As the mascot of the Zhongguancun Forum, Xiao Guan has deeply integrated into the field of technological innovation with its versatile roles. At times, it serves as the "Chief Communications Officer," building bridges for dialogue; at other times, it becomes the "Tech Pioneer," leading the charge into uncharted territories; and occasionally, it takes on the role of "Creative Lead," infusing cultural products with fresh inspiration. Far from being just an IP symbol, Xiao Guan is the forum's vibrant "cultural footnote," embodying its spirit in tangible form. In the dance between technology and culture, Xiao Guan and the forum together compose a magnificent new chapter of "technology empowering culture and culture enriching technology."
In today's era, IP has transcended its role as a mere symbol, becoming a powerful engine for the revival of traditional culture, a core identifier for corporate branding, and a vivid representation of a city's cultural charm and heritage. In the interplay between the virtual and the real, IP acts as a dynamic link, connecting the weight of the past with the vitality of the present, the steadfastness of tradition with the breakthroughs of innovation, painting a rich and colorful cultural tapestry of our times. Tracing the influence of IP reveals its quiet yet pervasive infiltration into every facet of social life.
Turning our gaze to the tech sector, the Zhongguancun Forum stands as a national-level platform for global technological innovation exchange and collaboration, making it an exemplary case study. Mention the forum, and many will immediately picture the endearing figure of Xiao Guan. It has become a highly recognizable emblem of the forum's annual meetings, spearheading the new trend of deep integration between "technology and culture."
**Multiple Roles of Xiao Guan: Igniting the "Tech + Creativity" Engine** At the forum's annual meetings, the adorable Xiao Guan captures everyone's attention. Its design is ingenious, drawing inspiration from the Chinese character "关" (Guan) in "Zhongguancun," symbolizing the collective aspiration of countless innovators. The antenna-like protrusions and large eyes seem to express boundless curiosity and proactive exploration of the future, while its outstretched arms embody an inclusive and innovative stance. Like an envoy, Xiao Guan carries the mission of "innovation and development," witnessing the flourishing of technology and leading the surge of innovation. Its unique charm has won the hearts of many "Guan fans."
Born on September 12, 2020, Xiao Guan is a Virgo "cutie" with both looks and substance. Over five years, it has continually reinvented itself—venturing into outer space as an astronaut, donning VR glasses to immerse people in virtual reality, and more. Despite its ever-evolving appearances, Xiao Guan remains tightly aligned with tech trends. Starting with a variety of expressive emojis, Xiao Guan entered public consciousness. Later, with the launch of its dedicated series, it embarked on a journey into the heart of technological innovation, sparking intellectual exchanges through formats like "Xiao Guan Dialogues" and "Xiao Guan Science." Here, Xiao Guan shines as the undisputed "Tech Pioneer."
In the world of trendy cultural products, Xiao Guan becomes the "Creative Lead," seamlessly blending tech elements into designs that are both aesthetically pleasing and highly functional. The "Xiao Guan Cultural Shop" is a treasure trove of creativity, with souvenirs and merchandise constantly refreshed. Each annual meeting introduces increasingly diverse and innovative peripheral activities, showcasing the spirit of innovation and delivering one delightful experience after another.
**Diverse Expansion: Xiao Guan Breaks Boundaries with New Brilliance** As forum audiences deepen their understanding of Xiao Guan, the forum's organizers—Zhongguancun International Convention and Exhibition Company—have expanded its IP matrix across cultural products, urban promotions, and themed content. Six new products stand out: forum venue figurines, Xiao Guan paper-cut lamps, fridge magnets, seed-paper bookmarks themed on cutting-edge tech, forum stationery sets, and Xiao Guan T-shirts. Each reflects meticulous craftsmanship.
For instance, the forum venue figurine blends Beijing's ancient architectural charm with modern tech, symbolizing the city's cultural and innovative edge. The paper-cut lamp merges traditional craftsmanship with contemporary tech trends. The seed-paper bookmarks are eco-friendly and allow fans to "grow" their favorite tech themes. The fridge magnets bring innovation "closer to life," while the biodegradable notebook set captures fleeting inspirations before returning to nature. The T-shirts, featuring trendy designs like forum word clouds and traditional paper-cut motifs, let wearers flaunt their style.
Beyond products, the annual meeting integrates Xiao Guan with AI, commercial spaceflight, and autonomous driving—showcasing not just superficial combinations but deep cultural and visual synergy. To maximize outreach, the team designed eye-catching outdoor posters and immersive 3D videos. Xiao Guan's presence lit up screens at Beijing landmarks like Wangfujing and Blue Harbor, alongside bus and building TVs, embedding the forum's influence into daily life.
In content creation, collaborations with major media like People's Daily Digital, CCTV, and China Daily through "Xiao Guan Dialogues" and "Xiao Guan Science" brought expert insights on industry trends and cutting-edge tech to wider audiences, breaking through niche circles.
**Gathering of Tech Elites: Xiao Guan as the Vibrant "Cultural Footnote"** As a premier global tech event, the Zhongguancun Forum convenes top scientists, visionary entrepreneurs, and investors. These elites, united by their passion for innovation, share groundbreaking insights and debate future trends. Xiao Guan, as the forum's lively "cultural footnote," translates its global vision, openness, and innovative ethos into relatable cultural symbols. It personifies the forum's spirit, making high-level intellectual exchanges more accessible and spreading the sparks of innovation across borders through its IP appeal. Together, they script a new era where "technology empowers culture, and culture enriches technology."
**Case Review: Xiao Guan's Unique Value** Xiao Guan's significance lies in being a bridge between tech ethos and cultural heritage. As the "cultural footnote" of a global tech gala, its creative versatility transforms the forum's lofty ideals into popular symbols. It connects the forum's profound core with the public's diverse, emotional world, vividly interpreting the Zhongguancun Forum's spirit and amplifying its brand recognition.
—Global Trend Case Collection Committee
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