At the 2025 Guangzhou Animation and Game Expo (CICF×AGF), the phrase "the fourth wall has been broken" became a frequent sentiment, second to "it's so crowded." The Industrial and Commercial Bank of China (ICBC) drew attention with its booth slogan "Your 'guzi' is on ICBC!", featuring capsule toy machines, snacks, and blind boxes. Food and beverage brands, such as Luckin Coffee and McDonald's, also joined in. Notably, McDonald's leveraged the popularity of the video game "Black Myth: Wukong" in its promotion, while some food brands collaborated with video bloggers for live stage interactions.

These cross-industry phenomena stem from the robust influence of the ACGN industry and reflect Guangdong's strategic efforts to integrate gaming and animation into a comprehensive digital entertainment ecosystem. Guangdong's cultural industry is valued at 2.5 trillion yuan, accounting for one-sixth of China's total, with a leading gaming and animation ecosystem that has fostered numerous renowned IPs and enterprises. In just the first half of this year, Guangzhou's key venues alone hosted 11 large-scale ACG conventions, with offline experiences driving a surge in digital entertainment consumption.

Guangdong is currently connecting the entire industrial chain through policy guidance. It has introduced a "policy package" for high-quality cultural industry development, supporting animation derivative services, cross-industry integration between games and other sectors, and the organization of signature gaming events, including the creation of "e-sports towns." Local enterprises such as 37 Interactive Entertainment showcased "AI Game Map Creation" at their booths, marking AI empowerment as a new focal point for the industry. Meanwhile, many universities have established related majors and built internship bases in partnership with companies, attracting young talent to stay and develop their careers in Guangdong.

The CICF×AGF, like a prism, reflects the multifaceted hues of Guangdong's industrial transformation and upgrading. It vividly illustrates how policy, capital, talent, and creativity are converging to write a dynamic new chapter in the province’s gaming and animation industry.

CICF×AGF展会背后的广东数字文娱产业跃迁密码

在2025CICF×AGF展会上，“次元壁破了”成了除“人多”外的高频感受。工商银行以“你的谷子工行君承包啦”为标语设展，摆扭蛋机、零食与盲盒；瑞幸、麦当劳等餐饮企业也亮相，麦当劳更借《黑神话：悟空》宣传，部分餐饮还联合视频博主登主舞台互动。

这些跨界现象源于ACGN产业的强大赋能，更是广东推动游戏动漫产业融合发展的必然。广东文化产业规模达2.5万亿元、占全国1/6，游戏动漫生态领先，孕育众多知名IP与企业；今年上半年广州仅重点场馆就办11场大型ACG展会，线下场景激活数字文娱消费力。

广东正以政策为导向打通产业链，出台文化产业高质量发展“政策包”，支持动漫衍生服务、游戏与多产业跨界融合，以及举办特色游戏活动、打造“电竞小镇”等。本土企业如三七互娱，在展位推出“AI游戏地图创作”，AI赋能成产业新着力点。同时，多所高校开设相关专业并与企业共建实习基地，吸引学生留粤发展。

CICF×AGF展会如棱镜，折射出广东产业转型升级的多元色彩，也印证政策、资本、人才与创意交汇下，广东游戏动漫产业正书写生动的发展故事。

文 | 记者 杭莹
图 | 记者 刘畅
译 | 钟佳
审校 | 柯妃娟