The civilization of theShu region (Sichuan province) has a long history containing profound cultural heritage. It is an important part of traditional Chinese culture and contributes to China’s diversity. To this day, the area still embodies the ancient Shu culture, ethnic culture, and red culture.

       NetEase Games has been committed to promoting and developing Shu culture. Games such as Justice Online, Eggy Party, Identity V, Tian Xia, and New Ghost have been exploring cultural elements in game design, showcasing the diverse style of the Shu region. Using digital art, the games use modern expression to promote and develop Shu culture.

 

Digital Art Reproducing Lush Landscapes

       Some say the Shu region contains the best scenery. The snow on the western mountain range has been there for thousands of years, while the spectacular clouds atop Mount Emei attract countless tourists. Some NetEase games have adapted the beauty of Sichuan's majestic, unusual, and treacherous topography into their various settings. In this way, they can integrate games and cultural tourism, helping players get immersed in magnificent Chinese landscapes.

　　Mobile game New Ghost collaborated with the Jinsha Site Museum, initiating the "Sunrise Project" to explore ancient Shu culture. The game created the "Jinsha Mirror" sect based on ancient Shu culture, with scenes featuring the shimmering mirror lake and ancient fragrant wood. The inspiration for the mirror lake comes from the Jiuzhai Valley in Sichuan. The game used various technologies to integrate various dynamic effects to the Jinsha Mirror, including lake surface reflections and day-and-night systems, presenting a dreamlike version of Jiuzhai Valley.

New Ghost: the "Jinsha Mirror"

　　With its grand worldview, Tian Xia III includes stunning scenes such as Danping Village, Yijian Tingyu Pavilion, and Zijing Valley in its Shu map. The scene with a colorful pool combines the legend of Nüwa Mending the Sky, replicating the colorful pools from the Huanglong Scenic Area in Sichuan and connecting mythological legends and scenic spots to the game narrative.

Tian Xia III: Danping Village and the Colorful Pool

 

Cultural Symbols Elevating Sichuan

       In addition to integrating natural landscapes into the game, NetEase Games has also explored cultural elements from the Shu region, delving into its historical connotations and leveraging the power of games to help digitally promote cultural symbols.

　　For example, the panda—a prominent symbol of Sichuan and a national treasure—has appeared in many NetEase games. NetEase's flagship martial arts game Justice Online recently launched the "Wind and Bamboo Rhyme" panda-themed weapon skin, in which a panda shuttles among the bamboo shadows. Its emerald green bamboo special effects are elegant and refined, letting players experience the ancient charm of wind stirring bamboo. A jolly version of the panda appears in the casual competitive mobile game Eggy Party, its cute appearance belying a scholarly and refined temperament.

Justice Online: “Wind and Bamboo Rhyme”

　　Sichuan opera shines among Chinese opera traditions, with its many traditional plays and performance techniques. The asymmetrical competitive mobile game Identity V collaborated with the Sichuan opera master Wang Daozheng and his apprentice Jiang Jin to launch an event for Spring Festival in 2023. The game character "Face-Changer" became the spokesperson for face-changing art in Identity V. The Face-Changer guided players to participate in Sichuan opera rehearsals and experience various opera skills, including facial makeup, chair acrobatics, shadow mimicry, fire breathing, and more. While enjoying a novel gaming experience, players could also gain a deeper understanding of the invaluable heritage of Sichuan opera. At the same time, the design of the Face-Changer costume not only incorporated props from Sichuan opera performances such as the vajra pestle, cloud tablet, and water tablet, but also integrated face-changing expressions based on the game's features, thereby also telling the story of Sichuan opera. For example, the Face-Changer would change into a happy white mask when approaching a survivor. In addition, the game Eggy Party utilized its UGC tech to recreate the traditional arch-style Sichuan opera stage, where face-changing art could take center stage.

Identity V: the Face-Changer

　　As winter hearkened the iconic lingering aroma of spicy hot pot and awakened taste buds, the "Sichuan-style Hot Pot Journey" in the game Onmyoji Arena was underway. The "Hot Pot Symposium" hosted discussions on diverse culinary cultures, while the "Hot Pot Quiz" presented easily-overlooked details of hot pot culture. NetEase Game used hot pot culture to appeal to players.

Onmyoji Arena: Sichuan-style Hot Pot Journey

       The game Fantasy Westward Journey collaborated with the Sanxingdui Museum and launched the "Seeking Dreams in Ancient Shu"-themed season in August, inviting players to answer questions and embark on a journey to explore the ancient Shu culture.

 

Combining the Virtual With Reality to Expand Boundaries

       NetEase’s games entice players to roam ancient mountains and rivers, traversing time and witnessing over 1,000 years of cultural change with the Shu region. They bridge virtual and real worlds, integrating with other popular forms among younger generations to forge a connection with Sichuan culture.

　　On the first anniversary of Eggy Party, the game launched the Zero-Gravity Music Festival where a number of high-profile guests performed, including Liu Yi, a Sichuan opera artist, marking the beginning of a cultural journey. Sichuan opera includes graceful movements and passionate singing. When traditional culture integrates with popular music, it unveils a completely new musical world to players.

Eggy Party: The Zero-Gravity Music Festival

　　The game Justice Online also launched its Dialect Co-creation Plan in which players from different regions were invited to use their authentic local dialects to dub NPCs from different regions and backgrounds in the game, presenting a vibrant game world. The player "Chui Ge" became a representative for the Sichuan dialect, working with NetEase Games to safeguard local dialects that have been around for millennia and pass along Chinese culture.

Justice Online: Dialect Co-creation Plan

       In June, Eggy Party held a lifetime adoption ceremony for the panda "Chao Chao" at the Chengdu Research Base of Giant Panda Breeding and named it "Eggy", joining hands with thousands of players to protect the healthy growth of giant pandas.

　　While staying true to cultural roots and fulfilling corporate responsibility,  NetEase has gone beyond mere symbols to explore the combination of games and culture. NetEase Games use digital media to promote cultural inheritance in vast game worlds. By combining the virtual and real, the company can lead players into the Shu region to appreciate its beauty.