Study on the Impact of “Tomb Raider” Cultural IP on Hangzhou's

City Image and Urban Culture

Jiayu Yi

International College, Communication University of China, 211172 Nanjing, China

Keywords: Tomb Raider, City Image, Urban Culture, IP Effect, Cultural Radiation.

Abstract: Tomb Raider has created a new genre of fiction called ‘tomb raiding literature’, and its cultural IP has been

increasingly developed and utilised. Scholars have found that ‘Tomb Raider’ is very relevant to Hangzhou's

urban culture, but there is a lack of concrete research data to elucidate the underlying mechanisms and actual

impact. Therefore, this study will focus on the ways and specific effects of Tomb Raider's influence on

Hangzhou's urban image and culture. The research methods include the interview method, questionnaire

survey method, and literature research method in order to understand the public's awareness of the IP's

influence on Hangzhou's urban culture. The study found that Tomb Raider has made Hangzhou's city image

more youthful, trendy, and innovative through five important ways, including the original story background,

festivals, cultural activities, related peripheral distribution, and linkage with local brands. The cultural IP has

provided Hangzhou city culture with deep, broad, diversified cultural empowerment. This study helps to

analyse the phenomenon of innovative development of the Tomb Raider cultural IP and Hangzhou's urban

culture and provides models and experiences for other cities.

1 INTRODUCTION

Since its serialisation, Tomb Raider has been loved

and sought after by readers, with both physical book

sales and online popularity at the top of the list. Since

2015, Tomb Raider has made Hangzhou a ‘Pain City’.

‘Pain city’ refers to the phenomenon that in ACGN

(animation, comics, games, novels) culture, anime

characters or cultural elements widely penetrate into

all corners of the city, in which the word “pain”

emphasises the huge size and ostentatious decoration

(Niga, 2024). In China, Hangzhou is known as the

‘Pain City’ of Tomb Raider, and fan enthusiasm for

the original novel and its spin-offs has led to the

establishment of several landmarks related to the

work, attracting many fans to visit the city (König,

2024). Current research focuses on Hangzhou's

‘August 17th Rice Festival’ under the incubation of

modern urban festivals and the impact of ‘Tomb

Raider’ on the fan tourism economy (Bourdieu,

n.d.),[ 4]. However, such a research horizon is limited

and has not yet systematically explored the specific

impact of the IP of Tomb Raider on the shaping of

Hangzhou's urban culture. Therefore, it is difficult for

Corresponding author

the existing results to provide reference experiences

for the symbiotic development of other cities and

their cultural IPs.

This study focuses on the phenomenon of ‘Tomb

Raider’ creating Hangzhou's ‘City of Pain’ and

analyses the sustained impact of the cultural IP's

creation and promotion strategies on Hangzhou. The

study concludes that Tomb Raider not only brings

fresh blood to Hangzhou's local culture, but also

facilitates the development of a mutually beneficial

model between the two. This paper uses literature

analysis method, questionnaire survey method and

interview method to conduct research, the advantage

of these three methods is that they can be good from

multiple dimensions to analyse the ‘Tomb Raider’ to

create its cultural IP ways and its impact on

Hangzhou's urban culture and image,’ which is

conducive to the research. The ultimate goal of this

study is to analyse the multilayered benefits brought

to Hangzhou by the successful creation of this IP.

Through this study, it will help to explore the cultural

dissemination and city image of Hangzhou's new IP

culture, and at the same time provide sustainable

Yi, J.

Study on the Impact of “Tomb Raider” Cultural IP on Hangzhou’s City Image and Urban Culture.

DOI: 10.5220/0014111400004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 223-229

ISBN: 978-989-758-791-7

223

development experience for other similar symbiotic

models of ‘cultural IPs and cities for mutual benefit’.

