In recent years, culture has increasingly brought new ideas and products to scenic spots. There are three types of products that have become attractive objects for providing continuous traffic to scenic spots: First, it fully highlights local characteristics, has unique advantages in local resources, and forms products that attract people, especially young people. The second is to continuously innovate content, continuously produce high-quality content that is both interesting and unique, develop IP derivatives around highlights, and achieve an effective connection between culture, creativity and market. The third is to empower tourism with information technology, use modern science and technology to dig deep into the cultural connotation of tourism resources, and better meet the needs of the masses. Around these three types, this reporter interviews scenic spot managers and tourists to understand the judgment and evaluation of new products by both supply and demand sides.
Jiangxi Jingdezhen Ancient Kiln Folk Customs Expo Area:
In the shouzheng innovation, the millennia of kiln fire continues
▲ On the eighth day of the first lunar month, the Ming Dynasty gourd kiln ignition ceremony was held in the Jingdezhen Ancient Kiln Folk Customs Expo Area. (Courtesy of Ancient Kiln Scenic Area)
▲ Ao Yulong, a newly completed "Ancient Kiln Impression" cultural and commercial tourism complex in 2021
On the eighth day of the first lunar month on February 8, the Ming Dynasty gourd kiln ignition ceremony was held in the Jingdezhen Ancient Kiln Folk Customs Expo Area, and Zhou Ronglin, president of the Jingdezhen Ancient Kiln Cultural Research Institute, Hu Jiawang, a representative inheritor of the national intangible cultural heritage and a master of the kiln pile, and tourists from Zhejiang, Shaanxi, Guangxi and other places jointly put torches into the Ming Dynasty gourd kilns and used the first kiln fire of the New Year of the Tiger to send the best wishes for the 2022 Beijing Winter Olympics.
Walk into the Jingdezhen Ancient Kiln Folk Customs Expo Area. The porcelain kiln display area, the ceramic folklore display area, the porcelain one-day art and leisure area, etc. are both reasonably distributed and reflect each other, and the protection and inheritance in the scenic spot are the national key cultural relics protection unit - town kiln, the national key cultural relics protection unit - Ming Garden, the national intangible cultural heritage - Jingdezhen handmade porcelain technology, and the jingdezhen traditional porcelain kiln workshop construction technology.
The porcelain workshop is a popular punching point for tourists. Here, visitors can see the oldest porcelain production line in the world. Drawing blanks, printing blanks, sharp blanks, painting blanks, glazing... A non-hereditary heir dressed in light blue and white overalls concentrates on porcelain making, and a piece of clay is transformed into a unique pottery masterpiece under the hands of the porcelain maker, which is breathtaking and at the same time, it also fascinates many tourists with the ancient kiln.
What makes the ancient kilns quickly "out of the circle" is the restoration and re-firing of porcelain kilns in previous dynasties. Song Dynasty dragon kiln, Yuan Dynasty mantou kiln, Ming Dynasty gourd kiln, Qing Dynasty town kiln, Qing Dynasty lion kiln, Ming and Qing Dynasty Imperial Factory "six-style kiln"... Over the years, 11 typical porcelain kilns in Jingdezhen have been rebuilt and re-fired, and the kilns that exist in the literature are re-displayed in front of the world in real bodies.
The re-firing of ancient kilns not only allows tourists to have a clearer understanding of the porcelain-making culture of Jingdezhen, but also makes it possible to participate in the ceramic journey. Walking into the quaint and dark kiln, the yellow earth surface that has been trampled on and slippery, the mottled and rugged wooden frame, all tell tourists about the past and present life of the ancient kiln. The re-firing and opening ceremonies of these ancient kilns are even more popular with tourists. The process of re-firing is carried out in accordance with the ancient method, all by the experience of the pile master, the fuel insists on using high-quality pine wood, and the finished pine resin that is burned penetrates into the rough of the porcelain, the color is light and elegant, and the feel is warm. Whenever the ancient kiln is reopened, many tourists will come from all over the world to light the kiln fire of the ancient kiln with non-hereditary heirs. With this kiln fire, the traditional intangible cultural heritage has "caught fire" and become more "alive".
"Obscure blue flowers hundreds of out, one by one to increase the skirt fangsu. As soon as we walked into the ancient kiln, my lover and I couldn't help but think of ancient poems about ceramics, humming the music of 'azure and other smoke and rain, and I am waiting for you'. Chen Han, a tourist majoring in ancient literature at the university, said, "Here, we can walk into the porcelain kilns and ancient buildings of the past to feel the vicissitudes of history, and we can also watch the ingenuity of ceramic craftsmen at zero distance, the tour experience is very good, each tour point has a cultural core to do support, there is a sense of poetry shining into reality." ”
In the ancient kiln, not only the porcelain bowl and porcelain musical instruments will "sing", but also the ancient kiln coffee and the ancient kiln aromatherapy are more refreshing. The cultural and creative IP with culture, creativity and temperature will regenerate the unique art culture and customs and folk customs of the ancient kiln through the modern creative design language, so that the ceramic culture can be fully integrated into modern life. With the continuous enrichment and innovation of the business format, the ancient kiln not only allows tourists to feel the charm of ceramic culture in an all-round way, but also accurately segments the market, providing one-stop service of "eating, living, studying, shopping and playing" for study tours and parent-child tourism, and meeting the needs of tourists of different ages with rich cultural tourism products.
Blue and white elements are integrated into traditional folk music, ceramic culture collides with fashion cultural creation, avant-garde restaurants hide in ancient kilns... In recent years, such innovation and improvement, the ancient kiln scenic spot has never stopped. According to reports, the ancient kiln is now implementing the comprehensive improvement of 5A-level tourist attractions as planned, and a number of projects such as the Jingdezhen Porcelain Kiln Museum, the Qing Dynasty "Tao Song" display and interpretation, the Qing Dynasty old house, the local snack leisure center and so on are being prepared, this veteran scenic spot that has gone through decades of wind and rain has integrated thick history into fashion elements, and realized the organic integration of culture and tourism from depth and breadth.
The relevant person in charge of the ancient kiln folklore expo area said that next, the ancient kiln will further grasp the consumption and make tourism come alive; protect the inheritance and let the heritage be thick; integrate culture and tourism, let the projects rise; promote exchanges and make the impact bigger; strengthen the creation, let the brand shine up, and contribute a steady stream of ancient kiln power to telling the story of Jiangxi, building a national ceramic culture inheritance and innovation pilot zone, and creating a new platform for foreign cultural exchanges.
February 14, 2022 China Culture Daily
The 3rd edition featured a special report
"Jiangxi Jingdezhen Ancient Kiln Folk Customs Expo Area:
In the shouzheng innovation to continue the millennium kiln fire》
Editor-in-charge: Chen Xiaoyue