Pouring Booze on an Ice Logo ChinaJoy, China's largest video game and gaming culture expo, is set to get bigger this year as it prepares for its tenth outing.


In a press conference in Beijing on Friday, the organizers of ChinaJoy, the General Administration of Press and Publication, the Ministry of Science and Technology, the Ministry of Industrial and Information Technology, the General Administration of Sport, the National Copyright Bureau and the Shanghai Municipal Government, talked about what to expect from this years expo as well as unveiled a new logo design for the show.

"ChinaJoy has become the largest platform international game companies and enthusiasts to meet, exchange and interact with domestic companies," said Huaihai Zhang, department head of the General Administration of Press and Publication. "We are now working on to make ChinaJoy better, making it into a first class international game expo."

"ChinaJoy is ten this year," he continued. "It's like China's gaming industry is still only beginning, and the future is bright."

Other government officials and Chinese gaming industry bigwigs also gave talks about ChinaJoy and what turning ten means for this year's ChinaJoy. Here is a brief list of what to expect from China Joy this year:

  • A retrospective booth at the exhibition to showcase the history of ChinaJoy
  • More on site activities for visitors to interact with exhibitors
  • More opportunities for domestic outsource art productions and international companies looking to outsource work
  • More opportunities for developers to meet with publishers

But the kicker to the whole event was the unveiling of the new ChinaJoy logo. In a scene complete with Back to the Future theme music and machine generated fog, the new ChinaJoy logo was unveiled as Zhang, his fellow officials and bigwigs poured red wine into an ice sculpture with the logo nestled inside the ice. After the unveiling ceremony ended, the ice remained on stage.

In China, it's very common for companies to create ice sculptures and then pour booze over the frozen creation. It's a PR stunt and supposed to look nice.

ChinaJoy's new logo is a mix-mash of the regular "On" button, an exclamation mark, and the words ChinaJoy nestled inside. It looks oddly familiar and very pleasing. The organizers of felt it was necessary to give a blow by blow explanation of how the logo was designed.

Looking at previous logos, I can say that this year's logo is better and more mature than past efforts.

While Kotaku has covered ChinaJoy in the past, we will have someone on the ground in Shanghai to cover the show!