Step on the era of "Ma Steel Feiyan" to live

Recently, the copper -Ben Mawen creative products of the Gansu Provincial Museum have become popular on the Internet, and the sales of related products have set off a wave of discussion.

The shape of this copper -running horse plush toy is a green horse with a big mouth and open her feet. The golden chicken stepped on the unwilling look of fat flying swallows, a happy and worry -free look. Its prototype is the treasure bronze of the town of the museum, also known as "Ma Ta Feiyan" and "Ma Chao Longbi". The copper -running horse has a peculiar shape and beautiful and beautiful. If it is flying in the air, the three feet are empty, and the one -footed flying bird not only shows the rich imagination and superb casting of ancient Chinese artisans, but also symbolizes the Chinese nation's struggle to rise upward. The spiritual appearance of heroic and enterprising.

As a national treasure -level cultural relic, Tong Benma is an excellent representative of my country's long history and splendid culture. The sales of copper -running horse plush toys are hot. The reason is that on the one hand, it is generally tight and generally stressed. The ugly and cute appearance can make people relax; on the other hand, it and the "green code" The homophonic tone fits the current expectations of people's early elimination of the epidemic. Grasp the pulse of society, present the epoch -making representative, and let the copper Benma "live" again.

In recent years, museums in various places have carefully developed cultural and creative products, making cultural relics "live", and become the favorite of people. For example, last year, nearly 100 museums participated in the Tmall "Double Eleven" event. On the first day of the sale, the sales of cultural and creative products of the museum surged exceeding 400%, becoming one of the categories of dark horse products. In May of this year, the Guizhou Provincial Museum launched two digital collections, "Han Qikai's letter of the Northern Song Dynasty (part)", "Herbal Bird Wind Colored Wax Dye Dyeing".

So, who are the main consumer groups of these popular museum cultural and creative products? The answer is young consumers. Young consumers pay more and more attention to the spiritual and experienced and experienced needs, which has spawned a cultural market with huge potential. Many cultural and cultural institutions have cleverly made cultural and creative articles, with good effects, such as the interactive puzzle solution game "Mystery Palace" series of the Palace Museum, the "Lost Treasure" series of blind boxes of the Henan Museum, the "painted stone rhino" of the Chengdu Museum, etc. The result of the communication and interaction of cultural and creative groups through cultural and creative agencies and young groups reflect the continuous enhancement of the younger generation of cultural self -confidence, and at the same time, it has promoted the prosperity and development of the cultural and creative museum.

Exploring the cultural and creative practice of the cultural and cultural institutions can obtain some experience and inspiration. The first is to adhere to the integration of cultural tourism, develop artistic and practicality, meet the needs of modern life, and meet the needs of market consumption needs. The second is to explore the establishment of a civil and cultural performance evaluation system linked to financial support, effectively divide cultural and creative work and intellectual property creation, so that those participating in the creation can gain benefits through intellectual property rights and stimulate the industry's motivation. Third, combine online and offline, expand online sales platforms, and broaden cultural and creative products sales channels.

Let the cultural relics that are collected in the museum, the inheritance displayed on the vast land, and the words written in ancient books are all important parts of cultural prosperity and development. It is also a proposition that must be answered. Only on the beat of the times, and constantly use their hearts to give the cultural relics with strong vitality, and promote the "out of the circle" of cultural and creative products, can the museum better exert the function of social education, and become the people of the masses of the masses. Better carrier. (Author: Wang Zhijun; Editor: Ge Yongjiang)

- END -