During the National Day Golden Week, the tourism and cultural consumption sector saw a surge in activity, and offline anime and gaming exhibitions also gained momentum.As the “leading anime and gaming exhibition in the Greater Bay Area,” this year’s CICF×AGF Guangzhou Anime and Gaming Festival brought together dozens of games. With exhibitors competing in booth design, product experiences, and on-site interactions, the event has become a key barometer for gauging the enthusiasm of the anime and gaming market during the holiday season.
After arriving at Pazhou Station aboard the B7 Express—Kaiying Network’s exclusive “douche car”—visitors entered Hall 4 of the Guangzhou Poly World Trade Expo Center to find a large crowd already gathered at the Kaiying Network booth, 4B02.*Gu Long’s Chronicles of Heroes* brought the “Jianghu Money House” to the exhibition hall, where Lu Xiaofeng and Lin Xian’er interacted with players in live competitions; the “Guixin Supermodel Group” from *Three Kingdoms: Hearts United* made its debut in Guangzhou, with Cai Wenji and Sun Shangxiang handing out limited-edition gifts on-site.As they moved through the venue, players could take a seat on the classic Shabak Throne from the “996 Legend Box” or embark on a treasure-hunting adventure during the hands-on demo of *The Lost Tomb: Departure*.
Outside the venue, the exclusive “pain cars” have been cruising the streets for over half a month, spanning both the Mid-Autumn Festival and National Day holidays; inside the venue, the four major IPs and four distinct photo spots have been seamlessly integrated. This gathering didn’t stop at the CICF venue—it offered attendees a broader, more immersive exclusive experience.
Looking back at Kaiying Network’s 2026 interim report, the company stated that it would continue to advance its “IP Categories + Innovative Categories” strategy, focusing on core sectors and strengthening its category advantages while adhering to a path of “diversifying IP development.”
Back at the CICF venue, gamers from different interest groups and age groups traveled from far and wide to find IP content they love and that suits them.
01
Two new games transport players into a new martial arts world
Upon closer inspection, each of the Kaiying products on display at this exhibition has its own unique features. Among them, *Gu Long’s Chronicles of Heroes* and *The Lost Tomb: Departure* are both new games based on IPs.For this first in-person encounter with players, the team clearly put a great deal of effort into the event, using meticulously designed stage setups and activities to transport players into a martial arts world they could explore and experience firsthand.
Take the “Gu Long’s Chronicles of Heroes” booth as an example: what catches the eye isn’t a typical exhibition stand, but a meticulously designed money exchange: a wooden entrance flanked by carved window frames, with vermilion lanterns glowing beneath the eaves.Players were invited to participate in a dice-rolling game—not to wager gold or silver, but simply to test their heroic fortune.
The selection of core scenes is quite thoughtful: the money exchange evokes the down-to-earth atmosphere of the martial arts world, where even heroes have expenses and engage in transactions—and these transactions naturally involve both self-interest and personal connections. The complex relationships at play here are precisely what set the “Gu Long-style martial arts world” apart from other wuxia works.At the booth, not only are there NPC waiters to assist players, but characters like Lu Xiaofeng and Lin Xian’er may also step out at any moment to explore alongside them. It’s as if players have crossed the dimensional barrier; through interactions with these game characters, they feel as though they are truly immersed in this martial arts world.A large part of the appeal of the martial arts world stems from this very sense of immersion.
Turning to *The Lost Tomb: The Journey Begins*, it chooses a point of entry that is more likely to resonate with readers of the original novel—Yucun.
Beneath the black-tiled eaves, a wooden fence encloses the courtyard, which is dotted with stone-paved paths, bamboo-woven baskets, green plants, and warm-colored string lights—all adding a touch of the down-to-earth charm of rural life.Standing in a staggered arrangement are cutout figures of Wu Xie, Zhang Qiling, and Wang Pangzi. The slogan beside them—“Let’s set off! Welcome to Yucun”—clearly sets the theme for this small courtyard.
Readers familiar with the original work will recognize the everyday life of the “Iron Triangle” as they live together in seclusion. After countless adventures and trials, Yucun serves as the setting where the three settle down and live together.For readers who have long followed these characters, this ordinary life is equally worth cherishing. In the game, Yucun is also a major feature of *The Lost Tomb: Departure*, where players can design gardens, fish in ponds, and tend to their fields.
The booth transforms this imagination into a space where visitors can step inside and take photos.Through on-site hands-on demos and interactive mini-games, visitors could also win great prizes from Yucun, including Nendoroid figures, Xilai Mian Tou cards, and character felt keychains. This sense of familiarity was sustained, allowing players to take their memories of the characters home with them.
