On November 4, the National Radio and Television Administration announced the second batch of recommended titles for “Drama Beautifies China” at the Beijing Conference Center. The list includes The Tile Cat, Sword of Coming, and Fifteen Days in Two Capitals. Also launched that day was “Drama for a Good Life,” extending collaboration into areas such as tourism, merchandise, and music. For viewers, the key question is: after watching a show, if you want to visit a filming location or buy a character collaboration item, what needs to happen between becoming interested and being able to place an order?

【Three things unveiled on the same day: how far along is each?】

“Drama Beautifies China” announced recommended projects for creation. “Drama for a Good Life” announced six areas: drama-themed travel, merchandise, music, food, entertainment, and learning. Representatives from Ctrip, Tencent Music, Ali Fish, JD Jingzao, and others took part in the announcement. However, the public information released that day did not specify which companies would collaborate with which shows or what their specific roles would be.

The accompanying “Audiovisual Trend Fair” also featured physical exhibits. According to on-site reports, Beijing Grand Canal Gifts brought a limited-edition set of flash cards marking the 40th anniversary of (Journey to the West). It shows what spin-off merchandise from an existing series can look like, which is separate from the progress of projects on the new slate. On-site reports confirm that the items were exhibited, but their public prices and sales performance remain unknown.

【After a filming location is found, who turns it into a tour route?】

If you’re designing an itinerary around a TV series, the first step is to distinguish between what viewers see on screen and what they can see in person. Some scenes may have been filmed on temporary sets, and the original locations may no longer exist. Even if a location is open to visitors, you still need to check its opening hours, visitor capacity, and whether it can be combined with nearby sites into a practical itinerary.

If promotional materials for a tour use the series title, stills, or character likenesses, the production company or other relevant rights holders can clarify with their partners which assets may be used and where. The content platform can provide an entry point to the activity through the series page or related content, while the travel provider is responsible for listing the dates, prices, what is included, and the cancellation and change policies on the booking page. On the ground, local operators also need to coordinate site access, guest reception, and guided tours. What viewers ultimately buy is an itinerary that can be delivered on a specific date. Whether that date can be selected on the booking page depends on all these arrangements lining up.

【From artwork to delivery, what steps are involved in co-branded merchandise?】

Co-branding also requires clarifying the scope of authorization first, but the work that follows centers on the product itself. Take flash cards, for example: if character likenesses are used, the product team first needs to decide how many cards to make and what materials to use, then apply the artwork to a sample and check whether the printed colors and details meet expectations. Only after the sample is approved can production, stock preparation, and release be arranged. Sales channels also need to clearly state what is included in a set and when it will ship, and explain whom to contact about missing or damaged items.

The most concrete progress on tour routes is the availability of bookable itineraries with specific dates and service details. For co-branded merchandise, the key details are the actual designs, release dates, and fulfillment arrangements. The November 4 announcement outlined recommended projects and areas for collaboration. The broadcast dates for each series, which routes will open for booking, and which products will officially go on sale will have to wait for separate announcements about the individual projects.

For research and educational purposes only. This does not constitute investment advice.