The Cyber Sousa Award are among the events boosting Xiamen's animation and gaming scene. [Photo/Siming district]

This National Day holiday, the Cyber Sousa (Golden Dolphin) Award partnered with Xiamen-based game My Garden World to bring its game-themed garden to life on Zhongshan Road, building anticipation for the 2026 Xiamen Cyber Sousa Animation and Game Carnival, scheduled for Oct 31 to Nov 1.

The event reflects a wider trend: animation and gaming IPs are moving beyond screens into immersive experiences that blend entertainment, commerce, and tourism. Leveraging its strong animation and gaming base, Xiamen is creating new attractions that drive both tourism and industry growth.

As an early mover in animation and gaming and a national pilot city for new consumption, Xiamen offers up to 40 million yuan ($5.98 million) in subsidies for integrated cultural, tourism, and sports projects, along with tiered rewards in nine areas, including the opening of flagship or first-in-city stores and IP collaborations.

Backed by these policies and platforms like the Cyber Sousa Award, Xiamen is cultivating market-ready IPs. Local firm Qichongji, for instance, brought Thailand's Butter Bear to China through tie-ins with brands like Luckin Coffee and Huawei.

Good IPs need good venues, too. Themed stores and concept shops increasingly choose Xiamen for debuts, while attractions like Minnan Timewalk offer more settings for IP launches and fan events.

Anchored by the Cyber Sousa Award, the city's growing lineup of animation and gaming events continues to enrich its consumer scene and pop-culture credentials.