The approach for both products is quite similar: they leverage the crowds gathered at the National Day exhibition to reach potential players from different interest groups; then, through familiar characters, settings, and on-site interactions, they transform the emotions from the story into an immersive experience.
The themes and gameplay mechanics also complement each other.Both titles feature innovative gameplay: *Gu Long: Chronicles of Heroes* emphasizes open-world exploration of the martial arts realm, while *The Lost Tomb: The Journey Begins* highlights treasure hunting, adventure, and puzzle-solving, allowing players to immerse themselves in the world and become part of the story; the in-person exhibition booths convey this new experience to players in a more intuitive way.
Nostalgia and memories associated with the IP enhance the offline experience, while immersive interactions further expand players’ imagination regarding the IP.This mutual reinforcement between the virtual and real worlds is an effective form of product storytelling, and it aligns with the concept behind the “decorated bus” on Bus Route B7 created by Kaiying Network: when classic characters take to the streets and alleys aboard the bus, they become moving photo spots that reawaken players’ memories.This also demonstrates that the connection between games and players extends beyond the screen and into everyday life.
These two new games introduce themes and gameplay approaches that are completely different from those of the past, and they also serve as concrete platforms for the entire Kaiying brand to reach younger players and broaden public awareness.
02
A Familiar IP That Continues to Give Us Reasons to Meet
Compared to the two IPs—Gu Long and *The Lost Tomb*—*Three Kingdoms: Hearts United* and *996 Legend Box* are “old favorites” at the expo.
The CICF expo’s popularity drew not only a large number of “legendary veterans” and “Three Kingdoms lords” but also attracted many Gen Z players, among whom were plenty of potential target audiences for Kaiying.The diverse product lineup Kaiying presented at the event perfectly aligned with the distinct preferences of different player communities, resulting in strong engagement at the booth and an overall impressive exhibition performance.
It’s worth noting that these two products had already made their in-person debut earlier this year during ChinaJoy. The contrast between the two exhibition appearances is actually quite interesting; it shows us that Kaiying is gradually becoming more proficient at organizing events in physical venues.
Take *Three Kingdoms: Hearts United* as an example: the “Hearts United Supermodel Group,” which received rave reviews at the last ChinaJoy, made a comeback appearance at CICF.Shortly before CICF kicked off, the game launched its new Season 4, and the Supermodel Group took to the stage wearing Cai Wenji’s brand-new “Chan Juan Qing Ying” skin, synchronizing with the in-game content to deliver an upgraded live performance.
Sun Shangxiang also made an appearance at the event to hand out limited-edition gifts to players. Players who interacted with the Guixin Supermodel Group received gifts such as limited-edition CD keys, a Green Dragon Yanyue crossbody bag, and a “Red Beauty” themed fan. These merchandise items are both fun and collectible, and they served as a special surprise for longtime players who made the trip to the event.
For the expo, serving existing users and attracting new ones are two parallel tasks: it creates an offline hub where veteran players can gather with like-minded peers, while also providing new players with a gateway to experience the product. User conversion and community building take place simultaneously at the same booth.Online, players typically connect through alliances; during face-to-face interactions, familiar symbols, characters, and world-building lend a sense of authenticity to the player relationships cultivated through ongoing operations.
The concept behind the "996 Legend" booth is similar. The throne from the Shabak Palace was brought to the venue, and a female assassin cosplayer interacted closely with the players in attendance. For longtime Legend players, these symbols are highly recognizable.Memories of sieges, battles, and fighting side-by-side with allies can all be rekindled with a single visit. Players can sit on the throne for a group photo or meet up with fellow enthusiasts in person.
From the City of Shabak, retro internet cafes, and Legend game cards at CJ, to the “Throne Check-in” event at CICF, the 996 Legend Box continually draws on players’ shared memories to create offline experiences.While booth designs may vary, familiar symbols remain the threads that connect players. For platforms that have long managed classic IPs, this connection also provides new topics for discussion within online communities. For aggregation platforms like 996 Legend Box, this sustained exposure holds even greater long-term significance.From CJ to CICF, consecutive exhibitions keep the brand in the players’ field of vision and provide audiences from different regions and circles with opportunities to become familiar with the platform. The brand awareness accumulated through repeated appearances is expected to ensure that when players seek out Legend games, fellow enthusiasts, or related services in the future, they will naturally think of 996 as their gateway.
