During the "Eleventh" period, with the rising "northwest wind" in tourism, the Dunhuang fever became more and more fierce. The special ice cream for Mogao Grottoes for 15 yuan has become the most popular photo prop, which can sell more than 1,000 a day.
During the local interview, the Qilu Evening News Qilu Yidian reporter was stunned by the fact that tourists of all kinds "swept" this ice cream.
The Mogao Grotto special ice cream for 15 yuan each became the most popular photo prop.
Why does Mogao's special ice cream fire?
In a simple sentence, "it is related to culture".
After the country implemented the "One Belt, One Road" strategy, the northwestern cities of Xi'an, Lanzhou, and Urumqi once again entered the national strategic vision, and Dunhuang cultural and creative has become another hot spot after the cultural and creative of the Palace Museum.
A reporter from Qilu Evening News and Qilu One Point recently went to Dunhuang to experience first-hand the explosion of creativity after the cultural and creative industry was activated.
Qilu Evening News Qilu One Point reporter Cai Yudan
Dunhuang Cultural Creation is activated
The main driving force of new domestic products
During the long holiday, Mogao Grottoes ushered in the hottest tourist season after the epidemic this year.
In the scenic area, ice cream has become the most popular item. It costs 15 yuan per piece and has a nine-story building, Crescent Spring, and Mogao Grottoes.
Many tourists said that although the price is slightly more expensive, it wins with its shape, and some jokingly said, "I eat culture instead of ice cream."
In the "Mogao Cultural and Creative" shop in Mogao Grottoes, a reporter from Qilu Evening News and Qilu One Point saw that the Dunhuang cultural and creative categories include facial masks, silk scarves, tea sets, umbrellas, etc., covering multiple consumer areas.
In 2017, the Forbidden City Cultural and Creative's turnover reached 1.5 billion yuan.
This year, the annual sales of cultural and creative products of the Dunhuang Research Institute reached 17.083 million yuan.
The Dunhuang cultural and creative industry was activated, and the rising new domestic products became the main driving force.
Through brand authorization, Dunhuang Research Institute has successively carried out cross-border cooperation with Xiaomi Mobile, Midea Air Conditioner, Yunifang, Tencent, etc.
From Dunhuang fashion, silk scarves, skateboards of traffic star Wang Yibo on Paris Fashion Week to Dunhuang customized ice cream...These topics have brought Dunhuang hot searches time and time again.
The Qilu Evening News·Qilu One Point reporter saw on the official website of the Dunhuang Academy that the first brand to enter the "modern supporter system" of the Dunhuang Grottoes was the Chinese Internet company NetEase, and many of its games have embedded Dunhuang cultural elements.
In 2019, Liangpinpu cooperated with the Dunhuang Grottoes Conservation Research Foundation of China to donate the first charity donation. This year the donation is used for the environmental governance of Dunhuang sandstorms.
In the same year, BESTORE signed a contract with Dunhuang Research Institute for a three-year license to use Dunhuang IP, and asked Pan Hu, a big figure in the packaging design industry, to embed Dunhuang elements in the 2019 Mid-Autumn Mooncake packaging design.
It is reported that this year's Dunhuang IP licensing fees have increased significantly compared with last year.
Chinese mass consumer brands are willing to "spend spare money" to ask big-name designers to do product packaging design, and through independent innovation and original design, to dig out materials accumulated in the essence of traditional culture, this is undoubtedly a strong signal from the market.
This year, Pan Hu’s team designed a Dunhuang IP cultural and creative mooncake for Liangpin Shop. One of them is in the shape of a music box. After the lid is twisted, music can be played. The Dunhuang flying sky on the box dances with the music, tempting consumers to eat Take pictures and share during mooncakes.
Big production takes the "crossing" wind
Let the young audience burst into tears
On the only way to the Mogao Grottoes, a large piece of blue crystal glitters like a drop of water in the Gobi. This is the exclusive theater for the 600 million yuan production of "Seeing Dunhuang".
Today, this peculiar building has become one of Dunhuang's landmarks.
"In 3 minutes, your footsteps will be controlled by me; in 10 minutes, your emotions will be controlled by me; in 15 minutes, your soul will be controlled by me..." This was once put down by Wang Chaoge, the director of "See Dunhuang" Ruthless.
On September 27, Wang Chaoge posted on Weibo, “Seeing Dunhuang Again” has performed more than 2,300 shows, and millions of people have watched the performance. I am very proud.
Walk 50 steps, travel through a hundred years; take another hundred steps, travel through a thousand years... At the movie viewing site, Qilu Evening News reporter Qilu One Point traveled through different architectural spaces with the flow of people. Each space was connected to a historical scene, supplemented by special The sound and light special effects make people immersed in a real and dreamlike feeling.
On the official website of the Gansu Provincial Department of Culture and Tourism, "See Dunhuang Again" is called another brand-new cultural card of Gansu.
In 1979, the Gansu Provincial Song and Dance Troupe launched the world-renowned song and dance drama "Flower Rain on the Silk Road".
40 years later, this cultural and creative product, which cost 600 million yuan, has been able to grasp the pulse of popular culture when facing a new audience, and adopted a new creative technique.
This popular culture is a hot word created by online literature-crossing.
According to the information of the China Business Industry Research Institute, the scale of Chinese online literature users will reach 440 million in 2020, and the online literature market revenue will reach 20.17 billion yuan in 2019. Crossing novels are an important type, giving readers a sense of substitution and modern thinking Go to structure history and get a novel reading experience.
