Shaping a New Landscape for Ecological Communication: Shaanxi’s “Qin Xiao Wei” Digital IP Selected for Xinhua News Agency’s Brand Reimagine Project
On May 10, at the 2026 World Brand Moganshan Summit held in Deqing County of Huzhou City, Zhejiang Province, the “Qin Xiao Wei” digital IP was officially selected for the Xinhua News Agency’s Brand Reimagine Project.
The Qinling Mountains, a geographical divide between Northern and Southern China, serve as the country’s central water tower, the ancestral lineage of the Chinese nation, and an important symbol of Chinese culture. Authorities in Xi’an, the capital city of Shaanxi Province, have always regarded the ecological protection of the Qinling as a matter of paramount importance to the nation. The city has established dedicated protection agencies, introduced new policies, and refined relevant regulations, forming an integrated framework that combines sectoral and regional efforts, vertical and horizontal coordination, and collective governance. These efforts have driven continuous improvement in the ecological environment of the Qinling, ensuring that the region’s natural beauty endures, its green mountains remain, and its clear waters flow forever.
“Qin Xiao Wei” literally means “Little Guardian of the Qinling Mountains.” Through this medium, the pivotal ecological and cultural significance and value of the Qinling will become accessible, tangible and shareable to a wider audience. Leveraging the national platform of Xinhua News Agency, “Qin Xiao Wei” will launch a public competition to collect designs for the IP image, thereby raising public awareness of ecological conservation. These efforts aim to strengthen the protection of the Qinling Mountains as a vital national ecological security barrier.
The Xinhua News Agency’s Brand Reimagine Project is a national-level integrated service system responding to the national strategy of building China into a nation with first-class brands. Committed to “serving the broader picture of national development and helping Chinese brands go global,” the project serves as a bridge for domestic brands to go global via the Xinhua News Agency’s all-media communication matrix, high-end think tanks, and international communication channels. “Qin Xiao Wei’s” inclusion marks the protection work on the Qinling entering a new stage of image building and global outreach, and also adds Xi’an’s narrative to China’s eco-conservation stories in the modern era.
For our generation, it is a mission to protect our land from degradation and foster the sustainability of natural resources. Raising environmental awareness through brands can also provide the necessary impetus to achieve that. Now, as partners, “Qin Xiao Wei” and Xinhua will carry out in-depth cooperation across a broad spectrum, especially through a multi-dimensional promotion on the Xinhua News Agency’s cross-media communication platform.
A “Qin Xiao Wei” IP Image Competition will be launched, offering an opportunity for every individual who cares about the Qinling to contribute their efforts. A variety of Qinling-themed creative cultural items will also be developed. A digital IP exhibition tour will be held, with different narrators telling stories about Qinling eco-programs, conveying the message that anyone can be a guardian of the Qinling, just as the name “Qin Xiao Wei” literally implies.
