Xiaohongshu Launches REDLAND: A 2.5D Anime and Gaming Expo on Shanghai’s Fuxing Island
On August 8, Chinese lifestyle platform Xiaohongshu hosted REDLAND, its first large-scale offline anime and gaming expo, on Shanghai’s Fuxing Island. Transforming a former shipyard into an 80,000-square-meter immersive theme park, the event targeted the growing 2.5D demographic—fans who integrate ACGN interests into daily life. Unlike traditional conventions, REDLAND featured a story-driven RPG map with three themed zones: Timeshift Port, Rebirth Trial Ground, and Idle Forest. Major gaming companies like MiHoYo, Tencent, and NetEase participated, offering interactive experiences based on titles such as Genshin Impact and Game for Peace. The event served as a strategic move to validate Xiaohongshu’s rebranding toward an interest-based community, reflecting significant growth in its anime and gaming content categories. Most of the 70,000 tickets were distributed freely via in-app quizzes to encourage engagement rather than generate revenue. Despite challenges like summer heat and some unclear mechanics, REDLAND represented a bold experiment to revitalize China’s offline ACG event scene by creating a dedicated physical space for niche fandoms.
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Xiaohongshu Launches REDLAND: A 2.5D Anime and Gaming Expo on Shanghai’s Fuxing Island
On August 8, Chinese lifestyle platform Xiaohongshu hosted REDLAND, its first large-scale offline anime and gaming expo, on Shanghai’s Fuxing Island. Transforming a former shipyard into an 80,000-square-meter immersive theme park, the event targeted the growing 2.5D demographic—fans who integrate ACGN interests into daily life. Unlike traditional conventions, REDLAND featured a story-driven RPG map with three themed zones: Timeshift Port, Rebirth Trial Ground, and Idle Forest. Major gaming companies like MiHoYo, Tencent, and NetEase participated, offering interactive experiences based on titles such as Genshin Impact and Game for Peace. The event served as a strategic move to validate Xiaohongshu’s rebranding toward an interest-based community, reflecting significant growth in its anime and gaming content categories. Most of the 70,000 tickets were distributed freely via in-app quizzes to encourage engagement rather than generate revenue. Despite challenges like summer heat and some unclear mechanics, REDLAND represented a bold experiment to revitalize China’s offline ACG event scene by creating a dedicated physical space for niche fandoms.
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