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On the morning of October 22, a calligraphy and painting exhibition sponsored by Zhanjiang Preschool Teachers College was held in Suixi Luogang Town, exhibiting more than 200 calligraphy and painting works and a batch of "Agricultural Innovation IP" cultural and creative products, which ignited the passion of the audience and was enough to resist the first cold current of this winter.
School-land integration helps rural development
This is a useful attempt to integrate schools and lands and empower rural revitalization through art. Li Xiaopei, principal of Zhanjiang Preschool Normal College, said in an interview with reporters that cultural revitalization is an important part of rural revitalization, and how local art colleges and universities can use their advantages to actively participate in it and carry out school-site cooperation to empower rural revitalization has always been in the school's conception.
In March 2021, Zhanjiang Preschool Teachers College established Zhanjiang Rural Revitalization College, which provides opportunities, channels and support for teachers and students to participate in serving rural revitalization by publicizing the national policy of rural revitalization, exchanging new ideas for schools to serve rural revitalization, and guiding schools to serve rural revitalization. Since June, the school has organized teachers and students to go deep into Leizhou, Wuchuan, Mazhang, Potou and other places to conduct in-depth research to understand the local history and culture, "one village and one product", industrial foundation, etc., on this basis, try to use artistic expression, integrate culture, artistic innovation, creativity and life practice, and design a variety of vivid agricultural brand images.
Luogang Town is a well-known tourist spot in Zhanjiang, and is also a training base for "Cantonese cuisine masters", on the occasion of the exhibition of calligraphy and painting, Zhanjiang Early Childhood Normal College and Luogang Town carried out school-site cooperation and established the Rural Cultural Base of Luogang Town of Rural Revitalization College, which built a platform for teachers and students of the school to better display their artistic talents.
The integration of school and place stimulates students' enthusiasm for creativity. The school encourages students to participate in the 7th China International "Internet +" College Students Innovation and Entrepreneurship Competition and the "Three Visits to the Countryside" activities, on the one hand, let students pay more attention to the relevant policies and development directions of the country, care about rural development, and think about how art empowerment can promote rural revitalization; on the other hand, it will also introduce the competition into the curriculum to promote teaching, so that students can learn from industry artists, designers and other teachers and students of colleges and universities, stimulate students' innovative thinking, and enhance students' innovative ability.
"Agricultural innovation IP" lights up the brand image
This is a "nongchuang IP" art party full of whimsy! Yihua Village Black Lion Head Goose, Hutou Po Sea Cut Rice, Suixi Banana, Suixi Sugarcane, Xuwen Pineapple, QinDou Mango, Nansan Green Crab, Qiantang Lotus Root, Tongzhou Abalone, Lianjiang Carambola, Lianjiang Guava, Guandu Oyster, Wencun Sweet Potato, Zhanjiang Prawn... Here, many of Zhanjiang's characteristic agricultural brand products have one or more cute cartoon images, which have been developed into T-shirts, fisherman hats, small handbags, throw pillows, refrigerator stickers, mobile phone cases, water cups and other creative products.
These agricultural creative products are so vivid, vivid and cute, both appreciative and practical, attracting the interest of tourists, many people come forward to inquire, which makes the participating teachers and students feel excited. These agricultural products are the result of the efforts of the school's teachers and students for several months, and are the crystallization of sweat and passion.
At present, the village has established the Leizhou Shenchang Agricultural and Animal Husbandry Professional Cooperative, and through the cooperation with the Provincial Academy of Agricultural Sciences and guangdong Ocean University to create a complete industrial chain from the cultivation of lion's head goose seedlings to the sale of commercial geese. In order to enable creativity to empower agricultural brands, teachers and students of the art department of the school formed a "small agricultural creation IP" team, conducted in-depth research in Yanghua Village for many times, and after a detailed investigation and analysis of the main audiences, user portraits, and main IP phenomena on the market, using the "ace army" of black lion head goose, tailor-made IP image design of black lion head goose, including the family IP image of black lion head goose, concept product extension design, etc., not only enriched the image of agricultural brand, but also increased the cultural connotation of tourism in Yanghua Village.
"In the process of design, we are thinking about the integration of the new story of agricultural innovation IP, and the image of agricultural innovation IP strives to create a nongchuang IP with goose as the core and including 'culture, goose, and flower village'." Team member Wang Yucai told reporters that they hope that the IP image of the black lion head goose will be combined with the local characteristics of The Flower Village, and by giving it certain image characteristics and derivative stories, products and activities, it will create an interesting, warm and connotative black lion head goose brand series to help rural branding and enhance sustainable development.
The agricultural products of "Hutou Po Hai Cut Rice IP Image Design" are also eye-catching. Hutoupo is the birthplace of seawater rice, where Chen Risheng and Luo Wenlie discovered a wild seawater rice plant in 1986. Now, it has become a test field for seawater rice and an outdoor laboratory for Chen Risheng to develop saline-tolerant rice seeds. In 2019, according to the characteristics of Hutoupo's original ecological rice sea rice cutting, Cantonese chef Gao Fei launched a new processing method after painstaking research and development, making delicious rice paste, rice noodles and various pastries and other cooking methods to improve the popularity and added value of sea cut rice.
The teachers and students of the Art Department of Zhanyou College excavated the characteristics of Hutoupo's original ecological rice and sea rice cutting, and created a brand effect as "one village and one product" (sea cutting rice) in Hutoupo by excavating the characteristics of Hutoupo's original ecological rice and sea rice cutting, and through ip image design of agricultural products, the brand drove product value-added and better helped the revitalization of local industries.
"Promoting the integration of rural industries is the starting point and ultimate goal of agricultural innovation projects. Excavate the cultural resources in rural resources, transform them into emotional connection products that users can truly perceive, bring new changes and new opportunities for the sales of agricultural products, and truly achieve the sustainable development of rural revitalization. Yang Shifan, head of the art department of Zhanyou College, said.
Integrate resources to help together
Inspired by the theme of "Art Empowers Rural Revitalization", Feng Zhaoping, Lin Xiaowei, Zhou Jun, Juyunhe, Pan Xiaolan and many other well-known local calligraphy and painting artists actively participated in this art activity and went to Yanghua Village to collect styles. In this exhibition, these artists also took out their own works to participate in the exhibition to show support, among them, Lin Xiaowei, a librarian of the Guangdong Provincial Museum of Culture and History, created two works with the theme of black lion head goose, and the image of the black lion head goose in the work is realistic, strong and fat, which is very gratifying.
"In the clarion call of rural revitalization, artists should take 'beauty' as the medium and 'art' as the introduction, actively participate in the big stage and big topics of real life and rural revitalization, create art throughout the various fields and the whole process of beautiful rural construction and rural revitalization, and use artistic thinking, concepts and means to awaken, activate and empower the countryside, so as to enhance the endogenous power of rural social economy and culture and their own hematopoietic function." Feng Zhaoping, a national first-class artist and former chairman of the Zhanjiang Artists Association, said.
"Rural revitalization in the new era needs to promote its all-round development from the endogenous driving force of rural culture." As a new generation of young people, we should integrate with the co-creation chain of local industries of nostalgia, so that art empowerment can revitalize the countryside to truly achieve the win-win effect of cultural traceability, art empowerment and value creation. Zhanjiang well-known oil painter Ju Yunhe said.