The signing ceremony for the strategic cooperation between Antoine de Saint-Exupéry and Tiantan Xiao'ai was held in Beijing, building a new bridge for Sino-Western cultural dialogue. On the morning of November 29, 2025, the strategic cooperation signing ceremony between Antoine de Saint-Exupéry (China) Brand Management Co., Ltd. and Taiyang Zaimeng (Beijing) Cultural Development Co., Ltd. was solemnly held in Beijing at the Zhi Ai TCM Research Institute. This cooperation marks the formal joining of the world-renowned Antoine de Saint-Exupéry fairy tale IP with the "Tiantan Xiao'ai" IP, rooted in Temple of Heaven culture and Traditional Chinese Medicine wisdom, to open a cross-cultural and timeless civilizational dialogue, jointly exploring new paths for the integrated development of cultural and creative industries. The CCTV online host Su Han was specially invited to serve as the host for this event. Mr. Chen Feixiang (left), Chairman of Antoine de Saint-Exupéry (China) Brand Management Co., Ltd., and Mr. Sun Yiping (right), Chairman of Taiyang Zaimeng (Beijing) Cultural Development Co., Ltd., Executive President of Tiantan Cultural Industry Co., Ltd., and Dean of the Beijing Zhi Ai TCM Research Institute jointly signed the strategic cooperation agreement, witnessed by both teams.
In a speech, Mr. Chen Feixiang, Chairman of Zhongdan Joint Venture Atwood (China) Brand Management Co., Ltd., mentioned: Today, a strategic cooperation launch event was held in Beijing between the Chairman of Zhongdan Joint Venture Atwood (China) Brand Management Co., Ltd. and the well-known IP "Tiantan Xiao Ai" from Sunzai Zaimeng Company. Both parties announced a deep strategic cooperation, integrating classic Danish fairy tales with Eastern wisdom rooted in Temple of Heaven culture to jointly create a new "Fairy Tale Universe+" cultural ecosystem, marking a milestone "mutual pursuit" for the cultural IP industry. Atwood, as a global cultural symbol, is centered on universal values such as love, courage, and perseverance embedded in its stories. He stated that the goal of this cooperation is not simply to "introduce" Western fairy tales but to allow them to truly "integrate" into Chinese culture and create a profound "chemical reaction" with the Eastern soil. Chairman Chen Feixiang pointed out that the opportunity for cooperation stems from the high resonance between the two parties on the cultural core. The Temple of Heaven embodies the Eastern "unity of heaven and humanity" worldview, while "Tiantan Xiao Ai" is an outstanding example of modernizing and popularizing this ancient wisdom. He said: "We were pleasantly surprised to find that the 'universal values' of the Atwood fairy tales and the 'Eastern wisdom' represented by Tiantan Xiao Ai are connected at the highest level. Both concern reverence for nature and care for life."
It is reported that this strategic cooperation will go far beyond simple co-branded products. Both parties plan to engage in deep content co-creation and ecosystem building around themes such as "Traditional Chinese Medicine popular science research and study" and "cultural and creative products going global." Classic fairy tale characters from Andersen, such as The Little Mermaid and Ugly Duckling, will be given new Eastern narrative settings, and through "Little Ai of the Temple of Heaven," they will tell a shared story about "a beautiful life" to the world through resonance with cultural landmarks such as the Hall of Prayer for Good Harvests and the Danbi Bridge at the Temple of Heaven. Chairman Chen Feixiang emphasized that this collaboration aims to create a model ecosystem of cultural integration, starting from characteristic cultural activities in Beijing and gradually moving to global stages like Madrid to showcase the infinite imagination and inclusiveness of China's cultural creative industry to the world. Industry insiders believe that this collaboration between Andersen and Little Ai of the Temple of Heaven is a deep practice of localization and innovation for classic IPs. It will not only create a more colorful and warm cultural future for Chinese families and children but also provide new ideas and models for Chinese cultural and creative IPs to go global. At the press conference for the strategic cooperation between Sun Zaimeng (Beijing) Cultural Development Co., Ltd. and Andersen (China) Brand Management Co., Ltd., Chairman Sun Yiping of Sun Zaimeng delivered a speech, officially announcing the four specific implementation paths of the cooperation between the two parties, marking the transition of the integration of Chinese and Western cultural IPs from vision to solid implementation.
