IP Strategies in the Age of Digital Ambassador
IP Strategies in the Age of Digital Ambassador

Virtual platform has become a key communication tool to connect people amid the COVID-19 pandemic and it has generated greater interest about virtual idols especially among the Generation Zero on the Chinese mainland, as technology allows them to interact with people in real time and fulfill their needs of social interaction. According to reports, virtual idol has become a big business in China, which is expected to be worth over RMB 1.5 billion (US$210 million) by 2023. On Bilibili, there are over 6,000 virtual streamers who attracted 60 million viewers in Q1 of 2019. Will virtual idol be the next big host of IP industry? How can it integrate with different medium to maximize the IP value?

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