China Mobile Games announces the 30th anniversary plan for "Legend of Sword and Fairy" and cooperates in multiple fields to expand IP value

Jul 10 2025

On July 8, on the occasion of the 30th anniversary of the national IP "Legend of Sword and Fairy", Zhongshe Games, as the copyright holder and operator of the IP, officially announced the series of content updates and commercial cooperation plans today. The plan announced this time covers multiple fields such as games, film and television, interactive entertainment, authorized products and physical derivatives, marking that "Legend of Sword and Fairy", a national IP, is moving towards a new stage of development with more diverse values ​​and more prosperous ecology under the operation of the entire industrial chain of China Mobile Games.

This 30th anniversary "Legend of Sword and Fairy" announced that the young and powerful male singer Huang Zihongfan will serve as the "Ambassador for the Immortal Search" and will sing the 30th anniversary theme song "Let's Free". Musical works have always been a very important element in the game "Legend of Sword and Fairy". Many classic melodies that have been passed down for decades are classics that are familiar to players and audiences. One of the key plans of Zhongshe Games this year is the large-scale concert "Night of the Sword of Fairy", which will join hands with many powerful singers to sing famous songs from all generations of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword of the Sword. In addition, the IP of "Legend of Sword and Fairy" is also contributing its own strength to the innovative development of traditional art repertoire. China Mobile Games teamed up with Xiaojuchang to develop a new version of the Yue Opera "Legend of Sword and Fairy", using the "intangible cultural heritage" method to open up a unique story of the fairy sword.

The Animation Series of "Legend of Sword and Fairy III"

In addition to the traditional performance market, attracting more young people and making the IP audience younger have always been the core priority of the IP "Legend of Sword and Fairy". At the beginning of 2025, "Legend of Sword and Fairy" planned a national tour special comic exhibition "One Side of Sword and Fairy". More than ten large-scale offline events will be held nationwide this year, covering major comic exhibitions in ten provinces across the country. The total exhibition area will reach 50,000 square meters. The traffic volume of people in the exhibition area of ​​the event exceeded 30,000 in a single day, and the peripheral products sold on site were quickly sold out. The previously released animated series "Legend of Sword and Fairy III" produced by Tencent Video has been confirmed to be scheduled to be broadcast this year, allowing classic works to burst into a new "two-dimensional" youth storm.

In the film and television sector, China Mobile Games has made steady efforts and actively broadened the boundaries of IP film and television in "Legend of Sword and Fairy". The first original live-action series "The Legend of Sword and Fairy" released on this 30th anniversary is the first new story created by the "Legend of Sword and Fairy" series of film and television dramas trying to create based on the game world view. Another live-action drama "Legend of Sword and Fairy II: The Legend of Yiru" is a key development of the commercial value of popular characters, allowing classic characters to shine with new brilliance. "The Immortal Sword Destined Return to the Dust" and "Remembering the Biography" will be inherited The popularity of the three new TV series "Seeing Xiaoyao Again", "Sword Six Praying Today" and "Sword Four" launched in early 2024 shows the long-term layout and diversified ideas of China Mobile Games in IP film and television.

As the foundation of IP, the continuous investment in the gaming business is the key to keeping it alive. At present, the development of the remake of "Legend of Sword and Fairy IV" is still in progress in an orderly manner. The online mobile game products "Legend of Sword and Fairy: A New Beginning" and "Legend of Sword and Fairy: Sword and Questioning Love" will also continue to serve their core user groups through rich long-term operation activities. In addition, China Mobile Games has another blockbuster IP work "Legend of Sword and Fairy" that cooperates with Kaiying Network, and will also be announced in the near future.

There is also a very novel interactive experience product that will also meet you in October this year. This is a cooperation between China Mobile Games and Beijing Fantasy Company to launch the Xianjian XR project. This project will be available on Apple Vision Pro, get rid of the traditional VR handle operation and brings players a newer and more novel free experience and immersion through gesture operation.

In order to adapt to the development of the digital age, Zhongshe Games chose to cooperate with Jingtan Technology, a subsidiary of Ant Group, to jointly explore the digital presentation of IP assets. The two parties will jointly launch the "Thirty Years of the Sword of Fairy, Jianghu Long-Entertainment Memorial Card", which aims to transform classic characters and scenes that carry the memories of countless players into digital cards with collection and interaction value, creating new IP connection points for users.

In the field of physical derivatives and commercial licensing, Zhongshe has established an extensive cooperative network. During the 30th anniversary, we will cooperate with many professional manufacturers such as Taya Studio, Light Year Studio, Non-play Toys, STAREXVA, etc.Launch a series of high-quality peripheral products such as limited sculptures and action figures, and cooperate with retail brand Marchen to expand offline channels. These cooperation aim to meet the collection needs of fans through high-quality physical products, create a comprehensive and immersive IP derivative ecosystem, and allow the fairy sword culture to be fully integrated into public life.

The 30th anniversary is a milestone and the starting point of a new journey. On the basis of respecting and inheriting the IP core, Zhongshe Games continues to explore its new possibilities under different media and technologies. Whether it is cooperation with professional partners in various fields or attempting new technologies, Zhongshe Games’ goal is to provide users with a richer and more diverse cultural experience, and work with partners to realize the long-term value of IP.