Qilu Has a Spirit: Xiao Qiu

Shandong has rich historical and cultural resources, but presenting them mainly as knowledge can create distance for younger audiences. By breaking down and recombining representative elements and giving them a concrete character, the project creates a more memorable carrier through personality, image, and story.

I extracted representative visual elements from Shandong culture and developed Xiao Qiu's concept, character design, and visual extensions. Cultural elements were mapped onto the character's personality and features, allowing the character to serve both visual recognition and cultural storytelling.

This project deepened my interest in translating "traditional elements" into contemporary expression. Making culture younger is not simply making it cuter; it means reconsidering what to retain and how character, language, and visuals can enter contemporary understanding. Xiao Qiu is not only an IP but an attempt to let regional culture be encountered, remembered, and explored further.