Chairman Sun Yiping stated in his speech that the meeting between Andersen's fairy tales and "Tiantan Xiao Ai," rooted in the culture of the Temple of Heaven and the wisdom of Traditional Chinese Medicine, is a mutual learning and appreciation of civilizations where "each beauty is beautiful, and beauty is shared." He emphasized that this collaboration goes beyond IP co-branding, aiming to promote the contemporary transformation and global dissemination of Eastern lifestyle aesthetics. Based on this vision, Chairman Sun Yiping systematically announced the four core areas for future cooperation for the first time: One, Create a "Fairy Tale Herbs" Series of Co-branded Products Both parties will jointly develop a co-branded series covering cultural and creative derivative products and digital content around classic Andersen characters and "Tiantan Xiao Ai" and "Herbal Spirits," allowing Chinese and Western cultures to engage in dialogue and inheritance through creative design and consumer experience. Two, Launch the "Seed Ark - Tales of Life" Joint Research and Study This project will integrate Andersen's praise of nature with the life view of Traditional Chinese Medicine culture to develop theme-based courses and experiential content with educational and social value, aiming to deeply embed the integrated cultural concepts in the hearts of the next generation. Three, Co-build Immersive Themed Experience Spaces Both parties will promote the deep integration of audiovisual technology and cultural tourism projects, planning to use seasonal themed scenarios such as "Ice and Snow World" as pilot projects, combining the aesthetic of ritual and music of the Temple of Heaven, the dynamic image of the herbal spirits, and the classic plots of Andersen's fairy tales to create a new cultural tourism experience spanning East and West senses. Four, Build an International Industrial Linkage Network
The collaboration will actively move towards the global stage, planning to jointly launch on international platforms such as the UN 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 Xiaai" themed exhibition and tour, achieving a leap from "content going global" to "model going global." Chairman Sun Yiping finally stated that the collaboration between Sunzai Meng and Hans Christian Andersen (China) is not only to awaken the shared memories of several generations but also to write a new chapter of culture for the present. He called on both sides to join hands, "use culture as a boat and creativity as a sail," to jointly sail towards a future of integration and innovation. Under the joint witnessing of the attendees, the chairmen of both sides signed a strategic cooperation agreement and unveiled the bronze plaque for "Strategic Partners," exchanging gifts symbolizing friendship and cultural integration, pushing the atmosphere at the event to a climax. The leaders of both sides jointly unveiled the strategic cooperation bronze plaque, marking the official launch of the cooperation. Special symposium gathers wisdom and paints the cooperation blueprint At the subsequent special 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. Bai Guoqing highly affirmed the cooperation value based on his own Traditional Chinese Medicine sensibilities and observations of cultural exchanges with Denmark. He suggested establishing moxibustion experience centers at Chinese cultural centers overseas and creating fairy tales with themes of Traditional Chinese Medicine. The foundation will fully leverage its resources to promote Traditional Chinese Medicine culture, such as moxibustion (a national intangible cultural heritage), to the world. Mr. Liu Dong, the former Consul General of the Chinese Embassy in Denmark, analyzed the China-Denmark cultural market and proposed suggestions for IP-based paths for going global. From the perspectives of market and communication, Mr. Liu Dong pointed out that China is the core audience market for Andersen's fairy tales, and Traditional Chinese Medicine (including moxibustion) has gained legal status and public acceptance in Denmark. He emphasized that transforming Traditional Chinese Medicine culture into an IP and story format is an effective path for going global and suggested fully utilizing existing channels such as overseas cultural centers and tourist offices for promotion to achieve a strong partnership. Mr. Song Haibo, director of the office of the China Urbanization Promotion Association's characteristic small town, congratulated both sides on the signing and looks forward to the trend of wellness, culture, and tourism integration. Mr. Song Haibo congratulated both sides on the signing, believing that this cooperation precisely fits the current trend of "wellness + culture and tourism" industry development. He acknowledged the operational capabilities and international cooperation experience of the Sunzaimeng team and looks forward to achieving tangible results in content creation and project implementation through cooperation. Mr. Chen Yu, president of the Map Culture Branch of the China Map Publishing Group, praised the cooperation model and promised to provide support by leveraging the group's resources.