2 LITERATURE REVIEW

In summarising and analysing the relevant research

literature at home and abroad, this study found that

Zhao Rongli is currently studying the generation of

urban festivals related to Tomb Raider in the article

Research on Modern Urban Festivals - Taking the

August 17th Rice Festival as an Example,

contributing to this study in terms of the reciprocity

between urban festivals and cultural IPs (Rongli,

2024). Grischa Bertram examines the criticality of

culture-led - and sub-culture-led urban regeneration

in Germany, discussing urban indigeneity in literature

and culture (Bertram, 2024). Nardine El-Bardis in

Urban Culture as a Challenge of Enhancing Social

Interaction in Public Spaces examines the

interrelationship between society and the city and the

role of urban culture in it (El-Bardisy, 2024). The

literature referenced above does not cover much in

terms of research on the cultural impact and shaping

of specific cultural IPs on the relevant cities, and this

study will start from the actual embodiment of

cultural IPs on the formation and development of

urban culture, and conduct a study on the causes and

effects of the impact of Tomb Raider's cultural IPs on

Hangzhou's urban image and culture.

3 RESEARCH METHODOLOGY

3.1 Questionnaire Method

The questionnaire was initially set up with seventeen

questions, divided into basic and detailed questions.

The basic questions collected information on the

gender, age, city and status of the person completing

the questionnaire, with the advantage of being able to

clearly collect data on commonalities and

characteristics that exist in the general public,

universally and as a group. Detailed questions

collected the opinions, understanding, suggestions,

etc. of the questionnaire fillers about Tomb Raider

and Hangzhou, the advantage of researching these

questions is that it can understand people's

understanding of the impact of Tomb Raider on

Hangzhou's urban culture from multiple perspectives,

which will make this study more persuasive.

3.2 Interview Method

This study collected data through the interview

method and set up seven in-depth questions aimed at

exploring the correlation between Tomb Raider fans

and Hangzhou's urban culture and its potential for

cultural integration. Based on the interviews, the

specific impact of the interaction between Tomb

Raider's cultural IP and Hangzhou on the

interviewees was derived and the data coded. Specific

questions aimed to explore respondents' purchasing

power of related cultural peripherals and their

participation in activities, their understanding of the

linkage between Tomb Raider IP and Hangzhou, their

reasons for liking the two, the impact of Tomb Raider

on the respondents, their impression of Hangzhou

now, and the ways in which Tomb Raider and

Hangzhou can develop in-depth cultural fusion and

city image shaping in the future.

Three fans of Tomb Raider were selected as

interviewees for this interview, which was biased

towards subjectivity and aimed at capturing fans'

personal feelings and opinions. The interviews had

the advantage of providing insight into the cultural

identity and emotional connection of the interviewees

to Tomb Raider and Hangzhou, and at the same time,

the content of the interviews closely matched the

theme of this study, providing valuable qualitative

data for the study. Based on the subjective responses

of the interviewees during the interviews, the results

of the analyses in the three areas of personal

experience, meaningful value and city impression

were derived respectively.

4 RESULTS

4.1 Questionnaire Results

A total of 104 people participated in this

questionnaire survey, and a total of 104 valid

questionnaires were collected. The questionnaire

survey data shows that 84 respondents believe that the

storyline of Hangzhou in the original Tomb Raider is

one of the reasons why they know and love

Hangzhou; 90 respondents believe that the special

festivals organised by the cultural IP are an important

way for them to go to, learn about, and integrate into

Hangzhou, and the most important and typical one is

the August 17th Rice Festival in Hangzhou every

year; 76 respondents believe that the various cultural

activities organised by the IP in conjunction with

Hangzhou attract them to learn about the city's

culture. 76 respondents believe that the various

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cultural activities organised by the IP in conjunction

with Hangzhou attract them to learn about

Hangzhou's urban culture.

