Traditional Culture IP and National Tide "New Life"

With the rise of the national tide, a number of high-quality IP created by using traditional culture is blossoming everywhere, and they make full use of film and television, performance, cultural creation, edition and other means to create their own vitality.

Film

Formal innovation shows the classical beauty of China

In recent years, variety shows that integrate traditional culture have become a beautiful landscape on the screen. These variety shows rooted in traditional culture and innovative expression methods, through drawing on the nutrients of traditional culture, their connotation and depth have been enhanced, and the excellent traditional Chinese literature can be inherited and promoted in the process of program dissemination.

If you ask where the hottest city is in 2021, Luoyang may be the answer for many people. From the "Tang Palace Night Banquet" based on the Dancing Figurines of Luoyang Shangyang Palace, to the dance "Prayer" ("Luoshen Water Endowment"), which has been read more than 900 million times on Weibo, this ancient city is entering the vision of contemporary young people through a series of broken circles.

The "Wind Rises Luoyang", which was recently launched on iQiyi, brings the style of the ancient city of a thousand years into reality in a more realistic and vivid way, and the Luoyang South City, which is known as the "Palace of Ten Thousand Palaces", the Taichu Palace, the ancient and solemn White Horse Temple, and even the exquisite hairstyles, costumes and other details are restored in the picture, creating an ancient world that seems to be within reach.

This great drama that created the ancient city of Luoyang with ingenuity has become the premier hit at the end of the year. At present, the platform popularity of the drama on the day after it was launched exceeded 9,000, and it has won the top spot of many lists for 9 consecutive days, and has received more than 20 hot searches for related topics on Weibo. An important reason is precisely because of its episodic texture, which is known as the "ceiling of oriental aesthetics".

In terms of movies, in recent years, there have also been animation film IP based on traditional Chinese cultural stories such as "The Return of the Great Sage of Journey to the West", "Big Fish and Begonias", "Nezha's Devil Boy Descending", etc., which integrate the poetic classical beauty of China, which has a strong resonance with the audience, and has a box office record of 956 million yuan, 565 million yuan and more than 5 billion yuan respectively, so that the public has a new understanding and higher expectations for domestic animation film and television IP.

Whether it is the great success in the early emergence of animation film and television, or the popularity of TV programs, Chinese traditional cultural IP is undoubtedly the rising star of the current domestic IP industry, and has an important enlightenment effect on the development of the domestic IP industry in the future.

perform

The artifacts in the museum are "alive"

Just this year, two famous paintings that have been handed down for thousands of years were put on the stage in the form of dance dramas. One is one of the top ten famous paintings in China collected in the Palace Museum, the long-scroll silk color painting "A Thousand Miles of Rivers and Mountains" created by Wang Ximeng of the Northern Song Dynasty, and the other is the "Five Stars Out of the East and Li China" Han Dynasty Shudi Brocade Arm Guard, which is known as "one of the greatest discoveries of Chinese archaeology in the 20th century".

The dance poetry drama "Only This Green" is based on "A Thousand Miles of Rivers and Mountains", which cuts into and traces the excellent traditional Chinese culture from the perspective of modern people. The audience followed a modern Forbidden City researcher, the exhibition volume person, following the outline of the chapter of "exhibition volume, asking seals, singing silk, searching for stones, studying pens, quenching ink, and entering paintings", wandering in the legendary traditional Chinese aesthetics. In order to accurately reproduce the aesthetics of the Song Dynasty, the creators read a lot of literature, listened to expert opinions, and constantly sought verification in ancient books and paintings. Under the meticulous craftsmanship, "Only This Green" became a hit as soon as the ticket was issued.

In September this year, at the opening ceremony of the 6th "Colorful World - National Characteristic Cultural Exhibition Activities along the 'Belt and Road'" in the Shougang Exhibition Area of the 2021 Service Trade Fair, the wonderful clip of Beijing Performing Arts Group's large-scale dance drama "Five Stars Out of the Orient" - the "Lantern Dance" of the Phantom of the Silk Road was staged outside the theater for the first time. The 5-minute performance made the envoys of 27 countries and regions along the "Belt and Road" and representatives of institutions in China praise the performance.

The concept and theme of the play originated from the Han Dynasty brocade arm guard of the Han Dynasty, a national first-class cultural relic "Five Stars Out of the East and Li China" excavated at the ruins of Hetianiya in Xinjiang on the ancient Silk Road. Based on this incomparably precious creative resource, through the modern dance drama creation techniques, the play tells a legend of western civilization and world unity, so that the beautiful meaning of the stars and the profound cultural connotation carried by precious cultural relics are vividly displayed on the stage. For example, the costumes in the play integrate the elements and colors from the excavated cultural relics from the color, style, pattern and other designs; the stage design is also based on the study of historical materials, through artistic processing, to restore the real historical scene on the stage. The lighting design also focuses on the color of the arm guard, so as to run through the plot.

Cultural relics should be "alive", artistic creation should go deep into life and take root in the people, in fact, the needs of the two are in line with each other and satisfied, and the vast world is in front of us.

