As the 2024 Strawberry Music Festival kicked off in Humen Town, Dongguan City, thousands of music fans from across the country and abroad gathered to enjoy this vibrant musical celebration. However, the festival offered more than just music; it also marked the debut of Dongguan's exclusive "Guan Xiao E" mascot, themed on the city's famous roast goose.
Designed by the local trendy toy brand Snowblack, "Guan Xiao E" creatively combines culinary art with sweet toy design. Three original products were showcased at the event: a roast goose keychain, a roast goose backpack, and a roast goose pillow. These items not only symbolize Dongguan's culinary heritage but also act as ambassadors for the city's culture.
Reputed for a long time, Dongguan's roast goose attracts many visitors to go out of their way to taste this local delicacy. The launch of "Guan Xiao E" aims to leverage the Strawberry Music Festival as a platform to create a unique, exclusive brand of Dongguan, distinguishing it from other music festivals. It also serves to warm up the upcoming 14th China International Animation and Comic Copyright Protection and Trade Expo.
Scheduled for October 24 to 27 at the Guangdong Modern International Exhibition Center in Houjie Town, the exhibition will feature a dedicated area for "China's Toy Capital," which has doubled in size from previous years. A variety of engaging activities, including a China-Chic script display, a massive parade, a metaverse digital space, and VR costume experiences, will unfold Dongguan's urban charm in full play.
The "Guan Xiao E - A Music-fan Roast Goose" initiative not only introduces a playful character but also represents an active effort to create a cultural IP for Dongguan. The mascot adds a unique cultural flavor to the Strawberry Music Festival and enhances the city's public image.
Currently, Dongguan boasts over 4,000 toy manufacturing companies and nearly 1,500 supporting enterprises, making it the largest toy export base in the country. One-quarter of global animation derivatives are produced in Dongguan, and about 85 percent of China's trendy toys originate from the city. The Dongguan Strawberry Music Festival also features a special booth showcasing multiple local trendy toy IPs, further highlighting the city's vibrant creative industry.
Reporter: Xie Maishi, Mai Qingyi, Liu Huiru
Photo: Mai Qingyi
Editor: Will, James
