National Pavilion
At this moment, we have waited too long
2021, which just passed, was an uneventful year.
But what pleases us is that China seems to have ushered in a "renaissance."
From the CCTV variety show "National Treasure" at the beginning of last year, to the party where Henan Satellite TV has repeatedly been enshrined, and then to the "Lion Boy" with the highest Douban rating and controversial at the end of the year.
Under the cultural impact of Europe, the United States, Japan and South Korea, young people have become more and more in love with traditional culture.
Now, it is young people who visit museums, young people who read history books, who wear traditional costumes and watch cultural relics programs.
The people who listened to "Blue and White Porcelain" at that time have aged, but more and more young people are falling in love with tradition.
At this moment, we waited too long.
Revival means that it was lost.
Take life, for example. Probably everyone's childhood was captured by something called "Coke".
In the 1980s, when director Bertrucci filmed "The Last Emperor" in China, it was like finding a treasure, lamenting that "China is a country that has not yet been occupied by Coca-Cola".
But after his trip to China, he has unexpectedly become the "vanguard" of Coca-Cola. Because the eyes of the world began to look at the Chinese market.
The most famous is the cover of Time magazine in 1984: a young Chinese man with a soda, standing in front of the Great Wall, smiling.
Figure | Originated from the official website of Time magazine
The world of flowers and flowers poured into the country, and young people went crazy about it. At that time, the popular cola, "foreign", was "modern".
Looking back, there is nothing in China that is not "foreign", and everywhere you can find a familiar society: 7-11, Starbucks, Hollywood movies and Coca-Cola.
Maybe next to the old city roots, maybe in the museum, there will be one or two old people, clinging to the "dirt toys", waiting for others to discover.
Things have changed in the past few years.
Most of the things in the house, which are available in all ages, are written in a few English letters. But a closer look reveals the words in the labels, which read: "MADE IN CHINA"!
There are more and more Hanfu on the street, and those light-colored and antique wide robes are lightly embroidered, and they are very attractive when they walk up and flutter with wind.
The screen is no longer a Hollywood family. "Big Fish Begonia", "White Snake 2: Green Snake Robbery", "The Return of the Great Sage" are always eye-catching.
People also don't like to watch those soap variety shows, but "National Treasures", "Chinese Poetry Conference", "Classic Arias", and "China in classics" have become the hearts of a family of young and old.
Around the corner, the national wind, back.
According to the 2019 Digital New Youth Research Report, nearly 90% of the young people surveyed are interested in traditional culture.
More and more young people are wearing Chinese clothes and going out on the street, they pursue the classical style designed by Chinese designers, compose classical poetry into songs, and go to tea houses to taste tea and listen to Kunqu opera and cross-talk.
Ink painting, traditional costumes, skills left behind in the folk, etc., are no longer just the things that the elderly at home love to see, but have become the traffic code that broke the circle this year.
"We have lost too many good things in China, and regaining the cultural self-confidence that originally belonged to us and slowly passing it on is the most important thing for young people to do."
If you don't tell you who is saying this, you must think that an old man is teaching young people.
The reality is just the opposite, this is what a group of post-85s said.
Their name is the Zideqin Society. In their videos, it is often a long ancient painting, a group of people with high buns and hanging robes playing traditional Chinese instruments gracefully, and ancient instruments such as flutes, flutes, guqin, guzheng, and Zhongruan show their abilities. Whether it is Tang Dynasty Huqu or Song Dynasty Yale, it is all handy.
In the beginning, they got together just because of anger.
Because costume TV dramas often appear in the footage of the guqin, because there is no understanding of the basic guqin knowledge, there are often mistakes and omissions. When they saw it, they had a feeling of hating iron not steel.
But there is more irony, and the members also feel that it is not interesting, instead of criticizing others, it is better to tell others what is good and what is beautiful. So they decided to use the traditional Chinese instrument guqin as a language to create more cultural works.
In their eyes, the guqin is not a trend.
Just like the ink paintings of the national style and elegant rhyme, like the melodious and long Kunqu opera, these things with a long history cannot be damaged in the hands of their generation.
China has lost too many good things, and now young people are ready to get them back.
Figure | Kunqu opera
Although the national wind has exploded, how to look at it, this is not a very good road.
On the one hand, tradition has fallen. For example, in the 2016 film "A Hundred Birds and a Phoenix" directed by Wu Tianming, a group of old people and a few young people stuck to the tradition of blowing in the corner, with a certain sense of inevitable pathos.
On the other hand, there is false prosperity. Now everyone is thinking about rushing forward, what fire to do, and there is a group of people under the banner of "national style" who are shoddy, copycats, and pits and abductions.
Take ink painting, for example. 60 years ago, Shanghai Fine Arts Film Studio produced the world's first ink animation "Little Tadpole Finds Mother", which won numerous awards once it came out. After that, "Mudi", "Deer Bell", and "Landscape and Water" are the highlight moments of ink animation.
Then the highlight is only a moment, followed by silence.
Because the ink animation production process is complex, time-consuming and labor-intensive, it requires patience. What modern people lack most is patience.
Ink animation is once again brilliant, until 2013 Japanese master Takahata Hoon's "The Tale of Hui Ye Hime", obviously it is a cultural thing, but it is not as good as others, how sad!
