Extending esports from game competition into a vehicle for youth socializing, cultural communication and digital experiences — conveying the brand promise of "Passion Upward, Ignite the Future."
Generation Z — young, trend-driven, digitally native generations who love expression and co-creation.
Passion Upward · Ignite the Future — linking internal resources of the Shenhe ecosystem, enabling cross-sector collaboration across technology, health and industry transactions.
Four directions, one content system — from the PGC content mainline to UGC ecosystem accumulation, building a complete closed loop.
Centered on positive esports culture, avoiding vulgar and adversarial content, focusing on growth, trends, tech innovation and cultural fusion.
BECT official accounts, campus channels, partner media — accumulating brand content assets and building a proprietary content library.
The most core base of Ignite the Future — low barrier, long-term sustainable, policy-friendly.
No high-intensity pro events.
Industry-education integration direction.
Supporting university student creators, editors, commentators and visual creators — building a youth creator pool.
Undertaking external cooperation projects — the department's commercialization and brand value outlet.
Linking Shenhe Technology and Shenhe Biology for youth health and herbal health-themed events.
Custom youth-oriented esports-themed content, pop-ups, challenges and community events for partner brands.
Building a closed-loop ecosystem of "official PGC guidance, user UGC co-creation."
Unified youth player communities and creator communities, operated in tiers.
Posters, short films, IP mascot contests.
Encouraging user submissions, selecting quality UGC to convert into official content — forming a "official PGC guidance, user UGC co-creation" closed loop.
Extending esports from game competition
into a vehicle for youth socializing, cultural communication, digital experiences.
Passion Upward, Ignite the Future.