With the continuous rise of the national tide craze, cultural and creative products with the theme of intangible cultural heritage have been loved and sought after by more and more people, which has leveraged the large market of new consumption. Fujian Yinghao Cultural and Creative Co., Ltd. keeps up with the trend and develops and designs the company's products in the form of "intangible cultural heritage + cultural creativity", so that the intangible cultural heritage glows with new charm, and at the same time opens up a new track for the development of enterprises.
In the intangible cultural heritage studio of Yinghao Technology Center, designer Zeng Jun is creating lacquer paintings, which is a new breakthrough in the field of decorative paintings of Yinghao Cultural and Creative Company, and a new attempt after traditional skills such as wrought iron, pottery, and wood art. Lacquer painting is mainly created with natural lacquer and powders such as gold, silver, lead, shells, eggshells, wood chips, etc., which is not only a work of art, but also an ornament with practical value.
Zeng Jun, senior designer of Fujian Yinghao Cultural and Creative Co., Ltd
"At present, our company's lacquer painting creation is mainly inspired by the excellent traditional Chinese culture, for example, we will use Peking Opera masks, Dunhuang murals, flying sky, caisson and other decorative elements to create some works that meet contemporary aesthetics, so as to promote the excellent traditional Chinese culture, and show you the charm of lacquer intangible cultural heritage culture through our innovative cultural and creative works."
In the past three years, Yinghao Cultural and Creative has continued to increase its innovation and research and development efforts, investing more than 10 million yuan every year to create three series of products of creative decorative paintings, holiday decorations and home crafts with original empowerment. Through the establishment of an intangible cultural heritage studio, traditional Chinese skills such as lacquer and cloisonné enamel are integrated into products, and through the application of artificial intelligence AI painting and text models, intangible cultural heritage is made more youthful, and the cultural heritage that has been inherited for thousands of years is "lived" and "fired".
In the product exhibition hall of Yinghao Cultural and Creative, there are decorative balls made in the form of cloisonné enamel, embroidery, beads, and diamonds, which are dazzling and dizzying. These products not only have high artistic value, but also reflect the in-depth excavation and innovative application of traditional culture by Yinghao Cultural and Creative. Previously, Yinghao Cultural and Creative also launched hundreds of Chinese elements such as zodiac, Fu culture, blue and white porcelain, etc.
With the approach of the Dragon Boat Festival, Yinghao Cultural and Creative seized the business opportunity, increased innovation, and designed a series of products such as the Dragon Boat Festival "Dragon" and "Zong" with festival elements such as zongzi and dragon boats, which will be promoted and sold on major e-commerce platforms and new media platforms in the form of decorations and paintings, so that the strong festival atmosphere will be transmitted to thousands of households.
Excavating new consumption scenarios from modern life is an important way for Yinghao Cultural and Creative to rejuvenate its face. The company uses modern technology to bring forth the new, restores ancient paintings through computer painting and digital image synthesis technology, and then uses nine-color UV relief texture printing technology to create creative decorative paintings that are smart and have artistic aesthetics. At the same time, we continue to explore the innovative application of new materials, new processes and new technologies in products, realize the perfect combination of original design products and new materials and new processes, and greatly enhance the artistic value and market value of the company's products.
Up to now, the company has obtained a total of 518 authorized patents, including 32 invention patents, 163 utility model patents and 323 design patents.
Peng Huiting, deputy general manager of Fujian Yinghao Cultural and Creative Co., Ltd
"In the next Qixi Festival, we will combine the elements of the Cowherd and the Weaver Girl and the Queqiao, the Mid-Autumn Festival is the moon and rabbit elements, and the Spring Festival is the Chinese knot, Fubao and other elements for research and development, which can not only carry forward the excellent traditional Chinese culture, but also bring people a beautiful festival experience."
Peng Huiting said that in the future, Yinghao Cultural and Creative will also dig deeper into the connotation of excellent traditional Chinese culture, launch more distinctive festival cultural and creative decorations, and show the unique charm of Chinese culture.
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Fuding Rong Media Center
Text: Wu Xiaocui
Editor: Yang Xun
Review: Wang Jingjing
Producer: Huang Yisheng
Director: Zhuo Wenjun