Beijing, November 29, 2025 - When Danish fairy tale elves meet Eastern herbal wisdom, a cross-temporal civilizational dialogue officially begins at the Beijing-Ai TCM Research Institute. Andersen (China) Brand Management Co., Ltd. and Taiyang Zaimeng (Beijing) Cultural Development Co., Ltd. have signed a deep strategic cooperation agreement, jointly building a "Fairy Tale Herbal" cultural ecosystem with "Andersen Fairy Tales" and "Temple of Heaven Xiao Ai" as core IPs, creating a model for the integrated cultural and creative industry blending Chinese and Western styles, and taking it to the world. "This is not a simple IP collaboration, but a reshaping of cultural genes," said Chen Feixiang, Chairman of Andersen (China), at the signing ceremony. "The universal values of Andersen Fairy Tales and the Eastern 'unity of heaven and man' life view represented by Temple of Heaven Xiao Ai are connected at the highest level—they all tell stories of love, courage, and hope." Sun Yiping, Chairman of Taiyang Zaimeng Cultural Development Co., Ltd., Executive President of Temple of Heaven Aesthetics Industry Co., Ltd., and Dean of the Beijing-Ai TCM Research Institute
Sun Yiping stated that the Temple of Heaven embodies the Eastern cosmic view of "unity of heaven and humanity," and "Temple of Heaven Xiaai" is an outstanding model for modernizing and popularizing this ancient wisdom. This collaboration aims to create a model for cultural integration, starting with characteristic cultural events in Beijing and gradually moving to international stages like Madrid to show the world the infinite imagination and inclusiveness of China's cultural creative industry. The encounter between Andersen's fairy tales and "Temple of Heaven Xiaai," rooted in the aesthetics of the Temple of Heaven and traditional Chinese medicine wisdom, is a mutual learning of civilizations where "each beauty is beautiful, and beauty shares together." This cooperation goes beyond IP collaborations, aiming to promote the contemporary transformation and global dissemination of Eastern lifestyle aesthetics. The successful achievement of this strategic cooperation has pioneered a new paradigm for the integrated development of cultural tourism, cultural and creative, and IP industries, and is a vivid practice of cultural exchange and mutual learning between China, Denmark, and the West in the new era. Both parties stated that they will fully absorb the wisdom of all sectors and, starting with this signing, jointly promote the solid implementation of projects such as the "Fairy Tales and Medicinal Herbs" series of products, joint study tours, and international promotion, opening up a dialogue of civilization across culture and time, and jointly exploring new paths for the integrated development of the cultural creative industry. At the subsequent thematic symposium, leaders and experts from the fields of culture, diplomacy, traditional Chinese medicine, and industry gathered to provide in-depth insights and development suggestions for this strategic cooperation from multiple dimensions. Mr. Bai Guoqing, Chairman of the China Ethnic Culture and Arts Foundation and former Director of the Overseas Cultural Facilities Construction Center of the Ministry of Culture and Tourism, suggested establishing overseas moxibustion experience centers and creating traditional Chinese medicine fairy tales based on his own experience.
Mr. Liu Dong, former Counselor of the Chinese Embassy in Denmark, analyzed the cultural market of China and Denmark and proposed suggestions for the path of IP going abroad. Mr. Song Haibo, Director of the Office of the China Urbanization Promotion Association, congratulated both parties on the signing and looks forward to the trend of wellness, culture, and tourism integration. Mr. Chen Yu, President of the China Map Publishing Group, praised the cooperation model and proposed providing support by leveraging geographic information and cultural tourism resources. Mr. Wang Chunsheng, former Deputy Secretary-General and Permanent Honorary President of the Beijing Shi'ai TCM Research Institute, emphasized the support of culture for industries and proposed suggestions for international dissemination. Mr. Hao Xiangbao, Vice Chairman and Secretary-General of the Founding Committee of the Inclusive Health Public Welfare Branch of the China Health Association, and Postdoctoral Consultant for the Zhang Boli Traditional Chinese Medicine Inheritance Project, proposed positioning the cooperation as a connection between East and West cultures and suggested aligning with national strategies. For this event, CCTV.com host Su Han was specially invited to serve as the host; under her wonderful narration, the entire event was both solemn and elegant and heartwarming, adding unforgettable warmth and brightness to this exchange of mutual learning and mutual respect. Industry evaluations say that this cooperation has pioneered a dual-wheel drive paradigm of "modernization of traditional IPs and globalization of local IPs": on one hand, it allows the Andersen fairy tales, with over 150 language versions, to grow "new branches" in Chinese soil; on the other hand, it allows "Tiantan Xia'ai," born from the dragon veins of the Qinling Mountains, to sail into the Danish mermaid harbor, achieving a two-way rush of cultural traffic and industrial value.
With the unveiling of the strategic bronze medal, classic Danish fairy tales and Eastern wisdom rooted in the aesthetics of the Temple of Heaven are merging to create a brand new "Fairy Tale Universe+" cultural ecosystem, marking a milestone "mutual pursuit" for the cultural IP industry. It is reported that both parties will implement developments around four main areas in the future: One, creating a "Fairy Tale Herbal" series of collaborative products Both parties will jointly develop a collaborative series covering cultural and creative derivative products and digital content, featuring classic Andersen characters and "Temple of Heaven Little Elves" and "Herbal Sprites," allowing Chinese and Western cultures to engage in dialogue and inheritance through creative design and consumer experience. Two, launching the "Seed Ark—Fairy Tales of Life" joint study and research This project will integrate Andersen's praise of nature with the life view of Traditional Chinese Medicine culture to develop theme-based courses and experience content with educational and social value, aiming to deeply instill the merged cultural concepts in the hearts of the next generation. Three, jointly building immersive themed experience spaces Both parties will promote deep integration between audio-visual technology and cultural tourism projects, planning to use seasonal theme scenarios such as the "Ice and Snow World" as pilot projects, combining the aesthetic of ritual and music from the Temple of Heaven, the lively image of the Herbal Sprites, and the classic plots of Andersen's fairy tales to create a new cultural tourism experience that spans East and West senses. Four, building an international industrial linkage network
The cooperation will actively move towards the global stage, planning to jointly launch on international platforms such as the United Nations World Tourism Organization, and link key cultural and tourism cities and landmarks both domestically and internationally to realize the "Hans Christian Andersen x Temple of Heaven Xiao Ai" themed touring exhibition and tour, achieving a leap from "content going global" to "model going global." Standing at a new starting point, based on this signing, both parties will fully absorb the wisdom of all sectors and solidly promote the implementation of cooperation projects. Let us join hands and advance together, using innovation as the paddle and culture as the sail, jointly opening a new era of global cultural value co-creation, and writing a new chapter for the exchange and mutual learning of world civilization. (Written by Su Han, Zhi Ai)
