[Explanation] When you take out the gift box, you can see the scene of the dragon boat race and the ancient and mysterious Chuxiang Nuo dance. Turn the gift box over and put on the lights, and you can perform a wonderful Quzi story shadow puppet by yourself...Dragon Boat Festival holiday, in Hunan Miluo Quzi Cultural Park, cultural and creative products developed with the theme of Dragon Boat Festival elements, has become popular with a short video that has been widely circulated in the circle of friends a few days ago.
Zhou Liwei, deputy general manager of Hunan Lanze Culture Media Co., Ltd., who is responsible for the development of these cultural and creative products, introduced that the cultural and creative gift box in the video is a deep customization of cultural cores such as the Dragon Boat Festival, Quzi Culture, and non-genetic inheritance.
[Concurrent] Zhou Liwei, Deputy General Manager of Hunan Lanze Culture Media Co., Ltd.
The three newly developed gift boxes this time also reflect the elements of the Dragon Boat Festival from three different levels. One is an element of the dragon boat, and the second is a local Nuo dance, which is a local dragon boat called ghost drama. One way of praying for blessings and safety, and another is to make three such ideas from a local shadow puppet show in Miluo, a local intangible cultural heritage shadow puppet show.
It is necessary to dig out some of the essence of traditional culture, but also to combine some elements of the current aesthetics and current functional attributes, to combine such elements of a truly practical cultural creativity.
[Explanation] Liu Shilin, the former curator of Quzi Temple Memorial Hall and the chairman of Quyuan Association of Miluo City, introduced that Dragon Boat Festival was originally a festival for worshipping dragon ancestors and praying for evil spirits, which was nurtured in ancient farming civilization.
Thousands of years ago, after the world cultural celebrity Qu Yuan died at the Shenjiang River in the Miluo River during the Dragon Boat Festival, the people of Miluo packed rice dumplings every year during the Dragon Boat Festival. One of China's four traditional festivals.
Nowadays, the Dragon Boat Festival culture has a wide influence in the world. Many areas will hold a series of activities such as sacrifices, dragon boat races, and eating rice dumplings on the day of the Dragon Boat Festival.
As the birthplace of the Dragon Boat Festival culture, the dragon boats and rice dumplings in Miluo, Hunan have become famous both at home and abroad, and have become the local rich and characteristic industries.
[Concurrent] Liu Shilin, Chairman of Quyuan Association of Miluo City
We are now facing the Dragon Boat Festival custom. In addition to commemorating Qu Yuan's original intention, it also derives some other content, which injects economic vitality.
[Explanation] Affected by the epidemic, Miluo's "Dragon Boat Festival" economy was once hit, which also allowed the local area to sprout cultural and creative projects.
With the popularity of Dragon Boat Festival cultural and creative products this year, Miluo's "Dragon Boat Festival Economy" has injected new vitality.
Zhou Liwei said that in order to attract people who are interested in tracing the Dragon Boat Festival to Miluo, better promote Quzi culture, and help the development of Miluo tourism, they currently do not sell these "net celebrities" cultural and creative products online. .
Nevertheless, the market response is still good. Many customers come to Miluo to customize the cultural and creative gift box, and they will develop more related cultural and creative products in the future.
[Concurrent] Zhou Liwei, Deputy General Manager of Hunan Lanze Culture Media Co., Ltd.
The current market response is quite good, and everyone finds it very interesting after seeing it. Perhaps the biggest difference between it and the previous cultural and creative products is that it has strong interaction from the beginning of the packaging, and it can also be packaged. Interactivity, to understand some of the important content and elements behind the culture.
We just hope to be able to guide young people to truly understand the origin of the Dragon Boat Festival and the core and core of the Dragon Boat Festival culture through such an interesting and in line with such a hobby and a focus of attention and attributes of young people. something.
Reporting by reporter Xu Zhixiong and Wang Haohao from Miluo, Hunan
Editor in charge: [Li Yuxin]