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Jiangsu Dongtai Xixi Scenic Area Brand and Cultural Creative Design
Creating the “Dong Gege and Xianxian Mei” Romance Culture IP
Innovation Insights
Project Insight
Dongtai Xixi Tianxianyuan Scenic Area is recognized as the legendary setting of the love story between Dong Yong and the Seventh Fairy.
The project provided the client with a comprehensive brand and cultural creative design solution, covering the scenic area brand system, the Tianxianyuan IP system, a series of digital stickers, cultural merchandise, and related brand applications.
The goal was to transform the area’s traditional love legend into a recognizable contemporary cultural identity and create a complete tourism brand experience.
Innovation Value
More than 200 cultural and creative products were developed for the project.
These included IP-themed merchandise, products inspired by local Sanshang culture, aged tangerine peel wine merchandise, and souvenirs connected with live scenic performances.
Through continuous development and market application, the “Dong Gege and Xianxian Mei” characters became a highly influential local cultural IP and gained strong recognition among tourists and local consumers.
Design Strategy
IP Positioning
Dong Gege
Dong Gege is positioned as an advocate of a modern Han-inspired cultural lifestyle.
The character combines traditional cultural values with a younger and more contemporary visual identity.
Xianxian Mei
Xianxian Mei is positioned as the guardian of beautiful and lasting love.
She represents romance, sincerity, emotional connection, and people’s hopes for meaningful relationships.
Character Personalities
Dong Gege’s Personality
Dong Gege is kind, honest, loyal, righteous, and deeply respectful toward his family.
His character reflects the traditional virtues associated with Dong Yong while presenting them in a more approachable and modern way.
Xianxian Mei’s Personality
Xianxian Mei is romantic, innocent, playful, and imaginative.
Her lively personality gives the IP greater emotional appeal and allows the character to connect naturally with younger audiences.
💡 Solution
1. A Complete Scenic Area Brand and IP System
Dongtai Xixi Tianxianyuan Scenic Area is the legendary birthplace of the story of Dong Yong and the Seventh Fairy.
Based on this cultural foundation, the project developed a comprehensive design system for the scenic area.
The work included the overall tourism brand identity, the Tianxianyuan cultural IP, the Dong Gege and Xianxian Mei characters, serialized digital stickers, cultural merchandise, and multiple tourism-related applications.
This integrated approach transformed the traditional legend into a complete and recognizable modern brand experience.
2. Supporting Local Industries and Tourism Consumption
The IP system not only strengthened the cultural identity of the scenic area but also supported the broader development of local industries.
The characters and brand assets were applied to local specialties, retail products, food and beverage businesses, and cultural tourism spaces.
Examples included Dong Gege steamed buns, a Xianxian Mei milk tea shop, popular cultural merchandise stores, and other tourism-related products.
Through these commercial applications, the project increased the visibility and sales potential of local specialties while creating new consumption scenarios for visitors.
The result was a cultural IP system that connected tourism, retail, food, entertainment, and local economic development.
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