At the 2026 IAI Chuanjian International Creativity Festival, held in Beijing from June 12th to 13th with the theme "Gathering Momentum for New Growth," Zhang Quan, the head of cultural and creative business at Beijing Zoo, delivered a presentation. He highlighted that Menglan, the giant panda residing at the zoo, is a top-tier celebrity in the panda world, boasting tens of millions of fans across social media platforms.
He discussed that Menglan has never undergone any official commercial development before. The goal is to leverage this high-quality intellectual property and various cultural and creative products to draw more public attention to giant pandas and to promote the concept of harmonious coexistence between humans and nature.
He revealed plans to launch a "Menglan" rocket around the panda's birthday in July this year, aiming to introduce this national treasure and "live treasure" to an even wider audience.
He outlined several key advantages for commercializing the Menglan IP. Firstly, there has been no official commercial exploitation to date, indicating immense potential for future development.
Secondly, the giant panda is a beloved national treasure, and Menglan is a genuine "living celebrity." Unlike transient internet celebrities or pop idols, there is no risk of a damaging public persona collapse, ensuring a stable and enduring image.
Thirdly, giant pandas are immensely popular with international audiences. For companies with global expansion strategies or those looking to enter international markets, this IP represents a highly valuable and attractive partnership vehicle.
"Our various marketing initiatives are not merely about capitalizing on the IP's current popularity," he stated. "We aim for mutually beneficial partnerships that add value. We have already established official social media accounts for Menglan, such as on Weibo, to consistently share daily updates and will collaborate with partner brands on joint campaigns."
Comments