Starting From GENSHIN☆FES: Awakening the Passion of a World

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疫情结束的第一年，久违的线下展会又回来了。线下展会的举办情况，很大程度上是行业状况的风向标，也因此“原神FES”的受关注程度不同以往——一方面是《原神》本身作为中国游戏产业头部产品，其具有广泛的影响力，更不用说这次活动因为疫情延期了两年，《原神》的玩家们等了太久了；另一方面则是大家想要看看这样的《原神》是怎么做线下展会的，“原神FES”能不能为行业“提提气”。
In the first year after the end of the pandemic, long-awaited offline exhibitions have made their return. The hosting of offline exhibitions largely serves as an indicator of the industry's situation. Consequently, the attention given to GENSHIN★FES is different from before. On one hand, *Genshin Impact* itself is a flagship product in the Chinese gaming industry with extensive influence. Not to mention, this event was postponed for two years due to the pandemic, and players of *Genshin Impact* have waited for so long. On the other hand, everyone wants to see how GENSHIN★FES manages an offline exhibition, and if it can give the industry a boost.

实际上，尽管见证了包含BW、CJ在内的一系列“疫情后首届”的展会，对“原神FES”已经有了一定的心理预期，但现场的热度还是有些超出想象。工作日的首日（8月10日）清晨，上海国展中心门前已经排起了如山般的入场队伍，地铁站中不断有洋溢着快乐笑容的年轻人涌现，有玩家打起了“热烈庆祝第一届原神FES胜利召开”的横幅，也有挥舞起了自制的《原神》角色旗帜。考虑到“原神FES”门票几分钟内便销售一空的状况，如此盛况恐怕还是票数和场地进行限制后压低的结果。
In reality, despite having witnessed a series of "post-pandemic inaugural" exhibitions, including events like Bilibili World and ChinaJoy, there was still a level of excitement at GENSHIN★FES that exceeded expectations. On the first day of a workweek (August 10th), in the early morning, long queues had formed outside the Shanghai National Exhibition and Convention Center. The subway stations were filled with young people wearing joyful smiles. Some players had unfurled banners celebrating the victorious opening of the first GENSHIN★FES, while others waved self-made flags featuring characters from *Genshin Impact*. Given that tickets for GENSHIN★FES sold out within minutes, this exuberance was likely tempered by limitations on ticket availability and venue capacity.

“跨越尘世，于此相聚”是本届“原神FES“的Slogan，从现场情况来看，恐怕也很难找到更适合形容本届活动的语句。
"Transcend the mundane, gather here" is the slogan for this edition of GENSHIN★FES, and from the on-site situation, it's probably hard to find a more fitting phrase to describe this event.

## Transcending the Mundane

在越来越多游戏举办嘉年华的今天，其嘉年华举办的投入水平及玩家的参与热情，已经成为了判断这一游戏产品是否已经成为具有影响力IP的外部标准之一。而实际上，嘉年华等一众线下活动的举办并无标准，每家厂商都在寻找适合自己调性的举办方式。
In a landscape where an increasing number of games are hosting carnivals, the level of investment and player enthusiasm in these events has become one of the external benchmarks for determining whether a game product has evolved into an influential IP. In reality, there are no standardized criteria for organizing carnivals and various other offline activities; each company is seeking an event format that suits its own style.

《原神》的选择则是“跨越尘世”。
The choice made by *Genshin Impact* is to "transcend the mundane."

到场“原神FES”的旅行者们如同游戏中一样，会获得一本冒险手册。这份手册不单像传统的线下活动那样标注了展台信息、活动规则等，还真得像游戏中那样能让人领取委托任务。
At the GENSHIN★FES event, attendees, much like in the game, receive an adventure manual. This manual goes beyond the traditional format of providing booth information and activity rules at offline events; it is designed to genuinely allow people to accept quest missions, just like in the game.

