In recent years, Yangpu has been making waves with its "Fun in Digital Yangpu" consumer brand. Anchored in the distinctive regional consumption features of "immersive experiences", "digital innovation", and a "youthful vibe", the district has been enhancing the quality and reach of our services. One standout area is the booming ACGN economy, which has drawn a steady stream of young visitors to Yangpu.

In a recent move to align with the national "first-release economy 3.0" initiative, Yangpu has partnered with Yuewen Group's leading IP - Lord of Mysteries. Together, they have launched a Klein birthday month-themed pop-up event at the B1 level of Bailian ZX Fun Center. This event marks a fresh foray into offline engagement for Lord of Mysteries and the maiden practice of its theme park concept. Through an immersive blend of virtual and real-world elements, it is pioneering a new way to merge ACGN with offline consumer experiences.

Lord of Mysteries, a flagship IP from Yuewen Group, has set the bar for original Chinese online literature. Its distinctive worldview and masterful storytelling have garnered a massive following both in China and globally. The continuous engagement of international fans on digital platforms highlights the unique charm of Chinese IPs in the global cultural landscape.

Since kicking off three weeks ago, the pop-up event has maintained a fever pitch, with the "mysterious" vibe at Bailian ZX Fun Center reaching new heights. It has become a must-visit spot for young enthusiasts. From the moment it was announced, the event drew in dedicated fans from around the world, along with a crowd of white-collar professionals and college students - groups known for their discerning tastes. For them, Lord of Mysteries is more than just a story - it is a cultural icon.

The event seamlessly blends culture, socializing, consumption, and interactive experiences, bringing to life the harmonious relationship between ACGN and urban growth. By combining digital entertainment with commercial real estate in innovative ways, Yangpu is on its way to becoming a leading center for the ACGN industry. This effort not only maximizes the district's consumption potential and cultural allure but also gives a powerful boost to the local economy.

In Yangpu, business models gain greater social significance and economic worth, and culture transforms into a lifestyle that is tangible, interactive, and marketable. Through these innovative efforts, the district is reshaping how young people view and anticipate ACGN. It is elevating youth-driven, digital, and immersive cultural consumption to new heights, establishing a fresh ACGN icon in the minds of young people and breathing new life into the city's digital economic transformation.

Digital and Physical Fusion: A Fan-Fueled Festival across Channels

Fans of Lord of Mysteries are treated to an unforgettable cross-realm celebration, blending digital engagement with real-world immersion:

In the digital realm, fans keep up with the event's pulse through real-time updates. They can tune in from anywhere, follow the action, and decide how to join the fun. Meanwhile, in the physical space of Bailian ZX Fun Center, the immersive settings and unexpected interactions transport fans right into the world of Lord of Mysteries.

This perfect marriage of digital and physical experiences does not just diversify the event - it boosts fans' sense of involvement and total immersion. It is a fan festival like no other, where excitement knows no bounds.

Unveiling the Cube: A Global First and New Tech-Art Hub at Bailian ZX Fun Center

Bailian ZX Fun Center has emerged as a key venue for Yangpu's ACGN-themed commercial hub. With a mix of IP-themed dining, official merchandise stores, and immersive experiences, it has become an all-new space for ACGN fans to shop and socialize.

This time around, Bailian ZX Fun Center has taken things up a notch. A cube-shaped installation called "Mysterious Box" made its global debut in the sunken plaza. This interactive wonderland quickly became a must-visit spot.

In its regular mode, the cube looks like a floating "gift box". It rises and falls gently, as if sending mysterious wishes to everyone who walks by. This design perfectly matches the vibe of "The Fool" Klein from Lord of Mysteries, giving the whole area a mysterious and playful feel. And if you say the right secret word at the right time, the cube has even more surprises in store.

This cube installation is a symbol of Yangpu's innovation in the ACGN industry. It is more than just a showcase for ACGN - it is where technology meets art and IPs. It is also a bridge between the virtual and the real, and between art and everyday life.

New Merchandise Unveiled: Fans Cannot Resist the Temptation

Fans of Lord of Mysteries are in for a treat. The event just launched a brand-new collection of merchandise called the "Fragments of Life" series, all designed to celebrate Klein's birthday. With items like commemorative tickets, double-sided badges, wooden 3D paintings, foldable notebooks, decorative signature boards, and metal figurines, every piece is so beautifully made that fans cannot wait to get their hands on them. There were plenty of fans stopping by to pick up these cool items.

Amazing Cosplayers Bring Lord of Mysteries to the Real World

For the past few days, a bunch of super cool cosplayers have shown up at the event. They dress up as all kinds of characters from Lord of Mysteries, like Fors, Emlyn, Audrey, Leonard, and Klein. Every day, there is a new character to see. With fun themes like "Inspiration Capture", "Miracle Fool", "Treasure Chest Selection", "Psalm Continuation", "Dream Tracing", and "Fourfold Handouts", it feels like the whole world of Lord of Mysteries has come to life. In early March, Audrey and Leonard even threw a birthday party for Klein. It was like a magical conversation across dimensions for the fans and Mr. Fool.

Dive into Fantasy: A Month-Long Party with Music, Dance, and Fun

Imagine a whole month of non-stop fun - it is like stepping into a magical world! There are beautiful collectibles, super fun mini-games, and amazing cosplayers everywhere. Every little thing makes you want to take a picture and share the excitement.

There is even a super cool music dance party. The performances are so lively and inviting that you can just jump in and dance with the cosplayers anytime. It is like the music is bringing everyone together, and you can really feel the magic of breaking through to another world.

Lord of Mysteries 7th Anniversary Celebration: Where Love and Fun Meet

At the 7th anniversary celebration, fans got to do some pretty awesome stuff. They could get their copies signed by the author himself, "The Diving Squid", and even snap a photo with him. Plus, there was a cool interview session where fans could chat with the author in person.

But that is not all! Everyone got a special "signing number plate" to get in, and with it, a super cool, limited-edition autograph board with a flash theme.

Attendees were treated to a unique challenge: the "Mysterious Figure Hunt". They had to track down someone wearing Klein birthday-themed items and exchange a secret signal. Pulling this off granted access to exclusive swag. This playful twist put attendees' sharp eyes and quick thinking to the test. It also added a layer of intrigue, turning the event into a real-life mystery game. It quickly became the talk of the event, bringing fans closer to the IP in a fun and engaging way.

Setting a New Standard for ACGN in Yangpu: Where Virtual Meets Reality

The Lord of Mysteries Klein Birthday Month pop-up event was a huge success. It showed how powerful domestic IPs can be on a global scale and gave fans an amazing experience that really brought the IP to life. Thanks to the support of the national first-release economy 3.0 policy, it blended the virtual and real worlds perfectly, making it a new standard for the ACGN industry in Yangpu.

Moving forward, we are going to keep pushing the boundaries with a youth-driven, digital, and immersive approach and make our ACGN industry even better:

We will keep using policies to give us an edge, like the Shanghai First Release 3.0 policy, to bring new products to the world, open more first stores, and stretch the industry chain further.

We will link up online and offline even more by teaming up with top companies and great resources to create a full-circle ecosystem that combines first releases, sales, and experiences.

We will find new ways to break into the mainstream with domestic creativity and trends, blending ACGNs with everyday consumer scenes.

This month-long "mysterious" buzz is a snapshot of how Yangpu's first-release economy and ACGN industry are growing together. It is also a fresh, youthful example of how Shanghai can become a global consumer hub. As we roll out more innovative ideas, we will keep leading the charge in cultural consumption and give our regional economy a major boost.