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1、8 TRENDS0 1EmotionalFrosting0 2MinimalCultural Unit0 3IdolDecentralization0 4The Era ofImpatience 0 5New Epoch of Sports0 6ConsumerSovereignty 0 7UnleashAI Power 0 8Creating Entertainment PropertiesDENTSU SPORTS&ENTERTAINMENT21 EVERYDAY SMALL COMFORT2 THE SHARED EXPERIENCE3 IMMERSIVE ENTERTAINMENT37

2、 in 10 respondents in our global study said that a significant share of their buying decisions is influenced by the mood theyre in at the time of purchase.-dentsu Consumer Vision 2035TREND 01DENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 2025EVERYDAY SMALL COMFORTIncreasingly,the youth of today are in sear

3、ch of small,reliable sourcesof emotional relief in their fast-paced lives.CONSTANT ENGAGEMENT THROUGH IPApproximately 600 million emojis and stickers are shared each day in China.The use of stickers with popular IP characters has become a key element in the daily interactions of young individuals,se

4、rving both as a channel for emotional expression and a means to share common feelings.PERSONALIZED WORKSPACEA rising trend among young workers is the decoration of their work areas,providing a means to alleviate stress and showcase their emotions.The topic of“workspace decoration”has generated 1,130

5、 posts on Xiaohongshu,amassing a follower count of 12,000 and over 13.75 million views.LOW-COST COMFORTBy 2024,Chinas trendy toy market has amassed 76.4 billion yuan,with a consistent annual growth rate of 20%.In terms of market share,blind boxes and figurines represent 36.6%,19.6%,and 14.5%,respect

6、ively.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025EMOTIONAL FROSTING 4SOCIAL-DRIVEN EXPERIENCESGathering with friends to check out themed displays or participate in anime film openings,while feeling collective emotions simultaneously,has turned into a common entertainment trend among the new generation.T

7、HE ECHO OF SHARED PASSIONThe 30th edition of the COMICUP Creation and Exchange Exhibition(CP30)took place in Hangzhou in October 2024,drawing approximately 250,000 visitors.Engaging in fan gatherings and themed festivities allows youth to strengthen their sense of self and create meaningful connecti

8、ons with others who share similar interests.IP-CENTERED CULTURAL COMMUNITIESWith the importance of cultural identity in personal recognition,the IP is evolving into emotional connections that serve as social currencies for young people.THE SHARED EXPERIENCEYoung people today are seeking emotional to

9、getherness by exploring their personal identities and community connections through shared group activities.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025EMOTIONAL FROSTING 5SCENARIO-DRIVEN IMMERSIVE INTERACTIONSThe popularity of script-based games and immersive theater,which fuse real-life scenarios with

10、fictional storytelling,has made them appealing to young audiences seeking offline social interaction and emotional release,contributing to a business worth 19.5 billion yuan business in 2024.CONTENT DESIGNED FOR EMOTIONAL RELIEFThe total count of commercial shows in China in 2024 reached 488,400,ind

11、icating a year-on-year growth of 10.85%.Stand-up comedy,particularly in smaller venues and unconventional spaces,saw significant growth,with performance counts and ticket sales increasing by 53%and 48%,respectively.EVENTS THAT CREATE VIBESConcerts in 2024 experienced a 49.90%rise from the previous y

12、ear,with those hosting over 10,000 fans up by 84.37%,marking them as the most lucrative segment in the live performance industry.IMMERSIVE ENTERTAINMENTIn moments of intense emotional buildup,young people often turn to high-energy,engaging entertainment experiences to relax and find an escape.DENTSU

13、 SPORTS&ENTERTAINMENT TRENDS 2025EMOTIONAL FROSTING 61 CULTURALLY CRAFTED IN CHINA2 ANCIENT ROOTS MODERN BLOSSOMS3 CLASSIC NARRATIVES REIMAGINED7DENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 202588%of CMOs agree that it is more important than ever for brands to be part of culture.-Dentsu Creative 2024 CMO

14、 ReportTREND 02THE“ALLEY CAT”TAILORED FOR CHINESE AUDIENCESOver 10 major Chinese museums have launched more than 100 cultural items celebrating local heritage through playful designs.LOCAL TOURISM PLAYBOOKHarbins bold moves are redefining tourism competition,blending online buzz with real-world expe

15、riences to captivate travelers.With 26.26 million tourists spending 33.65 billion yuan,the city saw growth of 18.3%in arrivals and 23.8%in revenue compared to the previous year.VIDEO GAME SPURS CULTURAL TOURISM BOOMThe success of“Black Myth:Wukong”has transformed real-world locations into pilgrimage

