The IP "Jin Gugu" for the Golden Rooster and Hundred Flowers Film Life Season. [Photo provided to ftz.xm.gov.cn]
Xiamen Film Festival Co Ltd, based in the Xiamen Free Trade Zone, has officially partnered with Zhejiang Huaguoshan Cultural Media Co Ltd on the intellectual property (IP) "Jin Gugu" for the Golden Rooster and Hundred Flowers Film Life Season.
The project was facilitated and successfully brought to fruition by the International Film Copyright Trading Platform, a key initiative within the Xiamen FTZ.
Building on the reach of the Golden Rooster national film platform, both parties will tap into Huaguoshan Cultural Media's expertise in animation IP, visual design, and derivative collectibles to drive close collaboration in IP development and joint content creation.
The previous Golden Rooster and Hundred Flowers Film Life Season. [Photo provided to ftz.xm.gov.cn]
Going forward, the two parties will center their efforts around "Jin Gugu" as the core IP, focusing on the development of a full range of creative products, including blind boxes, designer toys, everyday lifestyle items, and digital content.
In parallel, they will roll out offline experiential events such as pop-up stores, art exhibitions, and creative markets, aiming to embed the "film + creative" and "film + city" concepts into real-world consumer experiences.
With its cute and lively design, "Jin Gugu" has appeared at the festival's closing ceremony, city-themed events, and online interactive campaigns.
Its mission is to bring film culture closer to the public and embody the vision of "bringing cinema into everyday life". The character holds significant potential for creative product development and youth-oriented marketing.