Cultural relics activation and utilization of Sanxingdui
Author:Cultural Tourism China Time:2022.09.27
Sanxingdui is an important part of Chinese civilization. It is a physical examples of the diversified origin of Chinese civilization. A large number of exquisite and precious cultural relics unearthed have witnessed the splendid and splendid page of Chinese civilization. The archeological discovery of Sanxingdui has attracted worldwide attention, and the popular "out of the circle" has attracted countless tourists to come to the museum to "check in". Samsung Dou has become a "net red" IP. In recent years, Sanxingdui has frequently attracted social attention by participating in CCTV Spring Festival Gala, appearing in "National Treasures", and creating a series of red ice cream, and continued to strengthen the activation and utilization of cultural relics, giving the ancient cultural new vitality.
▲ New Museum Concept Design Picture
▲ A photo of Yu Jia, Sanxingdui, "Tai Chi"
Bridge between the cultural relics and the general public
Located on the Sanxingdui site on the northwest of Guanghan City, Sichuan Province, it represents the appearance and development level of the ancient Shu cultural appearance and development of the ancient Shu of 4500-2800 years. The richest ancient cultural site. As an inseparable part of the origin of Chinese civilization, the Sanxingdui site is of great value for studying the diversity of civilization and the development of prehistoric urban development.
▲ Zhang Yan, Zhang Yan, Cultural Relics Protection and Repair Museum
Since 2019, with the advancement of the new round of archeological excavation of Sanxingdui, heavyweight cultural relics have been continuously exposed, which has attracted great concern to society. While archeological excavation research, the Sanxingdui Museum Scenic Area Management Committee is also considering the connection and interaction between cultural relics and the public. In order to make the newly unearthed cultural relics unearthed in Sanxingdui in front of the public, the Sanxingdui Museum Scenic Area Management Committee upgraded and transformed the Sanxingdui Museum Cultural Relics Protection and Repair Center, and specifically deployed 1,000 square meters to create a restoration museum for new excavation cultural relics. In December 2021, the protection and restoration hall of Sanxingdui cultural relics was completed and opened. The museum integrates cultural relics, cultural relics display, visit experience, and popular science education, including the two major areas of the work area and the display area. The work distinguishes the cultural relic storage area, the pottery restoration room, the jade repair room, the metal device repair room, the ivory repair room, and the cultural relics photography room to fully display the realistic scenery of the cultural relic restoration, so that the audience is immersed in the cultural relic repair process. The exhibition area introduces cultural relics protection and repair knowledge in the form of graphic exhibition boards, and shows the latest cultural relics repair results. The large masks on the CCTV Spring Festival Gala stage, the god tree pattern jade, the most complete golden mask, and the statue of copper portrait can be seen here. In the glass compartment, the staff is wearing a white coat, some of which are operating the computer, and some handheld tools to repair; the audience is watching across the glass, and many people raise their mobile phones and cameras to take pictures.
▲ Photo by Zhang Yan, a bronze standing in the Comprehensive Museum
Since 2020, the archeology of the Sanxingdui site has achieved new major results. Six newly discovered in the sites have tens of thousands of exquisite cultural relics such as bronze, gold, and jade artifacts, which greatly enrich the connotation of Sanxingdui culture. The new model of Sanxingdui archeological models with multi -disciplinary integration and multi -platform cooperation is also regarded as a model of practicing "building Chinese characteristics, Chinese style, and Chinese style archeology". In March 2021, the Central Radio and Television Terminal and major media, through the TV and online platforms, live broadcast live on the new round of archeological excavations in Samsung Dou, attracted great attention at home and abroad, and also made Sanxingdui Museum a explosive punch point.
In order to further enhance the interaction and exchanges with the public, and strengthen the public propaganda of archeological results, the Sanxingdui Museum also regularly holds the press conference of archeological results based on archeological excavations and research progress, and has continuously released the latest archeological dynamics through official websites, Weibo WeChat and other platforms. , Invite archaeological and cultural experts to hold lectures, publish Sanxingdui science science readings, update explanations in real time, and timely spread the scientific Sanxingdui cultural relics and archeological knowledge to the audience.
According to the person in charge of the Planning and Construction Department of the Sanxingdui Management Committee, the main building of the Sanxingdui Museum New Museum in the construction is expected to complete the display cloth exhibition by the end of 2023 and officially open to the public. The design of the new museum is based on the display of the exhibitors and the archeological culture of "Ancient City and Ancient Shu Culture". Essence After the completion of the new museum, it will provide audiences with more exciting exhibitions, more comfortable visiting environment, and richer form of public education. In addition, the original Bronze Museum will be transformed into a digital experience hall to enhance the interaction and experience; the original comprehensive museum will also be transformed into a research museum to carry out public archeological activities such as Sanxingdui Cultural Education and Research, and give full play to the public cultural services and public cultural services of Sanxingdui cultural relics resources and Social education function.
