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This Is Fujian Debuts | NetDragon Uses Digital Tech to Revitalize Cultural & Tourism Experiences

Marking the start of a new spring chapter, the "Art Enriches, Joyful New Year" event, organized by the Fujian Provincial Department of Culture and Tourism, was successfully held in Fuzhou on February 8, 2026. Zhang Yan, Member of Fujian Standing Committee and Minister of Publicity Department, attended the event. During the event, the immersive AR-integrated publication This Is Fujian was officially launched, with Zhang Yuansheng (Director of Fujian Provincial Department of Culture and Tourism), Kuang Lecheng (President of Xinhua Publishing House), Jiang Shiqiang (Director of Xinhua News Agency's Fujian Branch), and Zhao Mingzheng (Vice Mayor of Fuzhou) jointly inaugurating the book launch ceremony.

Published by Xinhua Publishing House and jointly compiled by the Fujian Provincial Department of Culture and Tourism and Xinhua News Agency's Fujian Branch, This Is Fujian received full technical support from NetDragon. As China's first provincial-level cultural and tourism publication to deeply integrate AR (Augmented Reality), AIGC (Artificial Intelligence Generated Content), and 3D spatial modeling technologies, the book pioneers a new form of cultural tourism reading that is readable, experiential, and interactive, marking a new stage in the deep integration of digital technology with regional cultural expression.

At present, the cultural and tourism industry is undergoing a profound transformation - from "offline experiences" to integrated online-offline models, and from "static displays" to dynamic, interactive formats. Digital technology has become the core driver for activating cultural and tourism resources and innovating cultural expression. The launch of This Is Fujian, an immersive AR-integrated cultural and tourism publication, represents a key practical step toward promoting high-quality development in the industry.

The book is structured around three main chapters: "Land of Fu, Songs of Mountains and Seas", "City of Fu, Fresh Encounters", and "People of Fu, Striving to Win", providing a panoramic portrayal of Fujian's natural endowments, urban landscapes, and cultural heritage. Leveraging NetDragon's self-built AI Content Factory and 3D engine technology, the book seamlessly integrates Fujian's mountains, seas, people, culture, cities, and industries into virtual space, creating a 720° immersive "Mountains-and-Seas Stage" and achieving a leap from "flat communication" of regional culture to a "three-dimensional experience".

Key sections of the book feature AR trigger markers. By scanning them with Rokid AR glasses or a smartphone, readers can unlock digital realms within the book and immerse themselves in the beauty of Fujian's landscapes and the richness of its culture in the metaverse. This design breaks the content boundaries of traditional cultural and tourism publications, transforming reading from a "one-way reception" into "two-way interaction". It aligns with the current demand, especially among younger audiences, for immersive, experiential cultural consumption, while also exploring new pathways for the digital presentation of cultural and tourism content - upgrading publications from mere "information carriers" to fully-fledged "experience gateways".

Notably, the book achieves the digital revitalization and value upgrade of local cultural IPs. Fujian's "Fu Culture" IP character, Fubao, is given a new digital life through AR and AI technologies, upgraded into an intelligent tourism guide. Fubao can vividly introduce local landmarks and provide personalized travel recommendations, offering a "tailored experience for every visitor" in cultural tours. This innovation transforms the "Fu Culture" from a static cultural symbol into a serviceable, shareable, and interactive digital asset, addressing the limitations of traditional local cultural IPs, which often suffer from a single mode of dissemination and limited service capacity.

The release of This Is Fujian also represents a major milestone in NetDragon's deep engagement with the "game + culture & tourism" integration, highlighting the unique role that game companies can play in the digital transformation of the cultural tourism sector. In recent years, NetDragon has continued to leverage its classic game IP Eudemons to create deep links with local cultural tourism. For example, during the 8th Digital China Summit in 2025, NetDragon, in collaboration with Xinhua News Information Center and Xinhua Publishing House, launched the "Digital Mountains & Seas – Game Empowering Fujian Culture & Tourism" initiative. In multiple phases, Fujian cultural tourism IPs were integrated into the game, allowing players to experience intangible cultural heritage elements such as Xunpu Floral Headdress and String Puppetry. Through in-game scenes, items, gameplay mechanics, and character skins, the project both spreads cultural knowledge and drives user engagement. The first phase, in cooperation with the Nanping Municipal Bureau of Culture and Tourism, introduced the game character "Montis Serene", inspired by the Wuyi Mountains' Danxia landscapes, the Nine-Bend Stream, and the misty tea hills, translating Fujian's natural landscapes into symbolic imagery within the game world.

(Montis Serene - Real-Scene Posters)

Beyond integrating cultural tourism content with game IPs, NetDragon is applying digital technology to a wider range of cultural heritage scenarios. In 2026, NetDragon was invited to participate in the "Global Promotion of Chinese Surname Culture" project, leading the development of the China Kinship Tree AI interactive application. Users enter their surname and ancestral origin, and the system intelligently generates a family lineage map, a 3D kinship tree model incorporating Fujian's Fu Culture elements, and a Kinship Blessing Card containing personalized family blessings. This lightweight, emotionally engaging experience connects Chinese communities worldwide, particularly building a digital "heart bridge" for compatriots across the Taiwan Strait. The application is currently in the feasibility verification stage and is expected to be piloted during traditional festivals such as the Spring Festival.

From an immersive AR-integrated cultural tourism publication, to deep collaboration between game IPs and cultural tourism, and further to the digital revitalization of cultural IPs and digital ancestry exploration, NetDragon is driving the digital cultural tourism industry from "point innovations" to a "systemic ecosystem". Its initiative in establishing the Digital Cultural Tourism Branch of the Fujian Provincial Tourism Association further promotes the full adoption and application of digital technologies across the industry from an ecosystem perspective. At present, China's digital transformation of cultural tourism is moving from isolated projects and single-technology applications to full-chain, full-ecosystem upgrades. NetDragon's practices demonstrate a development model that combines technology empowerment, content innovation, and ecosystem co-creation, offering an important reference for the broader industry.