16、 sites.Key landmarks including HuayanTemple and Datongs Ancient City Wall in Shanxi Province received 3.98 million visitors last year,generating 77.85 million yuan in admission fees.The Destined Ones Travel Pass has become an essential souvenir for fans.CULTURALLYCRAFTED IN CHINAOnly phenomena with

17、cultural significance can lead to a remarkable impact.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025MINIMAL CULTURAL UNIT8BREAKING BARRIERS:HOW HERITAGE GOES VIRALChinas intangible cultural heritage is making waves by blending timeless traditions with contemporary culture.This powerful fusion is driving bo

18、th online buzz and offline prosperity.Topics like#FujianTourGodand#GoldWelcomingFestival on Weibo have garnered over 500 million views and 500,000 discussions.DIGITAL AMBASSADORS REDEFINE HERITAGE PROMOTIONTop content creators like Li Ziqi are revolutionizing cultural preservation through social med

19、ia.Since her 2024 comeback,the heritage vlogger has attracted 27M+Weibo followers and 60M+Douyin fans,with her culturally-rich videos surpassing 1 billion cumulative views.GUOCHAO:WHERE TRADITION MEETS STREETWEARThe New Chinese Style movement is rewriting fashion rules,seamlessly blending historical

20、 motifs with contemporary designs.This East-meets-West aesthetic has evolved beyond clothing into a lifestyle philosophy,with eclectic mixing becoming the ultimate expression of cultural confidence.ANCIENT ROOTSMODERN BLOSSOMSWhere forgotten cultural fragments whisper new narratives.DENTSU SPORTS&EN

21、TERTAINMENT TRENDS 2025MINIMAL CULTURAL UNIT9CHINAS LITERARY CANON REBORNThe Four Great Classical Novels are experiencing a 21st-century revival.From blockbuster film adaptations to innovative merchandise and groundbreaking game developments,these timeless stories are capturing new audiences.The vid

22、eo game Black Myth:Wukong has achieved staggering success with over 28 million units sold and 9 billion yuan in revenue by 2024.MYTHOLOGY MEETS MODERN MEDIAAnimated and live-action films rooted in Chinese mythology are shattering box office records.The Nezha franchise now commands Chinas box office

23、records,with the 2019 original earning 5 billion+yuan and its 2024 sequel reaching 15.6 billion(as of April 2025)claiming the top spot on Chinas all-time highest-grossing films chart.GLOBAL CLASSICS FIND NEW LIFEInternational franchises are reigniting fan passion through anniversary celebrations and

24、 reboots,while streaming platforms report exponential profit growth from classic content libraries.CLASSIC NARRATIVES REIMAGINEDArchived stories gain fresh relevance in todays context.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025MINIMAL CULTURAL UNIT101 THE A-LIST CHURN2 VIRAL TO VALIDATED3 THE BEAUTY OF

25、AUTHENTICITY11DENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 202578%of CMOs agree that creating entertainment properties is an important part of their strategy.-Dentsu Creative 2024 CMO Report TREND 03THE A-LIST CHURNA balanced mix of veteran and rising stars maximizes endorsement ROI while mitigating audi

26、ence fatigue.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025IDOL DECENTRALIZATIONThe current endorsement landscape reveals a paradox:while top celebrities deliver unmatched reach,their ubiquity across campaigns can blur brand differentiation.Consumers increasingly connect ads with the star rather than the m

27、essagea phenomenon worsened by market saturation.Strategic brands are now bridging this gap by cultivating next-generation endorsers.These ascending stars offer:High engagement from their growth-phase fanbasesMemorable first impressions that link their personal narrative to brandsCost efficiency com

28、pared to established celebritiesThis approach builds dual equityelevating the star while embedding the brand in consumer consciousness12The new wave of entertainers emerges primarily from hit reality shows and streaming dramas,perfectly aligned with modern consumption patterns.Beyond their polished

29、exteriors,these artists sustain fan engagement through authentic personality-the true currency of digital fame.As talent agencies new focal point,these fresh faces combine market-ready skills with preserved relatability.Their unfiltered charm often cuts through more effectively than corporate packag

30、ing,revealing each as a uniquely marketable asset waiting for the right spotlight.VIRAL TO VALIDATEDHow internet traffic shapes todays breakout stars.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025IDOL DECENTRALIZATION13THE BEAUTY OF AUTHENTICITYIn todays attention-driven economy,raw sinceritynot polishwins

