By Wu Xiaoyun

  On 11th June, ‘2025 Internet Civilization International Exchange and Mutual Learning City Typical Case Collection Activity’ released the results. Jiangsu Nantong: little finless porpoise ‘Lan Ruoruo’ sang the song of ‘the Yangtze River’ in the new era was shortlisted among the 20 exemplary cases in China. 

  In 2023, Suxitong Industrial Park launched the IP image of little finless porpoise ‘Lan Ruoruo’. Over the past year, through diversified and innovative communication methods, Nantong has made the IP image ‘Lan Ruoruo’ to ‘become popular’ continuously. Art and cultural works including English promotional videos, and meet your smile theme MV were launched. ‘Lan Ruoruo’ emoji was created. Looking for ‘Lan Ruoruo’ Nantong finless porpoise bay scientific research media integration action was planned, which achieved over 100 million views online. The first cultural and creative product appeared at the second Annual Conference on the Protection of Intangible Cultural Heritage in China, which attracted a lot of attention. 

  In terms of international communication, through overseas social media platforms, Nantong initiated ‘Protect Blue Act’ global relay. The total exposure of the activity exceeded 1.3 million times. 

【背景阅读】

全国网络文明国际交流典型案例发布

“蓝叒叒”IP形象入选

    6月11日，“2025年网络文明国际交流互鉴城市典型案例征集活动”成果发布，《江苏南通：小江豚“蓝叒叒”唱响新时代“长江之歌”》入选全国20个典型案例。

    2023年，苏锡通园区推出小江豚“蓝叒叒”IP形象。一年多来，南通通过多元化的创新传播方式，让“蓝叒叒”IP形象持续“出圈”。先后推出英文宣传短片、《遇见你的微笑》主题MV等文艺作品，制作“蓝叒叒”网络表情包；策划寻找“蓝叒叒”南通江豚湾科考融媒体行动，实现全网阅读量超1亿；首款文创产品亮相第二届中国非遗保护年会，获得广泛关注。

    在国际传播方面，南通通过海外社交媒体发起“Protect Blue护蓝行动”全球接力，活动总曝光量突破130万次。

    作者：吴霄云