Ordos heats up city branding with 'warm city' IP

Ordos, a city in the Inner Mongolia autonomous region, is strengthening its city brand through the "Warm City" intellectual property (IP), drawing on local natural endowments and cultural heritage to explore new approaches to urban cultural communication.

In late 2025, Ordos released the micro-drama Warm City on the video streaming platform Youku, attracting attention from young audiences. Combining elements of soft science fiction with emotional storytelling, the series departs from conventional city promotions, which often focus mainly on scenic imagery.

Told from the perspective of an extraterrestrial protagonist exploring Earth, the drama incorporates local landmarks like the Xiangshawan (Sounding Sand) Desert, Kangbashi's modern skyline and the Salawusu archaeological site into a narrative centered on themes of warmth, family and belonging. By integrating tourism resources into character-driven stories, the series presents Ordos as a place of emotional resonance while highlighting both its historical heritage and contemporary vitality.

Veteran actor Zhu Shimao and a group of young performers took part in on-location filming, immersing themselves in local culture and translating their experiences into on-screen performances.

Earlier this year, Ordos launched the Warm City, Warm Vision — Ordos World of Warmth Micro-Drama and Short Video Competition, inviting creators worldwide to tell stories of warmth through film. Following global submissions, online voting and expert review, 27 works were selected, featuring both local narratives and universal human stories.

The "Take Warm City Home" cultural-creative initiative has further extended the IP into everyday life. Drawing on Ordos' cashmere industry and grassland culture, the project transformed traditional motifs into modern, functional products such as scarves, hats and gloves. These cultural creative products have been showcased at universities and major commercial districts, earning strong responses from young consumers.

From micro-drama storytelling to global visual engagement and cultural-product transformation, Ordos' "Warm City" IP demonstrates a new path for city branding—one rooted in culture, driven by innovation, and centered on emotional connection.