31、 hearts.The trend of“embracing flaws”isnt just about imperfection;its a deeper cultural shift toward real human connection.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025IDOL DECENTRALIZATIONTHE RELATABLE INTELLECTUAL:XU ZHISHENGA master of witty,grassroots comedy,Xus stand-up blends humor with sharp social

32、 observation.His authenticity has made him a sought-after collaborator for skincare and fashion brands,proving that substance drives influence.THE UNFILTERED WILDCARD:JIN JINGAfter stealing the show at the 2020 CCTV Spring Festival Gala alongside Huang Xiaoming,Jins bold,no-holds-barred humor went v

33、iral.Yet its her down-to-earth charm in variety shows that reveals her true rangea mix of chaos and heart.THE BODY-POSITIVE ICON:LI JIAQIDefying narrow beauty norms,Li redefines confidence with her unfiltered presence.Brands and audiences adore her not despite her“flaws,”but because she owns thempro

34、ving diversity isnt a trend,but the future.1415DENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 2025Consumers just spend 2 seconds on each piece of content.-Douyin TREND 041 THE RISE OF BITE-SIZED CONTENT2 SHORT-FORM DRAMA GOES PREMIUM3 VIDEOS NEW WORLD ORDERDENTSU SPORTS&ENTERTAINMENT TRENDS 2025THE ERA OF

35、IMPATIENCE16THE RISE OF BITE-SIZED CONTENTAttention economy reshapes storytelling:long-form dramas now adoptthe“fast&furious”storytelling of short-form content to captivate distracted audiences.LONG-FORM ADAPTS:THE“FAST-PACED”REINVENTIONDirector Ma Shige infused“The Double”with short-drama technique

36、scondensing traditional arcs into high-octane episodes.Characters like the vengeful antiheroine in“In Blossom”and the ruthless duo in“The Double”borrow short-forms extreme archetypesproving that impact beats runtime.THE“STRONG FEMALE LEAD”3.0:BEYOND TROPES,INTO REALITY1.0 Era:Historical heroines(e.g

37、.,Empresses in the Palace)2.0 Era:Urban power women(e.g.,Ode to Joy)3.0 Era:Nuanced,self-aware women facing real-world strugglesno longer just plot devices,but fully realized characters.THE MINI-DRAMA BOOM:QUALITY OVER QUANTITYThe mini-drama format is now mainstream,delivering cinematic production i

38、n compact episodes.Series with 12 or fewer episodes now account for over 10%of the market,with their share growing rapidly.WHEN BIG BUDGETS FLOP,SMART STORYTELLING WINSDespite its A-list cast and strong IP,“Fox Spirit Matchmaker:Red-Moon Pact”peaked at just 10.3%market share.Meanwhile,mid-range prod

39、uctions like“Ice Hunt”and“Regeneration”became surprise hitsthanks to lean narratives and relentless pacing.“Regeneration”,with just 10 episodes,averaged 62.36 million views per episode,ranking top 3 in H1 streaming.Yu Zhengs revenge drama“The Double”(starring a fierce female lead)redefined satisfact

40、ion-driven storytelling.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025THE ERA OF IMPATIENCE17SHORT-FORM DRAMA GOES PREMIUMFrom streaming platforms to national broadcasters,short dramas gain legitimacy asA-list creators and government initiatives fuel their rise.GOVERNMENTBACKING:POLICY-DRIVENQUALITYLEAPRec

41、ent national and local programs are transforming short dramas from viral hits to prestige content.National Radio and Television Administration:“Travel with Short Dramas”initiative&2024 Spring Festival Gala short drama showcaseBeijing Radio and Television Bureau:“First Light”Programdevelopment grants

42、 for short drama creatorsZhejiang Radio and Television Bureau:“Grand Beauty”Fundscreenwriting incentives for high-concept projectsMAINSTREAM TAKEOVER:EVERY SCREEN IS NOW A STAGEShort-form dramas have evolved from niche content to mainstream dominance,now thriving across all viewing platforms.Streami

43、ng Giants:iQIYI,Youku,Tencent,Mango TV,BilibiliShort Video Kings:Douyin,KuaishouEcommerce Platforms:Taobao,JD,XiaohongshuTraditional TV:Hunan TV,Zhejiang TV,Jiangsu TV,etc.CCTV Platforms:CMGA-LISTPOWERPLAYERS:FROMSILVERSCREENTOSMALLSCREENIndustry titans like Stephen Chow,Da Peng,and Wong Jing are el