跟随者手册的指引，旅行者们可以根据自己的喜好游览蒙德、璃月、稻妻、须弥的展示区域，在现实世界中目睹这些游戏中的经典场景，并领取随机任务委托任务，与场景互动。
Following the guidance of the manual, attendees can explore the exhibition areas of Mondstadt, Liyue, Inazuma, and Sumeru based on their preferences. In the real world, they can witness classic game scenes and even undertake randomly assigned quest missions, interacting with the scenes just as they would in the game.

一路从蒙德行至须弥，风魔胧废墟、猫尾酒馆、望舒客栈、北国银行、木漏茶室、祖拜尔剧场等熟悉的场景一一呈现在眼前，想必每个原神玩家都能从游览中回忆起自己在《原神》世界中的点点滴滴，想起那个世界中的喜悦、遗憾，泪水与感动。
From Mondstadt to Sumeru, as you travel along, familiar scenes like Stormterror's Lair, Cat's Tail, Wangshu Inn, Northland Bank, Komore Teahouse, and Zubayr Theater are presented one by one. Surely, every *Genshin Impact* player can recall their own memories from the world of *Genshin Impact*, reminiscing about the joys, regrets, tears, and moments of emotional connection in that world.

置身于“原神FES”中，你真得可以在木漏茶室逗到柴犬，在须弥遇见兰那罗。如此身临其境，可能让旅行者们在恍惚间觉得，自己屏幕中的那个世界是真实存在的。至少没有人可以否认，旅行者们在游戏世界中的种种经历，产生的种种感情，确实是真实的。
Being within GENSHIN★FES, you truly can play with a Shiba Inu in Komore Teahouse and encounter Aranara in Sumeru. Immersed in this way, it might make Travelers feel, in a fleeting moment, that the world on their screens truly exists. At the very least, no one can deny that the experiences and emotions Travelers have had in the game world are indeed real.

然而这可能只是“跨越尘世”的第一层。
However, this might just be the first layer of "transcending the mundane."

如果仔细体会米哈游在“原神FES”中的线下活动设计，便会有着强烈的，《原神》游戏中存在的那种“闭环”感。这种感觉并非单纯来自场景的还原——与《原神》游戏一样，“原神FES”并不急着告诉旅行者们应该如何去游览，而是通过细心编织的大量细节形成逻辑自洽，让旅行者们如同在开放世界中探索一般，依据喜好自由行动，用心体会这个世界。
If one carefully observes miHoYo's offline event design in GENSHIN★FES, there's a strong sense of the same "closed-loop" feeling present in the *Genshin Impact* game. This sensation doesn't solely come from replicating the scenes. Just like in *Genshin Impact*, GENSHIN★FES doesn't immediately tell Travelers how to explore. Instead, it forms a logically consistent environment through intricately woven details, allowing travelers to explore freely based on their preferences, just as they would in an open world, and to truly experience this world.

旅行者可以在蒙德区域接到一个送信任务，这封信正是蒙德卫士古德温寄给恋人葛罗丽的信。《原神》中蒙德卫士古德温与盲人少女葛罗丽的爱情让无数人动容，而如同游戏中一样，“被派往”展会现场的古德温，在面对这个“不同的尘世”时，第一想法依然是给自己双目失明的恋人写信，分享自己的日常生活。
In the Mondstadt area, Travelers can receive a mail delivery quest, which happens to be the letter that Mondstadt knight Godwin sent to his love, Glory. The love story between Mondstadt knight Godwin and the blind girl Glory in *Genshin Impact* has moved countless players. Similar to the game, when Godwin is "sent" to the event location, his first thought upon encountering this "different world" is still to write a letter to his blind lover, sharing his daily life.

“我来到了一处很奇怪的地方，这里有许多很奇怪的活动。但看起来好像大家都很喜欢…我想如果可以的话，下次我们可以一起来。”
"I've arrived at a very strange place with many peculiar activities. But it seems like everyone really enjoys them... I think if possible, we can come here together next time."

