In May 2021, the “Discovery Museum” event was launched in Lanzhou. (Data map) Photo by He Xiaoshan
China News Network Lanzhou, June 30th (Reporter Feng Zhijun) The Dunhuang “Literature and Art Fan”, which was popular thousands of years ago, presented through various carriers of modern life and the “web words” with the atmosphere of the times, which became in recent years. The hot Dunhuang cultural and creative products not only helped the ancient cultural heritage to gain “new life”, but also relied on the Dunhuang IP halo to gradually revive the “ancient literary and artistic fan”.
Dunhuang, known as “Dunhuang Grottoes” and “Dunhuang Machines”, is located on the Silk Road, which is located in the Western Regions, Central Asia and Europe in ancient China. The location of Yumen Pass and Yangguan in the Great Wall.
The picture shows Dunhuang dance performances. (Data map) Photo by He Xiaoshan
The unique culture of the World Cultural Heritage Dunhuang Mogao Grottoes contains rich connotations of East and West. At the end of 2018, the Dunhuang Research Institute established the New Media Center to give full discaptation of the diversified value of Dunhuang Grottoes, explore the creative transformation of the cultural value of Dunhuang, innovate and disseminate content and methods, and give Dunhuang cultural and artistic “live” more moist soil, helping Dunhuang culture and Dunhuang story. Wide -known and happy.
In recent years, in addition to the management agencies of the Dunhuang Grottoes, through high -tech means, the ancient cultural heritage has been inserted into the “digital wings” rejuvenation, and many social forces are also developing and innovating through another way. Life, some original IP brands have become unreasonable best -selling cultural and creative products.
Not long ago, a domestic brand marketing activity of “Detective Museum” (Lanzhou’s first stop) that lasted more than half a month attracted countless fans in Lanzhou. The classic collections from the Dunhuang Museum restore the scene of Dunhuang Banquet drinking pictures. With the “Dunhuang Story” of the professional interpreter at the scene, the audience enjoyed the production process of traditional cultural crafts such as the national tide commodity and witnessed the birth of artworks in their own hands.
The picture shows April 2021, the “East Asian Capital” of the Dunhuang event of China, the “Tide of Dunhuang” theme cultural and creative exhibition. (Data map) Photo by He Xiaoshan
Two years ago, the Dunhuang Museum authorized the Gansu Silk Road Institute Cultural Communication Co., Ltd. (hereinafter referred to as the “Silk Road Xinxin”) to launch a series of cultural and creative products to the public. The online is loved by the public. In particular, a strong Dunhuang Museum skateboard with a strong Silk Road culture was in short supply online, and related topics also appeared on Weibo hot search.
Last year, the “Silk Road Institute” eight major cities in Shanghai, Hangzhou, Chengdu, Xi’an, Shenzhen, Shenyang, Nanjing, and Lanzhou used the new Dunhuang original IP series to open the Dunhuang theme art restaurant, becoming the new cities’ new Internet celebrity punching point. A variety of original Dunhuang IP image makeup series produced with Kazilan are rated as “the most beautiful makeup in 2020” by netizens.
This year’s “East Asian Cultural Capital” China Dunhuang Activity Year “Tide up Dunhuang” theme cultural and creative exhibition, displayed the 90 -category of Tunhuang’s features with the characteristics of Dunhuang, which are currently hidden in the British British Museum. Part of the exquisite murals of the French Museum of France and the Metropolitan Museum of the United States present a cultural experience of the audience with the theme of Dunhuang cultural elements and “traditional+national tide” and “visual+experience” to the audience.
“The best way to protect traditional culture is to make it popular again.” He Xiaoshan, the person in charge of Gansu’s “Silk Road Xinxin”, said to a reporter from Zhongxin.com that Dunhuang Cultural and Creative IP transmits cultural value in a new form, and then then Let more people have a deeper understanding in a more vivid form, this is the best way to inherit. Through a variety of art forms, contemporary audiences are no longer thousands of miles away from Dunhuang, but they are at hand.
The picture shows the colorful Dunhuang cultural and creative products. (Data map) Photo by He Xiaoshan
Liu Xiaxia, general manager of Dunhuang Gongmei Cultural Creative Co., Ltd., said that in the past, the cultural IP of Dunhuang was Mogao Grottoes in the past. It is now undergoing the second -scale development of Dunhuang culture in contemporary contemporary Dunhuang culture. New cultural content was born to form endless cultural products. “But it is necessary to establish a systematic IP license and operating system to create new Dunhuang cultural IP standards.”
“After opening the history of Dunhuang, countless ancient artists have gone through the Dunhuang for thousands of years, creating a world -renowned art treasure house Mogao Grotto. At the same time that cultural and creative products accelerate the “going global”, the contemporary contemporary must vigorously introduce various types of artists related to Dunhuang culture to stay in Dunhuang to create more art works and content. (Finish)
Source: China News Network
In May 2021, the “Discovery Museum” event was launched in Lanzhou. (Data map) Photo by He Xiaoshan