China News Service, Beijing, December 25th. Title: It is more appropriate to call museums "active" than "younger"-Interview with the chief producer of "The Forbidden City"

　　Author Liu Dawei Li Hanxue

　　The white marble color is the background color, and the vamp with wave pattern, cloud pattern, cliff pattern, and tangled lotus pattern is simple and elegant.

The pair of "Yunshan shoes" in the offline experience store of "The Forbidden City" in Beijing's 798 Art District is particularly eye-catching. The pre-sale of more than 30,000 pairs was immediately after the "new".

The data picture shows Liu Bing, the chief producer of "The Forbidden City".

Photo courtesy of China News Agency released the program group of "The Forbidden City"

　　Since the first season of the cultural variety show "The Forbidden City" was broadcasted, many cultural and creative products with a life-like atmosphere in the show have been popular as soon as they are launched, and the sales of "Fat Crane Good News" pajamas have exceeded 10 million during the crowdfunding period The sales of the "Tianyin" series of sweaters in Yuan (RMB, the same below) and elements extracted from the "Han Xizai Night Banquet" have exceeded 4 million yuan.

　　"While carrying spiritual and cultural connotations, cultural and creative products must not be in vain, but must be practical and durable, so that users can obtain the satisfaction of cultural consumption and enhance the sense of expectation of cultural products." Chairman of Huachuan Culture and Chuntian Film and Television , Liu Bing, the chief producer of "The Forbidden City", told reporters from China News Agency that one of the reasons for the success of these cultural and creative "explosive styles" is that they can be embedded in the current life scenes of people.

The picture shows the offline experience store of "Renewing the Forbidden City" in Beijing's 798 Art District.

Photo by China News Agency reporter Liu Dawei

　　In Liu Bing's view, domestic cultural and creative products, tourist souvenirs, etc. were once criticized for lack of creativity. In fact, people were not used to paying for the "cultural added value" of commodities in the past.

Nowadays, with the improvement of people's living standards, especially among young people, it has gradually become a trend to purchase "national tide" cultural creations with traditional cultural elements.

　　"Young people are an active group of cultural consumption. The initial positioning of our program is to'be friends with young people.'" In the third season of the program, "New to the Forbidden City" tried to invite college students to lead the development of cultural and creative products.

Liu Bing told reporters that this is really using the perspective and thinking of young people to create cultural and creative creations that young people like.

The hot-selling "Yunshan shoe" came from the student team of the Central Academy of Fine Arts.

　　As one of the five largest museums in the world, the Palace Museum ranks among the most desirable places for Chinese and foreign audiences with 19 million visitors each year, and has many "gong fans".

"Renewed·Forbidden City" revolves around the big IP of the Forbidden City. There is no interaction between celebrities, Forbidden City experts and Imperial Cats of the Forbidden City, and has made cultural connotation and influence.

　　After the show was broadcast, many young people took notes and revisited the palaces and treasures of the Forbidden City.

Even in the cold winter, there are still young people dressed in Hanfu trembling but happily taking pictures and "checking in."

The data picture shows the new research institute in the program of "New Upgrading·Forbidden City".

Photo courtesy of China News Agency released the program group of "The Forbidden City"

　　The “popularity” of the Forbidden City is the epitome of the current “museum fever” in China.

In recent years, visiting museums has become increasingly popular among young people. They walk into the museum not only to see the precious collections, but also to go for interesting cultural and creative products.

Someone suggested that the museum is being "younger".

　　"Compared to'rejuvenation', I think it is more appropriate to call'activation'." In Liu Bing's view, the "activation" of museums means the "activation" of Chinese culture.

This kind of "activation" is not and does not need to deliberately cater to the tastes of young people.

"Chinese culture has been precipitated for thousands of years, and the history of civilization is always a drop in the ocean. Therefore, culture is tolerant enough to people." Liu Bing said, "New Forbidden City" is just "serious." Talk about culture".

　　However, Liu Bing added that more young people falling in love with the Forbidden City and traditional culture can promote better cultural promotion.

As an active factor in the family unit, young people can drive the whole family to love traditional culture through their own experience.

He gave an example. During the recording of "Renewed The Forbidden City", fans of "daddy generation" and even "grandpa generation" often attracted onlookers.

Upon inquiry, it was learned that he was "circled fans" under the influence of the child.

　　Liu Bing believes that the carrier of the cultural and creative industry is an important factor in the “active” transformation of museums.

In turn, the “activation” of museums promoted the development of cultural and creative industries.

Taking the “popularity” of the Forbidden City as an example, through the development of explosive cultural and creative products, the Forbidden City has changed the single consumption mode of on-site tours, and has also cultivated a group of young design forces, attracting youth to the cultural and creative industry.

　　He talked about the fact that there are not many cultural, creative, and practical cultural creations on the market, and more social forces need to be linked together to find better ways of expression.

(Finish)