44、evating short dramas to new heights.Chows Douyin collaboration alone amassed 1.2 billion views,proving the formats blockbuster potential.Meanwhile,critically acclaimed works like Go,Ajuan!and Miss Tanyaboth honored with NRTAs 2023 Best Micro-Series awardsdemonstrate how prestige storytelling thrives

45、 in condensed formats.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025THE ERA OF IMPATIENCE18VIDEOS NEW WORLD ORDERAs platforms race to capitalize,short dramas emerge as Chinas newest content gold rushwith long-form players forced to adapt or fade.SHORT DRAMAS OUTPERFORM TRADITIONAL SECTORSChinas short drama

46、 market has exploded since 2020,now rivaling box office receipts+food delivery+ride-hailing combined.With projections hitting 100 billion yuan by 2027,brands face both opportunity and volatility.PLATFORM WARS:SHORT-FORM NATIVE VS.STREAMING GIANTSKuaishoudominates with period/youth/lifestyle dramas,l

47、everaging creator ecosystems.Douyin leads urban/emotional genresits“content moat”claims 35%market share.Meanwhile,long-form titans pivot aggressively:Tencent Video:Output leader(200+short dramas in 2024)Youku:#2 in volume,accelerating production pipelinesMango TV:Ecosystem play(120+short dramas+Feng

48、mang app)iQIYI:Late but ambitious(Micro-Theatre launch H2 2024)19DENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 2025TREND 051 BEYOND SPORT:A LIFESTYLE2 THE ATHLETE FAME BLUEPRINT3 WINTER SPORTS SURGE POST-OLYMPICS4 STREAMINGS SPORTS LAND GRAB77%of Chinese consumers believe that in the future,the minority g

49、roups will play a more important role in mainstream entertainment content.-dentsu Consumer Vision 2035 BEYOND SPORT:A LIFESTYLEDENTSU SPORTS&ENTERTAINMENT TRENDS 2025NEW EPOCH OF SPORTSEMBRACING ACTIVE LIVINGOfficial statistics reveal 37.2%of Chinas population now exercises regularly,with over 500 m

50、illion embracing running alone.The explosive growth of road races and outdoor sports reflects a cultural shiftfitness is no longer a chore but a joyful daily ritual.THE NEW SOCIAL PLAYBOOKYouth culture is being redefined:73.7%of young adults prioritize sports over traditional gatherings like bars or

51、 gaming.Gyms and courts have become the new social hubs.Shared athletic experiences now rival parties as the preferred way to bond.HEALING THROUGH MOVEMENTAthletes are emerging as modern-day heroes,celebrated not just for wins but for their resilience and spirit.Their influence extends beyond compet

52、itioninspiring a generation to channel stress into strength,transforming mental health through the power of sports.20THE ATHLETE FAME BLUEPRINTDENTSU SPORTS&ENTERTAINMENT TRENDS 2025NEW EPOCH OF SPORTSFROM PODIUM TO POP CULTURE:ATHLETES AS DIGITAL NATIVESThe era of stoic sportsmanship has given way

53、to a new generation of champions who effortlessly transition from competition venues to social media trending lists.These athletes captivate audiences with viral one-liners that spawn countless memes,unfiltered personalities that shatter traditional expectations of reserved behavior,and an innate un

54、derstanding of digital culture that makes them natural magnets for hot searches.GOLD MEDAL INFLUENCE:WHEN CHAMPIONS DRIVE SHOPPING FRENZIESThe Paris Olympics demonstrated how modern athletes have become eCommerce powerhouses,with over 200 Olympic-themed products surging to the top of Taobaos trendin

55、g charts during the games.This phenomenon confirms that in todays market,Olympic gold translates directly into marketing gold,with consumers viewing athletes as the ultimate arbiters of quality and authenticity.BEYOND THE FINISH LINE:WHEN ATHLETES BECOME FOREVER STARSRather than fading from public v

56、iew after the Olympic flame extinguishes,todays athletes maintain their spotlight through strategic appearances at high-profile concerts and movie premieres.Fashion giants like Vogue and GQ increasingly compete to feature these sports stars on their covers,recognizing their crossover appeal now riva

57、ls that of top entertainers.21WINTER SPORTS SURGE POST-OLYMPICSDENTSU SPORTS&ENTERTAINMENT TRENDS 2025NEW EPOCH OF SPORTSRECORD GROWTH IN WINTER SPORTSChinas ice-snow tourism hit 385 million participants in 2023-2024,projected to exceed 500 million in 2024-2025.The industrys market size grew from 27