Cultural creation

Target Gen Z and optimize your commercial brand

With the rise of the "Z generation" consumption force represented by the "post-95s" and "post-00s", the cultural and creative products of major museums with cultural attributes and innovation are more and more favored by young consumers, and museum cultural creations are gradually popular in the market, becoming a new trend and new choice for young consumers.

There is still a month before the Spring Festival, and the museum has begun to "put on new" New Year goods.

For example, the Nanjing Museum and the Nanjing Big Brand Stall jointly launched the New Year gift box, the treasure of the town hall, the Western Han Golden Beast incarnated as a candle; the Suzhou Wu Culture Museum and the Fresh Supermarket jointly launched the "Fresh Museum Exhibition", allowing you to immerse yourself in the Wudi culture in the purchase and purchase. In addition, the "atmosphere group" that is indispensable for the New Year, such as spring league, lucky characters, god of wealth paintings, door notes, and wall calendars, many Internet celebrity museums have invariably chosen to pack them into gift boxes. For example, the Palace Museum, the National Museum of China, the Dunhuang Research Institute, the Suzhou Museum, the Henan Museum, the Hunan Provincial Museum, the Xi'an Stele Museum, etc.

The forbidden city's cargo carrying strength is as strong as ever, only in the Forbidden City Taobao online store, including spring league, Fuzi, Fortuna paintings, red envelopes and other New Year's multi-year sets of fu barrels, has been sold more than 30,000 pieces a month; including "A Thousand Miles of Rivers and Mountains", "Listening to the QinTu" and many other historical paintings Danqing calendar has sold more than 10,000 pieces per month.

At the entrance of the Nanbo Cultural and Creative Store, a small calendar for the Year of the Tiger, the location is not remarkable, but it attracts many people to look at it. It was jointly launched by the two major Internet celebrity IPs in Jiangsu- Nanjing Museum and Suzhou Museum. According to the staff, the first batch of 5,000 pieces of this wall calendar was sold out quickly, and 300 pieces were sold on the first day of the second batch of arrivals, and many enterprises also received large-scale purchase orders. This calendar for the Year of the Tiger selects the works of Wen Zhengming, Tang Yin and Weng Tonggong, all of whom are Jiangsu literati born in the Year of the Tiger. The 12 inner pages are wen zhengming and Tang Yin paintings, showing the talent and temperament of Jiangnan talents in the Ming Dynasty; the cover inscriptions "Tiger" and "A Roaring Wind" are extracted from Weng Tonggong's calligraphy works, and the penmanship is somber.

The museum's innate advantage in IP development is obvious. Under the new cultural and creative outlet of "all things are IP", more museums need to devote themselves to the tide of innovation, only in this way can museum IP quickly go out of the circle and reshape cultural vitality.

publication

Feel the traditional cultural heritage in the puzzle solving

New Classic Culture is a cultural media enterprise with content creativity as the core, and its cooperation with iQIYI Variety Show "Debut, Dunhuang" creatively adapted the puzzle book "Millennium Dunhuang Puzzle Book, Debuted" is the first Dunhuang historical puzzle box in China, which is produced by the iQIYI variety show "Debut! Dunhuang" genuine authorization, museum puzzle master team design, new classic planning and production. Double-layered double mechanism, which lasted three years, to create a three-dimensional labyrinth of "a puzzle box, hiding two time and space".

Open the elaborately designed, ancient two-story mechanism, and what is displayed in front of you is more than 20 kinds of antique game props, which seem to press the button to reverse time and space, and the wonderful connection between ancient and modern will guide players to uncover the truth buried in the twilight Tang Dynasty. Dunhuang starry sky long map, chalk scroll, wine chips and other stunning appearances: pure copper gold noodles, "Dunhuang Star Map" replica level physical objects, elegant wine chips equipped with 50 wine chips... As well as a specially crafted invisible ink clue map and H5 immersive online mini-game, the player's sense of game immersion soared wildly.

In terms of cultural inheritance, the first layer of the Dunhuang Puzzle Box is a "Millennium Dunhuang Puzzle Book" that has appeared. It was written by researchers of Tang history at Peking University, Nankai University, and Xiangtan University, and on the basis of consulting detailed historical materials and meticulously studying murals, it wrote about the daily life of the Tang people, and moved the "Hundred Views of Life" of the Tang people's clothing, food, housing, travel, and play a thousand years ago to us. Through more than ten dimensions such as dance, music, and food, the beauty of Dunhuang during the Tang Dynasty is revealed.

Of course, it is naturally difficult to include the charm of Dunhuang culture with only a box of Dunhuang organ puzzle boxes, but it has achieved the greatest degree of restoration of history with its exquisite cultural background, exquisite prop mechanisms, ingenious puzzle settings and rich plot stories, allowing players to cross time and space, appreciate Dunhuang culture and Tang Dynasty style from puzzle solving gameplay.

From the perspective of traditional culture itself, its rich connotation is often precipitated after hundreds or even thousands of years. The long-term development of the IP industry relies on content that can withstand the washing of time and sufficiently sophisticated production, and only by creating high-quality content products can we win the reputation of the audience and achieve long-term development.