Published by ChinaMNC · Xihu

What a Children’s Art Event in Xixi Reveals About China’s Cultural IP Strategy

A children’s painting event at Xixi Wetland shows how Hangzhou is building cultural IP through museum partnerships and immersive tech. Foreign founders can learn how to align with local cultural initiatives and access resources.

What a Children’s Art Event in Xixi Reveals About China’s Cultural IP Strategy

On October 24, the second Xixi and Water Margin Children’s Painting Activity held its results-sharing session at the Cai Zhizhong Art Museum in Xixi. The event, titled “Children’s Eyes on Xixi, Loyal Hearts Draw Water Margin,” brought together young creators and featured a visit by cartoonist Cai Zhizhong, who encouraged participants to tell new “Xixi Water Margin” stories without being constrained by technique or tools. For foreign founders, this local cultural initiative offers a window into how Hangzhou is integrating cultural IP with education, technology, and tourism—and how your business might plug into that ecosystem.

Event Background and Structure

Co-hosted by the Hangzhou Xixi National Wetland Park Management Bureau and Hangzhou Daily, the activity launched in May and collected 673 artworks from children at 107 schools and art institutions in China and abroad. It was divided into two creative tracks: “Traditional” and “AI.” The traditional track featured diverse styles such as Chinese painting, watercolor, and comics. The AI track was not about one-click generation; according to AI technology expert Xu Zikun, children repeatedly revised prompts, which served as thinking training in problem-solving with AI. Selected works will have opportunities to appear on lightboxes in Xixi Wetland, on large screens in city subways, and in offline exhibitions at venues; some creative ideas may be transformed into official cultural products.

Wang Le, director of the Hangzhou Xixi Water Margin Culture Research Center, noted that the children’s painting activity not only injects youthful energy into the IP but also generates many works full of childlike innocence and clever ideas. The event also benefited from the West Lake District’s efforts to advance the Xixi Water Margin cultural IP, which integrates venue resources and builds a multi-level cultural display cluster, providing attractive and diverse platforms for young people to engage with classics.

“Three Museums in Coordination” and Immersive Experiences

Since the beginning of this year, Xixi Wetland has vigorously promoted the “three museums in coordination” initiative, integrating the Hangzhou Xixi Water Margin Culture Exhibition Hall, the Hangzhou Dai Dunbang Art Communication Center, and the Xixi Cai Zhizhong Art Museum. It has launched Water Margin-themed tour routes and study products. The country’s first fully immersive VR project on the theme of “Water Margin,” titled “Water Margin: Origins,” has also been launched here. Visitors can take on the role of a “righteous hero” and encounter Lin Chong and Lu Zhishen in the Northern Song dynasty Xixi of flying reed catkins, experiencing the birth of the classic firsthand.

For foreign founders, these developments signal that Hangzhou is actively building cultural IP through cross-sector collaboration and immersive technology. If your company operates in education, tourism, cultural products, or digital entertainment, there may be opportunities to collaborate with local museums, participate in themed programs, or leverage government-supported platforms. The Xixi model shows how local governments integrate resources to create multi-layered cultural experiences—a pattern that could extend to other sectors.

Practical Takeaways for Foreign Founders

First, understand that cultural IP initiatives often involve government bodies, media, and research centers. Building relationships with these stakeholders can open doors to pilot projects or co-branding opportunities. Second, the use of AI in creative processes is being framed as educational and collaborative, not merely automated. If your product or service involves AI, emphasize how it enhances human creativity and learning. Third, the event’s reach—from local lightboxes to subway screens—demonstrates how physical and digital channels are combined to maximize exposure. Consider how your brand could benefit from similar multi-channel visibility.

Additionally, the “three museums in coordination” approach highlights the value of clustering related cultural assets. For foreign founders setting up operations in China, locating near such clusters can provide access to talent, partners, and audiences. The integration of VR and study tours also indicates demand for experiential offerings, which could be relevant for edtech or tourism startups.

Operational and Regulatory Considerations

While the article does not detail specific regulations, foreign founders should remember that operating in China requires compliance with local laws, including those related to cultural products, education, and data. Partnering with established local entities—such as museums or government-backed research centers—can help navigate these requirements. The Xixi example shows that government-led initiatives often welcome external participation, but formal agreements and approvals are typically needed.

Intellectual property is another consideration. The event mentions that some creative ideas may become official cultural products, underscoring the importance of clear IP arrangements. If you collaborate on cultural projects, define ownership and usage rights early.

Conclusion

The Xixi children’s painting activity is more than a local art event; it reflects a broader strategy to revitalize traditional culture through technology, education, and tourism. For foreign founders, it offers a case study in how to align with China’s cultural IP development and access resources through collaboration. By understanding these local dynamics, you can better position your business for opportunities in Hangzhou and beyond.

This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.