Buddha jumping off the wall, Dingsheng cake, music box... How to spend the Spring Festival, the museum submitted a new plan

Cultural and creative products of museums around the world. Courtesy of respondents

There are always people who complain that the taste of the year is getting weaker and weaker, is it possible that you are opening in the wrong way? Who would have thought that in addition to worrying about cultural relics, the National Museum of China also worried about Chinese New Year's Eve meals. Recently, Guobo and the long-established Quanjude joined hands to put on the shelves a family portrait Golden Tang Buddha jumping wall gift box, containing abalone, sea cucumber, Yaozhu, pig's trotter tendons, flower glue...

The wave of museum culture and creativity that began to be set off from the roll of "Knowing" tape has now become almost the standard of all museums, and the Spring Festival market is "a place where soldiers must compete". What to eat, use and play during the Spring Festival, the museum provides solutions for "coming from cultural relics to life".

Eating is a big deal, and the museum thinks so

"Every festive season, three pounds of weight", especially the Spring Festival, which is the most valued festival in Chinese, the museum's cultural creation also looks at this good opportunity.

"The difference between food and beverage and other cultural creations is that good looks and delicious must be satisfied at the same time, and there are more requirements for design creativity." Liao Fei, head of guobo food and creative culture and creativity, said, "Audiences who enter the guobo can drink the coffee of Chang'e Benyue and eat ice cream in the shape of Da Lu Ding, which is designed to be easy to carry and logistics distribution, hoping that people who have not entered the museum can also enjoy it." ”

Liao Fei introduced that the outer packaging element of the Jintang Buddha jumping off the wall is the "Xianzong Lantern Xingle Picture Scroll" in the collection of the National Museum, which depicts the lively atmosphere of the festival in the palace during the Ming Dynasty. Buddha jumping off the wall, also known as "Fu Shou Quan", means beautiful, and is said to have originated from the Qing Dynasty light years, with a history of nearly two hundred years.

During the Spring Festival, the "Ancient Chinese Food Culture Exhibition" will be exhibited at the National Expo, and eating this small thing reflects the daily life full of fireworks in the Chinese for thousands of years. In addition to the Buddha jumping off the wall, Guobo also launched a "Lantern XingleTu New Year Refreshments" gift box. The inspiration still comes from the "Xianzong Lantern Xingle Picture Scroll", in which a cargo lang is the most eye-catching, the north and south are currency, full of dazzling, and the children hug each other, which is the most joyful scene.

Liangzhu Museum has also recently launched a "Liangzhu Dingsheng" gift box, which combines Liangzhu elements with Hangzhou's time-honored Chinese brand "Zhiweiguan" traditional snack Dingsheng Cake, which is used and eaten. The vessel design comes from the black pottery beans of the Liangzhu culture, the glaze color is the red color of the Liangzhu inlaid jade lacquer cup, and the gold appliqué is derived from the Liangzhu pottery ornament.

Xiong Lei, head of Liangzhu Cultural creation, said: "Red has an atmosphere of new year's greetings, and also echoes the theme of 'dingsheng'. With the blessing of the Gift Box, Liangzhu cultural and creative products are more likely to arouse the interest of consumers and further bring Liangzhu culture into the vision of more people. ”

Originated from ancient art, into modern life

Pan Shouyong, a professor at Shanghai University who has long been committed to museum research, has also recently been dazzled by the Spring Festival cultural creations of various museums. He found that museums are entering more and more new fields of cultural creation, even electric toothbrushes.

In recent years, every Spring Festival, the Shanghai Museum will launch the corresponding zodiac exhibition of that year, and select cultural relics from the exhibits as a source of inspiration to create a series of cultural and creative products. The Year of the Tiger is approaching, and one of the cultural relics selected this time is the tiger pattern porcelain pillow of the Cizhou kiln in Henan. The ceramic tiger pillow is a characteristic living tool popular in the Jin Dynasty, and it also has the meaning of auspiciousness and warding off evil spirits. In the Jin Dynasty Ge Hong's "Elbow Backup Emergency Formula", it was advocated that the tiger head pillow could treat sleep-related diseases. Shangbo extracted the motif elements of the ceramic tiger pillow to create a home blanket, trying to convey the wild painting style of the Cizhou kiln and the folk taste in the tiger pattern. Feng Wei, deputy director of the Shanghai Bo Cultural and Creative Center, said: "We want to convey the feeling of a home. The porcelain pillow is cold, but the blanket is soft and warm, and can be used as a tapestry, a table blanket, or simply a shawl around the body. ”

Feng Wei frankly said that after so many years of cultural creation, innovation is not easy, not to mention the "Spring Festival" such a festival restriction, "on the basis of not violating the dissemination of museum culture and telling museum stories, the most important thing is that cultural and creative products should be combined with the lives of modern people, derived from ancient art, and enter modern life."

