Swiss Tourism Welcomes “The King’s Avatar” Protagonist Ye Xiu as New Campaign Ambassador
Zurich, Switzerland – July 22, 2025 – Switzerland is set to experience a surge in interest from a passionate global audience as Suisse Tourisme, the official tourism board of Switzerland, proudly announces the appointment of Ye Xiu, the beloved protagonist of the internationally acclaimed animated series “The King’s Avatar” (Quan Zhi Gao Shou), as the new face of its latest tourism campaign. This innovative collaboration aims to connect with a younger, digitally-savvy demographic and highlight the breathtaking landscapes and thrilling experiences Switzerland has to offer.
The announcement, made today by Suisse Tourisme, marks a significant step in their strategy to leverage popular culture to promote the beauty and adventure of Switzerland. Ye Xiu, a master strategist and charismatic leader in the esports world, embodies the spirit of dedication, skill, and exploration that the campaign seeks to evoke. His journey in “The King’s Avatar” often involves overcoming challenges, mastering new skills, and experiencing incredible virtual worlds, themes that resonate deeply with the allure of Switzerland’s diverse natural beauty and array of outdoor activities.
The campaign, slated to launch later this year, will feature Ye Xiu in various iconic Swiss settings. Viewers can anticipate seeing him traversing the majestic Swiss Alps, perhaps engaging in thrilling winter sports like skiing or snowboarding, or navigating the picturesque landscapes by train. The visuals are expected to showcase Switzerland’s renowned natural wonders, from serene lakes and lush valleys to snow-capped peaks, all through the lens of Ye Xiu’s adventurous spirit.
“We are incredibly excited to partner with Ye Xiu and ‘The King’s Avatar’ to showcase Switzerland to a new generation of travelers,” stated a representative from Suisse Tourisme. “Ye Xiu’s character represents a blend of strategic thinking, resilience, and a passion for discovery, qualities we believe will deeply resonate with our target audience. This collaboration allows us to present Switzerland not just as a destination of unparalleled natural beauty, but also as a place that fosters adventure, personal growth, and unforgettable experiences, much like the journey Ye Xiu embarks on.”
“The King’s Avatar” boasts a massive and dedicated fanbase worldwide, particularly in Asia, where the series has achieved phenomenal popularity. By aligning with such a recognized and admired character, Suisse Tourisme aims to tap into this enthusiastic community and inspire them to explore the real-world wonders that inspired the vibrant virtual world presented in the animation. The campaign is expected to feature a range of digital content, including short films, social media activations, and interactive experiences, all designed to immerse fans in the Swiss adventure.
This strategic partnership highlights Switzerland’s commitment to embracing contemporary marketing approaches and reaching diverse audiences. It is anticipated that the campaign will not only drive tourism but also foster a deeper appreciation for Swiss culture and its natural heritage among fans of “The King’s Avatar” and beyond. Further details regarding the campaign’s content and launch schedule will be released in the coming months.
Ye Xiu de The King’s Avatar est à la tête de la campagne de Suisse Tourisme
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