From August 1 to 4, the 22nd ChinaJoy was held with great success at the Shanghai New International Expo Center, attracting a total of 410,300 visitors over four days. Marking its 10th anniversary, Tanwan Game made a grand appearance at this year’s ChinaJoy with the theme “Gathering Through Time for Tanwan Fun”, presenting a nostalgic yet innovative “Journey Through Time” to celebrate a decade with players and to convey the brand’s original aspiration of “Get back your playful youth time.”
IP Value Shines Anew with the Encounter of Classic and Diversity
At this year’s CJ booth, Tanwan Game not only showcased classic IPs such as “Legend,” “MU,” and “Yulgang” that carry the fond memories of countless players, but also introduced a range of diversified next-generation titles, including “Tiny Troopers” and “Soul Land: Legend of Evil Slayer.”
As a flagship long-cycle title under Tanwan, “Legend of Origin” celebrated its 5th anniversary with a specially designed “Legend Internet Café” scene, immersing visitors in the nostalgic atmosphere of their past battles and reliving those passionate legendary moments together.
The key title “City of Dragontrail” made a stunning debut with a giant dragon sculpture, becoming a visual centerpiece of the booth and fully demonstrating the game’s epic grandeur.
The classic IPs “Yulgang” and “MU” also unveiled exciting new developments — the launches of “Yulgang: Awakening” and “New Moon Continent” serve as powerful testaments to Tanwan Game’s deep innovation in revitalizing its legacy IPs.
New diversified product “Tiny Troopers” and the in-depth title “Soul Land: Legend of Evil Slayer” drew overwhelming crowds at their demo areas, where long queues of eager players became the most convincing recognition of the products’ appeal.
In addition, titles such as “The Demi-Gods and Semi-Devils 2: Flying Dragon Battles against the Heavens” and “Code name: The Smiling Proud Wanderer” were also presented in exciting form at the booth, further enriching the product portfolio and showcasing Tanwan’s continuous brand innovation and pioneering strength.
On stage, activities such as cosplay showcases, traditional Chinese-style dance performances, showgirl presentations, and tiny trooper battle tournaments took turns captivating audiences. These lively performances attracted large crowds of players to watch and participate enthusiastically, becoming one of the highlights of this year’s CJ. Blending tradition with innovation, and colliding the classic with the diverse, Tanwan Game delivered a spectacular interactive entertainment feast at its booth, creating memorable experiences for players.
Playing Together with Players: Connecting Gamers through the “Tanwan” Brand Philosophy
Stepping into Tanwan’s “Journey Through Time Street”, visitors are greeted by millennial-era street scenes including “Digital Stores,” “Internet Cafés,” and “Convenience Shops”, with every detail narrating the brand philosophy of “Get back your playful youth time.”
To immerse players more fully in this “Journey Through Time”, Tanwan Game designed a checkpoint-style interactive experience, where players collect stamps to redeem a “Tanwan Gift Pack”, allowing everyone to truly play together with the players. Throughout the exhibition area, NPCs such as “Network Administrators,” “Trendy Biker Guys,” and “Bookstore Clerks” actively engaged with visitors, sharing nostalgic Tanwan stories from their youth, intensifying the retro ambiance.
Although the exhibition embraced a retro theme, the interactive experiences were infused with cutting-edge technology. In front of the AI costume-changing station, players could effortlessly transform into “Legend” character skins, experiencing firsthand the thrill of becoming a classic in-game hero. Interactive installations such as photo booths, headline newspaper machines, and retro bullet-screen walls became hotspots for players to check in and share their experiences. This unique blend of nostalgia + technology not only fulfilled the social-sharing needs of young users but also infused the Tanwan brand with fresh vitality.
The immersive retro streets and innovative social interactions allowed on-site players to feel transported back to their youthful playful days, fostering deeper emotional connections between Tanwan Game and its audience through continuous engagement.
Significantly, leveraging its participation at ChinaJoy, Tanwan Game also transformed the exhibition into a platform for rural revitalization initiatives, collaborating with the Publicity Department of Guangdong CPC Provincial Committee, Maoming Municipal Department of Publicity, Maoming Agriculture and Rural Affairs Bureau, and GEGIA to launch the “CJ Longan for the City” assistance program. This initiative aimed to raise awareness of Maoming Longan, expand its brand influence, and contribute to rural revitalization through Tanwan’s efforts.
A New Journey, a Fresh Start, and a Promising Future for Tanwan
At this year’s CJ booth, Tanwan Game also showcased key products for international markets, demonstrating progress in its global strategy. Tanwan officially launched a new overseas brand, “Game Lovin”, signaling its commitment to expanding global business endeavors.
Moreover, Tanwan Game is actively developing its “Food & Play + Trend & Play” brand ecosystem. By synergizing the in-house “ZAZA GRAY” dining brand and the “Bro Kooli” collectible brand, the company has created a unique “game + dining + pop toy” ecosystem.
At the exhibition, long queues formed at the “ZAZA GRAY” Stir-Fried Noodles tasting area, where players could enjoy authentic local cuisine while also engaging with the latest “Cashy Baby” and “Bro Kooli” blind boxes. This cross-industry innovation model fully unleashed the IP’s value across multiple dimensions.
Throughout its decade-long journey, Tanwan has consistently upheld the brand’s core DNA of “Get back your playful youth time.” From reviving classic IPs to exploring diversified fields, from refining platforms to expanding into global markets, “Journey Through Time Street” offered a cross-era interactive experience at this ChinaJoy — not only serving as a stage for showcasing game IPs but also as an immersive entertainment experience bridging generations.
Standing at the 10th-anniversary milestone, Tanwan Game embraces the future with an even more open mindset. In the next decade, Tanwan will continue to create dreams for players, delving deeply into classic IPs while exploring diverse fields. Through innovative interactive experiences and enriched cultural content, Tanwan Game will deliver joy to players worldwide and contribute its enterprise strength to the high-quality development of China’s gaming industry.