Switzerland is collaborating with the Chinese company Yuewen to bring elements from the popular web novel "The King's Avatar" to life through various themed displays and experiences across the country. The collaboration has led to a significant increase in interest among young, female fans from China, who are driving awareness and shaping the campaign through social media, fan art, and cosplay. Swiss Tourism Director Martin Nydegger expressed his excitement about the partnership, which coincides with the Sino-Swiss Year of Culture and Tourism celebrating 75 years of diplomatic relations between Switzerland and China. Yuewen's Senior Vice President Huang Yan sees this collaboration as a new path for internationalizing web novel IPs, highlighting the practical value of cultural export.