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Cover news reporter Liu Kexin
"Express delivery put there, takeaway put here", horizontal batch "don't knock on the door", this is the most popular Spring League that Hui Shixiang wrote last year. This year, whether it is the fun Spring Festival League that young people like to eat or what not to eat, or what not to do, or the traditional Spring League that "the tiger roars as it pleases, and the dragon and the three realms are auspicious", thousands of pictures have been sent from Huishixiang's warehouse. But for Hui Shixiang, a worker of intangible cultural heritage, the most important thing is to explore a new way for young people to accept intangible cultural heritage through such attempts.
Hui Shi Xiang
In 2006, he began to write the Spring League
Brushes were not allowed in the former dormitories
In the warehouse in Chengdu, Sichuan Province, there are two tables, one for some miscellaneous items and one for computers. On the two rows of shelves against the wall on the right hang more than ten pairs of written Spring Leagues, which are about to be sent to all parts of the country. Before the Spring Festival in 2021, Huishixiang opened an online shop to write spring leagues for people, and he didn't expect to be on fire.
Although the store shows a "6-year-old store", in fact, opening an online store that writes Spring Festival is an idea that only existed before the Spring Festival in 2021. But the matter of writing about the Spring Festival, Hui Shixiang has been doing it since 2006.
Hui Shixiang's hometown is in Weiyuan County, Dingxi City, Gansu Province. Dingxi, located in central Gansu, is commonly known as "Longzhong". Longzhong is a regional cultural concept, which mainly includes six counties and one district under the jurisdiction of Dingxi City, namely Tongwei County, Longxi County, Weiyuan County, Lintao County, Zhangxian County, Min County and Anding District. In Longzhong, there were calligraphers Wang Wang, Niu Shumei, Li Chaodong and so on. According to Hui Shixiang, in Tongwei County, next to his hometown of Weiyuan County, the atmosphere of calligraphy and painting is stronger, and every family has the custom of hanging calligraphy and painting works, the so-called 'no paintings are hung at home, not Tongwei people'.
"I've loved writing with a brush since I was a kid. When I was young, I was alone at home and wrote, and if no one cared, I could write until three o'clock in the evening. At that time, I couldn't put brushes in my dormitory. I put the brush down, and I would write as soon as I thought about it, and when I wrote it, it was one night, and the next day I didn't have the energy to go to class at all. So, my brushes are left at home and I only go back to write on weekends. ”
In the Spring Festival of 2006, Hui Shixiang's parents saw that their son liked to write with a brush so much, and gave him an idea: set up a table on the street to write the Spring Festival. This writing was written from the third year of junior high school to the third year of high school, and I continued to write in college. I began to write on the twenty-fourth and fifth day of the lunar month, and did not put it away until noon on the Chinese New Year's Eve. From "at the beginning it was really bad to write, like a cat crawling", to writing a repeat customer, everyone lined up to wait. Later, when I went to work, I no longer set the table, and when I met old guests in the past when I was wandering the street, I would be "caught": "Today you were bumped by me, here are all the pens, ink and paper, come, you wrote it to me today." ”
After graduating in 2015, Hui Shixiang began to work in industries related to intangible cultural heritage. He remembered the popular scene of the Spring League in that year, and thought to himself, either use the online store that has been registered for a long time, and try to see how the acceptance of traditional culture by young people is now.
Hui Shi Xiang's warehouse side
A couplet created by Hui Shixiang for anti-epidemic medical workers
Bring the exploration of writing the Spring Festival into the industrialization of intangible cultural heritage
Every pair of Spring League is a yearning for a better life
The popularity of the online store exceeded Hui Shixiang's expectations. Not only did someone come to him to write a traditional Spring League, but more orders came from the university. During the final exam before the winter vacation, Huishixiang's store always received a lot of "strange" Spring League orders. Hui Shixiang introduced that this year's writing is more, that is, "do not get up in the morning and do not sleep at night, and will not do anything at the end of the term", and horizontally batch "ah right right". There are also "all kinds of certificates must be taken, all kinds of examinations are not afraid", "long good-looking scores are still high, the exams are all right" and so on. These reflect the attitude of a new generation of young people.
"Most of today's students want to have good grades, so there will be some motivation for themselves. There are also some young people who will warn themselves to continue to improve through self-deprecation, just like just saw, 'Either what you eat is not what you don't eat, or what you can't do', but in fact, they are all yearning for a better life in the coming year, but the expression is different. Hui Shixiang understands these "strange" Spring Leagues in this way.
Because of the love of young people, Hui Shixiang's Spring League has traveled all over the country. Although it has only been open for the second year, it also has a group of repeat customers online.
In Hui Shixiang's view, these are not the most important, the most important thing is that he was inspired by the online store and used such a method in the industrialization exploration of intangible cultural heritage.
Hui Shixiang's Western China Intangible Cultural Heritage Industry Research Institute is an institution engaged in the research of intangible cultural heritage industry. Hui Shixiang wants to explore a new way of industrialization of intangible cultural heritage, and cooperate with traditional Chinese intangible cultural heritage such as calligraphy, Spring Festival, New Year painting, and paper-cutting with e-commerce and new media to form an ecological chain of intangible cultural heritage, so that more non-genetic inheritors and young people will inherit non-genetic heritage.
"My purpose is to try to create and promote a new retail model of living, fashioning and rejuvenating intangible cultural and creative products through the e-commerce economy, through form and content innovation, so that young people after 80, 90 and 00 can understand intangible cultural heritage, like intangible cultural heritage, consume intangible cultural heritage, and promote the better development of the young intangible cultural heritage consumer market."
Huishi Xianghe's team has developed a series of planning for the "Living Room of Intangible Cultural Heritage Figures". They have brought intangible cultural heritage into the countryside, cities, and hotels with large traffic, and promoted China's intangible cultural heritage from many aspects such as living, traveling, and experiencing. The communication methods learned from the writing of the Spring Festival provide new methods and hopes for the inheritance and promotion of intangible cultural heritage.
"Just like the Spring Festival League that I am trying to do now, it must be combined with the lives of young people to be able to make young people like it, so that young people are willing to paste such a pair of Spring Leagues during the Spring Festival." In this process, it is not only the inheritance of the custom of 'Sticking to the Spring Festival', but also the inheritance of Chinese calligraphy. Hui Shixiang understands what he does in this way.
Writing so many Spring Leagues, Hui Shixiang's own favorite is still the pair of "Jiaxing People Prospering Careers."
Fortune is prosperous", "because it contains a lot of content, both expectations for the family and expectations for the individual". In Hui Shixiang's view, whether it is a fun spring league or a traditional spring league, they reflect everyone's yearning for a better life. Unknown customers put forward one expectation after another, and these expectations and hopes for the coming year were written by Hui Shixiang on the Spring Festival, and then delivered to all parts of the country. It's a romantic thing. It can be said that Huishixiang's small shop is itself a "hope distribution station".
The Spring Festival of 2022 is coming, this year, what kind of Spring Festival do you want to write?