Recently, the Changfeng Trademark Poster Collection in Kintetsu City Plaza, Putuo District, has been certified by Guinness World Records and has officially become the museum with the world's largest collection of matchbox stickers. This achievement not only witnesses the breadth and profundity of the collecting culture, but also arouses the public's extensive attention to cultural inheritance and innovation.
A dazzling array of more than 200,000 pieces of collections that are not identical
Walking into the Changfeng Trademark Poster Collection (hereinafter referred to as the "Collection"), the eyes were occupied by the matchbox stickers with different patterns hanging on the wall and in the display case. Carefully tasting, some of them are old, with traces of mottled years, and some are full of design, showing the coordinates and stories of Shanghai.
Matchbox sticker exhibition
It is reported that matchbox stickers have a beautiful name in the collection world - sparks, also known as match trademarks, or phosphorus tickets, which is not only a small advertising poster, but also a kind of pocket art propaganda.
To put it simply, it is the trademark pattern printed on the surface of the matchbox in the 20th century, when the common people used matches as a tool for production and life. Fan Xia, director of the Changfeng Trademark Poster Collection, said that the spark theme is wide and all-inclusive, in addition to displaying the name of the manufacturer, it is more focused on the social, economic, cultural and other categories at that time, involving almost every aspect and corner of the world.
Matchbox sticker exhibition
At present, there are more than 200,000 kinds of matchbox stickers in the collection that have been carefully collected from all over the world over the years, and each spark has a unique story behind it, which together witnesses the changes of history and the inheritance of culture. Fan Xia believes that one of the "treasures" in the museum's collection is a matchbox sticker from the 1930s, the spark album of "Trademark Styles of Manufacturers of Members of the All-China Match Industry Federation" (42 pages in total), with 233 sparks.
One of the contents of the "Trademark Specifications of the Factories of the Members of the All-China Match Industry Federation".
"In the 20s of the 19th century, foreign matches accounted for more than 80% of the Chinese market. Relying on the low cost of their products, foreign match manufacturers dumped at lower prices in an attempt to squeeze China's national industry. At that time, Liu Hongsheng, the 'match king', was determined to fight foreign match merchants to the end. In 1928, he united match businesses run by national entrepreneurs to jointly resist the invasion of foreign matches. This book of sparks bears witness to the history of the sincere unity of national industrial capital and the competition with foreign capital in times of crisis. Fan Xia pointed to the yellowed sticker group and said.
See the big from the small and witness the development of history and culture
Many citizens were interested in these matchbox stickers and came to visit. They stop to admire, take pictures, or whisper to each other. It can be seen that the protection and inheritance of traditional Chinese culture has attracted more and more attention from citizens.
"I think that although the stickers are 'between square inches', they are very realistic, not only can I feel the development history of China's modern times, but also understand the customs of many other countries from the picture. Ms. Sang, a white-collar worker, said in surprise.
"Although the picture is very small, through this small picture, I actually saw the coordinates of many scenic spots that I had checked in, as if I was in the scene. Recalling his travel experience, Mr. Li praised the matchbox stickers again and again.
Citizens see patterns, but for Li Yongjin, a long-time collector of matchbox stickers, the matchbox stickers in his eyes are an "encyclopedia", reflecting the political economy, geography and history of the time. Li Yongjin said with emotion: "Although modern matches have basically withdrawn from the lives of ordinary people. However, matches were once an important front in the struggle between China's national industry and foreign enterprises, and both the elderly and the young could draw knowledge and strength from the 'spark'. ”
Li Yongjin (left) explains matchbox stickers
In Li Yongjin's description, he believes that for the Chinese at that time, the creativity of matchbox stickers was unique and kept pace with the times. "For example, the work of the Shanghai Huaguang Match Factory, 'Agriculture, Forestry, Animal Husbandry and Sideline Fishery' vividly reflects the important task of China's agricultural production development at that time. In the era of underdeveloped information, matchboxes were an important way to disseminate information, witnessing the development of Chinese and even world culture at that time. ”
Matchbox sticker art
Looking forward to getting more attention with the "World Record".
According to reports, since its establishment, the Changfeng Trademark Poster Collection has been committed to the collection, sorting and protection of cultural heritage such as trademarks and posters. The number of matchbox stickers in the museum is huge, with a wide variety, covering the cultural characteristics of different historical periods and different regions, recording vivid fragments of the long history, and it is also a precious material for studying social history and cultural changes.
At present, only 2% of the total collection of matchbox stickers is displayed in the museum, and there are many more items that have not yet been displayed due to the location in the museum's warehouse, and they are carefully packed in brown paper boxes.
It is based on the large number of collections that have been exhibited and collected in the warehouse that the Changfeng Trademark Poster Collection was able to apply for the Guinness World Records for the largest matchbox sticker collection, and after preliminary review, expert review and on-site acceptance, the Changfeng Trademark Poster Collection became the Guinness World Record holder.
Guinness World Records Certificate
Fan Xia said that the collection and sorting of matchbox stickers, old trademarks, movie posters and other collections is only the first step of the museum's work, through cooperation with universities, primary and secondary schools and kindergartens, will carry out the second classroom, research experience and other activities of museum and school integration, so that more people, especially young people, understand and appreciate these precious trademark collections. At the same time, I hope that through this opportunity to win the title of Guinness World Records, more people can feel the charm of domestic products and the power of China, and further enhance national and cultural self-confidence.
"A single 'spark' is thin, but when a large number of 'sparks' come together, we can clearly feel that history is flowing. Fan Xia warmly introduced and welcomed the public to come and admire.
As a unique and niche collectible, matchbox stickers may be just a decoration on a small matchbox, but behind the "small flames" there is endless history and culture. Like other museums and exhibition halls in Shanghai, the Changfeng Trademark Poster Collection will attract more Shanghai citizens to enter the matchbox stickers, learn about sparks, and jointly protect our cultural memory and precious heritage. (Source: Shanghai Putuo)
Editor: Dalimin