Figure | Derived from the anime "The Tale of Hui Ye Hime"
On the one hand, false prosperity, on the other hand, no one appreciates, can young people overcome these difficulties?
A young man named Lang Jia ziyu gave the answer.
Since he was a child, he has had the ambition of a dough maker.
In the second grade of elementary school, the teacher asked the students to make sentences with "world-famous". Lang Jiaziyu, who usually does not like to answer questions, has been raising his hand, and finally was named by the teacher and got the opportunity to express his dream: "I want to make 'Mian Ren Lang' famous all over the world!" ”
The class was silent, and no one knew what the "Face Man" was. In order to alleviate the awkward atmosphere, the teacher asked Lang Jia ziyu to explain the meaning of "face man Lang", and after the explanation, the whole class was still silent.
This lonely and lonely process accompanied him for the first half of his life.
His family once told him: "Making face molding a profession may not guarantee your life and future." If you want to choose other careers, we accept it too. But Lang Jia Ziyu still chose this path.
Now, Lang Jia Ziyu's working hours are from 10 am to 12 pm, and he can't take care of eating when he is busy. In the most difficult time, Lang Jia Ziyu would park the car in the underground garage and cry for a while before going home.
Someone once asked Lang Jia Ziyu what it was like to choose to adhere to traditional culture, and he replied: "You have become a flat boat in the ocean, and you have also gained a sense of comfort and loneliness that you cannot have on an aircraft carrier." ”
Still, he said he hopes thousands of boats will appear on the water and "one day fill the whole ocean."
Times have changed, people have changed, dreams have changed, but the way young people look at their dreams has not changed.
They are lonely, they persist, they are patient.
It is not young people who have discovered traditional culture, but we have found them in culture — young people who persist and are alive.
This young man has a lot of labels on his body: inner volume, Buddhist system, exquisite egoist...
Fact, is this really the case?
They have both the determination to withstand loneliness and the courage to spur themselves on. With their own love, with the help of traditional cultural forms, young people inherit the spirit from the DNA of Chinese and ushered in their own "Renaissance".
The word "national style", from the Book of Poetry, tells the story of sorrow and joy thousands of years ago. Rather than saying that young people are pandering to the concept of national style, it is better to say that the revival of national style in the new era is also recording the awakening of contemporary youth.
On the eve of china's most ceremonial festival, McDonald's partnered with China's longest-established and internationally renowned Shanghai Fine Arts Film Studio to launch the ink animation on the eve of China's most ceremonial festival. With a grand ceremony of national style, witness the awakening of young people.
The distant screams, the small bridges between the mountains and the water, the chirping magpies, let people look for the little red of the plum blossoms between black and white. It was a long-lost ink animation.
In order to complete this video, the artists and animators remained patient and insisted on every complex process. The time spent photographing an ink cartoon alone is enough to make four or five ordinary cartoons of the same length.
Which young man's dream journey is not like this? When the older generation of artists are silent, the road ahead is lonely and confused, and it is this kind of toughness and courage worn by water droplets and stones that allows young people to break through the clouds and set off their own "national style".
In addition, McDonald's invited the Yellow Sea Studio to produce a poster on the theme of Nong yin jinyun.
Figure | Yellow Sea
Huang Hai is an award-winning poster designer in the industry and has created many critically acclaimed works.
In addition to the recently popular "Flavor of the World 3" fairy poster, he has cooperated with famous Chinese directors many times, including Wong Kar-wai, Jia Zhangke, Jiang Wen, Zhang Yimou, Chen Kaige, Xu Anhua, etc. The posters designed by Huang Hai for "Golden Age", "Let the Bullets Fly", "I Repair Cultural Relics in the Forbidden City" and other movies are amazing. His poster also became the first Chinese designer to be in the official collection of the Oscar Film Museum.
The theme poster of Nong Yin JinYun produced by Huanghai Studio uses ink brushstrokes to embed the details of the 1-minute short film into it, and finally forms the shape of hamburger.
On the occasion of this festive season, McDonald's launched the Nongyin Golden Transport Barrel, as well as a series of new Products for the Spring Festival, wishing all the young people who are sticking to the spring, stepping on the snow to find plums, but also looking for delicacies, and welcoming the New Year.
"Lashi Vegetable Fort" and "Divine Fresh Shrimp And Shrimp Fort" are shaped with Chinese hard vegetables and plum blossoms respectively, highlighting the beauty of the national style and stirring up the authentic New Year's flavor.
In addition to staple food, McDonald's also revolves around the Snack Desserts of the Chinese New Year: "Honey Sauce Good Wings" uses white sugar, soy sauce, garlic, onions, pepper, spices and other spices to restore the classic brine; the "Acacia Snow" series of dessert drinks are derived from the traditional Chinese dessert red bean double skin milk, making you lively in the Chinese New Year.
2022 is another brand new year. If you think about it, it is just a small ripple in China's long river, plain or bright, still unknown. Life is always moving forward, and the so-called power of culture is not hidden in every year of our struggle thousands of years ago.
We have reason to believe that the seed in the hearts of young people will eventually grow, and the cultural green shade that guards us will also grow green.