On June 1st, the animated film "Roco Kingdom: Holy Dragon Knight," adapted from China's first green online community for children, "Roco Kingdom" (http://roco.qq.com), held a grand project launch event in Beijing. Representatives from the production companies Tencent, UYoung Media, and Xuan Dong Communication, along with the creative team of the "Roco Kingdom" film and industry experts, were all in attendance.
According to the production companies revealed at the launch event, the film tells the story of the initially playful and mischievous protagonist, Long Xing, who dislikes studying. After the Roco Kingdom faces a catastrophic disaster, he teams up with his friends to search for the legendary Holy Dragon Knight, who can defeat the mysterious Dark Mage, ultimately saving the kingdom. All young viewers who have played "Roco Kingdom" will once again experience the familiar characters, magical scenes, and thrilling storylines of the "Roco Kingdom" community through the medium of film. A magical feast on the big screen is about to unfold.
It is reported that the film is directed by Yu Shengjun, who participated in the production of classic domestic animated works such as "Haier Brothers," "The Adventures of Little Carp," and "Papaya Papaya," and is also the designer of Disney's "Dragon Tales." The screenplay is written by Cao Dawei, a rising domestic filmmaker who has directed multiple independent films and television commercials. This marks the first collaboration of these talented individuals, generating significant attention for the film even before production has begun.
"Roco Kingdom: Holy Dragon Knight" also represents the first powerful collaboration among leaders in China's children's pan-entertainment industry. The production team boasts a strong lineup: Tencent is one of China's largest internet companies, and its flagship children's product, "Roco Kingdom," currently has 60 million registered users and a peak concurrent online user count of 550,000, making it one of the most popular children's online communities today. UYoung Media is China's largest children's television advertising operator and animation distributor, while Xuan Dong Communication is the only state-owned animation enterprise in the country with a complete industry chain. The promotional team formed by these two companies has previously created box office successes such as the "Pleasant Goat" film series and "McDull, Kung Fu Kindergarten." These three companies are leaders in their respective fields, possessing extensive promotional resources, including powerful internet and television media, as well as the operational capabilities for animation film promotion, distribution, ground marketing, and integrated marketing. This provides strong assurance for the film's production quality, anticipation, and box office expectations after its release.
Cheng Wu, Vice President of Tencent's Interactive Entertainment Business Group, stated that as the business develops, Tencent has begun laying out plans in the pan-entertainment sector and is accelerating its pace. Its product "Roco Kingdom" not only fills the gap in China's green online community products for children but also, with the start of production of this film adaptation, becomes Tencent's first concrete project in the pan-entertainment business. Tencent will collaborate deeply with UYoung and Xuan Dong, who also prioritize children's healthy growth, building on the "Roco Kingdom" product itself and leveraging the new medium of film to fully realize its cultural and entertainment value. The goal is to create an educational and entertaining children's animation brand that meets the expectations of parents and the needs of children.
Xing Ying, Vice President of UYoung Media Group, believes that "Roco Kingdom: Holy Dragon Knight" is a truly family-friendly animated film. The film aims to help Chinese families address the challenge of "what constitutes healthy growth" through joyful and lighthearted cinematic means, particularly by conveying a positive value: "Happiness is a quality that can be cultivated." At the same time, the film boldly proposes the formula "Happiness = Courage + Optimism + Innovation," meaning that when children possess the courage to act, an optimistic attitude, and a spirit of pursuing innovation, they also possess the genetic qualities for a lifetime of sustained happiness.
Yu Jie, Deputy General Manager of Xuan Dong Communication, stated that collaborating with Tencent and UYoung to produce the animated film "Roco Kingdom: Holy Dragon Knight" is both an attempt at an industry-crossing operational model and an exploration by Xuan Dong Communication into the segmented market of animated films. The hope is that the film, guided by a forward-looking pan-entertainment development strategy, will integrate resources from "online, on-site, and on-air" channels. Through comprehensive three-dimensional marketing, the film will convey its "green" and "happy"理念 to a wide range of Chinese families.
Against the backdrop of Chinese parents' desire to create a healthy and safe online entertainment environment for their children, Tencent launched "Roco Kingdom," a
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