In addition, after the archeological excavation work of sacrifice pits and fields, it will also be in accordance with the standards and requirements of the application, combined with the archeological results, and the implementation of the archeological excavation compartment to show the display and improvement project. After the conditions are mature, the audience will be opened in an orderly manner. Show the excavation site of the sacrifice area.
Cultivate a variety of new cultural tourism formats
Focusing on the activation and utilization of Sanxingdui cultural relics, the Sanxingdui Museum is cultivating development through the integration of "culture+" and "tourism+" new formats to create and improve the core industry chain of cultural and creative development, manufacturing and sales and brand marketing of Sanxingdui to accelerate the promotion of Sanxingdui cultural innovation inheritance inheritance Creative transformation. According to the person in charge of the Propaganda Department of Sanxingdui Management Committee, in order to create a brand image of Sanxingdui, the Sanxingdui Museum made full use of the 2022 CCTV Spring Festival Gala, the third round of Sanxingdui sites excavated live broadcast and other incidents to continuously manufacture publicity explosion points; In -depth cooperation of companies such as the Internet, and launching high -level movies, animation, games and other theme communication products, forming a chain of all -media communication. At the same time, overseas publicity and promotion, combined with CCTV and B station shooting promotion, Chinese, British, French, and Western documentaries. Under the guidance of the Sichuan Provincial Institute of Cultural Relics and Archeology, the official website of Sanxingdui was opened, and Sanxingdui overseas social accounts were opened to show the world's new era of archeological achievements of "Chinese characteristics, Chinese style, and Chinese style".
"For the innovation inheritance method, comprehensively spread and promote the promotion of Sanxingdui Culture [email protected] Education Experience Center, Sanxingdui Fantasy Digital Multimedia Exhibition Hall, enrich the product system of Sanxingdui Museum, and create a national 5A -level scenic spot based on this.
The Sanxingdui Cultural Industry Park is the main carrying platform for Sanxingdui IP value conversion in the future. According to the person in charge of the Planning and Construction Department of Sanxingdui Management Committee, the next step will make full use of the national cultural industry demonstration base, Sanxingdui Cultural Industry Park, deepen the co -construction with the "Jiuzhaigou, Great Panda" brand.发展联盟平台，推进大文旅项目落地落实，打造“旅游+文化+商业+服务+健康”产业模式，建设集考古科研、遗址观光、文化体验、商务会议、主题游乐、文化演艺、文化创意、 One -stop large -scale ancient Shu cultural industrial parks with entertainment, vacation and leisure functions, full -function satisfaction, and full -process experience.
▲ Chuanshu Xiaoda
Samsung Dou is a world -class IP and the "leader" of local cultural tourism. Dancing this "leader", focusing on building a demonstration area for the protection and utilization of the national cultural relics of Sanxingdui, the development of the local cultural tourism industry, and promoting new progress in the construction of cultural tourism destinations. At present, tourism products with Samsung Dou Museum as the core include the ancient Shu Civilization Research Tour, the ancient Shu Guo Treasure Tour (Panda Base -Sanxingdui), etc., which are popular with tourists. The former is based on visiting the Sanxingdui Museum as its core, and connects the Guanghan cultural tourism resources around the Sanxingdui Museum, including the site area and the surrounding simulation archeological and bronze smelting bases, the Guanghan Air Show Center Aviation Culture Museum, the Sanshui Yijiaheba outdoor water activity, and the flowering period The rapeseed flowers and Taohua Mountain Scenic Area; the latter takes the panda base of Chengdu Xindu District, the Guanghan Sanxingdui Museum Scenic Area as the core, and connects the integrated brigade points related to the Boat Hotpot Town in the new capital area and the hot pot town in Xiangyang Town.
Cultural and creative and ancient Shu civilization IP empowerment
▲ Photo by Tan Yong, Cultural and Creative Museum of Sanxingdui Museum
▲ Sanxingdui cultural and creative makeup
▲ Archaeological decryption letter
From the perspective of the person in charge of the Industrial Development Department of the Sanxingdui Management Committee, due to the lack of text and historical records, the IP of Sanxingdui is urgently needed to further interpret it through modern popular expression during value conversion to promote the spread of Sanxingdui culture more widely. Cultural and creative is one of the best ways to spread and transform the cultural value of Sanxingdui, and it is also an effective way to "live" cultural relics.
