As a keynote speaker at the event's forum on cultural and technological integration, Yu says that technology's role is not to overshadow tradition but to liven it up. "Digital technology is never the 'opposite' of 2D animation," he notes, adding it is a tool to "improve quality and efficiency".

With the aid of technology, the film's carefully drawn ancient architecture acts as a powerful lure, making audiences eager to see the real-life prototypes. Its Eastern aesthetic has become a cultural hook for attracting young people to Shanxi. Yu stresses that everything begins with making a great product; only when the audience genuinely loves the animation can it generate subsequent ripple effects.

This mindset matches the theme of the fair — stimulating innovation and creativity. At the fair, a 3D hyperrealistic digital avatar of Mulan, developed by Datong Daily Media Group and Gulian (Beijing) Media Tech Co, was awarded as one of 10 culture-tech integration cases in Shanxi.

As an important research site for the legend of Mulan, Datong in Shanxi has brought the ancient heroine into the digital age. In collaboration with experts from Peking University, the Beijing Institute of Fashion Technology, and the Beijing Film Academy, the team developed the avatar in military, feminine, and modern fusion attire, ensuring every detail was historically grounded and culturally authentic.

Since its debut in January, their version of Mulan has become a cultural ambassador, appearing at various events, showcasing Datong's history. The avatar project, along with the animated film Nobody, demonstrates that Shanxi's cultural revival is being powered by a multifaceted tech approach.

"Creating the Mulan IP is not only about promoting the city's image but also about cultivating a new consumption model that combines culture, technology, and tourism," said Hao Yu, who is in charge of the project, at a forum during the fair.

"Looking to the future, Mulan's story will continue to unfold. She will continue her role as an ambassador and serve as a symbol of Chinese culture. This includes creating Mulan short dramas and animations, conducting immersive educational experiences, and launching the Mulan and Datong book series," Hao adds.

As a major provincial-level cultural exhibition in Shanxi, the fair was held from Aug 21 to 25 to provide a platform for discussions on how modern storytelling and technology can serve cultural heritage. The largest since its launch in 2013, this year's fair attracted more than 2,000 enterprises from 36 countries.