都说分享欲是爱情的外在表现，古德温信中短短几句就将其对葛罗丽的爱跃然信封纸上，拿到信奉的旅行者更是一刻不敢耽误，赶紧送往西风骑士团。在这个过程中，这股感情真正“跨越尘世”，旅行者们也能以游戏之外的方式，再次清晰感知到《原神》那生动的世界。
They say the urge to share is an outward expression of love, and in just a few short sentences, Godwin's letter conveys his love for Glory vividly on the paper. For the devoted Travelers, not a moment is wasted as they swiftly deliver the letter to the Knights of Favonius. In this process, this emotion truly "transcends the mundane," and Travelers are able to perceive the vivid world of *Genshin Impact* once again in a way beyond the game itself.

前往丘丘人营地学习丘丘人的语言，在西风骑士团的图书馆内欣赏丽莎的藏书，为巡逻的千岩军送万民堂的美食，种种任务设计都在指向《原神》游戏世界本身，游戏内与游戏外形成了闭环，在“原神FES”，米哈游继续有条不紊地向旅行者们传达有关于你，关于NPC们，关于《原神》世界本身的点滴。
Learning the language of the Hilichurls at their campsite, admiring Lisa's collection of books in the Knights of Favonius library, delivering exquisite dishes from Wanmin Restaurant to the diligent members of the Millelith – all these task designs point back to the world of *Genshin Impact*. The connection between the in-game and out-of-game experiences forms a closed loop. At GENSHIN★FES, miHoYo continues to systematically convey to the Travelers snippets about you, about the NPCs, and about the world of *Genshin Impact*.

”跨越尘世“并非单单让玩家在现实世界过了一次游戏世界中的瘾，还让旅行者们通过另一种方式，更加立体地感受到了那个世界。
"Transcending the mundane" isn't merely about allowing players to relive the game world in the real world. It also lets Travelers experience that world in a more vivid and three-dimensional way through a different perspective.

## Gathering Here

原神玩家可能是中国游戏史上最热情的玩家群体之一。《原神》上线之后，米哈游曾举行过几次线下活动，包括KFC和必胜客的品牌联动，这些活动无一列外都成为了“现象级”事件。而在综合性展会中，原神Coser更是无处不在。这充分佐证了原神玩家的热情，和原神IP的巨大影响力。
*Genshin Impact* players are arguably one of the most enthusiastic player communities in the history of Chinese gaming. After the launch of *Genshin Impact*, miHoYo has organized several offline events, including brand collaborations with KFC and Pizza Hut, all of which turned into "phenomenon-level" events. And at comprehensive expos, *Genshin Impact* cosplayers can be seen everywhere. This fully illustrates the passion of *Genshin Impact* players and the immense influence of the *Genshin Impact* IP.

而延期两年的“原神FES”，毫不意外成为了这股热情的最佳出口。尽管场馆内人群摩肩接踵，但丝毫没有出现任何秩序问题，旅行者们保持着适当的距离，礼貌地传达自己的需求。
The GENSHIN★FES, postponed for two years, unsurprisingly became the best outlet for this enthusiasm. Despite the crowded venue, there was not a hint of disorder. Travelers maintained an appropriate distance and politely conveyed their needs.

当然，这样的场合也少不了“玩梗认亲”——在这一时空中，玩家们放下了社交的芥蒂和对外界的戒备，因《原神》相聚于此，也因《原神》交换心意。或许在其他的场合，“原来你也玩原神”依然要与社死等词汇绑定，但此刻此地，旅行者们在场内用这些词句放松地打着招呼，词句之中再无羞怯，而是充满着乐观和自信。
Of course, such occasions wouldn't be complete without "playing along and making acquaintances." In this space and time, players set aside social reservations and external guards. Gathered by *Genshin Impact*, they exchange thoughts and emotions. While in other contexts, phrases like "Oh, you play *Genshin Impact* too" might still be associated with social awkwardness, here and now, Travelers within the venue greet each other with these words, free from shyness, brimming with optimism and confidence.

