news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

Shanghai, China - From July 12th to 14th, Sony's comprehensive brand event in China, "SonyExpo 2024", with the theme of "Creation without Boundaries", made a splendid appearance at BilibiliWorld, an ACG (animation, comics, and games) cultural event. The Sony Expo booth was linked with the booth of ANIPLEX, a well-known animation production company of Sony Group members, and the Sony Pictures IP theme booth. Sony's virtual image capture technology, electronic systems, games, animations, and popular IPs of movies developed in China were exhibited together for the first time, aiming to get close to the creator community and provide visitors with novel and interesting entertainment and creative experiences with open, interactive, and immersive designs, fully demonstrating Sony's unique value in the entire ecosystem from content creation to appreciation. YURU MUSIC, a cultural and creative music project of which Sony is a core partner, showcased for the first time its latest YURU musical instrument, the Hug Drum, developed for the hearing-impaired. A joint event between Sony Direct Stores and the ANIPLEX animation "Lonely Rock!" was surprisingly launched, and the Cosplayers of the four members of the "Bond Band" in the film also interacted with fans throughout the day at the SonyExpo and ANIPLEX booths respectively. There were also activities such as check-in, stamp collection and lucky draws at each booth, which attracted a large number of fans to line up to experience it.

Sony Expo 2024 Booth

Sony Expo 2024 booth is crowded with people

Takeshi Yoshida, President of Sony (China) Co., Ltd. (hereinafter referred to as Sony China), said: "As a creative entertainment company built on a solid technological foundation, Sony has a full ecological value from content creation to appreciation. As a company composed of countless creators, Sony has always been committed to empowering creativity with technology, getting close to creators and helping them realize their dreams. In China, which has countless talented creators, with a passionate heart, we have put forward the development vision of 'inspiring inspiration and enthusiasm, and creating touching moments with dreamers' in China, and we are firmly committed to this commitment. This time, Sony Expo made its debut at BilibiliWorld, bringing Sony's cutting-edge products, innovative technologies and exciting entertainment content to a wide range of creative communities including ACG creators. Sony is making every effort to promote the realization of its creative entertainment vision, including IP creation, cultivation and "IP Innovation" aimed at expanding IP beyond specific boundaries. 360 expansion", building a technology platform to help creators maximize the value of their IP in a high-quality and efficient manner, and promoting the diversification of business and teams. I look forward to establishing deeper connections and working together with Chinese dreamers, especially those passionate creator friends, to make more inspirations germinated by Sony and become reality and go to the world, bringing more beauty and touching! We hope to become the most trusted and favored partner of Chinese creators."

This time, SonyExpo 2024 will exhibit BilibiliWorld, with three major sections: "Creative Vision", "Inspiration Capture" and "Fun Technology", fully demonstrating how Sony, as a creative entertainment company built on a solid technological foundation, fully empowers the entire ecosystem from content creation to appreciation, helping creators inspire inspiration and realize their dreams.

Technology empowers creativity and leads to boundless creation

The TV wall "Creative Vision" in the core area of ​​the booth constantly changes the main vision and various wonderful videos. It uses Sony's "Anti-Glare Master" series of commercial displays. Different from traditional display panels, Sony's "Anti-Glare Master" series flagship products innovatively apply deep black anti-reflective coatings, while integrating "anti-glare" and "low reflection" functions. With the support of Sony's XR and X1 picture quality chips, while effectively reducing screen glare, it can also improve image contrast, color, details and other picture quality performance, bringing high-quality experience to commercial users in bright application scenarios.

"Creative Vision" plays the key visual of "Creation without Boundaries"

The virtual image shooting experience area is a virtual image capture solution developed by Sony China Research Institute, which brings a new experience of combining virtual space with the real world. Audiences can experience shooting and creating their own 3D virtual images, and use their own virtual images to play interactive games, experience themselves as the protagonist of the game, watch their interactive dance and photo with the game characters through the Sony Spatial Reality Display (SRD), and download and share. Audiences can also watch the 3D images of "Lonely Rock!" through SRD for an immersive experience. This solution generates three-dimensional content that can be viewed from any angle, and can provide creators with more possibilities for using 3D virtual images for creation, such as 3D modeling of film and television actors through shooting to achieve visual effects; it can also be applied to mobile AR to provide mobile users with richer and more interesting ways of interaction.

Virtual Image Shooting Experience Area

Avatar interactive games

Virtual Avatar Stage

The "Lonely Rock!" stage shooting area is equipped with multiple Sony's lightweight and compact full-frame, APS-C mirrorless cameras and Sony large aperture lenses to provide AI smart focus and creative direct-out filters to the audience, which will bring a more relaxed imaging experience to the creators. A portrait shooting experience area and a multi-camera live broadcast area are set up on site for the audience to experience Sony's latest imaging products. There is also a "Lonely Rock!" cosplayer on stage to attract enthusiastic interaction from fans.

"Lonely Rock!" cosplayer interaction

"Lonely Rock!" stage shooting area

In the mocopi home 3D live broadcast experience area, Sony's portable motion capture product mocopi brings a home 3D live broadcast solution, paired with Stretchsense motion capture gloves and warudo live broadcast software to achieve a full-body 3D live broadcast experience. Conventional motion capture requires studio facilities with multiple cameras, as well as wearing full-body tights or multiple markers, while mocopi uses only six small and lightweight sensors and smartphones (paired with the mocopi mobile app) to easily achieve real-time motion capture data input for motion capture or VR (virtual reality). In June of this year, Sony officially released the mocopi PC application and mobile Data Analyzer to provide more professional motion capture tools for creators related to virtual digital people and empower AIGC large models.

