With the rapid development of the mainland economy, the consumption structure of residents has gradually upgraded, accelerating the transformation from "material consumption" to "spiritual and cultural consumption", promoting the rapid development of the mainland's cultural and creative industries. Xinyang City, Henan Province, followed the trend and took advantage of the momentum to accelerate the development of cultural and creative industries. In January 2022, the Second Plenary Session of the Sixth Session of the Xinyang Municipal Committee of the Communist Party of China systematically proposed the implementation of the "1335" work layout, called out the "Beautiful Life to See Xinyang" city brand, built the Dabie Mountain Spiritual and Cultural Tourism Belt, and cooperated with university experts, planning teams, industry associations, tourist attractions, etc., focusing on the excellence of tourism and cultural creation, and building a cultural and tourism cultural and creative industry chain. Xinyang cultural and creative "wen" wind and move, "chuang" south to north.
Qiaobang Cultural and Creative Talents "Liuqin Qu"
Borrow near the water platform, first get the moon. Xinyang has 6 resident colleges and universities, with 240 middle and senior cultural and creative talents and more than 4,000 cultural and creative students. In recent years, Xinyang City has excavated the talent endowments of the resident colleges and universities, borrowed the general to lead the troops, borrowed the ship to go to sea, and focused on incubating the cultural and creative team, forming an aircraft carrier-level cultural and creative geese array such as Zou Dongsheng of Xinyang Normal College, Zhang Ruirui of Xinyang College, and Hu Zhengyuan of Xinyang Agriculture and Forestry College. Xinyang Cultural Creation has developed from a single soldier to a situation in which the head goose leads, the goose array drives, and a thousand geese fly together. Clarify the bottom number of young cultural and creative talents, grasp the whereabouts of college graduates of Xinyang Colleges and Universities, play the family affection card, and retain cultural and creative people. Establish an intangible cultural heritage expert committee and prepare to build a cultural and creative talent think tank in Xinyang City. Create an excellent talent environment, create human symbols, create Zhang Rui ceramics, Zhao Zhijie prints, Morning prints, Deng Jingjing embroidery, Guo Yu Xiangjian, Wang Baogang food culture, Wang Weishi biography, Huang Jinyun Huanyi, Zhu Xiaolei qingbai porcelain and other more than 30 groups of personal IP, so that professional leaders raise the flag and blow the trumpet, activate a pool of cultural and creative spring water.
Plant sycamore trees to attract golden phoenixes. In view of the new requirements for the development of cultural and creative culture, Xinyang City vigorously attracts creative and intelligent people, actively participates in the "Fourth China Henan Talent Attraction Innovation and Development Conference", and recruits talents from inside and outside the province. Liang Jun, president of the LEED International Ecological Alliance's Vernacular Design and Research Institute, deputy director of the Design Committee of the China Ethnic Architecture Research Association, and founder of Rural Details, was appointed as the chief consultant of Xinyang City's cultural creativity to guide the integration of cultural tourism and cultural and creative development in Xinyang. Invite Kong Wenlong, an expert of china academy of art, to write a letter to guide and systematically design the animation icon of "Food Shang Xinyang" and the new cultural and creative space to create a unique cultural brand. Invited Dr. Chen Wei, a well-known cultural tourism expert, to write to guide and participate in the development of tourism culture and creativity and homestays. Shandong Linyi gold medal willow weaving craftsman Xie Xiuxue set up a studio in Xixian County to guide the local development of willow weaving. Xinyang City focuses on the three-room economy of office, research room and studio, and formulates preferential policies for outstanding cultural and creative talents in terms of housing, subsidies, and job title evaluation, so that high-end cultural and creative talents can make full use of their aspirations. The arrival of high-end cultural and creative talents has upgraded the overall level of cultural and creative work in Xinyang.
Cultivate "soil knots" and refine them into skillful craftsmen. Xinyang City has a large number of local cultural talents, only all kinds of non-hereditary inheritors reached more than 500 people, they are the reserve army of cultural and creative talents. In recent years, Xinyang City has improved the multi-departmental coordination mechanism, introduced superior resources, and built a 360° support system for local cultural talents, escorting local cultural talents and forming a "mushroom effect" for the cultivation of local cultural people. In 2021, Zhou Zuhong, a national representative inheritor of Xinyang Maojian tea making technology, Zhan Dongsheng, a representative inheritor of brand painting at the municipal level, and Yang Jing, a representative inheritor of tea art at the municipal level, were successfully approved as "Xinyang Skill Master Studio", Liu Zelin, a representative inheritor of the stew cooking skills of the mall, and Yang Yaobo, a representative inheritor of the King Kong green tea making technology, were successfully selected as "Xinyang Technical Experts". Local cultural talents adhere to the spirit of craftsmen, serve as apprentices and pass on the art, and give play to the exemplary role of rural cultural creation.
Activate the cultural and creative design "kaleidoscope"
With professional connectivity as the link, update the concept of cultural and creative design. Dredge channels and build a communication platform for private cultural creators and Internet companies, design enterprises and designers. In 2021, the Xinyang Municipal Bureau of Culture, Radio, Film and Tourism and Xinyang University jointly launched the "Non-Genetic Inheritors +" dialogue activity, and more than 40 people from Xinyang University designers, cultural and creative developers and non-genetic inheritors held face-to-face dialogues to discuss the redesign of traditional arts such as embroidery, paper-cutting, leaf carving, and wood art. In 2022, Xinyang Municipal Bureau of Culture, Radio, Film and Tourism cooperated with Xinyang Normal University and Xinyang Agriculture and Forestry College to develop the theme of "Beautiful Life to See Xinyang". Xinyang Museum and Henan Museum jointly created cultural and creative products of Xinyang history, including more than 50 pieces of archaeological blind boxes, green jade head snake body ornament lollipops and so on. Xinyang Library cooperates with Xinyang University to develop book cultural and creative products.