让有着相同爱好，怀着相同心情的人相聚，互相敞开心扉，是线下展会的一大独有魔力，而这也是原神玩家如此需要一场这样的嘉年华的原因。作为可能是中国最大的二次元游戏玩家群体，原神玩家也期待着自我认同，期待着一个能够在松弛状态下表达热爱的场合。
Bringing together people with shared interests and feelings, allowing them to open up to each other, is a unique magic of offline events. This is also why *Genshin Impact* players so eagerly anticipate a carnival like this. As possibly the largest community of two-dimensional and game enthusiasts in China, *Genshin Impact* players look forward to self-identification, longing for an occasion where they can express their passion in a relaxed state.

没有人知道米哈游“打造10亿人愿意生活在其中的虚拟世界”是什么样子的，但我想在那里，大家一定会是能如今日般放松自然，自由表达热爱的状态。
No one knows what miHoYo's vision of "creating a virtual world where a billion people would want to live in" will look like, but I believe that in that world, everyone will surely be as relaxed and naturally expressive of their love as they are today.

时至今日，《原神》正式上线已经快满3年。而从产品表现上来看，它的成绩完全不像一个传统意义上运营三年的产品。每次版本、活动、卡池更新便会冲上iOS游戏畅销榜TOP3，而且其下载表现也相当可观——坦白讲，作为已经上线快三年的产品，这样的下载成绩即使是放在当年上线的新产品中也算比较优秀的。
As of today, *Genshin Impact* has been officially live for almost 3 years. However, judging from its performance, it doesn't resemble a product that has been running for three years in the traditional sense. With every version update, event, and gacha update, it surges to the top 3 of the iOS game bestseller chart. Its download performance is also quite remarkable. To be honest, for a product that has been online for nearly three years, such download achievements are considered quite impressive even among newly launched products of the same year.

而除了产品因素之外，外界将这样的情况更多归功于米哈游的品牌宣传和社群建设。不过在体验过“原神FES”之后，我觉得这可能更要归功于随产品渗入生活之后，所激发的玩家的热爱。三年时间不长不短，但亦足够《原神》融入到了玩家的生活之中，形成身份认同，甚至衍生出一系列属于原神玩家自身的生活、交流方式——他们真正爱着《原神》，爱着其中的角色，故事，爱着这个世界。可预见的是，只要产品内容力依然在线，这股衍生自米哈游，汇聚于玩家间的力量，依然能支撑着“原神IP”继续前行。
Apart from product factors, the outside world attributes this situation more to miHoYo's brand promotion and community development. However, after experiencing GENSHIN★FES, I believe this can be attributed more to the love inspired among players as the game seeps into their lives. Three years is neither too long nor too short, but it's enough time for *Genshin Impact* to integrate into players' lives, forming an identity, and even giving rise to a series of unique lifestyles and modes of communication among *Genshin Impact* players themselves. They genuinely love *Genshin Impact*, its characters, stories, and the world it creates. It's foreseeable that as long as the product content remains strong, the power derived from miHoYo and gathered among players will continue to propel the *Genshin Impact* IP forward.

或许游戏会有”长草期“，但玩家们的热爱不会。这也就是为什么我们在任何展会中都能看到原神Coser的原因，其中自然有《原神》热度的因素，更有玩家自身对身份的认同，对《原神》这款产品的热爱。
Perhaps games may experience a "honeymoon period," but players' love won't wane. This is why we can see *Genshin Impact* cosplayers at every exhibition – not only due to the popularity of *Genshin Impact* but also because of players' identification with their roles and their love for the game.

散场后的地铁站里满是从“原神FES”满载而归的旅行者们，一位穿着原神T恤的人开着手机地图问同伴接下来去哪里，同伴说远道来上海一趟，一定要去米哈游总部看一看。
After the event ends, the subway station is filled with Travelers who have returned from GENSHIN★FES, One person wearing a *Genshin Impact* T-shirt consults their phone's map and asks their companion where to go next. The companion says they came all the way to Shanghai and must visit miHoYo headquarters.

满是原神灯箱广告的地铁站中，“跨越尘世，于此相聚”的Slogan格外抢眼。
In the subway station filled with *Genshin Impact* lightbox advertisements, the slogan "Gathering Here, Crossing Worlds" stands out prominently.