Standing at the entrance of the New Year, we look back at the bits and pieces of 2021 and welcome the arrival of 2022. Since New Year's Day 2014, the Voice of China has launched a large-scale record report, and 10 journalists have continuously tracked and sampled 10 grass-roots locations and individuals in China every year, recording the progress of the times, society and the country, and showing the increasing sense of gain, happiness and security of micro individuals.
From Bubing Primary School in Guangxi to Huangbeiling Urban Village in Shenzhen, from Ashnu Township in Qinghai to Chunhui Nursing Home in Beijing, from Liujie Street in Hangzhou to Shanghai Free Trade Zone... Those who we have been worried about and missed, how will they live in 2021, and what new wishes and expectations do they have for 2022?
The large-scale record report "Hello, 2022" of the Voice of China of the Central Broadcasting Corporation of the Central Broadcasting Corporation of China broadcast the third article "Shanghai Free Trade Zone, Cultural Trade from "Bringing In" to "Going Out"" today.
Use your phone to "take a pat" to play the introduction
AR technology reproduces The craftsmanship of Chinese intangible cultural heritage
Shanghai Ximeng Culture Media Co., Ltd. has developed a "Brilliant Fire" App, using AR technology, exhibitors open the App in the exhibition hall, the camera stays on the exhibits of interest, and the introduction will be automatically played.
With the help of this technology, at the London Handicraft Week exhibition in 2021, even due to the limitations of the epidemic, visitors from afar can truly feel the effect of "close up" appreciation of The exhibits of China's intangible cultural heritage. What was supposed to be a process in which craftsmen had to go to the site to demonstrate their craftsmanship was exhibited through AR technology.
"When spreading overseas, foreigners can't imagine how the monuments were repaired, so we use this way to let them see on their mobile phones how China's non-hereditary heirs have repaired a broken and damaged painting into a new work..." Hua Linglei, the founder of the company, introduced it to everyone.
△ At the London Handicraft Exhibition, visitors use AR technology to understand the exhibits (information)
The aroma of wine is also afraid of the deep alley
Now there is an opportunity for Chinese works to "go global"
Shanghai Ximeng Culture Media Co., Ltd. is registered in the Shanghai Free Trade Zone, and like more than 1,200 other cultural trade enterprises in the Free Trade Zone, it "introduces" overseas culture through cultural trade, and then "goes out" with China's excellent cultural products.
Even during the epidemic, China's outstanding handicraft intangible cultural heritage can be exhibited in London, thanks to the strong support of the national foreign cultural trade base (Shanghai).
Hua Linglei said that the works of non-hereditary heirs are very good, but in the past, they could not find a suitable publicity method, although they can "tell stories", but where to bring the stories? "In which countries should it be promoted? What kind of activities are more targeted? Two eyes and one black, occasionally talking about a foreign exhibition, it takes a lot of energy, let alone going global? ”
Through the display of Chinese intangible cultural heritage handicrafts in overseas AR, not long ago, a French luxury giant took the initiative to contact and expressed its hope to cooperate with the non-hereditary inheritors of Suzhou embroidery in the spring of 2023, and the traditional Su embroidery elements will be displayed in front of the world in a new way.
Such cooperation is only a small case of the national foreign cultural trade base (Shanghai) "going out" of Chinese culture through different channels.
As an institution specializing in providing services for cultural enterprises in the Shanghai Free Trade Zone, Ren Yibiao, chairman of the executive agency of the National Foreign Cultural Trade Base (Shanghai), introduced that after the establishment of the Shanghai Free Trade Zone, they first used the "first to try" policy, used the trade method to make cultural products, and "introduced" a number of overseas cultural contents.
Ren Yibiao: We put forward the concept of "cultural trade", and we must let it find a way to land if there is a policy. We also hope that more cultural enterprises will come to us when they encounter problems that cannot be solved, and we will help you study together.
Collaborate to create an international music season
Let domestic artists talk to the world
After the establishment of the free trade zone, the national foreign cultural trade base (Shanghai) first took advantage of the policy advantages of the free trade zone to introduce a large number of excellent overseas works more quickly, and hoped to use this as a driving force to optimize the approval process step by step.
"In the past, when there were works introduced, there had to be a distribution with domestic companies to perform." Ren Yibiao said, "Under the framework of the free trade zone, foreign performing arts companies can directly declare with the cultural and tourism department in Shanghai after landing. Performing in Shanghai does not need to find a domestic performance company to cooperate. ”
Although the work of "bringing in" has been solidly promoted, and the work of "going out" has also been carried out step by step, although it has encountered resistance such as the epidemic raging abroad, Ren Yibiao said that they have all the contacts and channels accumulated in the original trade and "introduction" work to the work of "going out".
In 2021, in addition to the London Handicraft Week, they also jointly saw music and held the Shanghai International Music Festival, strengthening the discourse power of Chinese music in the world and allowing innovative domestic artists to form dialogue and exchange with the world.
The 2021 Shanghai International Music Festival has more than 1,000 artists, and hundreds of enterprises, music labels and studios from more than 50 countries and regions around the world participate in the exhibition, especially the effect of Chinese style music and traditional folk music recommended to the world is very significant.
△ 2021 Shanghai International Music Festival, recommended for music nights in various countries
Shen Jia, the co-organizer of the Shanghai International Music Festival and the founder of Global Music Services, said: "In the past, Chinese music was often disseminated in the form of performances or records. In the digital age, it is easier to promote Chinese music through copyright channels. For example, the "Chinese Music Dictionary" of this music season will collect and re-record traditional Chinese music in high definition over the years to major music apps around the world, including many mainstream music platforms. ”
△ Online space for the 2021 Shanghai International Music Festival
In the past year, the National Foreign Cultural Trade Base (Shanghai) has done a lot of online promotion activities using technical means. In the new year, Ren Yibiao is more looking forward to mankind's victory over the raging epidemic and the early resumption of offline cultural exchanges. "Combining new forms and new technologies to continuously innovate, so that the 'going out' of Chinese culture has become 'going in' and 'blending in', which is a change from quantity to quality, from number to scale."
Source: Voice of China, Central Radio and Television Corporation