Take skills training as the starting point to improve individual design capabilities. In 2021, the Xinyang Municipal Bureau of Culture, Radio, Film and Tourism held the "Xinyang 2021 Intangible Cultural Heritage Live Streaming training course", with more than 70 people participating in the training; the Xinyang Municipal Bureau of Culture, Radio, Television and Tourism, together with the Municipal Education and Sports Bureau, held the "Xinyang Research And Tourism And Intangible Cultural Heritage Research and Study Training Class", with more than 90 relevant personnel participating in the training; and held the "Xinyang 2021 Intangible Cultural Heritage Workshop and Intangible Cultural Heritage Skills Enhancement Training Class" to improve embroidery and weaving design capabilities. In addition, Huangchuan held special training courses on fire ayako, fishing drum Taoist love, and hollow tribute noodle making techniques, Xinxian held a training class for folk song inheritors, Guangshan County held a flower drum opera training class, and Xixian county held a Hizi opera training class. Through skills training, cultural and creative practitioners absorb knowledge, update their brains, add energy, and enhance their individual design capabilities.
Take the event as the guide to promote the design and development of cultural and creative products. Since 2020, more than ten cultural and creative competitions have been held, such as the "First Traditional Craft Competition", "The First Top Ten Souvenirs Competition in Xinyang City", and "The First Xinyang Red Cultural creative design Competition", so that cultural and creative design can blossom everywhere. In 2020, the first ten best souvenir competition was held, collecting more than 80 works (products), 200,000 online likes, and 20 awards, setting off a souvenir fever. In 2021, the first Xinyang Red Culture creative design competition was held, collecting 285 literary and creative works, 37 finalists, 20 online voting, and 18 awards. In 2021, Xinxian held the first National College Students Rural Revitalization Creative Competition Xinxian Cultural and Creative Design Competition, attracting 312 colleges and universities and 761 teams across the country to participate, and receiving 700 cultural and creative designs and 46 awards. A large number of cultural and creative competitions have released the "catfish effect", forming a situation where everyone collects firewood and the flame is high.
Depicting cultural and creative products "Beauty Makeup"
Carry forward the red spirit of Dabie Mountain, and enthalpize red cultural creation. Excavate the local red cultural resources of Xinyang, find the docking point between red culture and public demand, inherit the red gene with red cultural creation, and explain the spiritual connotation of Dabie Mountain. The first red cultural creation in 2021 covers three categories, such as product category, short video category, and logo category, including the "Red Dabie Mountain Series Cultural Creation" that embodies the red history and culture, the "Forever Red Army Cave" that shows the spirit and bones of Dabie Mountain), and the "Dream Home Mountain" that embodies the integrated development of Xinyang Cultural Tourism.
Strengthen aesthetic guidance, dress up tea cultural creation. Xinyang City focuses on the integration of tea tourism, promotes creativity-driven, promotes the reengineering of tea culture, breaks the chain of links, and forms a cultural and creative chain integrating tea creative research and development, processing and manufacturing, sales and circulation, and market services. Guide Gushi Dabie Mountain Pottery Garden, Luoshan Wuren Pottery and local ceramic artists to develop purple sand ceramics, celadon white porcelain, iron pots, tea boiling tea sets, glassware and other tea ware cultural creations, organize local wood root carving, embroidery costumes, guqin cutting, bonsai practitioners to develop and design tea tables, root carvings, tea plates, tea clothes, books, calligraphy and painting, musical instruments, Yantai, incense burners, bricks, ornaments, cloud and mist rockeries, swords, agarwood crafts and other tea peripheral cultural creations. In 2022, the "Xinyang Maojian Cultural and Creative Competition Week" was held, attracting more than 50 designers and cultural and creative people to participate, and collecting more than 800 tea cultural creations, covering four categories such as tea packaging, tea illustration, tea advertising, and tea derivatives.
Promote creative transformation and innovate intangible cultural heritage derivatives. Xinyang has more than 100 traditional handicrafts, involving people's food, clothing, shelter and transportation, and has a deep mass base in the agricultural era. With the development of the times, many projects cannot adapt to contemporary needs and need to be creatively transformed. Under the new situation, Xinyang City strives to build a good cultural ecology, market ecology and industrial ecology, and constantly promotes the iterative upgrading of traditional handicrafts, so that it is in line with the modern market and in line with the needs of the public. Traditional handicrafts such as willow weaving, ceramics, straw weaving, clay sculpture, embroidery, root carving, stone carving, wool-soled cloth shoes, and qipao are redesigned and recreated to stimulate market vitality and cultivate consumer loyalty. Intangible cultural heritage derivatives have changed from earthy to foreign, and are more accepted by the market. Nearly 100 cultural and creative brands have been hatched, such as Xu Xu paper-cutting, Li Wei leaf carving, Li Juan stone painting, Yihan Minggang embroidery, Xiao Cao wood art, clay figure clay sculpture, parrot sister puppet, Li Bin stone carving, Xilin wood carving, Cai Tao wooden spin, Weidong jade carving, etc.
(Photo courtesy of Xinyang Municipal Bureau of Culture, Radio, Film and Tourism)
Editor-in-charge: Huang Tao