当英雄联盟嘉年华与成都相遇：潮流电竞与城市文旅的双向奔赴

When LoL Carnival arrives in Chengdu: The Combination of Trendy Esports and Travel

11月4日至11月9日，2025英雄联盟全球总决赛期间，随着最终决战即将开启，堪称《英雄联盟》史上最大规模的粉丝盛典——联盟嘉年华正式落地成都，为全球玩家带来更多好玩、有趣内容的同时，也与成都携手探索“潮流电竞+文旅”的全新发展模式。

Between 4th and 9th November in 2025, during the 2025 League of Ledgends World Championship, one of the largest fan festival in Leauge of Legends history, the LOL Carnival is taking place in Chengdu. The carnival not only brings fantastic and attractive activities but also iexplores a new model that blends Trendy Esports and Cultural tourism in Chengdu.

热门商圈全覆盖，让峡谷深入每一个角落

Summoner's Rift is located at every corner of famous business area.

被誉为“世界级”电竞赛事的英雄联盟全球总决赛，时隔多年再度重返中国，并将最受玩家瞩目的决战舞台落地蓉城，其背后是成都地方的大力支持。基于此，英雄联盟充分汲取成都这座西南重镇的灵感创意，为召唤师打造极具地域文化特色的线下粉丝盛会，持续拓展英雄联盟IP的深度与广度。

The League of Legends World Championship, hailed as a "world-class" esports event, has returned to China after many years and landed the most anticipated final battle stage in Chengdu, with strong support from the local government. Based on this, League of Legends fully draws inspiration and creativity from Chengdu, a southwestern city, to create an offline fan festival with strong regional cultural characteristics for fans and players, continuously expanding the depth and breadth of League of Legends IP.

其中最具代表性的，当属位于成都地标建筑IFS的联盟熊猫主题乐园。在这里，英雄联盟与地方相关单位展开积极合作，将IP内具有标志性的角色或元素与大熊猫有机融合，多种脑洞极限造型的熊猫，成为玩家们打卡留念的首选地点之一。

The most iconic event is the League Panda Them Park that located at Chengdu's landmark IFS. In this part League of Legends works closely with local government to combine the most representative character IP with panda element. The final presentation includes a variety of imaginative and extreme panda designs, making it one of the preferred places for players to check in and take photos.

在位于春熙路商圈的银石、盈佳广场，以正在进行中的英雄联盟全球总决赛为主题打造的联盟传奇大道，囊括了这一殿堂级赛事的诸多荣耀时刻和12支顶尖战队俱乐部的记忆展陈，并设置了巨型全球总决赛奖杯邀请玩家拍照合影，共同重温赛场上的每一个传奇瞬间。

At the Yinshi and Yingjia Plaza located in the Chunxi Road business district, the League Legends Avenue, themed around the ongoing League of Legends Global Finals, includes many glorious moments of this prestigious event and memory exhibitions of 12 top team clubs. It also features a giant Summoner’s Cup for players to take photos and relive every legendary moment on the field together.

在成都月涌艺术中心，英雄联盟电竞充分结合这里的户外裸眼3D大屏，将其外部改造为巨型全球总决赛冠军奖杯和边框设计，并限时开启游戏内史诗级生物“远古巨龙”的降临仪式，使这里成为全球电竞爱好者们的打卡圣地。

At Chengdu Harvest Moon Art Center, League of Legends esports fully integrates the outdoor naked-eye 3D screen here, transforming its exterior into a giant Summoner’s Cup and border design. In addition, a limited time "Elder Dragon's Descent" ceremony, which inspired by the in-game epic creature, has been brought to life, turning the site into a must visit landmark for fans and players around the world.

在春熙路商圈太古里广场，英雄联盟IP旗下四大产品《英雄联盟》《英雄联盟手游》《金铲铲之战》和《符文战场》打造了“我们是联盟”互动区，通过精心准备的线下试玩体验区，为玩家提供沉浸式体验。此外，《英雄联盟》还限时开放了周边商城，其中售卖的成都限定款趣味产品受到来访玩家的热捧。

At Taikoo Li Plaza in the Chunxi Road business district, the four major titles under the League of Legends IP, League of Legends, League of Legends: Wild Rift, Fight For Golden Spatula and Riftbounds have created an interactive zone called "We Are the League". Through carefully prepared offline play test experience areas, players are provided with immersive experience. In addition, League of Legends has also opened a limited time merchandise store, where the Chengdu-exclusive themed products have become a huge hit among fans.

