Last weekend, NetEase held a rather unique Westward Journey Online carnival event.
Of course, it's not uncommon for domestic game companies to hold carnivals, offering players offline gatherings, stage interactions, mini-games, and giveaways to bridge the gap between developers and the community. However, NetEase took a different approach this time. First, they avoided first-tier cities like Beijing, Shanghai, Guangzhou, and Shenzhen, which frequently host comic cons and carnivals, choosing instead Taiyuan, Shanxi Province—a city with a higher concentration of Westward Journey Online players and a historical cultural ambiance that better matches the game's essence. Second, recognizing that their player base is no longer young, they designed the carnival not as a place for cosplay, trading freebies, or expanding social circles, but rather as a reunion of old friends and a relaxing weekend outing for families.
This creates a unique and interesting perspective: what kind of experience would these no-longer-young "young heroes," many bringing their families, gain from this event? And how should the official Westward Journey Online team reciprocate their long journey? With these questions in mind, I entered Gate 2 of the Jinyang Lake International Convention and Exhibition Center in Taiyuan, Shanxi Province, at 10 a.m. last Saturday.
The atmosphere on-site was far livelier than I had anticipated.
The entire venue was transformed into an ancient marketplace, adorned with colorful lanterns and bustling with crowds. Upon entering, visitors were greeted by a giant mascot of the Chicken-Donkey from Westward Journey Online, welcoming players and their families from across the country and offering them good luck blessings for the carnival. After collecting their complimentary gift bags, players could participate in various interactive games around the market to accumulate points, preparing themselves for the final grand prize draw.
The on-site experiences were diverse. Nostalgic players could visit the "Friendship Internet Cafe" to relive the passion and youth of exploring the Three Realms with friends from their younger days, or head to the "Imperial Examination" booth to test their extensive in-game knowledge for a chance at top honors. Those eager to prove their strength hasn't faded could show off their skills at the "Strong Man" and "First Shot" booths. Players interested in an immersive experience of the game's bustling market life could watch captivating tumbler dance performances at the central stage area or quietly enjoy classic game tunes performed by the Chaosheng Twelve Tones Folk Orchestra. When fatigue set in, there was a dedicated "Second Generation" rest area for families to relax and play, along with popular street food vendor "Chicken Cutlet Brother" serving up delicious fried chicken cutlets fresh on-site.
In addition to a wide variety of interactive games, players at the carnival were also treated to surprise appearances by special guests.
For example, Lam Chi-chung, the actor who played the beloved junior brother of the protagonist in Stephen Chow's film "Shaolin Soccer" and has collaborated with the director multiple times, made a surprise appearance on the morning of the first day of the carnival. Dressed in his iconic jersey from the movie, he personally visited the "First Shot" booth to interact closely with players and compete in soccer skills.
Another staple supporting actor from Stephen Chow's films, Yuen King-tan, famous for her stunning portrayal of "Sister Pomegranate" in "Flirting Scholar," also appeared at the carnival that afternoon. She joined lucky players at the "Poetry and Painting" booth to create artwork together and take photos. Additionally, the arrival of other guests such as actor Zheng Guolin, known for his role in the TV series "Young Hero Fang Shiyu" and recently trending for his work at a scenic spot and the "huge name tag" incident, popular street food vendor "Chicken Cutlet Brother," and renowned cosplayer Zou Lu Yao, brought the atmosphere of this Westward Journey Online carnival to successive peaks.
However, the highlight most eagerly awaited by players throughout the carnival was undoubtedly the handwritten letter sent remotely by director Stephen Chow, the special guest for Westward Journey Online. Although Stephen Chow himself could not attend, his letter was filled with heartfelt emotion, deeply reflecting the beautiful expectation from his films that every ordinary person can become the protagonist of their own life. To some extent, this aligns perfectly with the core philosophy that the Westward Journey IP has always aimed to convey to its players. Together, they pay tribute to every passionate and loyal player in the game's martial world, as well as to every individual who strives diligently and lives with purpose in real life.
This sentiment is beautifully reflected in the exclusive promotional video "True Friendship Makes You the Protagonist," a collaboration between Westward Journey Online and Stephen Chow. The young heroes in the video are now middle-aged, juggling family and career responsibilities while working tirelessly day and night. Although the daily grind of overtime and household chores may have dimmed the high spirits of their youth, leaving them with less time to roam the martial world with friends in-game, you can still find traces of chivalry in their everyday lives. It might be a takeout shop owner handing a bottle of water to a hardworking delivery rider during a busy shift, a father willingly shouldering household chores after work to share the burden, or simply offering a helping hand to a stranger on the street. Chivalry comes in all sizes; as long as you walk your path with integrity, you are a "young hero." No matter when you start striving, if you manage your life with responsibility, you are the "protagonist."
Judging by the enthusiastic participation of players at the carnival, the content captured in this promotional video is indeed quite realistic.
It's rare to see so many players bringing their families together at a gaming carnival. Although most Westward Journey Online players are middle-aged, their eyes reveal a simple purity and warmth when playing games with their children. For instance, while waiting in line for the "Strong Man" game, a father-daughter pair caught my attention. Their interaction was affectionate; the daughter cheered and filmed her father with her phone while he played, and when it was her turn, her father lifted her up to help her reach the game props more easily. Even when she missed, he showed no disappointment, instead encouraging her to try again. Scenes like these are hard to find at other offline gaming events, but for Westward Journey Online players, they are simply normal footnotes of their everyday lives.
Their love for Westward Journey Online was fully evident at this carnival. A man I randomly spoke with told me he had secured four tickets for the event, arriving at the venue entrance at 8 a.m. to be among the first batch of entrants. By the time I was queuing, he had already started his second round of games, aiming to collect all the day's merchandise. Another man accompanying him had participated in nearly every offline Westward Journey Online event in recent years. Although they met in-game, they have been close friends in real life for over a decade. For them, Westward Journey Online is no longer just a game, but an indispensable part of their lives.
The Westward Journey Online team clearly understands the deep emotional connection players have with the game. For this carnival, in addition to inviting several heavyweight guests for surprise appearances and having Stephen Chow send blessings to all players, the on-site rewards were continuously enhanced without interruption. From small giveaways like merchandise figures for participating in games, to grand prizes including 15g gold bars, Feitian Moutai liquor, Wuchang gilded wine sets, and various practical home appliances, the total value of gifts exceeded one million yuan, ensuring players left the carnival满载 (fully loaded) with good fortune.
The two-day Westward Journey Online carnival may have been brief, but the story between the game and its players continues. Having accompanied players for 24 years, Westward Journey Online may bring even more surprises and touching moments in the next decade. Let's wait and see.