<br><br>**Title** Ma Xiao Ye The Chinese IP Character Captivating Hearts in Vietnam<br><br>As the Year of the Horse approaches, a small but mighty Chinese cartoon horse named Ma Xiao Ye has galloped into Vietnamese hearts, winning over consumers not only with its cuteness but also with the powerful message it conveys.<br><br>Since last October, this intellectual property (IP) character, featuring a round-bodied, short-legged horse with big, watery eyes, has flooded Vietnamese social media feeds with captions such as working while crying and still moving forward even when it's hard, turning a simple cartoon into a shared symbol of resilience.<br><br>The character's appeal lies in its association with the zodiac sign and its underlying message of perseverance. Many customers are drawn to Ma Xiao Ye for similar reasons, describing its appeal as rooted in symbolism and encouragement. The idiom Ma Dao Cheng Gong meaning instant success upon the arrival of the horse adds to the character's allure.<br><br>Leo Dinh, CEO of Sun Wolf Animation Studio, the official representative of Ma Xiao Ye in Vietnam, noted that the studio contacted the Chinese creator after noticing its rapid spread online, with discussions focusing on developing it as a symbolic figure rather than solely as a commercial product. The studio has introduced Ma Xiao Ye across illustrated books, plush toys, keychains, desk calendars, and red envelopes.<br><br>Ma Xiao Ye's warm welcome in Vietnam comes alongside growing interest in other Chinese IP characters. A staff member from Chinese collectible toy retailer Pop Mart in Hanoi said, Each IP character has its own narrative. While many buy them for their cute appearance, others feel connected to their stories.<br><br>Eighteen-year-old Gia Khanh from Hanoi shared that he began collecting Mega Space Molly figures after traveling to Shanghai and noticing their popularity there. Meanwhile, Le Thi Thanh Huyen, 34, a Hanoi-based communications professional, told Xinhua that she first noticed the character on Facebook during the year-end work rush and immediately shared it with her friends, saying the character mirrored her experience.<br><br>The Chinese IP phenomenon is more than just an entertainment trend; it shows a shift from symbolic icons to everyday characters that carry emotional and therapeutic meaning. Pham Minh Quan, a PhD candidate and lecturer at the Faculty of Arts and Design, School of Interdisciplinary Sciences and Arts under the Vietnam National University, Hanoi, said it allows for individual experiences to be connected into a shared emotional community.<br><br>In conclusion, Ma Xiao Ye's success in Vietnam is a testament to its ability to capture hearts with its message of perseverance. As the Chinese IP phenomenon continues to grow, future trends may move from importing ready-made models to localized collaboration, including Vietnam-specific designs and partnerships with local artists, allowing Vietnam to move deeper into the regional IP value chain rather than remaining solely a consumer market.<br><br>**Key Takeaways**<br><br>* Ma Xiao Ye's message of perseverance resonates with Vietnamese consumers.<br>* The character's appeal lies in its association with the zodiac sign and its underlying message of encouragement.<br>* Localized collaboration between Chinese IP creators and Vietnamese artists could lead to deeper integration into the regional IP value chain.<br>* The Chinese IP phenomenon is more than just an entertainment trend; it allows for individual experiences to be connected into a shared emotional community.<br><br>**Future Trends**<br><br>1. **Localized Collaboration** Vietnam-specific designs and partnerships with local artists could lead to deeper integration into the regional IP value chain.<br>2. **Emotional Connection** The Chinese IP phenomenon's ability to connect individual experiences into a shared emotional community will continue to grow in popularity.<br>3. **Therapeutic Meaning** Everyday characters carrying emotional and therapeutic meaning will become increasingly important.<br><br>**Recommendations**<br><br>1. **Embrace Localized Collaboration** Vietnam-based companies should consider partnering with local artists to create unique IP designs, allowing for deeper integration into the regional market.<br>2. **Foster Emotional Connection** Create emotional connections between consumers and your brand by highlighting the message behind the character.<br>3. **Therapeutic Meaning** Leverage the therapeutic meaning behind the character to connect with your audience on a deeper level.<br><br>**Conclusion**<br><br>Ma Xiao Ye's success in Vietnam is a testament to its ability to capture hearts with its message of perseverance. As the Chinese IP phenomenon continues to grow, future trends may move from importing ready-made models to localized collaboration, including Vietnam-specific designs and partnerships with local artists.
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