"Seeing Dunhuang Again" borrows the method of traversal to insert the audience into the historical scene.
A reporter from Qilu Evening News Qilu One Point saw at the scene that most of the people who spent 298 yuan to watch the show were young people.
When Huang Qishan and Quan Zhendong sang the theme song "A Thousand Years One Moment", many young audiences shed tears.
Can a cultural and creative product like this be unsuccessful if it can make the young audience burst into tears?
Dunhuang culture is full of fireworks
Bring endless inspiration for cultural creation
Unlike the Forbidden City culture, Dunhuang culture is full of human fireworks.
In the Dunhuang frescoes, there are a large number of life scenes reflecting the feasting and entertainment of the ethnic groups in the Western Regions.
This also brought inexhaustible inspiration for Dunhuang cultural creation.
Zhang Weiwen, deputy secretary-general of the China Dunhuang Grottoes Preservation and Research Foundation, said that the Qilu Evening News and Qilu reporter said that there is still much room for digging into Dunhuang culture.
To dig into Dunhuang IP is not only to print Fei Tian on the moon cake box, but to dig deep into the spiritual connotation of Dunhuang culture from point to surface.
The Dunhuang frescoes and Dunhuang posthumous books contain a large number of records of medicinal food, diet therapy and health preservation, and scenes of food and snack making.
This time, Best Shop developed Mid-Autumn Fresh Fruit Mooncakes. When choosing the fruits for fillings, they used the local Dunhuang specialty Li Guangxing.
Li Guangxing is the king of fruits in Dunhuang. According to legend, it was introduced from Xinjiang by the flying general Li Guang. The apricot skin water developed by Li Guangxing is a delicious drink that can only be drunk in Dunhuang.
Fan Jinshi, who guarded Dunhuang for 58 years, mentioned Li Guangxing in her autobiography. This was the only "high-quality hospitality" she could offer when she was entertaining friends from afar during those difficult years.
The R&D personnel succeeded in the research and development in the laboratory, but during mass production, they found that although Dunhuang is rich in plums and apricots, it lacks industrial processing capacity. Fresh fruits cannot be cleaned, sterilized and kept fresh after picking. They will deteriorate in 3-7 days and can only be abandoned.
But such an attempt also points a way to brands that are developing traditional cultural IP. This is what Xie Yun, the person in charge of the Brand Center of Best Shop, said, the kind of cultural cross-border exploration that companies do when building brands is not to consume. IP, but to deeply understand the culture of the source of IP.
The rapid development of digital technology
Let the national treasure "move"
The Dunhuang Academy is under the jurisdiction of the State Administration of Cultural Heritage. Unlike Shaolin Temple and the "Three Kongs", Mogao Grottoes is a national key cultural relics protection unit rather than a 5A scenic spot.
In response to the irreversible decline of Mogao Grottoes, the number of visitors to Dunhuang Mogao Grottoes has been strictly limited. The number of A-ticket visitors has dropped from 6000 to 3000 per day. This extreme scarcity of resources has doubled the value of Mogao Grottoes. How to spread and protect Dunhuang culture more widely has also been put before the society.
Information from the official website of the Dunhuang Research Institute shows that since the end of the 1980s, the Dunhuang Research Institute began to explore the use of digital technology to realize the preservation and utilization of Mogao Grottoes. At present, it has completed the digital collection of 230 caves and 145 caves. Image stitching, virtual roaming of more than 160 caves, three-dimensional spatial structure of caves, and three-dimensional reconstruction of 42 bodies, these digital results are widely used.
Zhang Weiwen revealed that now, the error of digital image collection of Dunhuang murals is only 0.2 millimeters, maintaining a leading position in the world.
After the Dunhuang Grottoes are digitized, the immovable grotto sculptures can break through the limitations of time and space, and also give a lot of room for digging cultural and creative products. This is by no means simply digitizing or networking culture, but a brand new Cultural production and dissemination methods.
Because of digital means, scenes can be reproduced, anthropomorphic processing can be added, interactivity is increased, national treasures can be moved, gamified, interactive, personalized... These have become the key words of digital cultural creation in museums today.
Judging from the explosion of "If the National Treasure Can Talk" produced by CCTV, not only can you feel the ultra-high-definition images of 8K photography technology, but also reproduce litigation disputes in the Tang Dynasty through AI technology, and reproduce Wang Xizhi's writing "Lanting Preface" through big data algorithms 》, with pop culture and content expression techniques such as rap, barrage, and scene substitution.
In the bones, these cultural and creative works vividly display the cultural confidence that is permeated in the essence of traditional Chinese culture, enabling national treasures and modern people to establish a dialogue that spans time and space, and can be popular in cultural communities where young people like station B are highly gathered. This sentence was confirmed again, "The best way to protect traditional culture is to make her popular again."
In April of this year, Dunhuang cooperated with Tencent to create a small program "Traveling Dunhuang".
A few days ago, the Dunhuang Poetry Scarf jointly launched by the Dunhuang Research Institute and Tencent was renewed. Through AI technology, it can be tried on the cloud and then purchased. The economic benefits will be used to protect Cave 427.
Zhang Weiwen said that the idea of Dunhuang poetry scarf has increased the interaction with young people. This is a successful case of the in-depth dissemination of Dunhuang culture.