The "tiger" element has become the "top stream" of Shencheng Spring Festival consumption

The lunar new year has arrived, and "Yinhu" is pronounced "Yingfu" in Shanghainese. Tiger head hat, tiger fu character, tiger head cake, as well as all kinds of tiger national tide cultural creation... On the first day of the Year of the Tiger, the reporter visited a number of commercial circles in Shencheng and found that the Spring Festival "buy, buy and buy" and "tiger" elements became a hot spot for consumption.

Tradition and fashion are mixed and matched, and the "tiger" element plays a new trick

Visiting Yu Garden during the Chinese New Year is an indispensable part for citizens and tourists to welcome the Spring Festival. The reporter came to the Yuyuan Mall yesterday and found that the tiger images with different shapes can be seen everywhere. In the central square, a 9-meter-high zodiac tiger lamp stands on the top of the towering "iceberg", and standing on the "iceberg" is an astronaut tiger holding a national flag, an ice skating tiger participating in the Beijing Winter Olympics, and a commanding tiger on an aircraft carrier.

After watching "Tiger", of course, you must also eat delicious food. Nanxiang Mantou Shop launched the "Tiger Head Steamed Bun", a small steamed bun with a tiger's face carved on it. The on-site staff told reporters that the exquisite tiger head steamed bun is made by You Yumin, the sixth generation of Nanxiang steamed bun, with exquisite craftsmanship, from kneading, shaping, trimming to basket steaming, which takes a lot of work, "limited production every day, only sent and not sold."

Many citizens wear "tigers" on their bodies, wearing tiger head hats, clothing printed with tiger images, and carrying tiger head lamps. The reporter noted that this year, Yuyuan Garden played a variety of tricks with the tiger image, including the "Love Tiger Oil" national tide badge that combined Chinese and British, as well as the bubble Mart exhibition that integrates fashion and traditional elements, and the cartoon character sculpture of the tiger image is surrounded by young people and children taking pictures.

Invite the "tiger" into the business circle, so that the public can experience the "tiger" element in an immersive way

The reporter found that the figure of "tiger" also appeared in the major business circles in Shanghai, not only there are consumer goods printed with tiger images, but also a variety of exhibitions and folk markets, allowing consumers to immerse themselves in the atmosphere of the New Year of the Tiger while "buying, buying and buying".

For example, Shanghai 600 Square ushered in 5 cute tigers with countless zodiac signs, which symbolized the vision of the New Year's "Five Blessings Linmen"; Huijin Department Store Plaza created a "Winter Imagination" theme tree-type installation, which integrated the original IP elements of "Five Tigers Welcome" into the landscape, implying the New Year blessing of "Five Tigers Ascending backgammon".

In the Wujiaochang business district of Yangpu District, Wujiaochang Bailian moved the first exhibition of the Year of the Tiger into the shopping mall. With the theme of "Hope is Beautiful in All Things" and the visual main image of the Year of the Tiger, more than 80 comic works full of life wisdom were exhibited, with both humor and warmth. Inside and outside the store, based on the traditional Chinese "fabric tiger" concept, a number of cute "little tigers" with different shapes and meanings are created for consumers to take photos and share a happy New Year in addition to shopping.

The cute cloth tiger sits in Nanfeng City, Hongqiao, and the "Brut Cake Warm Tiger Sitting - Art Immersion Exhibition" and the market of intangible cultural heritage inheriting classic folk culture have opened here. Walking into the north district of Nanfeng City, three cute little tigers immediately came into view, behind it is a huge cute tiger, escalating up, and 5 exquisite cloth tigers are gracefully guiding consumers to the main exhibition area on the sixth floor, where there are folk pop-up performances such as dragon and lion jubilation, big-headed dolls, Fulu Shou, and folk handicrafts such as dough-pinching people and tuan fan paintings waiting for consumers to experience.

Author: Zhang Tianchi

Editor: Fan Jing