LIAN HUA
Source: Guangxi Urban Construction, No. 12, 2021
"Cross-border, Integration and Innovation: Exploring the Cultural and Creative Road of Guangxi Ethnic Characteristic Towns:The Second Paper series of research series on cultural and creative products of Guangxi Characteristic Towns"
Zhao Meichuan
Associate Professor, Department of Fine Arts, Guilin Normal College.
Characteristic towns are a special form of the countryside, accelerating the construction of characteristic towns is an important focus to achieve rural revitalization, with the rich traditional cultural elements of the town for cultural and creative development is a unique advantage of the construction of characteristic towns, but also to increase the cultural taste, interest, connotation of characteristic towns, with culture to drive the transformation and development of the industrial model of an important way. According to the Notice of the Ministry of Housing and Urban-Rural Development of the People's Republic of China on the Announcement of the First List of Towns with Chinese Characteristics issued by the Ministry of Housing and Urban-Rural Development of the People's Republic of China, Lianhua Town of Gongcheng Yao Autonomous County in Guilin, Guangxi Province is on the list, and this article will also take Lotus Characteristic Town as an example to explore its cultural and creative road.
The current situation of cultural and creative development in Lotus Town
UNESCO's definition of cultural and creative products is: "consumer goods that disseminate ideas, symbols and lifestyles, can provide information and entertainment, and then form group identity and cultural behavior", while the cultural and creative products of Lotus Town are currently in a state of undeveloped, and there are the following current situations: First, the influence of the town's cultural and creative brands has been "weakened". The cultural creation of Lianhua Town is still only in the state of "building cars behind closed doors", the function development is insufficient, and the brand influence is not prominent. Second, the "obsolete" means of propaganda of the connotation of cultural creativity in the town. The means of publicity stay on the traditional media, and keyword searches are carried out on the official website of Gongcheng County and platforms such as Baidu and Sohu, and only "fragmented" small town information is searched. Third, the limitations of the town's cultural and creative innovation thinking. At present, the town has developed a lot of "natural" products based on local specialties, but if you want to develop "unexpected and ingenious" products, you still need to think cohesively and boldly innovate.
Cross-border cooperation fosters open development
The 14th Five-Year Plan policy of "opening up a new situation of win-win cooperation" provides opportunities for the development of various industries in a new era. With the assistance of cultural creativity, the strong brand has realized cross-border cooperation, and the comprehensively designed products have broken through the design and production conventions of the two sides in the past industry, achieved strong visual art effects, and accelerated the positive effects of both sides in broadening the market and broadening the audience, such as the Forbidden City and Xiaomi jointly launched the MIX3 mobile phone packaged with the Forbidden City Divine Beast Badger; the Forbidden City and Anta jointly created with the ancient ice skater charm. The Forbidden City will pattern the cultural relics it treasures and jointly design them with products from well-known industries, so as to achieve a complementary cultural and creative effect.
Lianhua Town is the only ethnic minority town in Guangxi that is currently "national name", with the reputation of "the hometown of the world's first month persimmon", with colorful Yao costume culture, unique Yao language and writing culture, etc., which are like the treasures hidden in the Forbidden City. Drawing on the forbidden city's cultural and creative method of transforming treasures into treasures, the moon persimmon culture, Yao costume culture, language and writing culture of Lotus Town are cross-border cooperation with well-known enterprises in Guilin, such as cross-border cooperation with Guilin "Liquan Beer", designing beer bottles in the shape of "moon persimmons" and "Yao men and women's clothing"; developing beer with the taste of moon persimmons. You can also cooperate with Guilin Guangheng Crafts Co., Ltd. to decorate the fan surface of the round bamboo split silk tuan fan, the flat bamboo split silk tuan fan and the insertion silk tuan fan with gongcheng Yao embroidery pattern to make the intangible cultural heritage "Guilin Yao wind tuan fan". At the same time, it can also cooperate with Guilin intangible cultural heritage craftsmen, such as Yongfu Luojin oil paper umbrella is Guilin municipal intangible cultural heritage, yao embroidery totem pattern, Yaoxiang beautiful landscape, Yao story, Yao festival song and dance, etc. can be painted on the umbrella surface of the oil paper umbrella, making Guilin "Yao wind oil paper umbrella". Lianhua Town and well-known IP to achieve cross-border cooperation in cultural creativity, is a shortcut to quickly build the town's cultural and creative products, establish a cultural and creative brand.
