Yuewen, China's leading culture and entertainment group, announced a partnership with the Eiffel Foundation and Bonjour Brand to launch the "Yuewen IP in Paris" initiative during the 10th Bonjour Brand Forum at the UNESCO headquarters in Paris, France, on June 21.

Representatives from the Eiffel Foundation, Yuewen and Bonjour Brand sign and pose with their new deal at the 10th Bonjour Brand Forum in Paris, France, June 21, 2024. [Photo courtesy of Yuewen]

The deal comes at an opportune time, as 2024 marks the 60th anniversary of diplomatic ties between China and France and the China-France Year of Culture and Tourism. Renowned French illustrator Antoine Corbineau has been invited to create fresh visuals for characters from Yuewen's IPs, integrating them with iconic French landmarks like the Eiffel Tower, Arc de Triomphe, and the Louvre.

Corbineau, who has previously collaborated with prestigious brands such as Hermès, Apple, and Google, aims to showcase the captivating blend of Eastern and Western cultures through his designs. His work illuminates the combined cultural legacies of China and France on a global platform.

Characters from popular Yuewen IPs, such as Fan Xian from "Joy of Life," Ye Xiu from "The King's Avatar," and Klein Moretti from "Lord of Mysteries," will undergo a makeover and be extended into a range of IP derivatives, including trading cards. The inaugural collection of these derivatives was unveiled at the "Bonjour Brand Cooperation Achievements Exhibition" at the Eiffel Tower on June 24.

The three major IPs featured in the "Yuewen IP in Paris" initiative exemplify Yuewen's overarching global development strategy. "Joy of Life" has been broadcast in 27 countries and regions across five continents, with its second season being the most-watched Chinese mainland TV series on Disney+'s streaming platform. "The King's Avatar" novel is available in 13 languages, with the English edition amassing over 130 million electronic reads alone. "Lord of Mysteries," which blends Eastern culture with global elements, emerged as Yuewen's most widely read Chinese online literature abroad in 2023.

In recent years, new mediums such as online literature, web dramas, and online games have stirred up a "Chinese wave" globally , becoming known as the three new methods of cultural export. Yuewen, a globally acclaimed IP platform with over 200 million monthly active users, has successfully exported and adapted online literature IPs into various formats, including audiobooks, animations, films, TV series, and games. Its notable successes include the aforementioned TV series and Jia Ling's blockbuster movies "Hi, Mom" and "YOLO," which grossed over 5.4 billion yuan ($743 million) and 3.46 billion yuan, respectively, in the Chinese film market.

Yuewen has collaborated with international partners from the United States, the United Kingdom, Singapore, India, and Japan over the past few years, establishing an extensive IP ecosystem and a comprehensive industry chain and facilitating the entry of its IPs into global markets. The company has outlined "premiumization and globalization" as its primary focus areas for 2024.

With Yuewen's expanding global influence, its intellectual properties are gaining significant international momentum. The company recently secured a strategic partnership with the Singapore Tourism Board and collaborated with the Swiss National Tourism Board on the "The King's Avatar: 25th Anniversary in Zurich" project.

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