In recent years, Sanxingdui has established core industry chains such as cultural and creative development, brand marketing, and IP authorization, forming a Sanxingdui cultural and creative industry with "one super brand, two major sales platforms, three development models, four development directions, and five products series" Development model. A super brand, that is, "Sanxingdui of the World"; two major sales platforms, including "Official Capital Museum+Online Flagship Store (Guanwei, Taobao, Youzan)"; , Brand authorization; four development directions: cultural and creative products, film and television literature, IP authorization, and space creation; five major product series: Sanxingdui, Chaowa Sanxingdui, Samsung Douch, Flying Samsung Dou, Digital Sanxingdui.
▲ Sanxingdui Archeology Discovery · Desktop Blind Box
In terms of product development, Sanxingdui cooperated with more than 80 domestic outstanding creative enterprises to design and develop more than 700 types of Sanxingdui cultural and creative products, with annual sales of 30 million yuan. At present, the Cultural and Creative Cultural and Creative of Sanxingdui Museum has 7 blind boxes such as "Praying Protoss", "Sichuan Shu Small Back" and "Archaeological Blind Box". Since the first blind box listed on May 22, 2020, a total of nearly 5 million yuan has been achieved. , And won the title of "Tourist Tourism" in Sichuan Province. Among them, the Sanxingdui prayer of the Blessing God Officer developed through crowdfunding in 2020 was a great success, and won the silver award in the 2020 China Tourism Commodity Competition.
Sanxingdui prayer theme blind box is the first blind box authorized by Sanxingdui authorized design and development. It selected 5 representative cultural relics, namely bronze wearing crowning masks, bronze lilies, and bronze heads with gold masks. Copper holding a villain and bronze godbird, equipped with people, emphasized the combination of heaven and man, and the aura of the human and god interoperability, and created a "idol group" in the bronze era. There are 26 blind boxes and blind bags. In addition, There are two hidden models, which gives products more mysterious and interesting. The blind box is also the first cultural and creative product launched by Sanxingdui on the network platform. Why do you choose to use a blind box to promote Sanxingdui culture? "Due to the niche nature of the Sanxingdui culture, the age is long, there are many puzzles, and the Sanxingdui culture has a strong mysterious color. In order to" let the cultural relics live ", enhance cultural identity, and strengthen cultural self -confidence, we need to play through the wave of blind boxes. The form of the tide office allows more people, especially young people to understand the love of Sanxingdui culture, and integrate Sanxingdui culture into the daily life of the public. "The person in charge of the Industrial Development Department of Sanxingdui Management Committee said.
The main consumer group of blind boxes is "post -90s", especially "post -95". They grew up in a special period, mostly only children, so they were independent and focused on personal spiritual expression. They experienced the rapid development of the country and had very good development. National pride has a good opinion of traditional culture. Blind boxes such as personalized, collectible, and design, cater to young people's love for cute culture, meet their personality aesthetic needs, and reflect the growth of the spiritual and cultural needs of a new generation of young people. The social value comes allows modern people to get happiness in a simple way.
"At present, Sanxingdui Cultural and Creativity has gradually formed its own positioning: mysterious, magical and sacred, this is the most prominent style of ancient Shu civilization. Creating personalized IP and operating by IP operations and creating the cultural and creative industry is the main strategy of the current development of Sanxingdui cultural and creative development. , Incubated cartoons Sanxingdui Glory Waking IP, image IP Witch World, Emoticon IP Ancient Shu Mengwa, etc. In the future, strengthen the construction and management of the intellectual property system, improve the brand authorization system, and enhance the quality of the product. The key to barriers.
(Except for the signature, the pictures of this article are provided by the Samsung Dou Museum.)
"China Culture News" on September 27, 2022
The 4th version published a special report
"Promote the Demand of the Volkswagen Cultural Culture in the Promotion of Features IP Value Transformation -the Cultural Relics of the Cultural Relics of Sanxingdui"
↓ ↓ ↓ ↓ ↓ according to
Editor -in -chief: Chen Xiaoyue
- END -
In 2025, the Yellow River Cultural Relics Resources Survey will be completed
According to a reporter from Xinhua News Agency on July 18 from the State Administration of Cultural Relics, according to the Yellow River Cultural Relics Protection and Utilization Plan recently is
Chaonan District depicts the new landscape of the "Two Belt and Eight Corridors" rural revitalization
Night view of Daoma Village, Xiashan Street, Chaonan District.Recently, Chaonan Di...