The museum's cultural and creative customers are mainly young people, so what young people use in their daily lives will pay special attention to. This time, at the same time as the home blanket, there are also tiger striped neck pillows, aromatherapy gift boxes, scarves, thermos cups, masks, stickers...

From the beginning of the last sheep year, it has become a tradition for Shangbo to make zodiac neck pillows every year, and in the eighth year, the audience has produced a sense of anticipation. Before the Tiger Year Cultural Creation was on the new front, a friend asked Feng Wei, what style do you do this year? There are also many fans waiting to collect a round of 12 models.

Zhu Xiaoyun, deputy director of the operation and development department of Guobo, said that although the time period for the New Year products to be sold is not long, it takes a lot of effort, basically need to prepare and plan nearly a year in advance, "I hope to break through the traditional 'template' design ideas, strive for a novel appearance at the same time, the unique cultural resources of the National Expo into the product, giving the product a stronger cultural tension."

This year is already the 4th year of the birth of the National Expo calendar, "insist on what must be adhered to, innovation can be innovative." Zhu Xiaoyun said that the new crown pneumonia epidemic has blocked people's footsteps, but the exhibition of the National Expo has not stopped, how to let these exhibitions be seen by more audiences who cannot come to the scene, in addition to the thick catalogue, the calendar is a lighter way, "The National Expo calendar takes 365 cultural relics as the basic content every year, and in 2022 we will integrate the 12 most memorable special exhibitions of the National Expo in 2020-2021."

In addition to long-selling products such as calendars, Guobo has also added some new gadgets this year, such as the music box from the West, which was combined with the Lantern Scene for the first time. The National Museum collection "Xianzong Lantern Walking Music Scroll" depicts the day of the Ming Xianzong Lantern Festival, imitating folk customs, displaying lights in the inner court, setting up lantern sheds on Aoshan Mountain, setting off fireworks, dancing lions, and staging acrobatics and hundreds of plays... The music box selected scenes such as acrobatic performances, Aoshan Lantern Festival, flower lantern firecrackers, and cargo trucks in the picture scroll, while adding cheerful music, and the cultural relics were really "alive".

Where is the next stop of the museum's cultural creation?

Pan Shouyong said: "The Spring Festival cultural creation is a bit like what we call 'fast consumption', after this season, customers lose their motivation to consume." But some products have a certain degree of sustainability, such as calendars, which can be used for one year, such as refrigerator stickers, pillows, umbrellas, and long-term supplies. ”

Pan Shouyong frankly said that cultural creativity is not the main business of the museum, and it has been invested in manpower and material resources in recent years and has become a major part of the museum's work, "Everyone emphasizes that the museum must not only see with its eyes, but also be able to experience and bring the museum home, which is the new mission of the museum." However, the market for museum cultural creation is not an increase in society, but is entered under the condition that the market has been saturated. For example, the same is a red envelope, an umbrella, why buy a museum? This is the question we should be thinking about the most."

"The advantage of museum cultural creation is that there are a large number of collections, which is the best creative foundation, but one problem is still insufficient creativity, or following the trend, for example, for a time all museums are making ice cream and making mobile phone cases, not only heavy varieties, lack of creativity, and intellectual property awareness is relatively weak." Pan Shouyong said, "Another problem is the boundary of the policy, although the museum culture and creativity has the business attributes of the museum, it is still a market-oriented commodity." There are inputs and outputs in the operation, then, what to do if you lose, although you can't pay dividends when you earn, but can you set up a certain proportion as a bonus, or even as a certain proportion of performance, should you give rewards to creators... These issues require better policy guidance. ”

Zhu Xiaoyun believes that the digital application of museum resources will become an important point of force for cultural creation in the future. "If the Internet has made museum cultural creation go out of the museum, then digital cultural creation has made museum cultural creation out of physical time and space." Zhu Xiaoyun said that Guobo has taken the first step in the digital cultural and creative collection, "launching some digital cultural creations in the collection, and all the products are sold out in 10 seconds."

Zhu Xiaoyun said that in the final analysis, cultural creativity is a cultural industry, composed of two parts of culture and creativity, one is indispensable, and design and production is not the traditional advantage of the museum, "the museum needs to mobilize and integrate social resources (design, production, marketing, etc.) to the greatest extent while doing a good job in excavating and sorting out the collection resources." This not only relies on the museum's own IP influence, but also requires the museum to have an open mind, build an open and win-win platform, and let all people and institutions with feelings and strength contribute wisdom to the museum's cultural creation."

China Youth Daily, China Youth Network reporter Jiang Xiaobin Source: China Youth Daily

Source: China Youth Daily