[Sword and Fairy 31st Anniversary Special Exhibition] | Sword and Fairy 7 Turns Five: This Reunion Lights Up Happy Valley
In 2026, Sword and Fairy 7 celebrates its fifth anniversary.
From October 1 to 3, the fifth-anniversary event landed in the Fantasy City themed zone at Shenzhen Happy Valley, bringing players a real-world reunion that reached far beyond the screen.
Over those three days, players from all over gathered on site and met familiar Sword and Fairy characters and stories again through character interactions, stage performances and special challenges.
Familiar costumes, classic characters and up-close interactions carried the spirit of fighting side by side in the game into the real world, awakening once more the feelings that have settled over five years.
01 | Bringing the Jianghu into Happy Valley
This reunion did not stop in Shenzhen.
From September 20 to November 20,Sword and Fairy 7 teamed up with Happy Valley Group’s “Amazing Trend Play Festival” to run special events simultaneously in five cities: Beijing, Tianjin, Shanghai, Shenzhen and Xiangyang.
As an important part of the fifth-anniversary program, the events feature cosplayer interactions, float parades, stage performances and immersive scene-stealing role-play, creating an immersive experience for players.
Characters such as Yue Qingshu, Xiu Wu, Sang Yo, Bai Moqing and Kuiyu meet players in brand-new ways. A group photo, an interaction, a commemorative wristband — together they record this fifth-anniversary reunion.
02 | A Timeless Classic, an IP That Keeps Renewing Itself
This collaboration brings the Sword and Fairy IP into theme parks and cultural-tourism experiences. Classic characters and stories step off the screen and into everyday life, turning into real-world memories that can be joined in, experienced and shared through rides, performances and interactions — and gaining fresh vitality where culture and tourism converge.
Going forward, CMGE will continue to refine the Sword and Fairy IP content matrix, advancing games, animation, AI motion comics, short dramas and long-form ensemble projects.
At the same time, it will expand collaboration scenarios across game co-publishing, IP partnerships, literature and film & TV, music, merchandise and location-based entertainment, driving long-term growth in the Sword and Fairy IP’s influence and commercial value.
The event at Shenzhen Happy Valley has already come to a successful close, but Happy Valley Group’s “Amazing Trend Play Festival” five-city campaign will continue until November 20.
This autumn, we look forward to meeting you at Happy Valley — for a date with Sword and Fairy.