11 percent of the respondents went to Hangzhou

every year to attend the festival, 30 per cent went to

Hangzhou to attend the festival, and 51 percent

wanted to attend but did not go to Hangzhou to attend

for personal time reasons. Seventy-six respondents

believed that the related cultural activities held by

Tomb Raider combined with Hangzhou's local culture

to make it more three-dimensional and vivid, such as

the stage play of Notes on the Rainy Village, the

author's book signing, and the character's birthday

party. 28 respondents buy peripheral products of

Tomb Raider every month, 30 respondents buy them

1-2 times per quarter, 20 respondents buy them 1-2

times a year, and individual respondents said they

would buy peripheral products as long as they came

out with their favourite ones. Of the 104

questionnaires, 100 respondents had knowledge of

the linkage between Tomb Raider and Hangzhou

culture, attractions and brands. More than 70

respondents knew about the linkage between the

Tomb Raider IP and the national key cultural relics

protection unit Xiling Yinsha, Wushanju, Louwailou,

Xiaofeng Bookstore, the West Lake, and the Hubin

Yintai, and more than 40 respondents knew about the

linkage between the Tomb Raider IP and the

centuries-old Hangzhou old shop Fang Hui Chun

Tang, Hangzhou city road Lushan Road, and

Hangzhou Joy City's linkage.

4.2 Interviews Results

This paper uses interviews to obtain research

information, the interview subjects are three rice in

different cities, the interview questions include ‘the

participation degree of the activities and the

purchasing power of the neighbourhood’, ‘the

significance and value of travelling to Hangzhou for

the Tomb Raider’, ‘the impact of the Tomb Raider on

your impression and feelings towards the city’, ‘what

other city image and culture can be integrated with

the cultural ip of Tomb Raider’ and so on. The impact

of Tomb Raider's on your impression and feelings

towards the city’, What other city images and cultures

can Hangzhou integrate with Tomb Raider's? The

data were coded at the end of the interviews when the

results were collected, as shown in Table 1.

Table 1: Interview data coding.

Level 1: Open coding

Level 2: Axis coding

Genus Causality

Actively participate in Tomb Raider-

related festivals and cultural activities,

and purchase peripheral cultural products

and artefacts

Personal

experience

Event Participation

Neighbourhood Buying

Impressed and influenced by ‘Tomb

Raider’ and travelled to Hangzhou, I went

to all the places where the characters

went, saw the same scenery as the

characters in the book, felt the same

culture and characteristics of the city, and

integrated into the city.

Significance

value

Emotional resonance

Sense of belonging,

satisfaction, happiness

Role Connection

Feeling the real local customs of

Hangzhou, the city's culture and urban

characteristics show diversification and

youthfulness, Hangzhou has become the

Tomb Raider's ‘City of Pain’

City

Impressions

Real Experience

Cultural Empowerment

Tomb Raider promotes its cultural IP

through various forms and combines with

Hangzhou's non-legacy culture, linking up

and interacting with citizens in

Hangzhou's public venues or streets and

alleys, becoming a feature of Hangzhou's

ional culture.

Cultural

integration

In-depth publicity

Non-legacy Linkage

Deeply penetrate into

people's lives

Formation of cultural

symbols

Study on the Impact of “Tomb Raider” Cultural IP on Hangzhou’s City Image and Urban Culture

225

All three interviewees have participated in

activities related to Tomb Raider, but at the same

time, one of the interviewees believes that there are

still limitations to the organisation of activities: ‘The

locations of activities such as Tomb Raider 817 are

too limited, and I hope that more locations can be

developed’. Three interviewees have also purchased

related peripherals and have a large purchasing

power, the interviewee said: ‘The peripherals of

Tomb Raider Notes are updated very frequently, so I

buy them very quickly. The three interviewees made

similar comments to the question ‘What is the

significance and value of travelling to Hangzhou for

Tomb Raider?’, saying that they were influenced by

Tomb Raider and had strong emotional resonance

with Hangzhou.

Two of the three interviewees went to Hangzhou

for the first time because of travelling, and one of

them because of ‘Tomb Raider’, which empowered

her with cultural IP, as she said that she first saw

Hangzhou's customs and traditions because of ‘Tomb

Raider’. Another interviewee said, ‘The first time I

went to Hangzhou was for travelling, and later I went

to Hangzhou for Tomb Raider, and Hangzhou is very

accommodating to Tomb Raider’. All three

interviewees are aware of the offline linkages

between Tomb Raider and Hangzhou, such as the

linkages between Tomb Raider and Xiling Yinsha,

Hangzhou Binjiang Longhu Sky Street, Fang

Huichun Tang, Xiaofeng Bookstore and other large

shopping districts. Three interviewees respectively

believed that Tomb Raider could spread the cultural

history of the attraction in the form of different

activities, do more screen casts combining Tomb

Raider and Hangzhou culture in public places, or

conduct some commercial performances about Tomb

Raider and Hangzhou's non-heritage culture, etc.; one

of the interviewees pointed out that the culture of

Tomb Raider could be more deeply integrated into the

daily life of local residents and become a part of it.

