The Heavenly Court is strapped for cash, and incense offerings are dwindling as fewer people on Earth believe and more lose themselves in phones and the internet. To stimulate the “economy of the Three Realms,” the Jade Emperor leads the formation of the “Journey to the West 2.0 Project Team.” Its goal: create a hit “cultural IP,” boost the GDP of the “immortals, demons, and ghosts” along the route, and ultimately increase the Heavenly Court's incense revenue, its core KPI.
