"Guanshengyuan is a century-old brand, Peking Opera has a history of nearly two hundred years, and the two IPs of 'the most Chinese' and 'most ethnic' collide with different sparks, excitement!" Standing next to the doll of his cartoon image, The famous Peking Opera character Wang Peiyu playfully made a victory gesture. Also lined up on the stage were cartoon images of canned Merlin ham and "Great White Rabbit", and the words "Guanshengyuan Yuyin Pavilion" and "Shanghai Merlin Yihong Theater" on the retro signboard showed this unusual cross-border cooperation.
On the morning of September 8th, the lobby of the Yihong Theater located in Baoshan Wisdom Bay Science and Technology Innovation Park transformed into a "National Tide Market", whether it was the white rabbit milk candy packaged in the exterior of Shikumen or the canned lunch meat shown in the image of "Pig Dameng", attracting many citizens to play, "I didn't expect that the familiar old brands had these new tricks." ”
Through the market, into the theater, the fans and audiences witnessed the signing ceremony of the cooperation with the theme of "National Essence Colliding with Domestic Products", Shanghai Meilin and "Yihong Theater", Guansheng Garden and "Yuyin Pavilion" joined forces, the first intuitive change is that the two theaters have a new title, "Merlin" and Shi Yihong's Meipai, "Guansheng Garden" and Yuyin Pavilion in the ancient opera building, complement each other.
"As a native of Shanghai, Merlin and the White Rabbit of Guanshengyuan are the deepest memories of childhood. Nowadays, 'domestic goods' are constantly innovating in the inheritance, and the mission of Peking Opera is the same. Shi Yihong said that the "National Tide Market" in the theater was welcomed by the people, "In fact, whether it is Merrill Lynch or Great White Rabbit, it is not a simple food, but a brand culture in Shanghai." How to spread the culture from the tradition is also a proposition that Peking Opera people have been thinking about. ”
In recent years, Baoshan has introduced 23 groups of artistic masters, and Shi Yihong and Wang Peiyu are the first batch of artists to "settle" in Baoshan. Yihong Theater was unveiled in Wisdom Bay in 2018, and successively launched a series of performances such as the opening drama and the "Bright Yao Pear Garden" performance season, inviting 12 famous actors from all over the country to take turns to perform classic plays. Yuyin Pavilion, located in Baoshan Long Modern Art Center, is a 300-year-old ancient opera building, which was hosted and operated by the team Yuyin Society led by Wang Peiyu in 2019, and successively launched the "Yuyin Society Micro Peking Opera" and the immersive stage play "Dream Shadow Peony Pavilion".
With its own theater, not only are there more places for performances, but "Sister Shi" and "Boss Yu" are still relying on the two theaters as a platform to carry out The popularization of Peking Opera. Shi Yihong's team launched the first Peking Opera music textbook drama "The Legend of mid-Autumn Festival" and "Sister Shi's Peking Opera Classroom", covering nearly 30 schools and more than 10,000 teenagers in Baoshan District, narrowing the distance between Peking Opera and children. The "Yuyin Society Micro Peking Opera" project launched the idiom story series "Sitting in the Well and Watching the Sky", stationed in many primary and secondary schools in Baoshan District; every weekend, the "Peking Opera Parent-child Paradise" attracts hundreds of families to get close to Peking Opera in the ancient opera stage, and interprets the charm of Peking Opera and conveys the beauty of Peking Opera in the way of "telling + performing".
"The effect of 1+1 is greater than 2, and with the blessing of domestic brands, we have many new plans for both performance content and brand upgrading." Wang Peiyu said that in the new "Guanshengyuan Yuyin Pavilion", whether it is the education and teaching of Peking Opera or the exhibition display, it will strive to be "newer, better and deeper" and let more new performance forms be born in the ancient buildings. "Everyone can eat the white rabbit milk candy and guanshengyuan honey while listening to the Peking Opera performance on the stage." We will also apply the elements of Peking Opera to Guanshengyuan's brand products, and transplant the brand impression of 'domestic goods' rooted in people's memories into Peking Opera. ”
"I hope to do more creative and interesting things, the two brands are grafted together, and many dreams will be realized step by step." Shi Yihong said that in addition to creating new plays, she has always wanted Peking Opera to have more new forms of dialogue with today's audiences, "We have gone to many campuses, and now many children can sing Peking Opera, and we also have a sense of accomplishment." Sowing the seeds of Peking Opera may not be effective in a year or two, but in time, it will definitely have a different soil and ecology. The future of Peking Opera is very good, not only is the Peking Opera people constantly innovating and making breakthroughs, but the Peking Opera audience is also inheriting and growing. ”
"The collision of national essence and domestic products, there is unlimited imagination space." Wu Jian, vice president of Guangming International and secretary of the Shanghai Merrill Lynch Party Committee, introduced that the series of Peking opera promotion activities, joint cultural and creative products and series of touring performances linked by the national essence and domestic goods are all planned, and Shanghai Meilin and Guanshengyuan will also regularly launch the National Tide Cultural Brand Market in Yihong Theater and Yuyin Pavilion, using Peking Opera elements to create products that take into account classics and trends, and a series of cultural and commercial tourism activities, and strive to make cooperation "thoughtful", "intentional" and "more innovative", so that the national essence and domestic goods will enter the daily life of contemporary people and the hearts of young people.
At the end of the event, three small "Bao Gong" from Baoshan Luming School took the stage, and a piece of "The Case of Beauty" won a lot of applause despite its immaturity. "Throw bricks and jade, find more jade." Wang Peiyu, as a teacher, smiled.
Column Editor-in-Chief: Shi Chenlu Text Editor: Shi Chenlu
Source: Author: Shi Chenlu