[Explanation] This year's "May Day" holiday, the "Bronze Flavor" and "Unearth Flavor" Bronze Mask Ice Cream launched by the Sanxingdui Museum became popular once it was launched, with a cumulative sales of more than 50,000.

June 12 is the first day of the Dragon Boat Festival. The Sanxingdui Museum in Guanghan, Sichuan once again launched a new bronze ice cream with the head of a man.

  [Explanation] Tourists take a group photo with Sanxingdui mask ice cream, which has now become a scenic line of the scenic spot.

The "popular" Sanxingdui mask ice cream was designed by a team of cultural and creative studios with an average age of about 30.

According to Feng Shixiong, the design director of the studio, since 2016, the studio has created more than 30 kinds of Sanxingdui cultural and creative products, including emoji packs, cartoon mascots, and ice cream.

  [Concurrent] Feng Shixiong, Design Director of Sanxingdui Cultural and Creative Studio

  There are many types of cultural relics in Sanxingdui, including pottery, bronze, jade, etc., but the most eye-catching thing is bronze. Most of our products now focus on bronze masks.

These images of Sanxingdui are actually very mysterious and serious. This image is actually quite difficult for us to do cultural creation.

  [Explanation] In order to "live" the mysterious and serious Sanxingdui cultural relics, the 15 core members of the Sanxingdui Cultural and Creative Studio will often visit the Sanxingdui Museum.

In Feng Shixiong's view, the creation of cultural and creative products must be based on culture and be honest and innovative.

  [Concurrent] Feng Shixiong, Design Director of Sanxingdui Cultural and Creative Studio

  Because culture needs to be disseminated, and cultural creation is to use modern means, modern techniques, modern thinking, and design language to redesign it, so that it can be better disseminated.

When we are doing the second design, we must first understand this cultural relic, we must understand this culture, and on this basis we will make some innovations.

It cannot be said that we have completely changed some traditions or its original meaning for the sake of innovation, so it is surprising that I think this is very important.

  [Explanation] Sanxingdui blind boxes, Sanxingdui eye masks, masks printed with bronze patterns... Nowadays, there are more and more new cultural and creative products on Sanxingdui.

The dazzling array of cultural and creative products in the Sanxingdui Cultural and Creative Museum has attracted tourists from all over China.

  [Concurrent] Nanjing tourist Wang Liping

  Because we are far away, these cultural and creative products are first of all exquisite, easy to carry, and quite commemorative.

First of all, I think if it is made more exquisitely, it can also be loved by the majority of young people, and some of it is easier to use for the elderly.

So I think this design also has various types of supplies, which is very suitable for people of all ages, so it is more conducive to cultural propaganda.

  [Explanation] In fact, in recent years, the cultural and creative products of major cultural and cultural institutions in China have blossomed.

Online platform data show that in recent years, the scale of museum cultural and creative products transactions has grown rapidly, and the overall scale in 2019 has increased by three times compared with 2017.

  [Concurrent] Ren Ren, Minister of Industry Development, Sanxingdui Museum Scenic Area Management Committee

  For example, the sales amount of (cultural and creative products) in our museum in May basically caught up with the sales volume of the whole year last year, reaching the level of one year in one month.

Probably under the leadership of the Forbidden City, the development momentum of cultural and creative products in the cultural field of cultural museums across the country is also very strong.

I think that after the economic strength of our country as a whole has increased, everyone's spiritual needs have increased significantly. This is a big background.

  Chen Xuanbin reports from Sichuan Guanghan

Editor in charge: [Wang Kai]