Audiences experience mocopi home 3D live broadcast

Audiences queue up in the mocopi home 3D live broadcast experience area

YURU MUSIC is committed to allowing everyone to experience the joy of playing musical instruments. In the YURU MUSIC area, two developed YURU musical instruments, the Ultra Light Saxophone and the Hug Drum, were exhibited to the public for the first time and provided on-site experience. The 2024 YURU Musical Instruments Maker Marathon China Competition was officially launched at BilibiliWorld, calling on creators of "YURU musical instruments that everyone can play right away." The lovely Dafu also appeared on the scene as the image ambassador of YURU Music for the new year.

Audiences experience the ultra-light saxophone of Youru Musical Instruments

Youru Musical Instruments Ultralight Saxophone and Hug Drum

Entertainment technology resonates, bringing out the charm of IP

PlayStation and Paper Games have teamed up to bring the first offline trial experience of the PS5 version of "Infinite Warmth". Use the "imagination power" hidden in the suit to explore scene areas of different styles and challenge the ingeniously designed dungeon levels; in the e-sports experience area, the audience can explore the popular PlayStation game "Horizon Zero Dawn™" on the INZONE e-sports series and fight side by side with the protagonist Eloy.

Players try out the PS5 version of "Infinite Nikki"

PlayStation Game Zone

Players try out INZONE e-sports products

E-sports experience area

In the audio product experience area, visitors can use Sony audio products to experience the "Lonely Rock!" animation soundtrack brought by Sony Music and Sony's selected Hi-Res music app; feel the tense heavy bass shock of the ULT POWER SOUND bass series, as well as the delicate sound quality and open sound field of Hi-Res audio.

Audio Product Experience Area

Audience experience ULT WEAR headphones

Audio product experience "Lonely Rock!" animation soundtrack

ANIPLEX, a member of Sony Group, will exhibit peripheral products of popular works such as "Demon Slayer: Kimetsu no Yaiba", "Lonely Rock!", and "WIND BREAKER" at BilibiliWorld for the seventh time. In addition to the display of exquisite action figures and the Coser photography stage area, a special area jointly established by Sony's direct store and "Lonely Rock!" which opened this summer will also be on display at the ANIPLEX booth. By checking in and collecting stamps, you can also enter the draw to win "Lonely Rock!" animation postcards, "Sony×Lonely Rock!" joint refrigerator magnets or joint canvas bags.

Sony Direct Store and "Lonely Rock!" Joint Zone

ANIPLEX Booth

This year marks the 100th anniversary of the founding of Sony Columbia Pictures. Sony Pictures and Bilibili have launched a special exhibition area for the Sony movie Venom. The exhibition area simulates a Venom laboratory, where visitors can experience the venom "contamination" firsthand, find themselves "transformed" into Venom, and then after a struggle, they can leave the exhibition area with a thrilling "Venom memory". At the same time, the exhibition area also displays the latest posters and trailers of the series of films, as well as a check-in stamp collection activity linked to the SonyExpo booth.

Sony Movie "Venom" Check-in Zone

Sony Pictures IP themed booth

Bringing together diverse businesses and working with Chinese creators

With more than 40 years of deep cultivation in the Chinese market, Sony has always adhered to its corporate purpose of "moving the world with the power of creativity and technology", and has continued to get closer to and support creators with a diversified business portfolio. The core of creation lies in moving the audience with one's own works, which is naturally in line with Sony's corporate purpose.

In recent years, Sony has been working with partners in China to make new plans and explorations in the fields of entertainment, electronic systems, etc., including ACG, in order to help Chinese creators step onto the international stage, while achieving greater development in the Chinese market, and radiating and serving a wider group of creators. For example, the first Black Crystal virtual production studio in China created by Sony and its Shanghai partner "Guan Chi" can realize virtual shooting, real-time rendering, motion capture and other content creative production needs, and can be widely used in games, animation, film and television and other content creation fields; one of the main research directions of Sony China Research Institute is AI-based human behavior understanding and perception and AI-based entertainment content generation. Some of the AI ​​technologies it has developed have been applied to Sony's global market, such as eye tracking technology in Sony mobile phones and cameras, to help create more accurate and high-quality images; the "China Star Program" led by Sony Interactive Entertainment (Shanghai) Co., Ltd. supports the cultivation of talents in the Chinese game industry and promotes the development of original high-quality games in China. For more than seven years , the program selected about 30 outstanding console game projects from hundreds of games; ANIPLEX Japan has long been committed to deepening cooperation with Chinese local IP, and in recent years it has also provided strong support for many excellent local IPs to go overseas; Sony Pictures has also been working hard on co-productions and helping Chinese local films go overseas. In recent years, it has jointly produced animated film masterpieces such as "Wish Dragon", and obtained the English version remake rights of the movie "Hello, Li Huanying" and the global distribution rights of the movie "Hot"; Sony Music has established strategic cooperation with different companies to expand its influence. In May last year, it joined hands with Bilibili Music to launch the "New Generation Musician Plan" and the joint label BiNY to jointly find outstanding musicians and works.

Sony firmly believes that the combination of technology and creativity will unleash unlimited potential and inspire unlimited inspiration. Sony will continue to work hand in hand with Chinese creators to explore the infinite possibilities of technology empowering creativity, continuously expand the boundaries of creativity, and work with every creator to bring more exciting content and immersive experiences to people all over the world.