At the Song Costume Museum of the Song Cultural Theme Scenic Area "Qingming Shanghe Park" in Kaifeng City, Li Jing (right) introduces Song costumes to tourists (photographed on March 20). Xinhua News Agency (photo by Fan Yu)
Zhengzhou, 29 Mar (Xinhua) -- In March, many people went out of their homes to enjoy the flowers. In some scenic spots, many young people walk in ancient costumes, which has become a beautiful scenery.
"In the past, many tourists came to the store to rent clothes, make up, and then visit the park, take photos, and send friends, but now some tourists will ask for a price after the experience, and even go home without removing their makeup and wearing them." Li Jing, a clerk of the Song Costume Museum in the Song Cultural Theme Scenic Area "Qingming Shanghe Garden" in Kaifeng City, said that these are improved Song clothes, which are lighter than traditional Song clothes and are more in line with modern people's wearing habits and aesthetics.
There are more than 5,000 sets of various ancient costumes and more than 2,000 sets of headwear in the Song Costume Museum, which are designed to provide tourists with services such as clothing matching and makeup. Since the beginning of this year, the sales of clothing and hair accessories of Song Costume Hall have exceeded 100,000 yuan.
From renting costumes to taking photos to shopping in ancient costumes, more and more Chinese style cultural and creative products are changing from "looking at it" to "using it".
Coincidentally, there is a "porcelain belt" that stretches for hundreds of miles in Henan, where Ru porcelain from Baofeng County in Pingdingshan City, Jun porcelain from Yuzhou City in Xuchang City, and peony porcelain from Luoyang City are distributed here. In recent years, these famous porcelains have given products more practicality through innovation and accelerated the pace of entering thousands of households.
On March 20, workers sorted and packaged Ru porcelain "travel suit" tea sets in the production workshop of Huiru Ruyao Cultural Development Co., Ltd., Baofeng County, Henan Province. Xinhua News Agency (photo by He Wuchang)
Pingdingshan City, Baofeng County and Ruzhou City are the location of Ru Kiln, one of the five famous kilns. "In the past, many products were used as ornaments in homes and offices, especially classic utensils such as lotus bowls and string bottles, but the biggest sales in the past two years have been practical utensils." Xu Yuan, marketing manager of Baofeng Hui Ruyao Cultural Development Co., Ltd., casually picked up a travel set tea set.
Although this set of tea sets is only a dozen centimeters in diameter, after opening it, you can take out a complete set of tea sets such as fair cups and small tea cups. "Just like a 'Ru porcelain matryoshka doll', it is small and delicate, easy to carry, so that many tea lovers can taste tea on the high-speed rail." Xu Yuan said.
The reporter noticed in an interview with Kaifeng City Library, Anyang City Chinese Character Museum and Tangyin Yuefei Temple Scenic Area a few days ago that more tourists will stop in front of umbrellas, stationery and cultural and creative display cases than before. Zhang Yifan, head of the Cultural and Creative District of the Chinese Museum of Characters, said that from the perspective of sales, notebooks and other practical cultural and creative products are becoming more and more popular with tourists.
Kaifeng City Library staff display cultural and creative products in the museum (photographed on March 3). Photo by Xinhua News Agency reporter Ren Zhuoru
Hou Weidong, deputy director of the Yellow River Civilization and Sustainable Development Research Center of Henan University, introduced that accelerating entry into practical scenarios is a new feature of the development of the cultural and creative market. From the perspective of consumption, it is the performance of the improvement of residents' living standards and the continuous improvement of aesthetic ability, and from the production side, it is the result of the perfect integration of artistry and practicality of cultural and creative products. This is also the key to the continuous growth of the cultural and creative market and the continuous upgrading of the industry in recent years.
In order to enhance the vitality of the main body of cultural and creative product development, in August 2021, the Ministry of Culture and Tourism and other eight departments jointly issued Several Measures to Further Promote the Development of Cultural and Creative Products of Cultural Heritage Units, relying on the cultural resources collected by cultural relics units to strengthen the development of cultural and creative products. Henan and other provinces have introduced measures to accelerate the cultivation of cultural and creative industries.
"The integration of cultural and creative products into practical scenes of life is a powerful practice for the creative transformation and innovative development of excellent traditional culture. In the future, cultural and creative enterprises need to more keenly grasp the personalized, diversified and fashionable consumer demand, and enrich cultural and creative forms and product categories. Hou Weidong said.