Museum and Silk Doll co-branded? What is this "doing"?
This is a cross-border joint name of "Bo" to open "clouds" and eat "intangible cultural heritage"! On January 14, 2023, a "Guiyang Snack Banquet Conference" was held at the Guizhou Provincial Museum. The cross-border joint name of the museum × food, and has properly become the most culturally connotative partner in the "New Year Atmosphere Group".
The museum × food cross-border co-branding
The entry point of this cross-border joint name may be seen from the "Drinking a River Water Together - Yelang and the South Vietnamese Fine Cultural Relics Exhibition" that is being exhibited in Guibo.
"Among the cultural relics in your museum's collection, 30% are related to food culture. Among them, the special exhibition of 'Drinking the Water of the River' is on display, and there is a special section of 'Food Beauty Ware', which displays artifacts from 2,000 years ago, such as copper ovens and copper dyeers. Jiang Zhao, deputy director of the Cultural and Creative Department of Guizhou Provincial Museum, told reporters that food not only records history, but also reflects culture, and the joint name released before the Spring Festival is not only one of the series of activities of "New Year in the Museum", but also actively implements the "14th Five-Year Plan" cultural development plan, on strengthening the protection and inheritance of intangible cultural heritage, strengthening integration into production and life, and innovating themed communication activities.
The special exhibition displays cultural relics, sketching the "fireworks life" of the ancestors of South Vietnam and Yelang 2,000 years ago
"The cross-border co-branding with food is not the first attempt of Guibo Cultural Creativity. However, the combination with local intangible cultural heritage cuisine is not only the first time, but also the most 'pyrotechnic' in the crossover. Jiang Zhao said that this cross-border integration, while continuing to demonstrate its own cross-border integration and cultural relics activation power, Guibo also amplifies the local intangible cultural heritage food elements in Guizhou and helps the spread of intangible cultural heritage food.
The joint standing installations and snack banquet models in the museum have become popular "check-in areas" for visitors to take photos
It is not difficult to find out through the cultural and creative process of Guibo, from simple T-shirts and stickers such as "museum travel souvenirs" to the life of cultural and creative products; From breaking the boundaries of physical products and paying attention to the value of IP, to now digging deep into cultural potential, expanding extension, cross-border cooperation, and promoting the integrated development of culture and tourism, Guibo Cultural and Creative is uniting all parties to build a new industrial form and exert the power of museums integrating culture and tourism.
The joint cartoon image that integrates cultural relics elements injects new momentum into promoting the "living" of cultural relics
When Guiyang's traditional snacks moved from the roadside to the trendy shopping mall, and then from the shopping mall to the national first-class museum, the outside world saw that behind the joint name of intangible cultural heritage food and traditional culture, breaking the age barrier, it was also a two-way drainage and exploring the attempt to monetize the flow of "cultural and food tourism".
It is reported that from January 14 to the end of the month, Guibo set up a "New Year in the Museum" food installation check-in point in the lobby on the first floor, and the audience entering the museum can not only take photos with the co-branded brand installation and snack banquet model, but also vote for their favorite food. At the same time, 16 stores under Silk Love will launch co-branded intangible cultural heritage food packages, co-branded red envelopes for cultural relics in the museum's collection, and co-branded cartoon standing devices, so that diners can "not only fill their stomachs, but also increase their knowledge".
Joint intangible cultural heritage cuisine makes the museum more "fireworks"
"In the summer, Guibo will also innovate more interesting games with Silk Love. Promote the development of traditional culture and catering culture in Guizhou through cross-border activities; With cross-border crossing, tell the story of cultural relics and Guizhou, and let the traditional culture 'live' and 'fire'. Jiang Zhao said.