the content creators dance on stage, I prayed that some people would leave by midnight. But as time passed—with 10 minutes, then 5 minutes left before the show started—I grew increasingly restless. The throng was so dense that I couldn’t even set my canvas bag on the ground, so I had no choice but to stand there and pray for his arrival.

Finally, at 12:00, the lights on the main stage suddenly dimmed. The entire venue fell silent for a moment, then erupted into deafening cheers.Following the Chinese-language version of “Zoo” and a performance by Disney’s major shareholders, Kevin Feige—President of Marvel Studios and the mastermind behind the Marvel Cinematic Universe—took the stage, flanked by the Avengers.

In that moment, I couldn’t help but go wild with excitement; the cheers around me were almost enough to shatter my eardrums. When I looked back, the crowd was so dense that I could no longer see the exit to the exhibition hall. Does Marvel really still have this many fans?I was simply moved. Whether they were longtime fans from China or fans who had traveled all the way from abroad, everyone unleashed their purest passion in that single moment. I was jostled by the surging tide of people, yet my heart was racing faster than ever before. Did they feel this way when they saw Robert Downey Jr. play Doctor Doom?I asked myself.

I always thought I’d never have the chance to be moved by the things I love at a domestic comic convention, but at that moment, I truly felt it.That long-lost sense of awe, that thrill of giving my all to what I love—it turns out it was always there; it just needed a place that was inclusive and cosmopolitan enough to awaken it, and BW has done just that. The purity I seek is simply the hope that the things I love will one day be seen by more people.

Feige also shared a video message from the “Big Three” and unveiled the global premiere of the conceptual poster (a tradition for every Avengers movie), which largely aligns with the previously leaked details regarding the initial Avengers lineup and the film’s costumes, makeup, and set design.It’s worth noting that following Liu Simo’s interview with CCTV, some of the controversies and rumors surrounding Shang-Chi have been dispelled, allowing him to be prominently featured on the poster.Meanwhile, Loki—the God of Stories who ties everything together, positioned at the center of the image—and the God King Doom, who covets Loki’s divine power, will be central to the plot of *Avengers 5*. When their clash begins, all things will perish. After seeing this, I’m even more eager for the release of the official trailer and the movie’s premiere.

Disney’s booth was also incredibly lavish this time around, and the line for *My Little Pony* was particularly long. Once global studios start taking BW seriously, not only will they be able to announce the latest news on-site, but the works themselves will also take Chinese audiences’ preferences and feedback into greater consideration—we are the market itself.It’s even possible that once the DCU stabilizes, we’ll be among the first to see the Superman and Batman logos combined—anything is possible.

After the meet-and-greet, I headed back to Hall 6 to pick up a canvas bag for a friend. The booth, which had been fairly quiet the day before, was now packed all the way to the entrance. I struggled to make my way inside, only to discover that Fei Qi had arrived.While waiting for him, I heard someone raving about the recently released “X-Men ’97 Season 2”—he must be a die-hard fan too. I spotted the content creator Captain Superhero right behind me; he wasn’t wearing the white mask he always sports in his videos, but his signature eyebrows made him instantly recognizable.I didn’t say a word. Even when Kevin Feige reappeared to sign autographs for lucky fans, I didn’t get excited again. I just stood quietly in the crowd, watching everything unfold before me—because that one moment I’d been waiting for had already been quietly etched into my memory. It turns out so many people feel the same way I do.

03

Elsewhere

Of course, there were plenty of other surprises at this year’s BW that really caught my attention.For example, many vendors went to great lengths to design woven bags—I was completely won over by the huge backpack from *Blue Star Origin*. Even though I don’t play the game, I went and picked one up anyway. Do you think I’ll actually carry it around? Not necessarily, but picking it up is part of actively participating in the convention’s “giveaway culture.” I might not carry it, but I can’t go without it.

Having already tried out *Persona 4: Revival* at Youxian, I didn’t wait in line again at BW, but as I walked past the booth, they happened to be playing the remastered versions of “Your Affection” and “Signs of Love.” The former is gentle and heartfelt, softly wrapping around the heart;while the latter was lighthearted and sweet, like a gentle breeze on a summer afternoon. I just want to say on behalf of the new singer: she really sang in her own unique style.

I also ran into Manlao at the Star Wars merchandise section—I’ve basically come across all my favorite Western IPs there.

I also had the privilege of meeting the producers of *Diver Dave*, listening to them chat and interact with the audience through a Q&A session. It made me realize that this is the true, original beauty of gaming: a group of people who genuinely love the game sitting together with players who share that passion, discussing fun stories from the development process and sharing their hopes for the future.

I’ve been eagerly anticipating *Danganronpa 2×2*, and even that brief ten-minute preview didn’t disappoint. The new character art and rebuttal animations are both incredibly dynamic—it’s definitely worth the wait. When I got home, I discovered that the official account had just posted a screenshot of me playing the game—yet another perfect response to my passion for the series.

Conclusion

As I walked out of the venue, I was carrying several woven bags—I had so many things I could barely hold them all. In the passageway leading to the subway, the crowd was just as dense as when I arrived, but everyone’s mood was completely different.

This trip to BW finally made me realize that you don’t need a qualification exam to love something.It’s not that I don’t like comic conventions; I just hadn’t found one that truly resonated with me yet. The awkward me standing in front of the booth on the first morning and the crazy me cheering for Kevin Feige in the crowd on the second day—they were both the same person. I don’t need to become anyone else; I just need to be here, allowed to be myself.

I’m not some “niche guy” either—it’s just that I used to habitually draw a line for myself, telling myself that since I don’t play mobile games or watch Japanese anime, I probably didn’t belong here. But BW showed me that this line doesn’t exist at all; at BW, you’re never alone.

BW isn’t perfect, and no anime convention in the world is absolutely perfect—just as I, too, have hesitated and wavered while exploring my inner self. But that’s exactly what moves me about it: we’re all in the midst of our imperfections, yet we’re all already on this journey.I hope to see it open its doors even wider next year and the year after, continuing to maintain this openness and sincerity, growing better and better, and becoming a stage where fans from all over the world are truly willing to come and shine for their passion.

May all forms of love be accepted.