Mr. Chen Yu particularly praised the three core aspects of this cooperation: the combination of culture and medicinal herbs, the combination of IP and study tours, and the development of cultural tourism spaces. He believes that the concept of "Herbal Fairy Tales" has a wide audience, and the potential for study tours and cultural tourism space development is huge, and promised that the China Map Publishing Group will provide strong support for the cooperation by leveraging its resources in culture, tourism, geographical information, and study tours. Mr. Wang Chunsheng, Secretary-General of the Beijing Academy of Traditional Chinese Medicine and Honorary Dean of the Beijing Zhi Ai TCM Research Institute, emphasized the support of culture for the industry and proposed suggestions for international dissemination. Mr. Wang Chunsheng profoundly explained the supporting role of culture for the industry. He made key suggestions for the international development of the cooperation: the "herbal" concept can be expanded to the more easily understood "plant medicine" by the international community, and using the Temple of Heaven as a carrier and Andersen's fairy tales as a form of expression, achieve the visualization and sensory communication of Traditional Chinese Medicine culture, while emphasizing the need to deeply explore the cultural connotations and take responsibility for the 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 Visiting Consultant for the Postdoctoral Project of Zhang Boli, Secretary-General of the Government-Enterprise Think Tank, proposed the positioning of the cooperation as a connection between East and West cultures, suggesting alignment with national strategies.
Mr. Hao Xiangbao positions this cooperation as an initiative to connect Eastern and Western cultures. He suggested that the project should align with the national cultural export strategy, strive to create exemplary projects, and expand global influence through methods such as "mode export," leveraging existing channels, and digital reach, while proactively addressing the legal ownership risks of digital assets. The successful signing of this strategic cooperation is not just a commercial marriage between two cultural IPs, but also a vivid practice of cultural exchange and mutual learning between China and Denmark, and China 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, adding a touch of fusion and innovation to the world's garden of civilizations. Summary and Outlook for the Strategic Cooperation This strategic cooperation between Andersen and the Temple of Heaven Xia'ai has pioneered a new paradigm for the integrated development of cultural tourism, cultural creation, and intellectual property industries. Based on cultural resonance, it builds a new industrial ecosystem across cultures and industries through the dual drive of "modernizing traditional IPs and globalizing local IPs." This innovative practice breaks through the limitations of traditional IP cooperation and achieves three breakthroughs: reconstructing narrative systems through cross-cultural resonance, reshaping industry models through "culture + technology + health + tourism," and rebuilding global value networks through diversified export pathways. This not only provides a model for the modern transformation of traditional cultural IPs but also pioneers a new path for industrial innovation under mutual learning of civilizations.
