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Xungeer character displayed at the cultural industries expo. [Photo/WeChat account:sxfabu]

Shaoxing recently showcased its thriving cultural and creative industries at the 2025 Yangtze River Delta International Cultural Industries Expo in Shanghai.

One of the most visited displays came from Shaoxing Homeland Culture Development, a company set up in 2021 by the Lu Xun Museum and Shaoxing Huijing Culture Co. The company creates modern designs inspired by local cultural themes. Its mascot Xungeer has gained popularity on social media and encouraged visitors to explore the city's historic quarters, demonstrating how traditional elements can be presented in a way that feels fresh and accessible.

Company representatives stated that their goal is to make Shaoxing's cultural heritage accessible and easy to share through product development and immersive scenes across the city. Officials from the Shaoxing municipal publicity authority said such efforts show how the city is integrating tradition with contemporary life, strengthening living heritage practices and adding new vitality to cultural sustainability.

Digital culture was another highlight of the expo, led by E-Games Town — a hub built around digital creative industries. The town has developed an ecosystem linking gaming, film, animation, and information technology, positioning itself as a major digital culture center in the Yangtze River Delta. Three prominent companies joined the expo, including enterprises expanding cultural products into overseas markets, reflecting the city's ambition for international outreach.

E-Games Town now boasts a full industry chain in gaming, an integrated production system in film, and a comprehensive development model in animation. It is also deepening the integration of culture and technology, advancing the digital culture chain toward higher-end segments, and serving as a key driver in upgrading Shaoxing's cultural industry.