JIONG

Jiong, an IP character full of fantastical colors and deep emotional significance, was designed based on the unique perspective and profound understanding of love by Xia Tao, the founder of the Nianxia Brand. Jiong’s character is modeled after Xia Tao’s son, it not only a deep expression of love for his child but also a symbol of love and hope. The name "Jiong" represents a gaze that is sharp, determined, and insightful. In the design, Jiong’s big, watery eyes resemble a starry ocean, exuding a keen sense of observation as if he can see through the emotional flow of the world, understanding how love is transmitted and passed down across time, space, and cultures.
The overall image of Jiong is a small boy with a round face and large, watery eyes, topped with a small flower that gives him a cute yet lively appearance. This flower not only symbolizes Jiong's moods and the narrative context of his stories, but it can also change its form and elements depending on the situation—shifting from a paper windmill to a navigational marker, a wooden pencil, or a mechanical spring. Each transformation seems to tell a new emotional story, conveying different messages of love and hope.
Jiong is not just a cute character, but also a messenger of emotions. Through his simple yet impactful appearance and stories, he expresses the true essence of love, courage, and hope. Every change in his elements is a way for him to communicate with the world and engage in an inner dialogue. Jiong’s existence reminds us that love is never absent—it takes on different forms, transcends time and culture, and integrates into everyone’s life, becoming an eternal force.