Tencent Pictures, the film production company of Internet giant Tencent, has announced plans to make a film about Tuzki, a popular emoji used on a number of social media platforms. The movie is slated to begin production next year, with a likely 2018 release in China.

The Tuzki character, created by designer Momo Wang in 2006, is now celebrating its 10th anniversary. The rabbit was born while Wang was still an undergraduate at Communication University of China, according to Wang’s website. It has since gone on to become an immensely popular WeChat sticker, as well as a promotional character for brands like KFC and Motorola.

The Tuzki film is a joint project between Tencent Pictures and Turner Asia Pacific. According to a press release on Turner’s official website, Tencent will take the lead on the project’s production and distribution, while Turner will focus on licensing. Already, Tuzki has acquired something of a presence in the non-digital world, with a Tuzki-themed restaurant open in Shanghai and a prominent appearance by the character at the Beijing Comic Con in June.

The Turner press release quoted Clément Schwebig, Turner’s SVP of Business Development, Licensing & China, saying: “This announcement is a huge milestone as we look to grow the Tuzki franchise and [reinforce] Turner’s commitment to its growing business in China. Turner’s dedicated team in Shanghai is really pleased to be working with Tencent Pictures on this project, who themselves are leaders in developing digital IP.”

The press release also contained a statement from Tencent, focusing on the potential of the Tuzki brand.

“For 10 years, millions of young adults in China have used Tuzki’s unique expressions to communicate their feelings with their friends. Now, they can experience Tuzki’s story in what promises to be a remarkable story of adventure and excitement,” the statement read.

“We’re looking forward to partnering with Turner to create a film starring a timeless and eminently marketable IP.”