58、0 billion(2015)to 890 billion yuan(2023),reaching 970 billion yuan in 2024.MAINSTREAM WINTER APPEALBoosted by the Beijing Olympics and Harbin Asian Games,winter sports became a national phenomenon.“Snow+”tourism thrives across China,turning cold climates into economic hotspots.GLOBAL EVENTS FUEL MOM

59、ENTUMWith Harbin hosting the 2025 Asian Winter Games and Milan preparing for 2026,winter sports popularity continues rising.22DENTSU SPORTS&ENTERTAINMENT TRENDS 2025NEW EPOCH OF SPORTSAs the fierce competition for media rights subsides,Migu has emerged as the dominant force,securing the most extensi

60、ve and premium event portfolios.Meanwhile,rival platforms are pivoting to niche markets,specializing in exclusive coverage of specific sports.STREAMINGS SPORTS LAND GRABMigu:all major events;Tencent:Basketball,Racing;iQIYI:Football,Tennis,Golf;Youku:Tennis,Badminton23*Color key:Identifies event copy

61、right ownership.SOCCERUCLEngland PrimereLeagueSpanish PrimereLeagueCSLItalian Serie AFrench Ligue 1*Migus exclusive channel from August 2025German Bunds LigaAFC Asian QualifiersACL EliteGOLFThe OpenChampionshipThe MastersVNLOlympic GamesWorld CupUFCCBANBAWCBAFIBA ASIA CUPWNBASuper3FIBA 3x3NFLF1RACIN

62、GMoto GPThe Village BAATP TOURWimbledon ChampionshipsWTA TOURShanghai MastersAustralian OpenUS OpenFrench OpenChina OpenWuhanOpenTENNISThomas&Uber CupSudirman CupBADMINTONPING-PONGWTTMIGUVIDEOWorld AquaticsChampionshipsBOXINGVOLLEYBALLTENCENTSPORTSBASKETBALLSWIMMINGFOOTBALLRENOWNED GRAND EVENTIQIYIS

63、PORTSYOUKUVIDEO24DENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 20251 THE PROFITABILITY OF LISTENING2 UGC TAKES CENTER STAGE3 ENTERTAINMENT WINS ENGAGEMENT98%of CMOs believe that in the future,customer experiences will increasingly be real-time,contextual,and personalized.-dentsu CXM 2024 CMO PlaybookTREND

64、 06THE PROFITABILITY OF LISTENINGIn todays crowded digital landscape,the most successful brands arent just sellingtheyre collaborating with their audiences as equal partners.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025CONSUMER SOVEREIGNTY25THE POWER OF SHARED OWNERSHIPWhen consumers actively shape brand

65、decisionsand see their ideas come to lifethey develop deeper loyalty and advocacy.This shift from transactional to collaborative relationships creates a virtuous cycle:brands gain authentic engagement while minimizing traditional marketing costs.FROM MEME TO MENU:LUCKINS VIRAL CREATIONWhen comedian

66、He Guangzhis routine inspired fan-made drink concepts,Luckin Coffee launched the“Thorny Rose”latte within 72 hoursrecruiting He as their tongue-in-cheek“Reluctant Ambassador.”This record-speed move boosted sales while proving consumers co-create bestsellers.STARBUCKSS 7-DAY CROWDSOURCED WINAfter yea

67、rs of fans DIY-ing“sweet potato lattes,”Starbucks officially launched the flavor across 7,000 stores in just one week through its Xiaohongshu partnership.The move broke company speed records while turning customers into brand ambassadors.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025CONSUMER SOVEREIGNTYSNA

68、CKABLE CONTENT RULESViewers increasingly opt for condensed versions of shows and events.Live-stream snippets,supercut edits,and whole-show-in-minutes formats deliver key moments faster than original broadcasts.These snackable clips fuel social sharing and discussions,defining todays fragmented viewi

69、ng habits.WORLD NEWS,FASTShort-video platforms now repackage global news with quick explanations and commentary.Unlike traditional reporting,they strip stories down to their essentials,helping users grasp trending events and their significance in seconds.SPORTS IN THE FAST LANEHighlight reels and re

70、al-time updates let fans experience the most thrilling plays instantlyoutpacing conventional sports broadcasts.This on-demand approach caters to viewers craving immediate access to peak action.26UGC TAKES CENTER STAGE88%prefer UGC over studio content.All mediadramas,news,sportsgets clipped,remixed,a

