IP (Intellectual Property) in the cultural and creative industries refers to marketable cultural content which often has a specific target audience or fan base. To maximize its value, IP adaptation and cross-industry expansion are means to transform original content into new formats, reaching broader consumer segments and sustaining cross-generational impact.

Outstanding cultural content IP not only delivers brand value but also creates opportunities for collaboration with players in other industries and merchandise licensing, opening up further business potential. Whether in popular culture or classic art, cross-industry management has become a key business model in the cultural industry.
 

Different Business Models From Popular Culture to Classic Art

The success of globally iconic IPs is closely tied to cross-industry management. Take Sanrio as an example, with classic IPs like Hello Kitty, My Melody, PomPomPurin, they have actively developed IP licensing as a way to boost profits.

Recently, under new leadership, Sanrio has pushed beyond traditional IP management by establishing XR and Web3 departments, developing virtual amusement parks, and collaborating with VRChat to extend the charm of theme parks into virtual spaces. Until now, Sanrio has successfully hosted three virtual festivals, featuring parades, concerts, and diverse content like VTubers and VSingers, allowing audiences to interact in real-time within the virtual world.

In addition to popular culture, creators worldwide are all obsessed with blending classic art with interactive technology. The artworks of Vincent Van Gogh which attract large crowds at museums wherever they are shown around the world, have inspired artists nowadays to develop new immersive experiences related to his life stories or his paintings that captivate audiences across generations.

For example, the immersive exhibition organized by Fever Labs Inc. combines VR technology with large-scale projections, spanning 1,000 square meters in a 360-degree display, and has been touring successfully. Another example is the Van Gogh Museum who once collaborated with Pokémon to release limited-edition cards, causing a frenzy among fans.

In recent years, the Musée d'Orsay has also actively fostered the fusion of art and technology. In 2023, it launched the “Van Gogh in Auvers-sur-Oise: The Final Months” exhibition, featuring the interactive experience "Bonjour Vincent." This included an AI-powered virtual Van Gogh, created from over 900 of his letters, allowing visitors to interact with the artist and learn about the context of his works.

Additionally, in collaboration with Lucid Realities, Tournez S'il Vous Plait, and VIVE Arts, the museum launched “The Palette of Van Gogh,” an interactive VR experience that extends Van Gogh exhibitions beyond traditional displays of paintings.

Hello Kitty originated from Japanese animation, while Van Gogh is renowned for his paintings and for life stories shared through TV shows and films. Whether through VR, AI, VTubers, physical theme parks, concerts, or immersive projection spaces, audiences are invited into Van Gogh's artworks and life or the world of Hello Kitty's characters.

When well-known IPs integrate technology to create high-quality new content or enhance interactivity, it allows audiences, who are already familiar with the characters and stories, to engage more deeply with the interactive experiences.

Culture-Tech Applications of Taiwanese Original IP and Classic Art 

Taiwanese original IPs are actively seeking interdisciplinary opportunities, aiming to become iconic in popular culture. For example, two TV series "The Magician on the Skywalk” and "Three Tears in Borneo” both additionally offer an extra VR experience as an immersive medium to enhance the storytelling successfully.
Based on Wu Ming-Yi's novel, “The Magician on the Skywalk” was adapted into a TV series in 2021, accompanied by a VR exhibition that immerses viewers in the society of Taiwan back in the 1980s. "Three Tears in Borneo,” airing in 2024, also recreates the scenes from a prisoner-of-war camp in VR, allowing audiences to experience the emotional struggles of the prisoners.

The Taiwanese comic "How to be a Mind Reaver” is another example of its kind. Since its online serialization started in 2020, it has surpassed over 10 million views on the WEBTOON CANVAS. In May 2024, it was announced as one of the three IPs to be adapted into animation in order to kick off Shoei Contents Corporation's "RI-ZHAO Project,” marking the first wave of its entry into the Japanese market. 
Moving forward, the comic continued its expansion by introducing the main character, "Cthu" as a VTuber blending 2D, 3D and AI, at the Taiwan Technology X Culture Expo's "INNOVATIONS" exhibition, enabling real-time interaction with the audience.

This illustrates how the fusion of cultural content and technology has become a new avenue for Taiwanese IP adaptation. Through VR or Vtuber, audiences are no longer mere spectators but can fully embody the character in the story, experiencing it from a subjective perspective, which enhances immersion and emotional connection. This approach also gives IPs a fresh new dimension.

In the realm of classic art, Taiwan does not stop at classical exhibition formats. For example, the iconic painting "Up the River During the Qingming" is no longer just a static contemplating experience. In 2018, the National Palace Museum held the exhibition "A Journey Inside Paintings and Calligraphy — VR ART" where VIVE Arts introduced VR versions of "Up the River During the Qingming" as well as other traditional ink paintings to the public.
In 2024, "The River of Wisdom: Along the River During Qingming Festival" exhibition at Taipei's Huashan 1914 Creative Park showcased the painting’s night scene through animation along with interactive projections and AR for audience engagement. 
Another example of transforming classic paintings into VR experiences is Hsin-Chien Huang's work "Three States of Home Gazing VR" where audiences can immerse themselves in the setting of the painting "Festival on South Street," a masterpiece by Kuo Hsueh-Hu.

Challenges and Opportunities in Interdisciplinary IP adaptation

Both in Taiwan and abroad, whether in the development, adaptation, cross-industry management of original IP or the reinterpretation of classic art IPs, it is essential to have a thorough understanding of not only the target consumer market but also the creative production process. This takes into account the unique characteristics of each medium and presentation format, enabling more precise strategies for optimal results. For instance, literary novels excel in expressing a character’s inner thoughts, while film and television rely on editing and narrative pacing to emphasize actions and conflicts of characters. When it comes to immersive experiences, it is crucial to enhance the audience’s sense of presence and interactive engagement. Although the process of IP adaptation is challenging, its significance cannot be overlooked.

Advances in technology have provided new avenues for cultural content, allowing classic IPs to adopt formats in other media such as VR and immersive experiences. This has become a popular approach to IP adaptation in recent years, as it not only strengthens the existing fan base but also generates media buzz to attract a broader audience. Through repeated promotions and continuous operation in different fields, IPs can evolve into multiple consumption opportunities, driving sustained profit and achieving amplified results.

With Taiwan’s rich cultural diversity and technological advantages, there is great potential for original cultural content IP to realize greater commercial value and cultural influence in the future through international collaborations and technological innovations.