不止是商业合作，更是文旅与电竞的共赢

Not just commercial cooperation, but also a win-win situation for cultural tourism and esports.

值得一提的是，与本届英雄联盟全球总决赛和联盟嘉年华同期，《英雄联盟》以熊猫、火锅、蜀绣、青城山等四川元素为灵感，为人气英雄拉克丝设计皮肤，让四川特色与非遗技艺借助游戏场景焕发出新的生机，在玩家群体中大受好评，也让很多海外玩家得以在游戏中窥见四川传统非遗文化的魅力。

It is worth mentioning that, alongside this year's League of Legends World Championship and LOL Carnival, the League of Legends, inspired by Sichuan elements such as pandas, Sichuan Hot Pot, Shu Embroidery, Mount Qingcheng, designed a new skin for Lux. By blending local characteristics and intangible cultural heritage craftmanships, the game breathes new life into traditional Sichuan culture, earning a lot of praise and positive feedbacks from players. This collaboration also allows many overseas fans and players to experience the unique charm of Sichuan's heritage in League of Legends, so that many overseas players can see the charm of Sichuan's traditional intangible cultural heritage culture in the game.

其中，“熊猫娃娃 拉克丝”身着青竹元素旗袍，与身后的竹林、熊猫遥相呼应，手中持有一柄以鎏金工艺雕琢熊猫首的熊猫元素法杖，充满川渝味的萌感。

Among these, "Pande Pat Lux" is dressed in a green bamboo element cheongsam, echoing the bamboo forest and pandas behind her. She holds a panda themed staff adorned with gilded panda heads, full of Sichuan style.

“蜀绣佳人”以“中国四大名绣”之一的蜀绣为设计基调，以芙蓉花和锦鲤的传统元素搭建背景，呈现出百分之百可以通过非遗蜀绣技法进行还原呈现的形象设计，更显古香古色。

The design of "Rose Quartz" is based on Shu Embroidery one of the "Four Famous Embroidery Styles in China". The background is built with traditional elements of hibiscus flowers and koi fish, presenting an image design that can be fully restored and presented through intangible cultural heritage Shu Embroidery techniques, making it more antique and charming.

“青城山仙子”设计灵感源于兼具世界自然与文化双遗产身份的青城山，背景建筑以青城山现存十余座宫观作为参考，着装则以光纱织就青城山山形虚影，仿佛将山魂凝于方寸衣襟。

The design of "Turquoise" is inspired by Mount Qingcheng, which has the identity of both world natural and cultural heritage. The background building takes more than ten existing palaces in Mount Qingcheng as a reference, and the dress weaves the shape and shadow of Mount Qingcheng with light yarn, as if condensing the mountain soul in the square clothes.

“火锅姑娘”则取材于红汤翻滚如霞，油香气绕梁的川渝火锅，从打汤的动作就能感受到专业的气息，发饰也装点了川渝火锅必备的“二荆条”辣椒，两侧椒枝红叶蜿蜒伸展。

The "Ruby" is inspired by the Sichuan Hot Pot, where the red soup rolls like a rosy cloud and the oil aroma lingers. The professional atmosphere can be felt from the action of making the soup, and the hair accessories are also decorated with the essential Capsicum annuum pepper for Sichuan Hot Pot. The red leaves on both sides of the pepper branches wind and stretch out.

对于英雄联盟IP来说，经历了16年的不断发展，自身也需要与外部结合，获取更多灵感进行拓展。有着千年历史的成都乃至整个巴蜀地区，无疑是一座蕴含丰富精神财富的宝库，英雄联盟IP不仅通过举办赛事和粉丝盛典，更在当地的合作与交流中探索传统非遗文化与电竞有机融合的可能性。

For League of Legends IP, after 16 years of continuous development, it also needs to integrate with the external inspiration for expansion. Chengdu, with a thousand-year history, and even the entire Bashu region, is undoubtedly a treasure trove of rich spiritual wealth. The League of Legends IP not only hosts events and fan festivals , but also explores the possibility of organic integration between traditional intangible cultural heritage and esports through local cooperation and exchange.

