The Community Game Companies Want Most, Xiaohongshu Built as 'An Island'

On October 6, the second-to-last day of the holiday, RED LAND concluded under a cool night sky. Last year's debut was hailed as the first time anime fans had their own 'Disney,' where every attendee was a protagonist in an open-world adventure island. This year marked its first major update: the venue expanded from 80,000 to 150,000 square meters, featuring over 160 game and anime IPs (up from 50), extending the event from three to five days, and introducing a parade that pushed the atmosphere to its peak. While some organizers faced challenges with the venue's location and weather, this year saw significant infrastructure improvements. Notably, 70-80% of ticket buyers came from outside Shanghai, demonstrating immense dedication. RED LAND evolved beyond traditional conventions by integrating IP concepts into daily life scenarios—such as turning booths into 'farm vacation resorts' or 'movie sets'—lowering barriers for new players. The event successfully bridged different gaming circles through shared experiences like cosplay parades and NPC interactions, fostering a sense of community that extends the lifecycle of IPs and keeps users engaged.