They suggested that this could be done by creating

city symbols with regional characteristics or

organising public welfare activities in the name of the

characters in the book, thereby attracting the

participation of more diverse groups. This strategy

not only helps to increase the connection between

Tomb Raider and the local community, but also helps

to transform its cultural value into a unique urban

cultural symbol of Hangzhou, which in turn promotes

widespread cultural recognition and dissemination.

5 DISCUSSION

Through the results of the questionnaire survey and

interviews, this study finds that the development of

Tomb Raider in Hangzhou and the extension of its

cultural IP has a positive impact on Hangzhou in

various aspects, which is reflected in the following -

Tomb Raider's cultural IP has a positive impact on

Hangzhou's city image and culture in five ways,

namely through the fascinating background of the

original story, the organisation of related festivals, the

organisation of a wide range of cultural activities, the

release of related peripherals, and the association of

cultural attractions and brands (mainly local brands).

The Tomb Raider cultural IP has a positive impact on

Hangzhou's city image and culture in five ways:

through its fascinating original story background,

organising related festivals and celebrations,

organising various cultural activities, distributing

related peripherals, and linking cultural attractions

and brands (mainly Hangzhou's local brands). The

combination of Tomb Raider's cultural IP and

Hangzhou's culture can play a promotional role for

both parties, allowing more people to understand the

work as well as Hangzhou, expanding the influence

of Tomb Raider's IP, developing Hangzhou's tourism

industry, and boosting Hangzhou's economic

development.

Tomb Raider has culturally empowered

Hangzhou, resulting in more diversified cultural

development and increased popularity among young

people. The results of this survey directly respond to

the core question of this study - the ways in which the

IP of ‘Tomb Raider’ influences Hangzhou's city

image and culture, and the specific effects. According

to Field Theory, the position of Tomb Raider IP in the

field of cultural industry is that it has a high status in

domestic literature and is the pioneer of the new novel

genre of ‘Tomb Raider Literature’; this cultural IP has

solid capital accumulation - in November 2016, it was

ranked in the ‘Top 10 Chinese IP Value List - Online

Literature’ in the 2016 China Pan-Entertainment

Index Ceremony. In November 2016, ‘Tomb Raider’

was ranked in the 2016 China Pan-Entertainment

Index Ceremony as ‘China IP Value List-Network

Literature Top 10’, and on July 12, 2017, the 2017

Cat Film Hurun Original Literature IP Value List was

released, and ‘Tomb Raider’ ranked second, which

belongs to the first echelon of the domestic tomb-

robbing novels and has a deep and wide influence,

and has a high cultural capital. deep and wide, with

high cultural capital (Niga, 2024). After 2015, Tomb

Raider was adapted into a web series by Huanrui

Century Film & Media Co, Ltd, which is not only

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limited to novel publication, but also successfully