数字IP牵手传统文化，成都打造文旅新名片

Digital IP partners with traditional culture, Chengdu creates a new business card for cultural tourism

2024年，成都旅游总收入达‌3732.66亿元‌，同比增长7.9%，占全市GDP的比重首次突破11%，成为这座城市经济增长的重要引擎。也因此，成都市相关单位把准时代发展脉搏，积极与电竞这一朝阳产业展开合作，推动英雄联盟全球总决赛和联盟嘉年华落地成都。

In 2024, the total tourism revenue of Chengdu reached 373.266 billion yuan, a year-on-year increase of 7.9%, accounting for over 11% of the city's GDP for the first time, becoming an important engine for the city's economic growth. Therefore, relevant government departments in Chengdu have taken the pulse of the times and actively cooperated with the booming esports industry to promote the League of Legends World Championship and LOL Carnival in Chengdu.

对于成都市而言，英雄联盟IP经过多年持续耕耘，全球总决赛拥有15年发展历程，在广大电竞爱好者特别是当代年轻人中具有巨大影响力，能够有效吸引海外和国内玩家前往成都观赛。在此过程中，观赛玩家能够以此为契机，一方面进一步了解成都地方文化，另一方面通过春熙路商圈等线下场景消费，助力地方实体经济和文旅产业发展。

For Chengdu, after years of continuous cultivation, the League of Legends IP has a 15-year development history in the World Championship, which has a huge influence among esports enthusiasts, especially contemporary young people, and can effectively attract overseas and domestic players to Chengdu for viewing. During this process, fans and players can take this as an opportunity to further understand the local culture of Chengdu, and at the same time, consume through offline scenes such as the Chunxi Road business district, helping to promote the development of the local economy and cultural tourism industry.

更为重要的是，不止是春熙路商圈，在成都更广阔的角落里，诸如锦江、锦里、文殊院、宽窄巷子、建设路等享誉外界的成都知名景点或地标，游客或玩家都能看到融入巴蜀文化元素的英雄联盟IP。

More importantly, not only in the Chunxi Road business district, but also in many other Chengdu's most renowned landmarks such as Jinjiang, Jinli, Wenshu Monastery, Kuanzhai Alley, and Jianshe Road can be seen by tourists or players as League of Legends IPs that incorporate elements of Bashu culture.

在为大众提供更多惊喜的同时，助力成都打造更具潮流化的“电竞”名片，从而拉进了年轻人与这座城市的距离，也让全球总决赛和联盟嘉年华成为一扇双向交流的窗口，让世界得以了解当代成都的发展成果和文旅资源，从而进一步为当地未来发展提供正向反馈。

While providing more surprises to the public, we also help Chengdu create a more trendy "e-sports" identity, bringing young people closer to the city and making the League of Legends World Championship and LOL Carnival a two-way communication window, allowing the world to understand the development achievements and cultural and tourism resources of contemporary Chengdu, and further providing positive feedback for the future development of the local area.

在潮流电竞形式的助力下，21世纪数字时代的传统非遗文化以更加平易近人的方式被当代年轻人接受。毕竟，相比于将历史与文化束之高阁于冷冰冰的博物馆玻璃窗后，通过数字IP为其赋能从而获得新生，才能真正实现文化的传承与发展。

With the help of trendy esports, traditional intangible cultural heritage in the digital age of the 21st century is being accepted by contemporary young people in a more approachable way. After all, compared to sheltering history and culture behind the cold glass windows of museums, only by empowering them with digital IP can we truly achieve the inheritance and development of culture.

换言之，英雄联盟全球总决赛和联盟嘉年华的到来，绝不仅仅只是一场传统意义上的商业合作，其背后蕴含着成都和生活在这座城市的人们，在数字技术高速发展的当下，所进行的文旅发展创新实验。借助“潮流电竞+文旅”的复合模式，电竞成为古城和地方文化的全新表达形式，也让成都成为全球电竞产业版图中最为亮眼的新星。

In other words, the arrival of the League of Legends World Championship and LOL Carnival is not just a traditional commercial cooperation but also contains the innovative experiments of cultural and tourism development carried out by Chengdu and the people living in this city in the current era of rapid development of digital technology. With the combination of "trendy esports+cultural tourism", esports have become a new expression of ancient city and local culture, making Chengdu the most eye-catching star on the global esports stage.

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