In mid-autumn, the fragrance of guizi wafts, looks up at the moon, and looks down at homesickness.
The tradition of the Mid-Autumn Festival has lasted for thousands of years, and the use of mooncakes to convey thoughts and blessings to family and friends has long become a traditional custom of the Chinese nation. This year's Mid-Autumn Festival Shanghai's most sought-after mooncakes, in addition to the "Wanping South Road No. 600" net red mooncakes, the two Kinds of Shangbo Cultural Creation Mooncakes that integrate traditional cultural heritage and modern trend temperament are not to be missed!
Shangbo × Hyatt Group
Spend a good "Yue" round Mid-Autumn Festival gift box
Following the landing of the "Boguan Yue" cultural and creative coffee experience store in Xintiandi, the Shanghai Museum and Hyatt Group once again promoted strategic cooperation, jointly launched the "Yue" Mid-Autumn Festival gift box, and explored the way to re-empower traditional culture by combining culture and tourism.
The gift box launched this time takes the combination of cake and gift as the design concept, takes the Shanghai Museum collection of Sun Kehong's flower and bird painting as the design source, the high-grade black touch paper surrounds the three-layer drawer gift box, and the simple red copper brushstrokes outline the birds perched on the bamboo, and the picture echoing the Mid-Autumn Festival bright moon, the soothing and elegant artistic conception reflects the high character of the literary personality, integrating art and practicality. Two sides of the gift box are decorated with logo graphics covered with the Shanghai Museum, echoing the theme while balancing the overall visual beauty and making the gift box more ornamental. The gift box contains one piece of Sun Kehong's flower and bird art plate, as well as two mooncakes each from Hyatt's taro, rose tangerine peel bean paste, egg yolk white lotus paste and golden leg five kernel fillings, which are rich in taste, traditional and innovative, and have a natural taste.
Shangbo × the Metropolitan Museum of Art in New York× laifen
"Courtesy Stuff" series of mooncakes
On the occasion of the Mid-Autumn Festival, the Shanghai Museum and the Metropolitan Museum of Art in New York, the United States, also continued to exert efforts in the "Courtesy of Things" cooperation project, and Shanghai Laiyifen Co., Ltd. jointly cooperated, with the Shanghai Museum's Collection of Qing Dynasty Yu collection "Plum Moon Appreciation" and the Metropolitan Museum of Art Collection Van Gogh's "Iris" as inspiration, launched a variety of products.
Among them, the Shanghai Museum and the Metropolitan Museum of Art in New York joined hands for the first time in the form of IP joint cooperation, and Laifen surprised to create a series of mooncakes with Laifen, hoping to borrow the concept of Eastern love and Western rhyme, combine the oriental flavor of the filling with the Western art cake pattern, and bring greetings from the world's Chinese compatriots to their hometown under the name of "Courtesy to Things". The stone lion in front of the Shanghai Museum and the treasure of the town museum, Da Keding, also met with the Metropolitan Museum of Art's collection "Unicorn in the Garden" and the terracotta bowl, possessed by a small mooncake, bringing oats oolong milk tea, black truffle, carda cheese and other novel flavors loved by young people, integrating fresh food and museum collection.
At the end of August, the Mid-Autumn Festival pop-up shop with the theme of "Courtesy to Things" was held in Joy City, Jing'an, Shanghai. The event built a small museum with a deep galactic blue, and through guessing riddles, puzzles, cultural relics and other links, it created a sensory feast with a multi-dimensional sense of immersion and strong cultural atmosphere of "seeing, listening, playing and playing", attracting many audiences to punch in.
Pinyuan Wenhua, the operator of the "Courtesy to Things" project, said that as a professional commercial operation institution of natural art, Pinyuan Wenhua not only exclusively represents the IP rights and interests of the Metropolitan Museum of Art in New York, but also strives to achieve the dual value of cultural exchanges between the East and the West through commercialization.
Two different cross-border cooperation methods, integrating traditional culture and modern tide play, collide with two mooncakes with different styles and tastes, which are widely popular once launched. Among them, the first batch of gift boxes of the "Yue" round Mid-Autumn Festival gift box has been sold out just after it was on the shelves, and the "Courtesy Things" series of mooncakes ranked top 5 in the same category sales online.
Museum cultural creation is one of the important carriers for understanding Chinese culture and enhancing cultural self-confidence, and the root of cultural creativity lies in the profound accumulation of Chinese culture. In the future, Shanghai Museum will continue to dig deep into the essence of its own collection of ancient Chinese art, embrace the opportunity of the era of "cultural, tourism and business", and give play to the due role of museums in the integrated development of culture and tourism and promote cultural consumption through IP cooperation and other means, so as to help the creative transformation and innovative development of more chinese excellent traditional culture.
Spend a good "Yue" circle to treat things with courtesy
This Mid-Autumn Festival small long holiday, come to the Bo punch card to see the exhibition
Don't forget to try the limited edition of cultural and creative mooncakes
Harvest double blessings and surprises!
How to buy:
Shangbo × | hyatt group Spend a good "Yue" round Mid-Autumn Festival gift box
Purchase store: "Boguan Yueyu" coffee cultural and creative experience store
Purchase address: Huangpu District Taicang Road No. 123
Shangbo × New York Metropolitan Museum of Art ×Ifen |" Courtesy Stuff" series of mooncakes
Purchase store: Laifen Tmall official flagship store, WeChat official Mini Program
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