71、nd shared virally.ENTERTAINMENT WINS ENGAGEMENTNothing cuts through noise like fun.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025CONSUMER SOVEREIGNTYLAUGHTER MAKES A COMEBACK2024s resurgence of comedy programming proves audiences crave laughter as both emotional release and social currency.These shows domi

72、nate ratings and streaming metrics,outperforming other genres through pure,uncomplicated joy.“SNOW KING”CROSS-MEDIA EMPIREMilk tea brand Mixues Snow King mascot has evolved beyond ice cream into a true cross-media icon:producing animated shorts,starring in viral skits,and driving 90 million+sales th

73、rough its magical Taobao flagship(170K followers).The 2024 trademark filing for“Snow King Loves Animation”signals deeper forays into youth subcultures.“CRAZY THURSDAY”MEME MACHINEKFCs“Crazy Thursday”turned a weekly promo into a cultural force3.6 billion+Weibo views and endless“Crazy Thursday Literat

74、i”memes transformed a sales tactic into a cultural phenomenon,proving marketings new power lies in fan participation.271 AI-POWERED MARKETING2 AIS GAME-CHANGING IMMERSION3 INNOVATION AT ALGORITHM SPEED4 AI ART&OWNERSHIP28DENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 2025Generative virtual worlds(a.k.a.vid

75、eo games),are among the five AI trends to watch for in 2025,with high fives all around.-MIT Technology Reviews Whats next for AI in 2025TREND 07AI-POWERED MARKETINGAI is transforming marketing across industriespowering immersive experiences,virtual campaigns,and hyper-personalized engagement at scal

76、e.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025UNLEASH AI POWERGAMIFIED BRAND EXPERIENCESAI and gaming tech merge to turn ads into interactive worlds.Users now actively play with branded content,boosting engagement and recall through entertainment rather than interruption.ALWAYS-ON VIRTUAL AMBASSADORSBran

77、ds deploy AI-generated spokespersons that adapt seamlessly across markets and cultures.These digital avatars maintain perfect tone consistency while eliminating human reputation risksfrom virtual influencers to 24/7 customer service hosts.AI-OPTIMIZED CREATIVE PRODUCTIONGenerative AI now produces hi

78、gh-quality visuals,videos,and copy in seconds.Paired with user data,it personalizes content in real timerecommending products through preferred formats and strengthening brand relationships through dynamic interaction.29AIS GAME-CHANGING IMMERSIONAI is redefining player experiences with hyper-realis

79、tic worlds and personalized gameplay.Demand for immersion is soaring50%of action gamers prefer AR mobile titles,while 1 in 3 crave dynamic NPCs powered by AI.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025UNLEASH AI POWERBLACK MYTH:WUKONG:CUTTING-EDGE VISUALSFull ray tracing and DLSS 3.0 harness AI to deliv

80、er stunning graphics without sacrificing performancemaintaining ultra-smooth frame rates even at maximum settings.INTEL&NVIDIAS AI-POWERED GAMINGNew AIPC technology helps beginners master games like“Valorant”with real-time guidance(e.g.,optimal lineup throws),all without impacting performance or bat

81、tery life.CYBERPUNK 2077:SMARTER WORLDSCD Projekt Reds AI dynamically adapts NPC behavior to player choices,deepening immersion and paving the way for personalized in-game ads.LEAGUE OF LEGENDS:HYPER-PERSONALIZATIONRiots AI analyzes player data to refine matchmaking,detect cheating,and recommend ski

82、nsboosting engagement,retention,and sales through precision targeting.30INNOVATION AT ALGORITHM SPEEDAI is transforming sectors through intelligent algorithms that optimize processes,enhance experiences and accelerate technological progress.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025UNLEASH AI POWERINTE

83、L BRINGS AI TO THE PARIS OLYMPICSIntel powers the Paris Olympics as official AI partner,delivering 8K live streams,auto-generated highlights,and AthleteGPT for real-time performance insightsenhancing the experience for athletes and making events more accessible for visually impaired viewers.THE FUTU

84、RE OF TV PRODUCTIONHunan TVs AI director“AIMango”revolutionizes production by analyzing vast program data to automate script breakdowns,casting,and audience interaction design.The system continuously improves through real-time feedback,transforming variety show production while enhancing both effici

