When you were visiting scenic spots, did you eat the themed popsicles?

From tapes, bookmarks, refrigerator magnets to dolls, ice cream, and archaeological blind boxes, the scope of the "cultural and creative family" is constantly expanding.

During holidays, some museums and scenic spots become popular check-in spots. What attracts attention is not only the various views and exhibits, but also the dazzling cultural and creative products.

Image source: Weibo screenshot

However, if you only know that "Internet celebrity" cultural and creative products include tapes, beauty products, etc., you may be a little out of date. Nowadays, from food to some practical gadgets, many cultural and creative products are becoming more and more integrated into people's daily lives while being well-loved.

Looks delicious

“Food is the primary need of the people.” For cultural and creative industries, all kinds of food are definitely a very down-to-earth carrier.

What kind of sparks will be created when cultural relics such as the Four Sheep Square Tripod and the Dayu Tripod are connected with ice cream? At the National Museum of China, you can probably feast your eyes and taste buds: Matcha-flavored "Four Sheep Square Tripod Ice Cream", "Dayu Tripod" series of cultural and creative delicacies...

In fact, many popular cultural and creative products are not only popular during holidays. Before this, Anhui Huangshan Scenic Area launched a cultural and creative ice cream - Yingkesong Ice Cream, which attracted a lot of fans.

The well-known Welcoming Pine of Huangshan and the small pines and cypresses beside it appear young and lively after being creatively “cute”. Any photo of them will turn them into “photo-taking masters” in the circle of friends.

Image source: Screenshot of China News Service video

Earlier, media reported that across the country, Beijing's Old Summer Palace, Dunhuang's Mogao Grottoes, Suzhou's Humble Administrator's Garden, and Sichuan's Sanxingdui have all joined the "fashionable cold drink circle." Taking photos and checking in with cultural and creative ice cream has become a "new favorite" for people's travel and leisure.

The popular "cultural creators"

From tapes, bookmarks, refrigerator magnets to dolls, ice cream, and archaeological blind boxes, the scope of the "cultural and creative family" is constantly expanding.

When some traditional festivals come, cultural and creative products seem to be more likely to appear in large numbers. For example, during the Mid-Autumn Festival that just passed, mooncakes, as seasonal fast-moving consumer goods, also had a cultural and creative trend in the industry. When it comes to competing in creativity and content, major museums are the best.

In addition to the Palace Museum, media statistics show that the National Museum, Shaanxi History Museum, Shanghai Museum, Jinsha Site Museum and others are also unwilling to lag behind and have launched their own special cultural and creative mooncakes.

"The museum's cultural and creative products are of many types, which may cover all aspects of food, clothing, housing and transportation." Chen Shaofeng, deputy director of the Guangdong Provincial Museum, also noticed that cultural and creative products have become increasingly popular in recent years, and the types have become increasingly rich, from practical items such as daily necessities, stationery, clothing and accessories to food and digital cultural and creative products.

The museum will also launch cultural and creative products in due course in conjunction with some temporary exhibitions held in the museum. He said, "Our Guangdong Provincial Museum has developed some cultural and creative products in conjunction with the 'Dream of Red Mansions Cultural Exhibition', including food culture products."

Why is it popular?

In fact, in recent years, there have been many popular cultural and creative products, which have been well received by people.

Data map: Cultural and creative ice cream booth. Photo by Zhang Bin

According to media reports, previously in the Helan Mountain Rock Painting Scenic Area in Yinchuan, Ningxia, the Sun God Mooncake, which was printed with the most representative symbol of the Helan Mountain Rock Paintings, became a new "Internet celebrity" and won the love of a large number of young people.

Moreover, on the first day of the Mid-Autumn Festival holiday, 800 mooncakes were sold out within two hours.

In 2019, the officially authorized Terracotta Warriors and Horses figurines of the Qin Shi Huangdi Mausoleum Museum were launched on a certain platform on May 29, which immediately triggered a "buy-out" and swept the Internet. It was reported that the figurines, priced at 99 yuan, started pre-sale at 10 a.m. that day and were sold out in the afternoon.

Many popular cultural and creative delicacies are often accompanied by knowledge. It is understood that on the packaging of the "Da Yu Ding" ice cream, there is a brief introduction to the Dayu Ding, and the two flavors of the ice cream, mango and matcha, are also exquisite, corresponding to the past and present of the bronze ware.

Earlier, the Guangdong Provincial Museum had launched several "cake" cultural creations, including "Guangdong Collection", "Guangdong Treasure Box" and "Fashion". They were made with great care and effort, and finally the logo of the Guangdong Provincial Museum or cultural elements related to cultural relics were sprayed on the outer layer of the cake.

Therefore, some people say that cultural and creative products cannot stop at appearance, but also need to be integrated with their own characteristics to meet people's needs for creativity and knowledge, so as to bring more surprises.

Compete for appearance and creativity

As society continues to develop and progress, and material life continues to become richer, people's requirements for cultural and creative products are no longer simply limited to appearance, but they pay more attention to their cultural connotations and also require a certain degree of practicality.

Image source: Screenshot of Guangdong Museum website

The emergence of "hot-selling" cultural and creative products shows that tradition and fashion are not irreconcilable. However, Chen Shaofeng believes that whether it is a scenic spot or a museum, cultural relics or cultural heritage elements cannot be simply copied and pasted onto items. The key word is "creativity."

"For example, we have an ancient painting in our collection called "Hundred Flowers", which depicts various flowers. If we want to make a hot pack, we can choose the plum blossom element, which is related to the season and has an appropriate combination of life and culture," he said.

In recent years, traditional culture has become more and more tangible, knowable, and closer to people's lives.

When it comes to cultural and creative products, Chen Shaofeng believes that when museums engage in cultural and creative work, they are actually deconstructing and reorganizing the traditional cultural elements in their collections or exhibitions, and using them in cultural and creative products to give a new interpretation that makes it easier for the audience to accept.

In this way, the aesthetics of excellent traditional culture can be better brought to the public. The connotation of cultural and creative products will become richer and richer, and they will win everyone's love with their appearance and strength.

When you travel during the holidays, have you bought any cultural and creative products?

Source: China News Network

Reporter: Shangguan Yun

Editor: Gao Meng

Editor: Wang Shanshan