Standing at a new starting point, we will take this signing as an opportunity to fully absorb the wisdom of all sectors and solidly advance the implementation of cooperation projects. Let us join hands and advance together, using innovation as the paddle and culture as the sail, jointly ushering in a new era of global cultural value co-creation and writing a new chapter in the exchange and mutual learning of world civilizations. Temple of Heaven Xiao Ai - Guardian Spirit of Ai Health One, Spirit Profile Name: Xiao Ai Species: Medicinal Herb Spirit Birth: February 29, 2020 (symbolizing cherished and special love) Habitat: Spirit-filled mountain and forest Core Skill: Fire of Ai - A pure Yang healing technique inherited from nature, capable of mobilizing yang energy to clear meridians, regulate yin and yang, dispel disease and evil, bringing health and warmth. Personality Traits: Innocent and kind, healthy and lively, hardworking and sunny. It possesses a pure and innocent smile and a cute appearance, loved by all. It holds reverence for all things and is grateful for the nourishment of heaven and earth, and considers "helping others with Ai" to be its lifelong honor. Life Preferences: Bathing in sunlight, sipping morning dew, the happiest thing is helping others and protecting health. Ultimate Wish: May there be no disease in the world, and everyone be healthy. Two, Image Design Concept (Manifestation of the Core Values of Zhi Ai) "Temple of Heaven Xiao Ai" is a personified spirit created based on the Ai leaf, its design perfectly interprets the core values of the Zhi Ai brand: health, diligence, glory, and gratitude:
Health: The overall image is healthy, lively, and cute, visually conveying joy and vitality. Its core skill "Ai's Fire" is directly linked to the health concept of moxibustion, making it a "mobile" health guardian. Diligence: The design inspiration comes from the ancient maxim of the gatherer, "gather the large, leave the small, gather the dense, leave the sparse," and the little Ai itself is the embodiment of diligence and sustainability. It tirelessly helps others, reflecting the industrious nature of the herbal spirits. Glory: Little Ai considers "administering Ai to help others" to be the highest honor. The decoration on its chest (a simplified temple design) is a symbol of its glory, representing heritage and mission. Gratitude: Its personality, characterized by reverence for nature and gratitude towards heaven and earth, naturally flows through its clear eyes and guardian posture, evoking the original aspiration of harmonious coexistence with nature. III. Market Advantages and Application Prospects High Recognition and Affinity: After years of careful refinement, Little Ai has successfully broken through the design paradigm of traditional auspicious characters, forming a unique, cute, memorable, and recognizable visual symbol, full of charm, capable of instantly capturing the love of audiences of all ages. Strong Derivative Potential: The image is simple and full, the colors are bright, and the core visual and shape are excellent, making it very suitable for developing a full range of products, including but not limited to: plush toys, stationery, clothing, gifts, accessories, health products, etc., with extremely strong applicability.
Cross-media communication adaptability: In terms of form, it is perfectly suitable for the recreation and dissemination across various media such as print, three-dimensional, and the internet, flexibly adapting to the needs of different carriers for theme interpretation and expression styles. Four, Original intention and brand elevation (the soul of the story) The birth of "Tiantan Xiao Ai" stems from a deep-rooted affinity for medicinal herbs in our bloodline and a reverence for nature. The founder comes from a lineage of traditional Chinese medicine, and the experience of gathering herbs in the mountains with his grandfather in his childhood deeply imprinted the "reverence for mountains and rivers" and the wisdom of "harmonious coexistence between humans and nature" deep within the soul. We believe that deep in the forest, everyone can feel the mysterious power of becoming one with nature. Therefore, we created "Xiao Ai." It is not just a mascot, but a dynamic messenger of traditional medicinal herb culture. Through its lively and cute image, we hope to: At the physical level, guide people to pay attention to moxibustion for health and return to the way of natural health. At the spiritual level, convey the values of kindness, courage, and true beauty, soothing the anxieties of modern people. At the mental level, reconnect the bond between people and nature, calling for the cherishing of life and the protection of the environment. Tiantan Xiao Ai is the embodiment of the spirit of the Ai brand, a modern interpretation of traditional moxibustion culture, and a cultural symbol carrying the vision of health, gratitude, and harmony. It is not just a successful commercial IP, but also a deep tribute and innovative inheritance of excellent Chinese medicinal herb culture through love and original intention.
