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UNI-STAR Debuts at the 20th Cultural Fair, Showcasing New Culture with New Quality Productivity.

宣布时间：2024-05-23

The 20th China (Shenzhen) International Cultural Industries Fair opened on 23 May. At this top-level cultural festival in China, UNI-STAR, as an industry-leading digital cultural and creative enterprise, participated in the event with a variety of its cultural and creative boutique products and four major AI-enabled platforms, and joined a group of 40 key cultural enterprises in Sichuan to showcase the new explorations and achievements of "Culture + Technology" to the industry.

UNI-STAR at Shenzhen International Culture Fair

The 20th edition of the fair was jointly organised by the Propaganda Department of the Central Committee of the Communist Party of China (State Press and Publication Administration, National Copyright Administration and National Film Administration), the Ministry of Culture and Tourism and the State Administration of Radio and Television. The Sichuan Pavilion, under the theme of "Digitally Enabled Cultural Sichuan", focuses on the effectiveness of Sichuan's cultural digitisation construction and the new scenes and modes of digital culture.

With its high growth and strong innovation in the field of digital culture and innovation, UNI-STAR has been repeatedly recognised by the industry and has been nominated for the "2023 Top 10 Outstanding Game Operators", "2023 Top 100 Sichuan Enterprises", "2023 Outstanding Online Game Enterprise" and "2023 Top 100 Sichuan Enterprises". 2023 Outstanding Online Game Enterprise' and other awards. At the scene, UNI-STAR's "AI-enabled R&D and operation integration" model attracted widespread attention from the industry, with mainstream media such as Sichuan Daily - Sichuan News, Sichuan TV, Huaxi Metropolis News - Cover News, Sichuan News, Daily Economic News and so on covering the story one after another.

The 20th China International Cultural Fair was officially opened.

Building a new play ecology and promoting the new development of the industry.

As the "No.1 cultural fair in China", the fair is a "parade ground" for the latest achievements and cutting-edge trends in the high-quality development of the nation's cultural industry. It is worth mentioning that online games, considered one of the "three new things" of culture going overseas, made a big splash at this year's fair, showing the international influence and spread of Chinese culture in all aspects.

Take the Sichuan Pavilion as an example, the Sichuan Games Pavilion was specially set up at this year's expo. Under the theme of "Building a New Game Ecology and Promoting New Industry Development", the Sichuan Game Innovation and Development Centre focuses on Sichuan's game research and development, publishing, distribution, investment, events and competitions, and showcases the effectiveness of the innovative development of Sichuan's online game industry in various aspects.

Sichuan pavilion attracts visitors.

The person in charge of UNI-STAR said, "Online games have the dual characteristics of culture and technology, and with a huge audience base, they have a unique advantage in inheriting and promoting traditional culture. Sichuan is rich in cultural and tourism resources, and UNI-STAR will use technology as the engine and culture as the soul to tell Sichuan's cultural story, continue to promote the high-quality development of the cultural industry, and promote the integration of culture and tourism to write a new chapter.

AI empowers game production, accelerates renewal of traditional culture.

Science and technology innovation is the first driving force to improve the quality of productivity and lead development. UNI-STAR insists on taking technological innovation as the internal driving force to cultivate new quality productivity and activate new development momentum. Combining AI, big data, VR, cloud computing and other technologies, UNI-STAR has independently researched and developed a series of AI-enabled systems, covering the entire process of R&D, testing, release and operational growth, forming a complete AI-enabled system for game industrialisation.

UNI-STAR's AI-enabled game lifecycle

UNI-STAR's proprietary AI-powered systems now enable dynamic revitalization of cultural heritage for younger audiences. Its flagship Chinese fantasy RPG "Sword Fantasy" exemplifies this vision, embedding traditional elements across world-building and gameplay design to craft culturally resonant narratives for global players.

Through AI-driven innovation, Sword Fantasy has digitally resurrected the treasures of the ancient Shu civilisation through in-game events such as Sanxingdui-inspired fashion shows, mythical panda spirit companions and interactive reenactments of the Zigong Lantern Festival. These immersive experiences break down geographical and temporal barriers, allowing players around the world to engage with thousands of years of cultural heritage through cutting-edge gameplay.

Panda elements are incorporated into the promotional poster for "Sword Fantasy".

Actively Participating in Social Welfare and Contributing to the Development of Good Society.

While vigorously promoting the new mode of "AI-enabled research and operation", UNI-STAR is also constantly exploring innovative modes of social welfare, bringing in new thoughts and practices to expand the new frontier of game + social welfare.

Focusing on the issue of village revitalisation, UNI-STAR has launched special public welfare activities such as "Star Table Tennis Rural Journey", "ChengXin Aid-Farmer Charity Program" and "UNI-STAR's Village Library Public Welfare Programm", forming a public welfare programme that combines sports, consumption, culture and other activities to help the villagers. UNI-STAR has created a three-dimensional assistance programme that integrates sports assistance, consumption assistance and cultural assistance to help revitalise the villages in various aspects. It is learnt that UNI-STAR's village revitalisation series of public welfare activities have entered many cities and towns, such as Beichuan in Sichuan Province, Leibo in Sichuan Province, Ganzhou in Jiangxi Province and Nansha in Guangdong Province.

To cultivate Internet literacy among minors, UNI-STAR also launched the "UNI-STAR Guardians of Youth Public Welfare Class", which focuses on improving Internet literacy, cultivating healthy and safe Internet behaviour and preventing Internet addiction, etc., and launched family-based science popularisation, education and guidance activities. In January this year, the "UNI-STAR Guardians of Youth Public Welfare Class" visited the Chengdu Cultural Centre, where it held face-to-face interactive classroom exchanges with dozens of family groups, allowing parents and children to learn more about Internet literacy in a pleasant and fun atmosphere.

UNI-STAR Entertainment continues to push the boundaries of the public welfare model, bringing in new thoughts and practices. In the future, UNI-STAR Hootsuite will adhere to the leadership of party building, uphold the principle of innovation, vigorously develop new-quality productivity, promote the high-quality development of the cultural industry, and continue to make practical contributions to the development of society in the direction of good and benevolence.

UNI-STAR and major cultural companies participated in the exhibition.