Ye Xiu, the Beloved Protagonist of “The King’s Avatar,” Embarks on a Swiss Adventure as Tourism Ambassador
SWITZERLAND – July 22, 2025 – In an exciting collaboration that bridges the worlds of popular culture and breathtaking landscapes, Switzerland Tourism is proud to announce that Ye Xiu, the iconic protagonist of the immensely popular Chinese esports novel and animated series “The King’s Avatar,” will be the face of its upcoming global tourism campaign. The announcement, made today by PR Newswire Travel, heralds a unique and innovative approach to attracting a diverse range of travelers, particularly from Asia, to experience the wonders of Switzerland.
Ye Xiu, renowned for his strategic brilliance, unwavering determination, and humble nature, is a character who has captured the hearts of millions worldwide. His journey of overcoming challenges and achieving greatness within the virtual realm of the online game “Glory” resonates deeply with audiences, embodying themes of perseverance and passion. By enlisting Ye Xiu as their ambassador, Switzerland Tourism aims to connect with this engaged fanbase and introduce them to the tangible, real-world adventures that Switzerland has to offer.
The campaign, set to launch later this year, will feature Ye Xiu engaging with Switzerland’s iconic natural beauty and vibrant culture. While specific details are still emerging, it is anticipated that the visuals will showcase Ye Xiu exploring the majestic Swiss Alps, perhaps enjoying the thrill of hiking or even a scenic train ride through the picturesque valleys. His presence is also expected to highlight Switzerland’s charming towns and cities, its rich history, and its commitment to innovation and excellence – qualities that align perfectly with Ye Xiu’s own character.
This partnership marks a significant moment for both the esports and tourism industries. It demonstrates a forward-thinking strategy by Switzerland Tourism to embrace emerging cultural trends and leverage the power of influential digital personalities to reach new audiences. The campaign is poised to inspire a generation of travelers who are familiar with Ye Xiu’s exploits and are eager to embark on their own epic journeys.
“We are absolutely delighted to welcome Ye Xiu to Switzerland,” stated a spokesperson for Switzerland Tourism. “His character embodies a spirit of exploration, skill, and discovery, which are precisely the qualities we want to associate with a visit to our country. We believe this unique collaboration will not only introduce Switzerland to a vast new audience but also encourage them to step out of the virtual world and experience the unparalleled beauty and adventure that awaits them here.”
The campaign is expected to generate significant interest and engagement, drawing parallels between Ye Xiu’s virtual quests and the real-life explorations that Switzerland provides. From the exhilaration of conquering mountain peaks to the serene enjoyment of a lakeside vista, Switzerland offers a diverse array of experiences that can appeal to adventurers, nature lovers, and those seeking cultural enrichment.
As anticipation builds, fans of “The King’s Avatar” and potential visitors to Switzerland can look forward to a campaign that promises to be as captivating and inspiring as Ye Xiu himself. This innovative approach signifies a promising new era in tourism marketing, where the power of storytelling and beloved characters can open doors to unforgettable real-world adventures.
Ye Xiu from The King’s Avatar Fronts Switzerland Tourism Campaign
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