"Don't be distracted" cultural and creative, eye-catching Chinese cultural consumption scene, further upgrading scene | Museum | Culture

"Don't be distracted" cultural and creative industries attract attention, and the consumption scene of Chinese culture is further upgraded

Xi'an, July 12th, China News Agency (Xinhua) - "Don't be distracted" - Cultural and creative industries attract attention, and the consumption scene of Chinese culture is further upgraded

Author Yang Yingqi

In the scorching summer, a cultural and creative ice cream from the Shaanxi Archaeological Museum that never goes out of mind has been remembered by people, once again attracting netizens to watch.

At first glance, this ice cream called the "hollowed out human face covered bowl shaped tool" looks like a flower pot, with only a few strokes on its facial features and a confused expression. Many people believe that its design is "too sloppy", but tourists who have seen the prototype of cultural relics exclaim "realistic". This contrast attracts many tourists to visit museums to see the true appearance of cultural relics.

In August 2022, a child is tasting the "hollow-out human face cover basin-shaped device" ice cream. Photo by Yang Wanqing

Recently, innovative museum cultural and creative products have emerged one after another. The coffee shop of Hubei Provincial Museum launched the "Chime Bell Soy egg" based on the "Chime Bell of Marquis Yi of Zeng". The positive image of the "copper galloping horse" was cartoonized by the Gansu Provincial Museum to form a "horse treading on a swallow" doll. The Sanxingdui Museum combined cultural relics with folk customs to design four bronze figurines to sit around a table and play mahjong

Various imaginative ideas not only break the stereotype of traditional cultural and creative products, but also make people curious and familiar with their cultural relics prototypes. Faced with the new scene of "going out of the circle" outside the museum, the design team of Shaanxi Archaeological Museum's cultural and creative ice cream frankly stated that it was "unexpected and reasonable".

"Some people have seen the ancient people's fascination with the unknown from the 'hollowed out human face covered basin shaped tool', while others have been moved by its serious yet 'sloppy' characteristics. The multiple contrasts and interpretations on cultural relics have given us design inspiration." Zhu Xianhui, the general manager of Shaanxi Huaxia Culture and Creativity Co., Ltd., told reporters that ice cream is not only a good carrier of 'summer cultural and creative', but also brings people closer to cultural relics, making it popular among tourists. ".

As a supplementary display of cultural relics, the creative interpretation of cultural and creative products allows people to see more cultural details passing by in museums. "The main characteristic of the cultural and creative industry is innovation." Zhu Xianhui said that cultural and creative products are an exploration and interpretation of culture, and constantly updated cultural and creative products reflect people's different feelings when facing culture.

With the continuous upgrading of cultural and creative carriers, people's understanding of cultural and creative activities is no longer limited to "specific items used as souvenirs", but increasingly emphasizes the sense of ceremony and experience, and pursues a "immersive" cultural experience. For example, collecting stamps and "checking in" in the museum, interacting with characters such as "Li Bai" and "Fang Xuanling" in the scenic area, immersing oneself in the Tang style street life district, and scheduling a museum script killing

In January 2023, tourists dressed in Hanfu played in Xi 'an Datang Furong Garden. Photo by China News Agency reporter Zhang Yichen

According to a special survey data released by the China Tourism Research Institute, shopping represented by cultural and creative industries accounted for 55% of China's cultural consumption expenditure in the first half of 2022 alone. Cultural and creative development has become an important part of the Chinese consumer market. At the same time, over 60% of respondents stated that they would visit cultural venues or watch movies and dramas every six months or every quarter. The immersive and stylish cultural experience space has brought culture closer to people and driven cultural consumption.

"Whether it is practitioners or consumers, 'youthfulness' has been the main feature of the cultural and creative industry in recent years." Li Xiangyu, Vice President of the Tourism Products and Equipment Branch of Shaanxi Tourism Association, said that the "post-90s" and "post-00s" have become the main group of cultural and creative consumers, and their consumption needs are not only functional and practical, but also the beauty and experience of products.

"It has become a trend for everything to be 'culturally and creatively', and the development space of the cultural and creative market cannot be underestimated. Currently, 'out of the box' cultural and creative products incorporate humorous and humorous design, which meets the psychological needs of young consumers. Li Xiangyu also pointed out that catering to changes in consumer aesthetics has led to a convergence in cultural and creative product design.".

Wang Xiaoyong, an expert from the Shaanxi Academy of Social Sciences, believes that cultural and creative design should continue to empower new elements to traditional culture while adhering to contemporary social values. "With the continuous upgrading of cultural consumption scenarios, the popularity of cultural relics is transforming into cultural warmth, and their cultural value will truly be realized in every corner of life."

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