Adorable 'Tang Niu' IP thrives, showcasing China's creative economy
(ECNS) -- "I've created many cultural IP images before, but few have sparked such a huge market response and won so much genuine affection such as the chibi-style Tang Dynasty (618-907) lady figurine "Tang Niu," said Chinese artist Qiao Qiao.
According to him, the uniqueness of "Tang Niu" lies in the fusion of profound Tang culture with modern visual expression, like a messenger between ancient and modern times, reviving traditional culture through trending styles.
Ten years ago, Qiao was inspired by a Tang Dynasty lady figurine at the Shaanxi History Museum. "Tang Niu" has even appeared on multiple cultural stages from the CCTV Spring Festival Gala to the China–Central and Eastern European Countries Cultural and Creative Industry Forum and even the first China–Central Asia Summit, becoming one of the most influential IPs in Xi'an, the capital of Shaanxi Province.
As "Tang Niu" gets popular, Qiao has successively developed digital collectibles and a "Cyber Tang Niu" version, while exploring ways to integrate "Tang Niu" with various art forms.
Comic books featuring "Tang Niu" as the protagonist have received an overwhelmingly positive market response, with cumulative sales exceeding 200,000 copies. In collaboration with a local tea brand, they launched younger, cute mini tea bricks featuring the "Tang Niu" image, which generated over 10 million yuan (about $1.39 million) in sales in its first year on the market.
Qiao said that Tang Niu's impressive sales performance in the market has far exceeded expectations and is a powerful reflection of the development of China's creative economy.
(By Gong Weiwei)