On June 19, the 3rd “New Workshop” China Chic IP-based Premium Product Creation Competition, as one of the activities of the 11th “Xinguang Award” China Xi’an International Original Animation Competition undertaken by the School of Higher Vocational Education of Xi’an Eurasia University, kicked off at Xi’an Eurasia University. Over 100 people from relevant government departments, universities in the province, cultural and creative design institutions, IP owners, and brands participated in this activity. This competition aims to further promote the co-construction of industry and education resources, deepen and strengthen industry-education integration, and promote the integration of courses and competitions.

Sun Man, Founder of Xi’an New Workshop Brand Operation and Management Co., Ltd., the operation execution unit of the competition, introduced the theme, content, objectives, and process of the 3rd “New Workshop” China Chic IP-based Premium Product Creation Competition in a systematic and comprehensive way and emphasized that this event will continue to adhere to the tenet of the previous two sessions, achieving win-win results through “IPs + products + design + services”, strengthening professionalism, marketization, and internationalization, exploring innovation potentials of domestic products, creating more domestic brands with traditional cultural characteristics, and building a high-quality cooperation platform for the market linkage, resource sharing, and industry integration of cultural IPs and domestic enterprises. Centering on the theme of “China Chic IP-based Premium Product Creation”, the competition is open to people from all walks of life, including national cultural IP owners, domestic entrepreneurs, designers, manufacturers, and marketers. Participants are required to submit their own works and plans. The organizing committee composed of industry experts, scholars, and entrepreneurs will carry out several rounds of assessment and finally select the winners and provide them with opportunities to promote their works. This competition sets awards for different categories, including the Best Design Award and Excellent Design Award for articles, food, beverage, cultural and creative products, and agricultural products. Participants are encouraged to engage in the in-depth exploration and practice of innovative design, brand building, marketing, and promotion.

Wang Xiaohua, Vice President of Xi’an Eurasia University, delivered a speech at the launching ceremony of the “Xinguang Award” China Xi’an International Original Animation Competition. He said that Xi’an Eurasia University always adhered to the “student-centered” education quality concept, attached importance to school-enterprise integration, focused on school-enterprise cooperation, and maintained close cooperative relations with major enterprises and institutions. The launch of the “Xinguang Award” China Xi’an International Original Animation Competition at Xi’an Eurasia University not only affirmed the school-running philosophy of Xi’an Eurasia University but also provided a platform for students to show their talent. Vice President Wang Xiaohua pointed out that through this competition, the university would further strengthen cooperation with the animation industry, work with enterprise resources, provide students with more career development platforms and practice opportunities, and build a bridge for students to communicate with industry professionals, understand industry trends, and grasp market needs, thus helping students better adapt to industry development. At the end of his speech, Vice President Wang Xiaohua encouraged students to work together across disciplines to create innovative and unique works.

At the launching ceremony, Tangniu Arrived, A Chinese Odyssey, Zhang Qian, and other major IPs were introduced. In addition, the IP owners shared their views on IP creation. The UI Visual Director of MBA Master, the Cultural and Creative Development Manager of Xi’an Changantong Payment Co., Ltd., the General Manager of Shaanxi Fucaiji Food Technology Co., Ltd., The Marketing Department Director of Nayuki Holdings Limited, the Chairman of Xianyang Jingwei Fu Tea Co., Ltd., and the Marketing Manager of Rong Group introduced the needs of enterprises, products, and brands, hoping to find cultural and creative IP works suitable for their own products and brands through the “New Workshop” competition platform and realize co-development.

The launch of this competition marks an important step in the integrated development of Xi’an Eurasia University and the IP industry and the joint effort in empowering domestic brands, enterprises, and students.