The mascot of the Beijing Winter Olympics "Bing Dun Dun" is on fire.

From athletes from all over the world to the audience, they are all conquered by the naive look of "Bing Dundun".

  Such a shining "Chinese IP" was born, not only the "time" of the Spring Festival, but also the "place" of the Beijing Winter Olympics. It is also a wonderful interpretation of cultural and creative products that adhere to the cultural connotation and promote national self-confidence. .

  As a unique protected animal in my country, the panda's cute image is loved by people all over the world.

But "Bingdundun" is not only an ordinary panda, it is wrapped with a layer of ice crystal shell based on the sugar coating of Bingtanghulu. The creative team also inlaid the "ice ribbon" of the National Speed ​​Skating Hall into its helmet. The multicolored lines symbolize the ice and snow sports track and 5G high-tech.

In addition, the overall shape of "Bing Dundun" is like an astronaut, conveying the beautiful meaning that exploring the vast universe is the common dream of all mankind... The Chinese elements presented on "Bing Dundun" show the world a more open and confident China , it interprets the tolerance and friendliness of Chinese culture, once again narrowing the distance between countries in the world.

  Behind a successful cultural and creative IP, there is always a cultural connotation that touches the heartstrings.

From the popular cultural and creative products of the Palace Museum to "Nezha's Devil Child Comes into the World" and other domestic animations, the pace of going overseas has been accelerating, and then to Li Ziqi, who created "Chinese rural life", and went abroad... Chinese cultural elements have become well-deserved The "traffic password" is obviously not a whim, but an inevitable result of the accumulation of cultural self-confidence.

To promote the high-quality development of the cultural industry, it is even more necessary to take the construction of cultural and creative IP as the starting point to create more Chinese cultural symbols with extensive influence.

  In recent years, the state has continuously increased its support for the cultural and creative industries, vigorously promoted the transformation and innovative development of cultural creativity, and objectively laid the foundation for the creation of cultural and creative IP with Chinese characteristics.

At the same time, more and more domestic brands continue to integrate design and independent innovation by mining traditional Chinese culture. The Internet has also given cultural and creative IP a wider and faster communication medium, which is in line with the current Chinese youth actively expressing their attitudes towards life and acquiring The consumption concept of value attribution has led the new fashion of "national tide".

  "Bingdundun" shaking the ice crystals, let us once again appreciate the huge potential of Chinese cultural and creative IP.

However, one "Bing Dundun" is obviously not enough. Only more "Bing Dun Dun" in different fields and telling Chinese stories well can support the long-term and healthy development of China's cultural and creative industry.

In the face of the growing cultural needs and spiritual pursuits of the public, we must continue to cultivate the treasure of excellent traditional Chinese culture, carry out integrity and innovation in combination with contemporary popular aesthetic trends, and integrate the beauty of creativity and self-confidence.

It is believed that with the help of technology and the power of "Internet +", more IP images that are deeply rooted in the hearts of the people will enter the global vision and spread the charm of Chinese culture to all parts of the world.

(Source of this article: Economic Daily Author: Guo Jingyuan)

  (Editor in charge: Deng Hao)

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