This also gives the 996 Legend Box’s offline exhibition the dual value of deepening engagement and expanding its reach: it maintains connections with longtime players through nostalgia and interaction, while reaching more potential users through exhibition exposure and sharing with players.The brand awareness built up over time helps subsequent product and content updates garner more attention and lays the groundwork for meeting new user needs. A chance encounter at the expo thus has the potential to develop into a long-term relationship.
What these two products have in common at this year’s CICF is their commitment to continuously giving players reasons to engage with them: *Three Kingdoms: The World Unites* introduces new character skins and on-site interactive experiences, while the 996 Legend Box brings familiar Legend symbols back into offline settings.These initiatives are closely aligned with key industry themes in recent years, such as long-term operation and ensuring the enduring relevance of IPs.
We can already clearly see that the product remains in the spotlight, with interactive content being constantly updated. Offline exhibitions are gradually becoming a regular way for Kaiying to communicate with players: they help keep existing players engaged and give new audiences the opportunity to learn about the product. This represents a further expansion and upgrade of Kaiying’s user engagement efforts.
03
Going Deeper and Broader: Kaiying Continues to “Break Through Barriers”
Having closely followed the development of publicly traded companies in the industry for a long time, Tea House can clearly sense that Kaiying Network has been brewing changes in recent years. From its products to its strategy, this company—once labeled a “legendary giant”—is gradually broadening the public’s perception of it.
From this year’s CJ to CICF, classic retro platforms and diverse new products have shared the stage at an offline extravaganza dedicated to young people. More and more players from the new generation are choosing to gather and check in at the Kaiying booth; this unexpected scene has brought this shift into sharper focus.
In an era when the gaming industry has hit a growth ceiling and the market landscape is constantly shifting, Kaiying Network achieved an 86.06% year-over-year increase in revenue for the first half of 2026, with net profit reaching 1.428 billion yuan—a 50.34% year-over-year increase—making it one of the few companies in the industry to grow against the trend.The core of this growth momentum lies in the company’s clear business strategy: it has consistently leveraged its existing strengths while simultaneously building up resources and capabilities to explore new products, thereby establishing a development model that balances innovative growth with certainty.
On the one hand, there is a push toward deeper development. As Kaiying’s flagship IP, “Legend” has evolved from a scattered portfolio of products to an integrated platform.The 996 Legend Box cultivates user relationships through services such as game distribution, player communities, live streaming, and trading, while expanding engagement scenarios through tournaments and derivative content. By 2025, it is projected to generate revenue of 1.223 billion yuan, representing a 30% year-over-year increase, serving as the “anchor” that underpins the company’s long-term operations.
On the other hand, there is expansion outward. This year’s CICF has provided a clear example: broadening product coverage through diverse IPs, and then enriching the expression of those IPs through innovative gameplay. Familiar characters, world-building, and an established audience base provide a starting point for exploring new products; product design that aligns with the company’s in-house development capabilities, in turn, provides a solid foundation for this outward expansion.
In addition to *The Lost Tomb: The Journey* and *Gu Long’s Chronicles of Heroes*, which were unveiled at this event, Kaiying has also secured a portfolio of well-known IPs such as *The Continent of Douluo*, *Ultraman*, *The King of Fighters*, and *The Legend of the Condor Heroes Trilogy*, while also incubating original IPs like *Seasons of the Year* and *Spirit of a Hundred Trades*.As related products and content are gradually rolled out, this accumulation is expected to enable Kaiying to reach a wider range of interest groups and open up new possibilities for the brand.
This solid track record has also provided a foundation for more cutting-edge exploration. In the field of AI, Kaiying’s SOON game creation platform has expanded to cover development processes such as art asset generation and code generation, exploring more efficient methods of game creation. In May of this year, the company established “Shiguang Chuanxing,” an AI content company focused on the production of AI-generated micro-series and animated series;In August, the company appointed Jin Cheng, a professor and doctoral advisor at Fudan University’s School of Computing and Intelligence Innovation, as the group’s Chief AI Scientist to further deepen its technological R&D and application strategy. From game development to content production, Kaiying’s explorations are expanding into more scenarios.
Seeds have been sown in abundance, and now it is time to wait for them to sprout. As the product portfolio continues to expand, the outline of a “New Kaiying” is gradually taking shape. In the future, the launch of more products and initiatives is expected to open up new growth opportunities across a broader range of product categories and among a wider user base.
原创文章，作者：游茶妹儿，禁止转载：https://youxichaguan.com/en/archives/221198
