Yicheng gathers friends under the moon, and "games + intangible cultural heritage" emerge together - Yicheng Shijie 2025 CICF×AGF booth celebrates National Day

Oct 10 2025

From October 2nd to 5th, the 2025 CICF×AGF Animation and Game Ceremony was held grandly at the Guangzhou Poly World Trade Expo. As the largest comprehensive animation and game exhibition in China, the main venue of this exhibition covers an area of With an area of ​​82,000 square meters, it has attracted more than 1,000 of the world's top brands to participate in the exhibition, and is expected to receive more than 300,000 visitors at home and abroad. Among them, Yishijie (Hall 1, 1C102), the leading manufacturer of domestic simulation business games Booth), with the theme of "Yicheng Moonlight, Enjoy Temple Fun Together", stands out with its ancient style immersive booth, intangible cultural heritage interactive experience and highly restored character interpretation. It has received more than tens of thousands of players and has become the "Animation + Ancient Style" in South China. A striking case of industrial integration.

Ancient style booth linkage IP: Create an immersive national style travel scene

This is the second time that Yishijie has participated in the exhibition CICF×AGF’s booth is based on traditional festival aesthetics, with antique four-corner pavilions standing in between, restoring the game scene. The lanterns hanging at random under the eaves of the corridor add to the warmth, and the overall design accurately echoes ancient styles such as "This City Has Fertile Farm" and "I am the Big Boss" The visual tonality of the IP makes players feel as if they have traveled through the bustling market in the game as soon as they step in, with a sense of Chinese style and atmosphere. 4 Cosplayers became “game symbols” Activation scene: @ Sugar Holds a Fan recreates "This City Has Fertile Land" ⌈Chengzhu⌋, @阿伟 with "I am the Big Boss" ⌈ Yuan Xiaobao⌋'s cute style has become a popular photo for fans, @苏涒dresses as ⌈Zhao Feiyan⌋ and dances on the stage, @南歌歌装 ⌈Xue Tao⌋ guides players to experience fan calligraphy and realizes the deep binding of traditional culture and game IP.

The stage area of ​​the booth continued to gain popularity due to the Chinese-themed performances taking turns, and long queues formed in the two interactive areas of "Liangtian Yongan Ning" and "Dongjiatong Wealth". Players rush to experience Yijie’s popular products ——The ancient city management gameplay of "This City Has Fertile Farm" and the ancient business simulation gameplay of "I am the Big Boss". The exclusive Chinese-style interactive levels on site make the game content more immersive. "The Chinese-style interactive plot experienced offline is more immersive than the online game!" Many players shared their feelings on the spot.

Intangible Cultural Heritage Paper-cutting Progress Platform: Traditional Skills Collide with New Vitality of Games

The intangible cultural interactive area in the booth became one of the biggest highlights. He Danfeng, a member of the Chinese Folk Literature and Artists Association, a national-level people’s learning star, and the representative inheritor of the Guangzhou paper-cutting project, and He Yihan, a new generation force of Guangzhou’s intangible cultural heritage paper-cutting, appeared together. The two used red paper as material and scissors as tools, and with the crisp sound of cutting, they carved ordinary red paper into small portraits of game characters in "This City Has Fertile Farm" and "I am the Big Boss". Chinese style skills and games The collision of IP shocked the audience. Many players stopped to admire the master's skillful skills and completed their exclusive paper-cut works in just a few minutes. “Being able to come into contact with authentic intangible cultural heritage paper-cutting at the game exhibition, and being able to make one to take home, this kind of Chinese-style experience is so meaningful!” A young player said.

Yi Shijie has participated in CICF×AGF for two consecutive years because of its cultural radiation and player influence in South China. It is understood that Yishijie was established in 2012 In 2017, it has accumulated more than 2,000 games and released a number of industry-leading products with rich and diverse product categories, serving hundreds of millions of users around the world. Offline exhibitions are an important way to have in-depth dialogue with players. Every suggestion from players will help game manufacturers optimize game content and services, so that products can better convey traditional cultural values.

This exhibition demonstrates Yishijie’s practice of using games as a carrier to activate traditional culture. It has not only received widespread praise from players, but also achieved “commercial value + cultural communication” The dual-track parallelization has set up a demonstration sample of the integration of national styles for the animation and game exhibition. I believe that after the exhibition is closed, Yishijie will continue to explore the path of deep integration of cultural heritage and game creation.