New Year, a "cloud" gathering with museums (online China)

Source: People's Daily Overseas Edition

In the Minjiang Hekou Wetland Park Wetland Museum, Zhang Chaoju (left) and museum docent Liu Wenjing conducted a live broadcast to promote bird protection knowledge to netizens. Photo by Xinhua News Agency reporter Wei Peiquan

Interesting red envelope covers, colorful online classes, innovative cultural and creative products... With the Spring Festival approaching, many museums have launched online activities, netizens actively participated and interacted happily, and the excellent traditional Chinese culture was integrated into daily life, shining with new dazzling brilliance.

There's a lot of fun in the museum

What is the image and material of those Rui beasts squatting in front of the palace gate in the Forbidden City? How closely do they relate to Chinese culture? The Palace Museum's "Gatekeeper Beasts in the Forbidden City" New Year online course to decipher the stories behind these "magical animals".

It is understood that the "Forbidden City Knowledge Classroom" New Year live broadcast event will take netizens to explore the many types of gatekeeper beasts, exquisite ancient bridges and poetic mountain stones in the Forbidden City. In addition, the "Digital Treasure Pavilion" of the Forbidden City released new high-definition three-dimensional cultural relics, and the "Digital Cultural Relics Library" and "Famous Paintings of the Forbidden City" also launched the Spring Festival feature, bringing netizens more flavor of the year.

The New Year welcomes good luck, and people pay special attention to the selection of New Year symbols such as blessing characters and spring couplings. "Stickers with beautiful meanings on the computer have a full sense of ceremony and a very New Year's atmosphere" "These cultural creations look so prosperous, so exquisite, joyful and cultural"... In the Palace Museum online store, netizens can see a rich variety of Chinese New Year cultural and creative products.

For example, the "Fulu New Year Spring Union Set" includes horizontal batches, couplets, Fu characters, window flowers, red envelopes, stickers, etc., of which 5 Fu characters are derived from the imperial pen of the five emperors of the Qing Dynasty, meaning "five blessings at the door". Based on the history of the Ming and Qing dynasties, the "Forbidden City New Year Celebration Game Collection" makes seven interesting handmade games from the winter solstice to the Lantern Festival in the Forbidden City, which are suitable for the whole family to participate in play.

The National Museum has prepared cultural and creative products that collect elements from its collection in the online store. For example, the National Expo New Year gift box gathers the auspicious meaning of 8 cultural relics in the museum, and draws the head of the national treasure rabbit as a Chinese-style comic rabbit. "I look forward to the lively and cute rabbit to bring new vitality and hope to the year ahead." Some consumers left messages on the Internet.

In recent years, museums of all kinds have used their own cultural tourism resources to develop various cultural and creative products to better meet people's diversified cultural consumption needs and open up new ways and new situations of cultural dissemination. Chinese New Year-related cultural and creative products have allowed more people to feel the strong taste of the New Year while deepening their understanding of Chinese cultural heritage.

"National Chao Cultural and Creative" unveiled together

The "Green Horse" plush toy of the Gansu Provincial Museum, the flying moon canvas bag of the Dunhuang Museum, the "Ruitu Embroidered Spring 2023 Spring Festival Gift Bag" of the Suzhou Museum... More than 20 museums across the country cooperated with Douyin e-commerce to hold the first "Cultural and Creative New Year Festival - New Year in the Museum" activity, taking netizens into the museum's "archaeology" cultural relics stories through short videos and live broadcasts, and many cultural and creative products were unveiled in a concentrated manner.

"There are more and more people who love traditional culture, people like to nourish their hearts with traditional culture, and with the help of short videos, continuous and stable output of valuable content has become an important way for museums to spread traditional culture." Ye Rong, director of the Jiangxi Provincial Museum, said that online shopping has become an important way for people to consume daily, and the use of Internet platforms to promote and sell cultural and creative products can cover more people and be more in line with people's lifestyles.

Ma Xiaolin, president of the Henan Museum, said that with the help of new Internet methods such as short videos and live broadcasts, young people have a new understanding of Henan and Yellow River culture, and intangible cultural heritage goods and handicrafts have truly entered the lives of young people.

The relevant person in charge of Douyin e-commerce believes that combining the characteristics of museums and e-commerce, giving full play to the traffic and technical advantages of the platform, allowing more people to pay attention to cultural museums, protect cultural relics, and inject new vitality into museum cultural relics. At the same time, holding online activities such as the Cultural and Creative New Year Festival can tap the potential of the cultural and creative consumer market and further activate cultural consumption.

Changed the cover of the red envelope

Scene changes, scientific and technological progress, Chinese the New Year's complex remains unchanged. Recently, new gameplay such as digital red envelope covers launched by Internet platforms and cultural and museum units has attracted much attention.

Prince Gong's Museum launched the "Celebrate the Chinese New Year, Yanlai Send Wanfu" activity to draw digital red envelope covers. Open the mini program designed by the Gongwangfu Museum, netizens can follow the swift to "cross the central axis, send blessings home", "fly over" the Temple of Heaven, Summer Palace, Prince Gongfu and other Beijing architectural complexes, click on the building icon, check in online, and you will have the opportunity to get the cover of the red envelope of the beast.

"This New Year, change to the cover of the new red envelope, pass the Fulu Suki to the relatives and friends around you, hoping to bring blessings and good luck to people" "Interesting, very interesting, the red envelope cover is also designed beautifully, I like it so much" "This small program combines swifts with ancient buildings, the picture is beautiful, and you can learn knowledge"... Many netizens left messages expressing their love for the online activities of Prince Gongfu Museum.

Nowadays, many young people are keen to participate in online activities to receive digital red envelope covers, and have a red envelope cover that contains festive characteristics and reflects cultural connotations, highlighting taste and expressing emotions. It is understood that many digital red envelope covers are designed around the zodiac rabbit, mainly in red, gold and other tones, and some cultural institutions use the form of creative illustrations, which are both festive and modern design, and the overall rabbit has a strong sense of atmosphere. (Overseas Network Li Xueqin)

People's Daily Overseas Edition (Version 06, 2023-01-20)