iQIYI, Inc. Sponsored ADR Class A (IQ.US) kicks off the new year with the premiere of the drama "Life Tree" scheduled for January 30th, seizing the high-value marketing opportunities of Chinese New Year.

On January 27th, iQIYI officially announced the premiere of the new drama "Life Tree", which will premiere on CCTV-8 at 7:30 pm on January 30th, and will be exclusively available on iQIYI. As the Spring Festival marketing battle enters the final stage, "Life Tree" has become the core driver for brands to capture the golden traffic during the Spring Festival with its rare theme and strong production team. Top brands in various industries such as Ant Financial's A Fu, Yili, Little Red Book, 999, Zhejiang Conba Pharmaceutical, Master Kang, and Xueersi have already collaborated in advance. With the combination of high traffic and quality, and a rare theme breaking through the Spring Festival, "Life Tree" is a joint production of China Central Television, Noon Sunshine (Beijing) Film and TV Co., iQIYI Technology Co., Ltd., and China TV Drama Production Center Ltd. The drama is produced by Hou Hongliang and Yang Bei, directed by Li Xue, starring Yang Zi, featuring special appearances by Hu Ge, and starring Li Guangjie, Zhang Zhehua, Mei Ting, Yuan Hong, Yang Shuo, and Zhou You. The top-notch cast lineup has created great anticipation among the audience, with the drama surpassing 1 million pre-reservations on both iQIYI and Weibo platforms by January 27th. As an epic story set in an uninhabited area, "Life Tree" starts in 1996 in Ma'zhi County on the Qinghai Plateau, telling the realistic story of policewoman Bai Ju (played by Yang Zi) and Deputy County Mayor Duojie (played by Hu Ge) working together to combat poaching and protect the ecological environment of the Sanjiangyuan area. Based on real events, the series explores the fate of ordinary people over thirty years, questioning the deep theme of the balance between humans and nature. This narrative, which combines high-energy suspense and warm healing elements, effectively captures the audience's hearts, building an emotional bridge of trust between brands and users. The production team spent 188 days filming on location to authentically capture the magnificent beauty of the Kekexili Plateau. The visual aesthetic and emotional narrative tension of the drama create a natural, high-quality marketing scene for brands in the categories of green, healthy, and lifestyle products, helping brands create differentiated memory points in the crowded information flow during the Spring Festival and achieving a deep resonance with their brand image. iQIYI has been successful in producing hit dramas during the Spring Festival in recent years, with series such as "The Excessive Kung Fu Lover," "Human World," "Racing," "North to South," and "Bleached" dominating the screens year after year. It has become an industry consensus that "iQIYI's big drama at the beginning of the year must be a hit," providing a strong guarantee for brand Spring Festival marketing efforts. This is a critical time when the Spring Festival atmosphere is growing and consumer decisions are converging. With the strong appeal of "national-level big dramas," iQIYI has already locked in users' "must-watch list" for the holiday season. For brands, this is not only the best time to capture the peak traffic during the Spring Festival but also an opportunity to accurately tap into the consumption potential of iQIYI's high-value members, seizing the consumption craze of "annual purchases" and "holiday gifts" to gain a competitive edge in the minds of consumers and efficiently convert from "brand exposure" to "purchase decision." Leading the pack with "Life Tree," iQIYI's Spring Festival lineup also includes a diverse content matrix covering dramas, variety shows, movies, and animations such as "Cheng He's Inheritance," "Tonight's Happy Friends Show," "Day Hanging in the Middle," and "Zhe Tian Ji", continuing to lock in core Spring Festival traffic and creating a long-term advertising scenario for brands to share in the early year's red envelope of benefits.