Digital integration promotes high-quality development
In 2014, the State Council issued the "Several Opinions of the State Council on Promoting the Integration and Development of Cultural Creativity and Design Services and Related Industries", proposing to "accelerate the development of the digital content industry" and "promote the digitization and networking process of the production, dissemination and consumption of cultural products and services" to strengthen the standardization and development of the cultural industry. It can be seen that the "digital" development trend of rural cultural and creative industries and cultural and creative products and the promotion measures of "digitalization" are carried out.
First, the protection and inheritance of "digitalization". In the process of accelerating the construction of digital China, digitalization as a new development factor has penetrated into the production and life of all walks of life and people in a larger scope, higher level and deeper degree, such as strengthening the construction of the town's network culture position through the construction of "digital cultural relics resource library" and "digital museum". Lotus characteristic town under the jurisdiction of Langshan, Gaogui, Fengyan and other villages were selected into the list of traditional Chinese villages, Hongyan Old Village, Dongzhai and other 5 villages were selected into the Guangxi traditional village directory, these villages of the Yao historical and cultural heritage is deep, well-preserved, the establishment of digital cultural relics resource library or museum is very necessary and sufficient resources, not only for the study of the historical development of the Yao people to provide valuable physical evidence, but also for the town's cultural and creative products research and development and design to provide creative inspiration.
Second, the innovative presentation of digital art forms. In 2019, the "Journey to the West" game joined hands with the millennium Dunhuang to record the colorful and brilliant oriental colors in digital form, launched the "Dunhuang Gameplay" digital game, created a virtual Dunhuang reality scene, and let players travel through the millennium and travel to Dunhuang in the form of a game. The successful experience of "Digital Dunhuang" is worth learning from the cultural creation of the theme of "three rural areas" in rural areas. Especially in the "post-epidemic" era, digital rural tourism is a new model to promote rural economic development, and the key to attracting makers and tourists to participate in the development of rural tourism economy is the publicity of rural culture. Drawing on the successful case of "Digital Dunhuang", the mobile game of "Digital Lotus" is developed and produced, and the design is based on the characteristic tourism of each village under the jurisdiction of Lianhua Town as the main line of the game, and the participation in the completion of the traditional customs of the Yao people is the condition for passing the customs, to create the "ChangyouJi" of the Yao digital culture in Lianhua Town. For example, the "persimmon cake production process" of the Hongyan Village Moon Persimmon Cultural Festival can design the game program of selection, washing, cutting, drying, pressing, smoking and stereotyping; the "Pingdi Yao Hard Mountain Building Construction" in Langshan Village, designing the construction procedures of columns, slugs, beams and fangs; the "wrench claw building parts production" of the "Jiujia style" of the low village such as the door, designing the use and production procedures of tiles, wire, lime, fire paper and other materials, and in the play of digital mobile games, appreciate the folk customs of the lotus characteristic town and feel the charm of traditional characteristic culture.
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Artistic creativity achieves innovative development
The rich cultural villages nurture and inherit rich handicrafts and contain valuable intangible cultural heritage. On the basis of these ancient handicrafts, combined with creative design techniques, the use of new materials, in the shape, use, characteristics of the "old art and new do" approach, the traditional handicraft products for creative design, to achieve innovative development, similar successful cases are numerous.
Lotus Town has more than 400 years of persimmon planting and processing history, the town planted persimmon fruit full, fresh color, thin skin, thick and seedless flesh, soft flesh, sweet taste, compared with the country's various production areas of the moon persimmon, Lotus Town's persimmon quality is superior. At present, in addition to fresh eating, processing into persimmon cake is the most commonly used processing method, and persimmon in addition to containing the trace elements selenium, molybdenum, etc. required by the human body, but also contains minerals, vitamins, amino acids, fructose, etc., play a role in moisturizing the lungs, cough, lowering blood pressure, promoting gastrointestinal digestion, helping the body to metabolize alcohol, softening blood vessels, improving cardiovascular and other effects. Therefore, in the processing of persimmons, it should not only stop at the current persimmon juice, vinegar, wine, preserved fruits, sugar and other products, but also choose to cooperate with regular pharmaceutical research and development institutions under the government's matchmaking to develop persimmon health care products and pharmaceutical products to achieve the full use of persimmon nutrients. The health expectations of the new era are the common vision of the whole society, and the potential value of persimmons in health care and medicinal uses has a broad market demand.
Lotus Town has "characteristic" traditional cultural resources, providing a confident cultural foundation and a steady stream of design inspiration for its cultural and creative industry with unlimited development potential. The active practice of cross-border, integration and innovation will also cut through thorns on the road of cultural creation in characteristic towns, and accelerate and increase the quality of comprehensively promoting rural revitalization.