On December 10th, the 2021 "Haisi Quanzhou" Digital Cultural and Creative Conference was successfully held in Licheng District Yuanhe 1916 Cultural and Creative Industry Park. At the meeting, Quanzhou Licheng joined hands with Kung Fu Animation to create Quanzhou's "Haisi Family" city super IP officially debuted
Figure| Hisi family IP
As the starting point of the Maritime Silk Road recognized by the United Nations, the 21st Century Maritime Silk Road Pilot Zone of the National "Belt and Road" Initiative, the Cultural Capital of East Asia, and the first batch of national historical and cultural cities, Quanzhou is a veritable trillion-dollar GDP cultural city. In July this year, at the 44th World Heritage Conference, "Quanzhou: The World Maritime Trade Center of Song and Yuan China" was inscribed on the World Heritage List. At this point, the "Oriental Pearl" in the classical navigation civilization of mankind has once again bloomed with brilliance across time and space.
Standing at the new historical starting point of Quanzhou's successful application for heritage, how to better disseminate the "Haisi culture", tell the "World Heritage Story", and see how Quanzhou Licheng opens the road of innovative development of the World Heritage Cultural Tourism through the "Haisi Family" urban super IP.
Launch ceremony of the Hicel family IP
The HICEL family IP was officially unveiled
First, the living heritage civilization spreads the charm of the ancient city
"The world cultural and natural heritage is an important achievement of the development and natural evolution of human civilization, and an important carrier for promoting exchanges and mutual learning among different civilizations. Protecting, inheriting and making good use of these precious assets is our common responsibility and an inevitable requirement for the continuation of human civilization and the sustainable development of the world. ”
Li Zhubing, chairman of Kung Fu Animation, delivered a speech
Quanzhou is a multicultural city where different religions and cultures coexist peacefully and where Eastern and Western cultures are compatible. Cultural sites are rich, but the overall concept and brand of strong memory have not yet been formed, and there is a lack of integration and development of cultural relics. It is timely to create the super IP of the Hisilk family.
Through the Super IP of the Haisi Family City, the city continues the historical context and innovates the construction of the city, and the ancient city civilization is actively inherited. The use of two-dimensional animation IP to evolve a recognizable local display brand, so that cultural relics "come alive" and "can talk". Taking the world heritage and traditional culture as the starting point, we will deepen the precise positioning of the city. The integration of IP opens up online + offline independent dissemination, a new way of multi-dimensional utilization, comprehensively carries out IP activation, forms a multi-dimensional, full-time and sustainable cultural inheritance, extends its consumption chain, extends its consumption space, and enhances the tourism value of heritage. Help cultural inheritance and economic development complement each other.
Second, the IP of the Hicel family was released, and the five major images were publicly unveiled
At the press conference, the IP image of the Hisi family was officially unveiled, which was composed of "cornucopia representing fair trade - A bao, representing the development of inclusive marionettes - Amu, representing the peaceful development of the fu boat - and he, representing the koi of a better life - Quanquan, representing the East and West Pagoda of Guotai Min'an - Song Ge".
The Hisi Family IP selects the five iconic cultural elements of Quanzhou, such as Jubao Street, Tixian Puppet, FuChuan, Koi and Dongxi Pagoda, and integrates the characteristics of Southern Opera, Nanyin, Southern Shaolin Martial Arts, Huinu, Bell Tower, and Shiji. Through the innovative development and interpretation of animation forms, the urban cultural connotation is more specific and attracts more people in the subtle. Bring the excellent culture that has been passed down to life.
Fukubun - and peace
The "peace" that dares to be the first is the embodiment of the "Lucky Boat", wearing the ancient boat hat ornament of Quanzhou, the blue curly hair is like the rolling waves on the journey of the sea silk, and the blue and white costumes of the seawater river cliff pattern are worn, implying that Quanzhou in the past and today has always adhered to the road of "peaceful development" to ride the wind and waves and move forward sonorously.
Marionette - Amu
The open and inclusive "Amu" is the embodiment of the "marionette", which anthropomorphizes the bell tower into a puppeteer, multicultural design, shows the style of world-class intangible cultural heritage, and conveys Quanzhou's inclusive cultural self-confidence to the world.