85、ency and viewer engagement.SMART SPORTS MANAGEMENTThe NBA collaborates with Fastbreak.ai to optimize event operations through AI-powered SaaS solutions,enhancing management efficiency.This partnership introduces data-driven agility,setting a new standard for sports industry execution.31AI ART&OWNERS

86、HIPAs AI copyright disputes evolve through individual rulings,brands must proactively define ownership in partnershipswhile skilled creative teams help minimize legal risks in AI-assisted content.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025UNLEASH AI POWERWHERE AI MEETS LICENSED ASSETS89%of executives de

87、mand personalized content(Adobe),but traditional image libraries cant keep up.AI solves this by giving creators instant access to vast licensed asset banksaccelerating production while unlocking new creative possibilities.AI COPYRIGHT:THE GREAT UNRESOLVED DEBATECourts tentatively allow non-commercia

88、l AI training but heavily scrutinize commercial use,creating business uncertainty.Meanwhile,critical questions remain:Can AI outputs be copyrighted?Where does human creativity end and machine output begin?As these issues remain unresolved,brands must tread carefully in this legal gray area.321 LOGOS

89、 TO LEGENDS2 LONG-TERMISM3 THE ENTERTAINMENT MATRIX33DENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 202578%of CMOs agree that creating entertainment properties is an important part of their strategy.-Dentsu Creative 2024 CMO ReportTREND 08LOGOS TO LEGENDS:CRAFTING BRAND UNIVERSESDont just sellentertain.Cre

90、ative risk-taking transforms mascotsfrom brand symbols into cultural phenomena that audiences crave.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025CREATING ENTERTAINMENT PROPERTIES COLONEL SANDERS JOINS CHEER SQUADKFCs Colonel Sanders joined CPBL All-Star Game(Taiwan)as the hype man for the“Chicken Passion

91、Cheering Squad,”waving a bucket of chicken like a rally towel.The stunt drove 173%more foot traffic and smashed its engagement goal by 130%.BUFF COLONEL DANCES FOR MOTHERS DAYFor Mothers Day in the U.S.,KFC reimagined the Colonel as a jacked,dancing hype beast.The muscle-bound mascot became a social

92、 media obsession,with fans debating whether he was terrifying or terrific.COLONEL KI:ESPORTS MOST ENTERTAINING WILDCARDTeaming with iFLYTEK,KFC launched“Colonel KI”an AI predictor for eSports matches.Its predictions were so reliably wrong that fans nicknamed it the“Jinx Colonel”for hilariously inver

93、se results.Fans now watch as much for the games as for the Colonels next misfire.COLONEL SANDERS GAMING&COMIC TAKEOVERFrom suplexing fighters in WWE 2K to starring in Naraka:Bladepoint and his own DC Comics series,the Colonel isnt just a mascothes a transmedia icon.34LONG-TERMISMTurning entertainmen

94、t IP into permanent brand equity.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025CREATING ENTERTAINMENT PROPERTIES While viral moments fade,strategic long-term playswhether in entertainment,design,or socialimpactturn brands into cultural institutions.The question isnt just what consumers buy today,but what t

95、heyll believe in tomorrow.35PEPSI MUSIC CULTUREPepsi has spent decades weaving itself into musics fabricfrom iconic artist collaborations to legendary Super Bowl halftime shows.This isnt sponsorship;its brand symbiosis.By consistently evolving its music strategy across generations,Pepsi transformed

96、from soda seller to youth culture architect,maintaining its“cool factor”through every musical era.NIPPON PAINTTV SHOWDESIGNERSFor over 10 years,Nippon Paint has owned the“Dream Home”space through strategic designer partnerships and renovation reality shows.This commitment does more than showcase pro

97、ductsit positions paint as the transformative hero of home makeovers,making their brand values a cultural truth.INTEL CSRIntels six-year“Technology for Good”initiative proves CSR can be core to brand DNA.By championing education equity and green manufacturing,theyve built something rare:a tech giant

98、 trusted not just for chips,but for character.THE ENTERTAINMENT MATRIXNavigating Chinas interconnected youth cultures.DENTSU SPORTS&ENTERTAINMENT TRENDS 2025CREATING ENTERTAINMENT PROPERTIES Youthologys“Panorama of Chinese Youth Cultural Circles”reveals a cultural revolution todays young generation

99、has moved beyond single identities,instead curating personalized mosaics of interests spanning anime,esports,tech innovation,avant-garde arts,and beyond.These arent isolated subcultures,but a dynamic ecosystem where K-pop fans debate quantum computing,gamers inspire fashion trends,and sci-fi motifs

