Huangpu District launches the "Red Open-Air Museum" brand, encountering red culture unexpectedly, "walking in the streets and alleys"
On May 11, the Huangpu "Red Open Air Museum" branding seminar was held at Sinan Literature House. Many experts from the fields of party history and party building, culture, tourism, cultural creation, and cultural communication gathered together to conduct an in-depth discussion on the brand connotation, brand building, and communication strategies of the “Red Open-Air Museum.”
Huangpu District is the birthplace and original aspiration of the Communist Party of China, and the cradle of the great spirit of founding the Party. It has 143 red resources recognized by the first batch of "Shanghai Red Resources Directory", ranking first in the city. In recent years, Huangpu District has made great efforts to promote the protection and utilization of red resources and the inheritance and promotion of red culture in the "birthplace of the Party". In the vivid practice of Zhongzhi's vivid practice of building a culturally confident and self-reliant Shanghai sample development strategy, Huangpu District has continuously explored distinctive Huangpu practices, Create a Huangpu sample for the inheritance, innovation and development of red culture.
Wang Yufeng, member of the Standing Committee of the Huangpu District Party Committee and Minister of the Publicity Department, introduced that the "Red Open-Air Museum" integrates numerous red resources, neighborhood landscapes and cultural ecology to form a functional carrier for display, interpretation, research, collection and protection with museum characteristics. Among them, "open air" emphasizes going beyond red resources and displaying the main red sites, old sites, and relics in the Huangpu area to the public. Visible, perceptible, and tangible, citizens and tourists can encounter red culture unexpectedly when walking in the streets and alleys of Huangpu.
Huangpu District is working hard to strengthen the five brand characteristics of the "Red Open-Air Museum", including the dotted red imprints, the distinctive features of the themed streets, the beaded chain of red trails, the role empowerment of the "Librarian" program, and the flexible diversified co-governance mechanism. In the future, Huangpu District will continue to use urban renewal to dig deep into the background, "museum" linkage to amplify the impact, cultural and creative development to highlight vitality, and party history education to educate people, to further strengthen the brand image of the "Red Open-Air Museum".
At the seminar site, the Red Open-Air Museum "Librarian" plan was officially launched. In the future, Huangpu District will select party history researchers, enthusiasts who are interested in spreading red culture, educators and young students who are committed to promoting the ideological and political integration of universities, middle schools and primary schools to jointly study, interpret and spread the red of Huangpu. Cultural resources, tell the story of the "Red Open Air Museum".
In the keynote speech session, experts and scholars focused on the brand building and development of the "Red Open-Air Museum" and gave wonderful keynote speeches from different angles. Zhou Zheng, deputy director of the Memorial Hall of the First Congress of the Communist Party of China, proposed the construction of a red open-air museum based on the practical experience of the Memorial Hall of the First Congress of the Communist Party of China: "Break the invisible 'wall' of the museum and let the museum's collections be used from the museum world to the world, giving full play to diversity. The main role is to promote the integration and sharing of red resources and realize the passing on of red genes from generation to generation.”
“Red culture is the foundation of Shanghai’s urban spirit.” He Jianhua, former vice president of the Shanghai Academy of Social Sciences and chief expert of the Shanghai Cultural Research Center, proposed, “We should rely on rich red resources to deeply explore the connotation and quality of red culture, and use red inheritance as the basis for The main theme is to take innovative integration as the main path and cultural tourism to rejuvenate the city as the main starting point, forming a good situation of 'red education is constantly learning, red spirit is carried forward, red cultural experience is enriched, and red tourism improves quality and efficiency'."
Zhang Bingcheng, co-founder of SnapShort's overseas short drama platform, believes that in order to attract more young people to enter the "red open-air museum", he suggests that a series of younger communication methods such as developing interactive experiences, adding cross-border elements, and launching cultural and creative products can attract more young people. Many young people come to the "Red Open-Air Museum" to explore the past and look forward to the future.
The first Shanghai College Student Integrated Media Creative Works Competition "AI Reflects the Original Intention·Entering the Red Open-Air Museum" was also officially launched at this seminar. This competition is open to college students across the city from now until the end of July to collect creative integrated media works that display the red relics, revolutionary cultural relics, memorial facilities, archives and other related content of the "Red Open-Air Museum". The winning works will be selected in September.
In the future, Huangpu District will use the "Red Open-Air Museum" brand as a carrier to make red culture visible everywhere in Huangpu District, spread red stories widely, and make the red spirit deeply rooted in the hearts of the people.
The seminar was hosted by the Propaganda Department of the Huangpu District Committee of the Communist Party of China.