expanded into various fields such as movies, TV

dramas, games, etc., which enlarged the IP's

commercial value and realisation ability, and

provided more interaction and consumption options

for the paddy rice (Niga, 2024). As a first-tier city

with a developed domestic economy, Hangzhou has a

high degree of tolerance and absorption of diversified

cultures, and the storyline unfolding in Hangzhou in

the original novel is fascinating, so the interactive and

cooperative behaviours of Tomb Raider's cultural IP

in Hangzhou, which develops and influences its city

image and culture, are pioneering in the cultural

industry development mode of ‘Novel IP+City’ in the

whole country. This interactive and co-operative

behaviour of ‘Tomb Raider’ cultural IP in Hangzhou

develops and influences its city image and culture,

which is a pioneering and leading position in the

national ‘novel IP+city’ cultural industry

development model (Niga, 2024). In the commercial

field, Nanpai Pan Entertainment, the cultural

company to which the IP of Tomb Raider belongs,

deeply explores its commercial value and creates the

IP industry ecosystem of Tomb Raider in a sub-type

cooperation mode, so as to achieve the maximisation

of its value. On the basis of the original IP, Nanpai

Pan Entertainment also derives and develops related

IPs, such as Old Nine Gates, Hidden Sea Flowers and

Sea of Shahs, etc., and develops and exploits them

from multiple angles and multiple dimensions, such

as books, TVs, movies, comics, cartoons, games, etc.,

Drama and other multi-faceted and multi-

dimensional depth of its development and excavation

(Niga, 2024).

According to the questionnaire survey, the age of

the ‘rice people’ ranges from below 15 to 50 years

old, with teenagers between 15 and 25 years old being

the main group. The IP of Tomb Raider boasts a large

consumer clientele, and the ‘rice people’ contribute a

great deal of influence to it in participating in festivals

and purchasing peripherals, making it one of the

better-known groups of fans of the novel in China.

With regard to the organisation of festivals, the

Hangzhou 817 Rice Festival, for example, generates

the concept and notion of a ‘sense of place’

specifically in Hangzhou (Bourdieu, n.d.). The

success of the official organisation of such festivals

has provided the Tomb Raider fan community

(hereinafter referred to as ‘rice’) with a place where

they can be accepted, accommodated, and promote a

sense of belonging to a common identity. The

organisation of a series of cultural activities has

created a more positive interaction between the rice,

Tomb Raider and Hangzhou, which has led to a

greater interest in the combination of Tomb Raider's

IP and Hangzhou's image and culture amongst other

people, and has effectively raised their attention; the

organisation of festivals and activities has led to a

trend of tourism amongst fans of Hangzhou,

triggering a mutual resonance of emotions and

reinforcing the value of the identity of the fans,

leading to an increase in the goodwill and acceptance

of this combination of cultures among other people.

The goodwill and acceptance of other people for this

cultural combination behaviour is effectively

increased (Rongli, 2024),(Zhange, 2023). According

to Field Theory, the interaction between the Tomb

Raider cultural IP and Hangzhou's local culture in the

urban cultural field is a multi-dimensional and multi-

level process, involving the integration of literary

creation with the urban context, the combination of

the fan economy and urban tourism, the organisation

of cultural activities and the development of

peripheral products; The creation of the Tomb Raider

series of novels was inspired by the author Nanpai

Sanshu's experience of living in an old mansion along

Kirin Street in Hangzhou, where the character Wu Qi

opened an antique shop next to the Xiling Yinshe, a

setting that cleverly connects reality with the world of

the novels and also generates readers' interest in and

emotional connection with the city of Hangzhou;

Hangzhou's major shopping malls also launched

exhibitions, flash shops and other activities related to

Tomb Raider to attract a large number of tourists to

visit and experience them. and other activities,

attracting a large number of tourists to visit and

experience, such as various offline activities held by

Hangzhou Joy City and Hangzhou Hubin Yintai in

the August 17th Rice Festival. During the August

17th Rice Festival, Nanpai Pan-Entertainment will

join hands with various parties to host and set up a

wealth of thematic activities and cultural experience

projects, such as the cultural experience of the cliff

carvings in the three caves of the West Lake Yixia,

the cultural experience of the Song Rhythm of the

Wushan Store of the Xiling Yinsha, and so on, so that

the rice farmers will be able to experience the cultural

charisma of Hangzhou. cultural charm, and also

promote the exchange and integration of different

cultures; In terms of peripheral distribution, Tomb

Raider

already has a ready-made IP generation and

development, so it puts the focus on IP consumption

(Daocheng and Ziye, 2021). The creation,

development and sale of different peripheral products

attracts different hobbies of rice consumer groups to

make purchases, and subconsciously integrates

Hangzhou cultural elements into it, and consumers

potentially deepen or change their impression of

Study on the Impact of “Tomb Raider” Cultural IP on Hangzhou’s City Image and Urban Culture

