Author|Liu Xiaotu

Editor|Li Chunhui

There are still more than 300 days before the opening of BilibiliWorld (hereinafter referred to as BW) in 2025, but Hard Candy Jun, who has just been evacuated from the scene in 2024, has to share two practical suggestions at this moment: friends who don't have some physical strength, don't easily touch the second dimension; As well as preparing desiccant in advance, this activity will only become more and more "trendy" year by year!

Like many people, for the hot scene of BW2024, Hard Candy Jun has actually been mentally prepared. After all, there are as many as 700,000 ticket reservations this year, and on the day of the ticket, 27,000 big members will be sold out in 30 seconds, and 100,000 ordinary user tickets will be sold out in one minute.

Even so, when I saw groups of young men and women running towards the BW venue with the strength of a 100-meter sprint, forming an endless line in front of the major exhibition areas, Hard Candy Jun was still shocked by the enthusiasm of the two-dimensional people - the six major factions attacked the top of the light and slightly lost the literary brilliance; The two-dimensional sports meeting is dominant.

What's even more amazing is the "contagion" of the second dimension. The main battlefield is at the Shanghai International Exhibition, but several major two-dimensional business districts in Shanghai, such as Bailian ZX, Joy City, Metro City, etc., have been driven to "celebrate the New Year together". In the past few days, the concentration of ACG on the streets of Shanghai has increased significantly. According to Meituan data, searches for hotels near the Shanghai International Exhibition increased by 360% month-on-month during the BW period

In 2017, BW landed for the first time, and Hard Candy Jun asked Chen Rui, CEO of Station B, a question at that time: Will the two-dimensional subculture go mainstream through Station B. His answer at the time was, "I can't do it by station B, but when this generation becomes the backbone of society, the things they like will naturally become the mainstream culture." ”

It didn't take long for the prophecy to come true. Especially for today's post-00s, ACG seems to be their mainstream culture.

As an ACG comprehensive exhibition, BW, which has gathered a lot of resources and attention, has witnessed and participated in the whole process of change. Here, we can see the most real two-dimensional ecology, grasp the most cutting-edge aesthetic tastes and consumption trends, and also tap the huge commercial value that still needs to be released.

"I can't play at all"

Rao is an old two-dimensional person who has seen the world, and when he walks into this year's BW venue, he may also become an emoji of "so many people" in seconds. Hard Candy Jun wanted to find an unpopular exhibition area to warm up first, but he didn't expect that there would be players everywhere to check in and collect stamps, and from time to time there was a sigh of "at least 100 million people are here".

This year's BW exhibition area is divided into nine themes, and if you experience all of them carefully, three days will not be enough. Thousands of otaku tour "meet anime", actively support their favorite works; The voice control is crowded with "love voices", and you can interact intimately with popular voice actors; Players from all walks of life rushed to the "game world" and staged fateful encounters with popular IPs again and again...... In short, everyone has the opportunity to be the protagonist of the live interaction.

A number of on-site players told Hard Candy Jun that "it is far more exciting than imagined" is their deepest impression of this year's BW. For example, before the official landing of the event, there was no shortage of staff behind the scenes of social media sharing, revealing that there would be a mecha device and a giant mechanical eye on the scene, which aroused the expectations of netizens early.

However, words or pictures can't replace the scene. It's only when you're standing at the Honkai: Star Rail booth and looking up at the eight-meter-tall and movable Sam Mech that you can truly appreciate that kind of shock. Let's put it this way, almost everyone who passes by this place can't help but take out their mobile phone to take a picture.

The Chia Tai "Light" check-in point of "Light and Love Night", the immersive examination room of "Beyond the World", and the heartfelt exhibition of "The Fifth Personality...... In the "Game World" exhibition area alone, it is crowded with countless cheerful new and old players. It is not difficult to see that in addition to diversified and hard-core materials, the fun of BW this year is also that it provides the ultimate emotional value.

Here is the name of "Love and Deep Space", the employees staged the hunter temptation, Qin Che (bundled version) cage appearance, the protagonist group close-up stickers, and the social cow host sang "Play "Love and Deep Space, be a happy woman", with Qin Che and the loudspeaker shouted, "Don't take a taxi anymore, because, your 'Che' is here".

At the whole scene of "Love and Deep Space", many passers-by who were embarrassed to the circle asked "what kind of game is this", but they didn't expect the old players around to give a hundred different answers. In their words, how to have joy and embarrassment at the same time? It's enough to play Love and Deep Space.

An interesting phenomenon is that this year, BW has also attracted a large number of pan-two-dimensional audiences, and even ordinary "passers-by". In front of the exhibition area of "Volleyball Boy", several college students told Hard Candy Jun that they were members of the school's volleyball team, and they specially made an appointment to check in this popular animation, "as a team building".

There are even many parents who "play with". On social media, a middle-aged mother posted her first experience of watching an exhibition with her son. "I used to only know that this was an activity with red hair, green hair, and blue hair, but it turned out that there were so many beautiful and fun things, and there were so many ways in the second dimension, which was quite interesting." Hard Candy Jun sincerely praised it, could it be that this is a well-known parent in Jiangsu, Zhejiang and Shanghai? It's still the children who eat well.

Here, read about youth culture

Today, if there is anything that is closest to the spiritual and physical life of the younger generation, it must be two-dimensional. Therefore, "what have ACG people been doing recently" has always been a topic of concern for platforms, brands, and creators. BW is an honest mirror, recording and participating in the changes of the two-dimensional ecology over the years, and it is also the best window to observe young people.

