Recently, the Chinese TV series To the Wonder has captured the audience's hearts with its delicate and pure visual language and relaxing, healing storyline. This has significantly boosted the tourism popularity of its filming location, Xinjiang's Altay. Industry experts state that as a literary adaptation, To the Wonder is another successful case of copyright development. In promoting high-quality cultural and tourism development, brands and geographical indications are playing a positive role, adding charm to Altay.
Highlights of copyright development
To the Wonder is adapted from the essay collection My Altay by writer Li Juan. The series narrates the story of Li Wenxiu, a Han girl born in Altay, who returns to her hometown to live with her mother Zhang Fengxia after facing setbacks in her city job. During her time in Altay, she befriends Batai, Token, and others, gradually realizing the meaning of life.
"The successful adaptation of literary works into films is a mutually beneficial process. My Altay extends the life of literature through visual adaptation while showcasing the beautiful living scenes of Xinjiang to more people," said Zhang Yi, President of Flower City Publishing House and co-producer of the web series. Flower City Publishing House, a major publisher of Li Juan's works, participated in the adaptation of My Altay and developed various forms of Li Juan's works, such as e-books and audiobooks, and successfully licensed them internationally.
For To the Wonder, the adaptation of essays into visual content is a new exploration of domestic mini-series. To authentically present Altay's natural scenery and landscape, the production team used 4K ultra-high-definition shooting, realistically restoring Xinjiang's natural beauty and providing a high-quality audiovisual experience. The series' music also features a strong blend of ethnic styles. The TV series was shortlisted for the main competition unit of the 7th Cannes International Series Festival.
Brand collaborations flourish
Since the airing of To the Wonder, bookings for local vacation products have increased by 370%, and Xinjiang's search popularity has surged by 323%, with a 562% rise in Altay's search popularity.
"A drama has popularized a city." The TV series has boosted the cultural and tourism industry, with several local brands in China seizing the opportunity to collaborate with To the Wonder, launching co-branded products, which has attracted consumer attention.
In an Altay City beverage shop named "Tea Ballet", citizen Shen Xinlan was purchasing a co-branded product named "Summer in Front of the Yurt". She expressed her fondness for To the Wonder and her excitement about the co-branded milk tea launched by Tea Ballet.
Tea Ballet store manager Li Na mentioned that many customers come specifically to purchase To the Wonder co-branded beverages, which are selling well. They planned to order a batch of co-branded postcards to give as complimentary gifts, allowing customers to learn about Altay's culture.
The fragrance brand "melt season" launched a co-branded product named "Roaming Wind", featuring mugwort and rhubarb as primary ingredients, attracting considerable attention with its refreshing scent.
Rich geographical indications
Altay, located at the southern foot of the Altai Mountains and the northern edge of the Junggar Basin, has a temperate continental climate, which nurtures unique agricultural products like Altay sea buckthorn and Altay sheep.
In To the Wonder, viewers can see the sea buckthorn trees. Altay sea buckthorn is known for its high quality, rich variety, large fruit size, and rapid growth, offering significant economic benefits. In December 2015, Altay sea buckthorn received geographical indication product protection. Today, several local counties and cities in Altay have sea buckthorn processing enterprises, transforming sea buckthorn into over 30 different kinds of products that are sold domestically and internationally.
Altay sheep, a coarse wool breed used for both meat and fat, are well-developed, with high and sturdy limbs and predominantly reddish-brown or white wool, with some yellow or black heads. Altay lamb is tender, tasty, rich but not greasy, and has a strong aroma without an off-putting odor. In December 2012, Altay sheep received geographical indication product protection, and in March 2014, its geographical indication certification trademark was approved. Nowadays, Altay has established an Altay sheep breeding center, employing modern scientific farming systems to help local herdsmen increase their income and achieve prosperity.