Koi - Spring Spring
The clever and tenacious "Quanquan" is the embodiment of "carp", wearing a red koi headdress and wearing a Hui'an female characteristic costume, symbolizing happiness and auspiciousness, reflecting the excellent quality of Quanzhou people's diligence and kindness, and implying the Quanzhou people's yearning for a better life.
East and West Towers - Brother Song
The "Song Brother" who stands on top of the sky is the embodiment of the "East and West Tower". The East and West Pagodas are the spiritual totems of Quanzhou people, the tallest pair of stone pagodas in China, the treasures of ancient Chinese stone architecture, the integration of religious and cultural elements in the design, for thousands of years, protecting the ancient city of Guotai Andmin, wind and rain.
Cornucopia - Abao
The magnificent and generous "Ah Bao" is the embodiment of "Jubao Street". The image is witty and funny, integrating opera elements such as Quanzhou Gaojia opera and Liyuan opera, wearing a black hat ornament of the "Municipal Shipping Division" lifting official, wearing red clothing, holding a golden scale, reflecting the concept and practice of "fair trade" advocated by the world economy since ancient times.
It is reported that from the determination of the project to the official release of the image, the creative team and the leaders of the Hisilk Cultural and Creative Experts conducted a number of image creative communication meetings. Dozens of internal team discussions. Many social surveys of thousands of people. Finally, the image that best fits the IP of the Hisilk family was finalized.
Leaders and experts jointly discuss the plan
Third, the super IP matrix helps the world culture go out of the world
HiCel family IP signing ceremony
At the press conference, the signing ceremony of the super IP industry authorization of the Hisilk family was held. By creating the agglomeration, leading and radiating role of super IP, it will help the development and authorization of derivatives of World Heritage Cultural Tourism, the development of new models of IP commercial formats, and help Quanzhou Hisi Culture build a diversified industrial chain.
The future trend of World Heritage Cultural Tourism is the effective combination of "cultural memory + authenticity expression + new tourism experience", so that traditional culture becomes popular culture, which is conducive to better retaining cultural roots and preserving the soul of culture. And Quanzhou culture is too diverse, a single element can not clearly explain Quanzhou. Create the HiSilk family IP, through a family form with multiple role combinations of protagonists, and comprehensively display Quanzhou's prosperous and developing economy, diversified and inclusive cultural attitudes with the combination IP, and enhance the tourism value of the heritage.
Fourth, to create the IP advantages of the HiSilk family:
1. The role interaction is richer and more interesting, which is conducive to publicity
Compared with a single IP, family IP characters can produce more stories and more interesting interaction settings, thereby attracting more young people to participate in it, which is more conducive to the current new media communication needs.
2. Meet the production needs of interesting short videos and cartoons
With the help of the current popular short videos, Weibo, WeChat and other platforms, through IP videos to vividly talk about Quanzhou, tour Quanzhou, and feel the long-standing cultural heritage of the ancient city.
3. It is conducive to application expansion and meets more consumer demand
Multi-combination IP family, the role is not single, cultural and creative product development theme, serialization, to meet different people like different cultural and creative products, but also to meet the collection of a full range of consumer demand, to attract more consumers to create greater economic benefits.
4. The future family members can be increased indefinitely
The Hisi family IP can also increase the role of other symbol cultural elements in Quanzhou, and the family concept is not limited to urban areas, but can radiate to all counties and districts in Quanzhou, increasing the unique IP roles of each county.
Quanzhou World Cultural Heritage is not only China's, but also the world's cultural heritage, but also the cultural heritage of human society.
In order to protect the heritage, ip digital innovation is carried out on cultural heritage. Cultural tourism synergy allows the whole country and the world to contact cultural heritage and experience its charm up close. Give full play to the kinetic role of IP+ business integration development, continue to cultivate immersive new formats, new products and new services, continuously improve the core competitiveness of urban industry, and launch Quanzhou Haisi cultural business card. Tell the story of Quanzhou's "world heritage", so that the world's ancient city will go to the world and become famous all over the world!