At Youku, young people's love for traditional culture continues to heat up. 140,000 netizens gathered in circles such as "Deyunshe Speaking and Singing Circle" and "National Style is Also Trendy" in youku community to discuss traditional culture. In the recently launched "Cultural Guardian Artist Guofeng Month" activities, "Guofeng hand-drawn punch card", "calligraphy ability to punch card" and other columns have ignited the enthusiasm of netizens to participate, the activity was launched only 5 days ago attracted more than 10,000 netizens to participate, including many hand-drawn, calligraphy gods.
In September 2021, Youku completed the 10.0 revision and launched an interactive community based on user interests to provide new scenarios for young users to communicate. In the same year, Youku launched a traditional culture track, and successively launched cultural programs and evenings such as "Qixi Fantastic Tour", "Chinese Chaoyin", "Youth Shou artist", "New Folk Music National Wind Night" and so on. After watching the show, the young audience spontaneously gathered in circles such as "Deyunshe Speaking and Singing Circle" and "National Style is Also Trendy", and because of their common love, they became online friends.
On April 21, Youku's network-wide youth culture inheritance program "Youth Shou Artist" ended. This national tide variety show, which focuses on traditional cultures such as folk music, cross-talk, Chinese costumes, and ancient color tricks, combines tradition and popularity, and attracts the attention of many young people. Youku data shows that the "post-90s" who watch "Youth Shou artists" account for more than 70%, and "national style", "inheritance", "cultural confidence" and so on have become high-frequency hot words in the bullet screen.
The interaction of netizens not only involves the national tide variety show, but also includes a wider range of traditional cultural knowledge. In the community, the topic #Intangible Cultural Heritage Cold Knowledge You Don't Know, "Sauce Elbow and Yangzhou Traditional Pedicure Are Actually Intangible Cultural Heritage" shocked netizens, and more intangible cultural heritage such as paper-cutting, roast duck skills, Yu opera, Shu embroidery and so on have also been "arched" into hot posts.
In addition to the discussion, netizens also personally "went down" to demonstrate. Youku netizen "Mao San Maosan"'s work "Zodiac Girl New Year" uses animation to convey the beauty of the cheongsam; "Luo Xuanmo" hand-painted costumes and faces, although bluntly said "the test is big, too difficult", but also praised "good skills" and "exquisite details"; "Pai Daxing and Octopus Brother" posted a hand of professional calligraphy, won more than 400 praises, leading netizens to call out "can you not be so rolled"..... There are also people who create elements of national style such as musical instruments, paper-cutting, and mythological figures, or professional or stream-of-consciousness, which arouses a great imagination for the innovation and creation of traditional culture.
Youku's hit dramas "Acquaintance with Junchu" and "Just Like the Return of the Dead" have also become the materials written by netizens, with more than 3,000 calligraphy and painting works such as handwritten lines and ink version of film and television characters. Comments such as "The charm of the god of national style is irresistible, and the more dramas like this, the better" deeply reflects the young people's love and recognition of traditional culture. In addition, the Youku community also gives a new expression of national style through interactive games such as "cultural quizzes", "interesting cultural interpretation", "weekly treasure hunting: online museum" and "national treasure collection card". "What does the lion motif on the military attaché's patchwork represent" "Which dynasty is the one who wears pearl makeup on his face"... Such fun questions and answers attracted 12,000 votes.
Text/Beijing Youth Daily reporter Zu Weiwei
Editor/Cui Wei