Ye Xiu from The King’s Avatar Fronts Switzerland Tourism Campaign

In a landmark collaboration between digital storytelling and global tourism, culture and entertainment group Yuewen and Switzerland Tourism have launched an immersive cultural tourism campaign based on the hit Chinese web novel, The King’s Avatar. At the heart of the campaign is the beloved fictional e-sports champion Ye Xiu, who has been appointed Switzerland’s official “Swiss Travel Explorer”. The campaign marks Switzerland Tourism’s first collaboration with a Chinese online literature IP and signals a new model of cross-cultural engagement.