On March 15, as a representative of cultural innovation enterprises, Kayou participated in the publicity and consultation activity of the 2024 "3•15" International Consumer Rights Day held by Minhang District, Shanghai, and brought high-quality traditional cultural IP card products such as "Kayou Three Kingdoms" and "Dai Dunbang Dream of Red Mansions" to the scene, bringing a new national tide card experience to consumers on the spot, helping to popularize the experience of new cultural consumption formats and stimulating new vitality of the cultural consumption market.
With more than 20 years of experience in the card market, Card Games has been thinking about how to deeply explore the cultural stories and power of Guochao IP, present them with a carrier that young people love, and promote Chinese culture to the world. On March 10 this year, Card Games launched the "Card Game Jin Yong Series Artist Co-creation Plan", distributed "Hero Posts" to the whole country, and convened outstanding young artists to create a series of cards, restoring the classic characters of the novel in a new form, not only paying tribute to Mr. Jin Yong, but also showing the national feelings and spirit condensed by martial arts novels in a trendy and modern form.
The four famous novels and national tide IPs have been on the "card"
Since last year,Card game's GuomanIPThe development has entered the "fast lane",New products are continuous,Not only attract young people,More than a lot of parents to discover,Cards can become parent-child reading、Carrier of parent-child learning,Tell Chinese stories,Inherit Chinese culture。 Taking the original IP project "Card Game of the Three Kingdoms" card as an example, the Romance of the Three Kingdoms, one of the four famous novels, is used as the creative framework to tell the well-known story of the Three Kingdoms through the cards.
The characters on the cards are both cute and heroic, and the "Passing Year Card" series is specially drawn by the artists of the card game, depicting the dual images of Liu Bei, Guan Yu, and Zhang Fei when they were young and after being crowned emperors and marquis.
The "Eternal Instant Card" series reproduces the classic scenes in the famous books: Taoyuan Tie Yi, Wangmei Quenches Thirst, and Warm Wine Chops Huaxiong...... Many parents have found that the "Card Tour of the Three Kingdoms" series of cards has become a "bedside book" that can be shared with their children.
This is exactly what Kayou wants to achieve. The main producer of "Card Game Three Kingdoms" said that the IP of the Three Kingdoms had little exploration in paper cards before, and paper cards had their own unique advantages in disseminating masterpieces, "It can be made more delicate and intuitive, so that the post-80s and post-90s can relive their childhood with the help of them, and for younger children, they can be entertaining and touching traditional culture." Because of this, the card game carefully designed the "Card Game Three Kingdoms" card, hoping to drive more families to understand and study the Three Kingdoms together, pay attention to the heroes behind the cards and their stories, plant the seeds of Chinese classical literature in the hearts of children, and let more people understand and inherit Chinese culture.
In the "National Creation Artist" project, Kayou reached an in-depth cooperation intention with the famous Chinese painter Dai Dunbang, and obtained the exclusive authorization of the IP illustrations of Dai Dunbang's "Dream of Red Mansions - Daguan Wonder", "Water Margin - Forcing Liangshan", "Journey to the West - Havoc in the Heavenly Palace" and "Romance of the Three Kingdoms - The Heroes Compete for the Deer", and carried out the development of multiple derivatives such as cards, which means that the four famous novels will all be "carded". Among them, the "Dream of Red Mansions - Grand Wonder" series of cards has been listed.
The movie "Thirty Thousand Miles of Chang'an" has also become the basis for the IP development of the card game, "Thirty Thousand Miles of Chang'an" and the "Thirty Thousand Miles of Chang'an Poetry Collection Card" launched by the card game is launched in the K9 Museum applet of the card game, this series of cards will be "classic ancient poems" and "character paintings" cleverly integrated, the classic image in the film is matched with representative poems, a small card will freeze the classic moment, so that the spirit of the poet will continue and spread again through the card. "I am born to be useful, and my daughter will come back when I am gone" is the unruly Li Bai, "Don't worry about the road ahead without a confidant, no one in the world knows you" has the high fit of a confidant, "will be the top of the mountain, a glance at the mountains" is Du Fu who has the world in mind......
Enrich the connotation of "national tide" and promote Chinese culture
Why do small cards attract so many consumers?
On the one hand, there has been a long tradition of card consumption. Although beautifully crafted cards have only recently entered the public eye, the "card" format is not new, it has long been popular and has become a cherished memory for a generation. On the other hand, the rise of "self-pleasing consumption" and "emotional value" has also made the cards more attractive. At the same time, compared with previous cards, the cards that have become popular in recent years have the characteristics of more exquisite production and more diverse gameplay.
In this context, as a leading enterprise in the industry, what can card games do?
"We have seized the opportunity given by the times, built a card research, production, supply and marketing industry chain, and laid out the stationery industry chain, and constantly broke through innovative categories. We must not only continue to produce more high-quality products, but also continue to explore the connotation of the times of 'Guochao', broaden the imagination boundary of 'Guochao IP', and support more people to understand and like Chinese culture through cards. The relevant person in charge of the card game said. In addition to focusing on Chinese elements such as "Tenglong, Fuhu, Xiangyun, Crane, Lion Awakening, China Red", etc., Card Game does not only stay in the superficial symbolic expression, but deeply pays attention to the significance of the times carried by the "National Tide", and realizes the resonance and resonance of product innovation and public emotion.
In Kayou's view, there are many forms of expression of "national tide", but what remains unchanged is the Chinese cultural heritage, in addition to the various cultural symbols that symbolize the classical revival, in the long history of the Chinese nation for more than 5,000 years, there is also an unchanging element - the spirit of hard-working and down-to-earth workers. Therefore, in cooperation with the well-known domestic illustrator Wuhe Qilin, Kayou launched a new artist collection card at the end of February, praising the "builders of the times", focusing on ordinary and great workers, recording the lives of ordinary people, and recording the beautiful changes in China.
For a long time, Card Games has been committed to public welfare, supporting more consumers to understand cards and the cultural stories carried by cards. Last year, Cardgame donated 1 million yuan to the Shanghai Consumer Rights Protection Foundation to build a platform for inheriting and developing traditional culture, carrying out research and innovation, and jointly carrying out public welfare activities such as cards entering the community.
It is the social responsibility of the current cultural industry to make traditional culture more youthful and creative. To this end, the card game will further capture the preferences and habits of young people today, do a good job of youthful expression for traditional culture, explain the story and value behind the national tide IP at more levels, and promote Chinese culture. (Advertisement)
1. Internet news information service license: 10120170022;
2. Illegal and bad information reporting telephone: 010 - 88315438
Produced by the New Media Editorial Department of China Consumer Daily
Editor/Li Xiaoyu
Producer/He Yongpeng, Ren Zhenyu