Forging Youthful IP Events, Expanding Guizhou’s New Global Brand

Under the theme of “E-sports Ignite Dreams in Digital Guizhou”, the first “Z-Generation”(China-ASEAN-Japan-South Korea Youth) Colorful E-sports Competition and Guizhou Universities E-sports League, a key project of the China-ASEAN Education Exchange Week, was launched in Zunyi, Guizhou Province in May 2025.

This event has attracted the participation of many influential universities both at home and abroad (including domestic universities such as Peking University, Tsinghua University, Fudan University, and universities from countries like South Korea, Thailand, and Cambodia). Universities in Guizhou have also been widely involved. A complete set of tiered series of events, including campus competitions, regional competitions, and the finals, have been meticulously constructed based on each university. At the same time, taking the empowerment of the integrated development of culture, tourism, and sports by e-sports as a breakthrough point, it has deeply promoted the exploration and practice of e-sports professional talent cultivation in Guizhou universities, carried out the construction of an integrated e-sports platform for industry, academia, research, and application, broadened and provided more high-quality employment channels in emerging fields, and opened up new directions for Guizhou’s “Vocational Education Going Global”and industry-education integration.

Tens of thousands of students from universities in Guizhou Province participated in the competition. After several rounds of fierce competition, 20 teams from Guiyang, Zunyi, Qiannan and other regions will qualify for the finals. In July this year, they will gather in Guiyang during the China-ASEAN Education Exchange Week to compete for the championship with nearly 30 teams from universities in Beijing, Shanghai, Guangzhou, Shenzhen, ASEAN countries and the Belt and Road countries.

International youth gather in Guizhou for competition, cultural tourism and sports integration break through the circle and go viral.

The event has adopted the idea of converting online traffic into offline retention, and innovatively launched the “e-sports + culture, tourism and sports”integration model. Relying on the cultural resources of Guiyang-Gui’an, it has planned and created five cultural and tourism routes such as the “Inquiry Journey”and the “Red Journey”. At the same time, it has planned the construction of ethnic characteristic e-sports hotels, professional venues and youth training bases, forming a consumption loop of “watching the game - sightseeing - immersive experience”. As of the time of publication, according to the statistics of the entire network, the event has been spread over 82 million times through all platforms during the event period, driving the online and offline traffic of Guiyang-Gui’an’s culture and tourism, achieving the value transformation from “event traffic”to “culture and tourism traffic”, and helping Guizhou accelerate the creation of a world-class tourism destination.

The synergy between industry and education empowers the e-sports ecosystem, and the collaboration between universities and enterprises builds a talent cultivation system for e-sports.

Guizhou Open University (Guizhou Vocational Technology Institute) has joined hands with Guizhou Media Vocational College, Qiannan Normal University for Nationalities and other institutions, as well as the Guizhou Electronic Sports Industry Association, to promote the integration of education, culture, tourism and sports through sports events. Guizhou Open University (Guizhou Vocational Technology Institute) and the Guizhou Electronic Sports Industry Association have jointly established the “Guizhou E-Sports Industry-Academia-Application Integration Platform”. Through this platform, they have empowered the events to create an industry-education integration mechanism, training over 50 college e-sports enthusiasts from the Guiyang and Qiannan regions into industry talents with professional certification capabilities. Guizhou Media Vocational College has leveraged its media professional cluster advantages to form a 120-member team of teachers and students to participate in the event’s communication and publicity. They have created over 120 short videos about the event and conducted full coverage, providing support in short video editing, self-media operation and other communication aspects. The event content has been viewed nearly 3 million times in total. By deeply participating in the event’s communication process, they have innovatively constructed an “education and competition integration”industry-education integration model, specifically cultivating application-oriented talents with the ability to comment on events and create video content. Taking event communication as the entry point, they have promoted the cultivation of “e-sports new media”professionals in Guizhou, forming a sustainable ecosystem where the industry supports teaching and teaching empowers regional development, providing an innovative model for colleges and universities to empower regional industrial upgrading.

The international autonomous IP event drives the development of the entire ecological chain.

By leveraging the continuously held “Z E-sports”international self-owned IP event and constantly expanding its influence, the China-ASEAN Education Exchange Week truly aims to unlock long-term value, creating a “Follow E-sports to Tour Guiyang”integrated sports and tourism brand path. This initiative aims to activate and utilize the rich cultural and big data resources of Guiyang-Gui’an. Through promoting the event, it will boost publicity and production, strengthen and complete the e-sports ecosystem in Guizhou, and quickly cultivate an e-sports industrial chain with Guizhou’s characteristics in Guiyang-Gui’an. It is hoped that international and domestic youth will come for e-sports and stay in Guizhou because of it, forming a sustainable closed loop of “watching games - sightseeing - staying in Guizhou”. This will enhance Guizhou’s international appeal and youthful vitality, inject vitality and driving force into Guizhou’s opening up and social economic development, and present an image of “colorful”, “open”, “united”, and “energetic”to the world.