100、surface in fitness communities.36ANIME FIGURE COLLECTOR CIRCLEDESIGNER TOY COLLECTOR CIRCLEBOARD GAMING COMMUNITYSTREETWEAR/TREND CULTURECIRCLEEXHIBITION/ART SHOWCIRCLEONLINE GAMING COMMUNITYPHOTOGRAPHY ENTHUSIASTCIRCLEAMERICAN COMICS FANDOMMOBILE GAMING COMMUNITYJAPANESE MANGA FANDOMBRITNEY PAIHead

101、 of Entertainment Marketing,GNAdentsuIN SUMMARY37In todays attention economy,sports and entertainment have emerged as powerful vehicles for brands to cut through the noise and build meaningful connections with audiences.Since the 1970s,dentsu has pioneered cultural transformation through sports and

102、entertainment marketing.Now,through our Sports&Entertainment+approach,we fuse cutting-edge creativity,data intelligence and emerging technologies to redefine digital engagementdelivering always-on innovation for the streaming era.Three transformative forces are redefining engagement in China:sports

103、becoming rallying points for national identity,entertainment splintering into micro-communities of superfans,and digital experiences evolving into fully immersive participation.For global brands,we translate these shifts into actionable strategies-turning cultural insights into meaningful connection

104、s with Chinas 1.4 billion consumers.”DENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 2025“SOURCES“Consumer Vision 2035”,dentsu“2024 Chief Marketing Officer Report”,Dentsu Creative“2024 CMO Customer Experience Strategy Guide”,Dentsu“Annual Revenue of 4 Billion Why Are Emojis So Profitable?”,Jiemian News“2024

105、 Trendy Toy Industry Special Report”,Minsheng Securities“250,000 Visits:Breaking Records at Comic Con!”,Hangzhou Daily“Development Analysis of Chinas Scripted Entertainment Industry”,Gongyan Industry Research Institute“Chinas 2024 National Commercial Performance Box Office Hits 57.954 Billion RMB”,C

106、hina Association of Performing Arts“Harbins Total Tourism Revenue in 2023 Hits Historic High”,Heilongjiang Daily“3.0479 Million Visits,5.914 Billion RMB!Harbin Tourism Peaks During New Year Holiday”,China Tourism News“Exploring Diverse Paths to Promote Cultural Tourism Growth”,Datong Daily“2024 Nati

107、onal Game Sales Annual Ranking”,National Game Sales Board“2023 China Online Audio-Visual Development Report”,China Online Audio-Visual Programme Service Association“H1 2023 Short Drama Market Report”,Datawin Film&TV Insights“Melander Video Network Monitoring and Research Database”,Melander Consultin

108、g38“2024 TV Series Market Report”,Lighthouse Pro Edition“2024 China Micro-Drama Industry Research Report”,iResearch“20232024 China Micro-Drama Market Research Report”,iiMedia Research“20232024 China Outdoor Sports Industry Development Report”,China Sports Daily“National Fitness Plan(20212025)”,The S

109、tate Council“2024 Paris Olympics Product Endorsement Ranking”,Taobao“2024 China Ice and Snow Industry Development Report”,China Sports Daily“2024 Sports Marketing Insights Report”,QuestMobile“2023 Annual Lifestyle Trends Observation Report”,Xiaohongshu/RedNote“This Generation of Restaurateurs Flock

110、to Xiaohongshu for Advice”,Restaurateurs Internal Reference“Not Just IP Replication:Snow King by Mixue Becomes a Top-tier Original with 214M RMB Investment”,Play Era“2024 China AI in Entertainment Industry Research Report”,36Kr Research Institute“Panorama of Young Chinese Cultural Circles”,Youtholog

111、y“Whats next for AI in 2025”,MIT Technology ReviewWeibo,Douyin(TikTok China),Maoyan,EntgroupDENTSU SPORTS&ENTERTAINMENT8 TRENDS FOR 2025THANK YOUABOUT DENTSU SPORTS&ENTERTAINMENTAs architects of cultural connection,dentsu sports&entertainment empowers brands to live meaningfully within the entertain

112、ment ecosystemsfrom blockbuster films to underground music scenes,from esports tournaments to community-driven animation fandoms.By fusing cutting-edge creativity with emerging technologies,dentsu sports&entertainment crafts immersive narrative worlds where brands enhance culture rather than interrupt it.This approach fosters authentic emotional connections and transforms brands into cultural participants,moving beyond temporary activations to build lasting brand assets.CONTACTUSEntertainmentGNA