The "ice pier" of the hot Winter Olympics is the emotional counterpart of China's image

People's Daily Beijing, February 8 (Zhujiang) Recently, the mascot of the 2022 Beijing Winter Olympics, "Ice Pier", has countless fans, and the licensed goods related to the "Ice Pier" have been sold out of stock. In this regard, the "Strong Observation" column of the People's Network interviewed relevant experts.

Zou Xinxian, director of the Winter Olympic Cultural Research Center of Beijing Sport University and chief expert of the Beijing Winter Olympic Culture and Ice and Snow Sports Development Research Base, said that the cartoon image of the "ice pier" is perfectly integrated by the "living fossil" known as the animal kingdom - giant pandas, aerospace science and technology elements, etc., with the beautiful meaning of peace, health and happiness. It can be said that the "ice pier" is not only the embodiment of the integration of culture with Chinese characteristics and the integration of science and technology of the times, but also in line with the common aspiration of people around the world to "go to the future together" under the background of the epidemic, and it is also in line with the highest goal of the Olympic Movement, that is, through sports activities, to promote exchanges, enhance friendship, cultivate people's perseverance and enterprising spirit, and achieve world unity, peace and progress, it is inevitable to be favored.

On February 6, in the men's double chase of cross-country skiing at the 2022 Beijing Winter Olympics, the mascot "Ice Pier" interacted with the audience at the scene. Photo by Xinhua News Agency reporter Liu Liu

"The 'ice pier' is the emotional counterpart of the romantic, confident, open and inclusive Image of China. It is this emotional meaning and symbolic value that consumers value in the process of purchasing and using the 'ice pier'. Xiang Yong, professor at peking university's school of art and dean of the Institute of Cultural Industries, believes that the popularity of the humble "ice pier" is due to the successful opening ceremony of the 24th Winter Olympic Games in Beijing and the smooth holding of the 2022 Beijing Winter Olympics, the substantial improvement of China's comprehensive national strength, and the strong confidence of the Chinese people in achieving a better life.

"If the 2008 Summer Olympic Games in Beijing deliberately showed the world an ancient, traditional and profound image of classical China, then the 2022 Beijing Winter Olympics cleverly conveyed to the world an image of modern China with beautiful self-confidence, common destiny and a future." In Xiang Yong's view, the modern Chinese image expressed by the "ice pier" is a kind of "collective jubilation" constructed through the grand ceremonial activities of the Beijing Winter Olympics, which has become a communication medium for powerful national ceremonies to immerse themselves in civilian life. Therefore, the individual behavior of buying, collecting, and donating "ice piers" has become the will of individuals to participate in national events, the cultural practice of individuals sharing national achievements, and the communication method for consumers to exchange the sense of national collective honor between each other.

For the exclamation brush screen circle of friends and social platforms that want to have the "ice pier", Xiang Yong believes that consumers participate in grand national events through ultra-rational consumption behavior, and reflect the emotional value and symbolic value of the national image of the "ice pier" through bottom-up individual behavior. The hot sales of "Ice Pier" licensed goods not only brought fire to the economic prosperity related to the 2022 Beijing Winter Olympics, but also became a cultural messenger of China's image and a peace messenger symbolizing friendship, further enhancing the soft power of Chinese culture and showing China's cultural affinity.

Zou Xinxian said that Beijing is the first "double Olympic city" in the world to host both the Summer Olympic Games and the Winter Olympic Games. Since the preparation of the Beijing Winter Olympics, "300 million people participating in ice and snow sports" has changed from a vision to a reality. The licensed goods of "Ice Pier" became the top class during the Winter Olympic Games, which not only fully reflected the public's all-round concern for the Beijing Winter Olympic Games, but also reflected that the public's love for ice and snow sports has truly penetrated the hearts of the people.

Editor-in-Charge: Zhao Jiahao

Source: 26 People's Daily News