227

Hangzhou (Niga, 2024). The linkage between ‘Tomb

Raider’ and Hangzhou culture reflects the association

with the level of the city's development status,

cultural characteristics and humanistic features (Chen

and Yu, 2023). Analysing the production network of

IP products of Tomb Raider from the perspective of

collective production, according to the theory of Art

World Theory, Tomb Raider takes into full

consideration the collective production and

interactive cooperation between its IP and various

cultural brand companies when choosing the linkage

objects for cultural product production (Backer, n.d.).

Nanpai Pan Entertainment, as the original company

of this IP, takes the cultural IP of ‘Tomb Raider’ as

the leading body, and the selected linked brands

strictly follow its regulations as well as those of the

industry in this industrial chain, such as Hangzhou's

centuries-old Fang Huichuntang, which has been

linked with ‘Tomb Raider’ with its peripheral teabag

gift box and seal hand lanyard, stationery brand

Kinbor and its peripheral handbook gift box and

paper and pencil book, as well as Xiling Seal Society

and Xiaofeng Bookstore and ‘Tomb Raider’ offline

attractions linkage, etc., to jointly carry out the

production of cultural products; in the production

process, it will involve the selection of product

illustrators, and among the illustrators ‘Tomb Raider’

had cooperated with, ‘Flower and Wine Qingming’

and ‘A Tang Tang’, ‘Hundred Miles of Self-Rolling’

and other painters have drawn product pictures that

are loved by the rice (Yuanyuan, 2017). According to

Field Theory theory, ‘Tomb Raider’ cultural IP is top-

down co-operation with other brands in product

production, in this top-down at this time the major

brands are in a benign competitive relationship, so in

the selection of linkage brands at the same time,

‘Tomb Raider’ IP's original company, Nanpai

Fanshuang Entertainment, will select the excellent

artists in the field of homoerotic painting to carry out

the creation of the product picture (Niga, 2024). Tomb

Raider’ cultural IP on Hangzhou city to promote the

role of Hangzhou city image of youth, trendy, for

Hangzhou city's local culture to provide better

product attachment and cultural empowerment, more

diversified, development and innovation at the same

time highlights the city's local nature, to the rice

‘home’ feeling.

6 CONCLUSION

This study finds that Tomb Raider has shaped its

cultural IP image through five ways: through the

background of its original story, by organising

festivals and celebrations, by holding cultural events,

by releasing related peripherals, and by linking up

cultural attractions and brands (mainly Hangzhou's

local brands), which further leads to the conclusion of

its study that the IP positively influences Hangzhou's

urban image and culture through the image it has

successfully shaped. This study provides a lot of

valuable references for the future research in the

direction of ‘cultural IP+city’, mainly affecting the

development mode and innovative ways of ‘literary

novel IP+city’, and digging out the dissemination

ways of ‘Tomb Raider’ in Hangzhou, as well as

providing thoughts on whether it can be developed

and disseminated in other cities. The research mainly

affects the development mode and innovative ways of

‘Tomb Raider’ in Hangzhou, and explores the

dissemination way of ‘Tomb Raider’ cultural IP in

Hangzhou, and also provides thoughts on whether it

can develop and disseminate in other cities. In the

course of the study, a clearer conclusion was drawn

on the impact of Hangzhou's city image and culture

on the Tomb Raider cultural IP, and at the same time,

we also thought about other similar symbiotic modes

of ‘mutual benefit and reciprocity between cultural

IPs and cities’, which is conducive to further in-depth

research on the specific means and strategies of the

Tomb Raider cultural IP in the marketing and

communication levels from the top to the bottom. It

is also conducive to further in-depth research on the

specific means and strategies of the Tomb Raider IP

at all levels of marketing and communication. Future

research should be more based on the degree of

integration between Tomb Raider's cultural IP and

Hangzhou's city image and culture as well as the

current situation, with an eye on the future

communication means and development trend of

‘cultural novel IP+city’ for in-depth investigation.

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