Hard Candy Jun has a friend who studies cultural studies, and the topic of his doctoral dissertation is the two-dimensional direction, and he went to BW to do a questionnaire survey at that time, and got a large number of real and valid user samples. Now, the value of BW is no longer limited to display or presentation, but has also become a new popular vane.

The two categories of animation and games can still be played, and there is an endless stream of fans in front of the corresponding booths, which is what we expected. Surprisingly, ACG users have also shown great consumer interest in trendy content such as virtual humans, board games, and painful cars.

Many people's understanding of virtual idols may still be stuck in the era of Hatsune Miku. In fact, in BW's virtual park, hundreds of virtual anchors are on the scene, Chinese, Japanese, and English, which is called a dazzling. What I didn't expect was that there were really fans who cherished them like a few of them, and could introduce in detail the traditional entertainment of each well-known anchor - chasing virtual anchors, these two-dimensional are serious.

It is also interesting to observe the changes in different cultures on the same occasion. For example, board games are not a new content, in previous years, BW also had an independent exhibition area, and the cards of IP such as "One Piece", "Digimon" and "Yu-Gi-Oh" have become popular. This year's breakthrough is that the number of board games participating in sales and experiences has increased significantly, covering various types such as team confrontation, suspense reasoning, simulation management, etc., which can meet the participation needs of users of all ages.

In recent years, the voice and consumption power of young people have been continuously improved, and the once unpopular youth culture has been out of the circle and even entered the house, and the pain culture is one of them. Frankly speaking, only by attending a large-scale event like BW can we truly feel how deeply ACG loves these cultures.

Pain culture is to decorate items with favorite two-dimensional peripherals, such as pain bags, pain clothes, pain mobile phones, and so on. At this year's BW scene, a "conspicuous bag" player with "Genshin Impact" peripherals all over his body became a walking Internet celebrity check-in point, attracting a large number of fans and passers-by to take photos.

What shocked hard candy the most was that high-consumption products such as automobiles have also become the carrier of pain culture. During this year's BW, 600 painful cars arrived at the scene, which was basically unachievable in the past, and it is not an exaggeration to say that it is the largest team building of painful car lovers in the country. It is no exaggeration to say that as a die-hard fan of "Neon Genesis Evangelion", standing in front of a Lamborghini version of the No. 2 machine, I shed tears of poverty (sour) on the spot.

BW landed and the second yuan attacked, and Shanghai in the past few days is not a huge pain city. It is said that the big guys in the folk have begun to hurt the plane! Whether we have a chance to see the world depends on whether BW Nu works hard next year.

The second dimension goes to the "third dimension"

For a long time, ACG and current charge were a pair of antonyms. But now, with the rapid development of ACG culture online, the demand for offline content among enthusiasts is also increasing day by day. Comic exhibitions, live-action entertainment, and immersive experience products are becoming more and more popular among young people.

In fact, in the entire industry thinking, offline ACG is becoming a new traffic entrance and consumption hotspot. In the first half of this year, many traditional shopping malls on the verge of closure held two-dimensional activities and opened surrounding millet stores to attract a large number of young people to consume in the store and achieve PUBG.

In addition to offline peripheral consumption, the demand for offline base of the two-dimensional group is also becoming more and more intense, which is enough to illustrate this year's popularity of BW. At the same time, a large number of brands and shopping malls have linked up with popular two-dimensional IPs to create offline activities such as flash mobs, theme exhibitions, and member welfare days, in an attempt to normalize this kind of consumption.

It is worth noting that the landing of offline content has certain requirements for the volume of IP, otherwise it is difficult to make a volume and communication effect. The volume here refers to both the volume of content and the volume of influence.

As the largest and most popular comprehensive entertainment exhibition in China, BW was not so lively at the beginning, with only nearly 100,000 participants in the first session. Its current achievements are a phased outbreak of long-term accumulation and brewing, which is inseparable from the platform's efforts, user likes and brand support.

Taking this year's BW as an example, in addition to the participation of the technology hardware industry, domestic and foreign head games, and IP copyright holders, there are also brands across different industries such as M.A.C, Pulse, Bayer, MM Bean, and Qingju Bicycle. In addition, even Disney, Sony, Wanda, Tenwen Kadokawa, Aniplex, Lenovo Rescuer and other companies also sent senior executives to visit the exhibition, which shows that they attach great importance to it.

This is easy to understand, the younger generation is a generation with abundant materials and strong spending power, and it is also a generation that has grown up immersed in the two-dimensional culture, they are willing to pay for hobbies, and have developed a good sense of payment. Embracing BW is embracing young people and embracing consumption power.

However, young people pursue additional emotional value and spiritual value in consumption, and brands must be able to play together to capture these groups. This year, BW, M.A.C, invited the popular COSER Karina to interact, which caused many female users to say that "being hard controlled for dozens of seconds" and "paying for love is very worthwhile".

According to iResearch data, in 2023, the scale of China's ACG industry is expected to grow by 27.6% to 221.9 billion yuan, becoming a rare growth track at present, while maintaining double-digit rapid growth for 7 consecutive years. The background of buying valley to save the old mall and the whole people to break into the offline exhibition is that the two-dimensional people have grown into the backbone of society, they have strong purchasing power, and have obtained full right to speak. And whoever can seize the opportunity to create a better experience for the second dimension is likely to occupy a more active position in the industry competition.

"I looked a little strange in the crowd and finally found an organization. It turns out that there are many people in this world who are like me. This passage said by UP master dog Hank on BML (Bilibili MacroLink) in 2015, and Hard Candy Jun still remembers it vividly. Now it seems that we have walked out of the first half of the sentence and officially come to the second half of the sentence.

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