Baotietie animated about trip to Thailand
At the second Yangtze River Delta International Cultural Industries Expo, Shanghai UUCMM Cultural Multimedia Co Ltd, an enterprise based in Nanxiang Town’s World Economic City, authorized animated film production rights, distribution rights, derivative product development rights of the enterprise’ Baotietie to Thailand’s film and television animation production company Xhabition.
The Thai company will invest a total of 40 million yuan (US$5.71 million) in the production, promotion, distribution and market operation of Baotietie in Thailand, according to UUCMM.
“Our company and Xhabition will jointly produce the first season of a 26-episode animation, in which Baotietie will interact with Thai cartoon characters, such as Mango Sticky Rice,” said Li Baicong, executive director of UUCMM.
UUCMM created the Baotietie character in 2015. Looking like a steamed bun with a band aid on its head, Baotietie embarks on a series of adventures with his friends, mostly food wasted by people.
After he visited Nanxiang and took a bite of the local xiaolongbao steamed buns, Li saw the potential of the cultural integration of animation and intangible cultural heritage.
Li said the Thai company contacted UUCMM in 2016.
A few years later, the Nanxiang government signed a strategic cooperation agreement with UUCMM at the 2018 Yangtze River Delta Cultural Expo to name Baotietie as the global ambassador of the time-honored Nanxiang xiaolongbao.
“We hope that the crossover between intangible cultural heritage and animation can help foreigners better understand traditional Chinese food and culture in a light-hearted way,” said Li.
From Nezha to Baotietie, Chinese cartoon characters are drawing global attention and Nanxiang is attracting animation-related enterprises by upgrading its animation industrial chain and optimizing industrial services.
There are more than 1,000 animation and game enterprises in Nanxiang at present, with a total output value of 10 billion yuan.
The Huanqiu ACG (Animation, Comic and Game) Industrial Base in Nanxiang is home to many domestic animations including Baotietie. The industrial base, focusing on animation industry incubation and entrepreneurship, was established in Jiading in 2017.
In two years, the industrial base has gathered over 60 animation-related enterprises with more than 200 employees. Last year, the production tax of the base exceeded 5 million yuan.
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