Our reporter Liu Mian
Due to the epidemic situation, this year's Dragon Boat Festival, the offline activities of cultural and cultural units have dropped sharply, and a wave of cultural and creative "announcements" emerged with the help of traditional festivals: regular ones sell zongzi, sachets and colorful ropes; creative ones sell zongzi shapes Earrings; there are also hard rubbing cars that simply sell porridge, sell white fungus; and even sell medical examination gift boxes... cultural and creative products are fighting for "odd" fights, and there are applause and vomiting. Many citizens said that cultural and creative needs innovation, but hope that cultural and creative developers can cherish the cultural background, avoid the simple rubbing of popularity, not to "abuse".
Tell a good story, consumers buy it
Telling stories and selling cultural creations is one of the traditional practices of cultural and cultural institutions.
The Shanghai Museum cleverly used the collection of Li Shutong's seal script Zhizhi to launch Shaoxing Huadiao Liquor. The Dunhuang Research Institute designed the earrings into the shape of dumplings, and explained in the product introduction: "Dumplings" are surrounded by broken diamonds, representing the crystallization of Chinese and Western culture. Dunhuang is the pearl of the Silk Road, and Chinese and Western cultures exchange here.
There are also cultural and creative products for the Dragon Boat Festival of cultural and cultural institutions, which wrap old products with new stories, but as long as the stories are told well, consumers will buy them.
The Forbidden City Pagoda Coffee launches cultural and creative products and tells the official history through the official micro, “During the eighteen years of the Dragon Boat Festival in Qianlong, a total of 1332 dumplings were placed on the feast table of Qianlong”. "... The story is about halfway through, and the words change-"The concubine who can't drink alcohol drinks tea for dinner", and then enters the theme of "carrying goods": "Twelve Beauties Flavored Tea" designed with Yongzheng Twelve Beauties as the element , Teapots, teacups and other old cultural and creative materials based on the "Thousands of Years Mountain Map" appeared...
The staff said: "At present, the Penthouse Coffee has not resumed business, so it can only carry out some online cultural and creative exhibitions. Each product is carefully designed, and some products require more than a year from design to launch."
The reporter interviewed 15 citizens randomly, and 14 of them expressed their acceptance of "recommending cultural and creative products by stories". Ms. Yan said: "What attracts me to cultural and creative lies in the stories behind them. As long as the stories are reasonable, they are not Hu. Anything made up can be accepted."
OEM selling strange goods, bad review
There are elaborate designs, and there are also OEMs who rub the heat.
For example, some merchants sold donkey-hide gelatin and white fungus soup, health porridge, etc. during the Dragon Boat Festival and Wenbo banner. "Is this related to the Dragon Boat Festival?" "I don't see how this porridge has anything to do with the cultural relics in this museum?" Many buyers left a message, "It costs me to buy a package that looks a little cultural. ".
There are even those who sell medical check-up packages through the Dragon Boat Festival.
Recently, a "customized Wanfu Jin'an physical examination gift box" went online, saying it was a product jointly launched by the Summer Palace and a medical examination institution. In addition to the medical examination card, the double-layer gift box also has a canvas bag, table mat, bookmark and notebook. In the introduction of the gift box, only the detailed medical examination items were introduced, and there was no mention of the relationship between the ancient styles used in the gift box and the Summer Palace, nor did it say how this product was related to the "Dragon Boat Festival". Buyer message: "This packaging is overdone."
An online discussion on "various cultural and creative products, what do you have to vomit?" attracted 2829 people to participate in the vote. "Don't take the heart" won 474 votes. Wenbo enthusiast Mr. Zhang said: "Like riding a car to sell a medical checkup package is a stubborn'sticker'. This kind of inattentiveness will defy the "culture" itself."
Cultural innovation wants innovation and respect culture
Some time ago, the Guobo Beijing Food Culture Center launched the "lollipop that will explain". Currently, it is planning to develop the Guobo version of popsicles. The person in charge of the center said that due to the epidemic, the development of cultural and creative products was forced to slow down. "We can't get new on the Dragon Boat Festival this year. But we can't just rub the heat. Culture and creativity also need to have a word of mouth and rely on us to accumulate bit by bit."
A staff member engaged in cultural and creative product development in cultural and cultural institutions said that there is no "cultural gatekeeper" in cultural and creative development, and the situation of each unit is different, so the level of products on the market is also uneven. Cultural and creative products should respect culture, and some more detailed standards should be formulated, at least a "culturally qualified line" should be drawn for cultural and creative products.
"Some cultural and creative products now pay more attention to packaging creativity, ignoring whether the product itself and the borrowed'culture' go hand in hand." Zheng Chengjun, dean of the Graduate School of Beijing Second Foreign Languages University, said that cultural and creative products are actually a kind of culture plus creativity Performance, new ideas are certainly important, but culture should also be natural and natural, and must not be "pulled", otherwise not only consumers will not buy it, cultural and creative products will also lose their cultural taste.