New Shanghai City Gifts and other special creative contributions, intangible cultural heritage, China-Chic plus cultural innovation | skills | gifts
As the "June 10" Cultural and Natural Heritage Day approaches, the second China-Chic Cultural Creative Design Competition hosted by the Shanghai Municipal Bureau of Culture and Tourism will be launched as scheduled. This cultural and creative contest inherits the theme of the first session, selects a batch of China-Chic cultural and creative products, works and design schemes that are "innovative, easy to use, and transformable" for all social organizations, integrates the aesthetics of the times to create urban gifts, and promotes the connection of intangible cultural heritage with contemporary life, blooming with charm.
It is worth mentioning that this year's competition has added three sub tracks, namely "Digital Innovation", "Intangible Cultural Heritage Cuisine", and "Traditional Chinese Medicine", on the basis of the original competition. The aim is to explore and showcase the colorful charm of intangible cultural heritage from multiple perspectives and dimensions. The "Digital Innovation" track combines the current methods of digital innovation, integrating themes such as games and comics that young people love and pursue. By combining elements and skills related to intangible cultural heritage, it attracts young participants to actively participate in the competition.
According to the relevant person in charge of Shanghai Mihayou Network Technology Co., Ltd., the popular Genshin Impact game developer around the world, Mihayou is committed to combining the content of intangible cultural heritage with game elements, so that intangible cultural heritage skills can enter the lives of young people. In this competition, Mihayou took out the elements of Genshin Impact as one of the creative themes of "digital innovation", and tried to innovate and spread intangible cultural heritage through digital innovation, combined with the digital consumption entertainment mode favored by contemporary young people.
The entries in the "Traditional Chinese Medicine" sub track combine traditional Chinese medicine production techniques, techniques, cultural connotations, and modern health and wellness concepts, encouraging participants from both inside and outside the industry to integrate their works into modern life. Shanghai Municipal Museum of Traditional Chinese Medicine has two municipal intangible cultural heritage of traditional Chinese medicine, namely, "Cai's Gynecology" and "Fang's acupuncture and moxibustion". In recent years, it has developed many cultural and creative products of traditional Chinese medicine, such as freeze-dried foot bath powder and fragrant ornaments, in combination with intangible cultural heritage elements. Director Jia Yang said, "Traditional Chinese Medicine (TCM) intangible cultural heritage protection units attach more importance to the promotion of medical technology, but their explanation of intangible cultural heritage is slightly insufficient. With the help of cultural and creative products, traditional TCM products and services can be changed, enhance the experience, and meet the needs of the public for a healthy life. We also hope that more ornamental, practical, and popular cultural and creative products can emerge as a result."
The sub track of "Intangible Cultural Heritage Cuisine" encourages participants to integrate traditional skills with the 24 solar terms and Chinese culinary culture in cooking, pastries, tea and other production techniques, innovate and inherit the "intangible cultural heritage" on the tongue, feel cultural confidence in the "Chinese flavor", let intangible cultural heritage enter thousands of households and integrate into public life, and let traditional intangible cultural heritage skills burst into vitality. Participants can enter the "Second China-Chic Cultural and Creative Design Contest of 'Intangible Cultural Heritage New Experience'" from the menu bar of the official account through the "Intangible Cultural Heritage New Experience" WeChat official account, and complete the entry materials as required.
Intangible cultural heritage is an important part of China's excellent traditional culture and a vivid witness of the continuous inheritance of Chinese civilization. The holding of the China-Chic Cultural Creative Design Competition is not only to strengthen the protection and inheritance of historical and cultural heritage, but also an important platform to further promote the integration and development of culture and tourism. In this process, enterprises, institutions, organizations, and individuals engaged in the inheritance and protection of intangible cultural heritage embrace the market, create new models for the activation and utilization of intangible cultural heritage, and create a batch of cultural and creative products with distinct cultural characteristics, artistic and practical unity. At the same time, intangible cultural heritage is further brought closer to people's lives, promoting better protection, inheritance, and promotion of intangible cultural heritage in the new era.
