Luogang Unveils Three Signature Cultural IPs

On the morning of December 30, the 16th Luogang Xiangxue Cultural Festival officially commenced. The highlight of the opening ceremony was the first official collective debut of Luogang’s signature cultural IPs—“Gui Zai,” “Nuo Mei,” and “Xiao Xue.” As the three round, soft, and adorable cartoon figures made their debut, they were instantly surrounded by visitors. Cameras and phones clicked non-stop, and many children stood on tiptoe, exclaiming, “So cute!”

The design inspiration for these charming characters comes from Luogang’s most representative local specialties, carrying rich local memories. “Gui Zai” is modeled after the locally famous Guiwei lychee, with a plump and rounded form exuding sweetness and vitality. “Nuo Mei” originates from Luogang’s specialty Nuomici lychee, whose soft and lovable image symbolizes warmth and fulfillment. “Xiao Xue,” meanwhile, is a personification of the iconic Xiangxue plum blossoms, with an elegant and refined temperament that represents resilience and fragrance.

“We have been thinking about how to tell Luogang’s stories in the language of the new era,” said an official from Luogang Subdistrict at the launch event. “Through this more youthful and vivid form of expression, we hope more people—especially the younger generation—will come to understand and appreciate Luogang’s culture.”