Panda cultural and creative people are loved by everyone in the past 32 years. The aesthetics of the times has undergone great changes

. When will Chinese cultural and creative industry usher in the next top trend?

  For many days after the successful conclusion of the Beijing Winter Olympics, the wish of "one house and one pier" did not dissipate with the extinguishing of the torch. ; In the international market, Bing Dun Dun is also very popular: it sells for 107 pounds in the UK, and is fired to 55,000 yen (about RMB 3,000) in Japan... In fact, the simple, honest and cute giant panda has been encircled by itself in recent years. It has surpassed the images of "Dragon" and "Great Wall", and has gradually become the visual symbol that best represents China.

  Why is Panda Cultural and Creative so popular?

Some scholars said, "It extracts the characteristics of pandas, but does not completely restore the form of pandas, thereby creating a new image of pandas. In this sense, Bingdundun is a public 'aesthetic education'."

  The person with the highest "block content"

  Collect all styles of BingdunDun

  Olympic collector Zhang Wenquan owns an entire wall of ice piers, and has collected almost all styles, even the hidden ones in blind boxes.

  Zhang Wenquan is engaged in logistics support in a construction company. He basically spends his spare time and energy on shopping for goods. He logs on to various websites and circles to participate in auctions. Sometimes he bids until two or three in the morning.

In September 2019, the mascot of the Beijing Winter Olympics was officially released. Zhang Wenquan began to buy Bingdundun and its surroundings from various channels. The most frequently visited place was the flagship store of the Winter Olympics licensed merchandise in Wangfujing Gongmei Building.

Many people around can't understand this kind of hobby, and he is often ridiculed - "Buying a bunch of useless things is just a waste of money." Zhang Wenquan, who was immersed in his hobby, didn't take these to heart, "I just want to buy it. What you like, no matter what others think."

  After Bingdundun became popular, Zhang Wenquan said, "Many people began to understand my collection behavior and felt that I had a vision. Many media reported me and said that I was the person with the most 'bricks'." There are also "fellow friends" I brought him the Chinese New Year version of Bing Dun Dun, which made him feel very warm.

These collections are quite "eye-catching".

"I didn't expect Bing Dun Dun to be so popular now. I just collect it out of hobby." Zhang Wenquan said that more than 8,000 people contacted him on social platforms, and some people wanted him to transfer Bing Dun Dun. He expressed this. Refuse.

"Every ice dimple is hard-won and has feelings. I really like it." Zhang Wenquan said.

  BingdunDun Consumer Group

  Originally positioned as "9-year-old age group"

  Cao Xue, head of the design team of the Guangzhou Academy of Fine Arts, the mascot of the Beijing Winter Olympics, introduced that the original design idea of ​​Bingdundun was to organically combine the elements representing the national image and the Winter Olympics-themed ice and snow sports into a visual language that speaks of one China. story.

The image of "panda" was chosen because it is well known that pandas represent China, and the world has a high degree of recognition and love for pandas.

"To put it succinctly, a mascot, at least it needs to be loved by everyone, and then it is possible to spread warmth and friendship."

  Choosing a panda means facing a big challenge, and how to make a different panda is a difficult problem.

In order to stay out of the norm, Cao Xue and his team printed out all the panda designs they collected, and pasted thousands of dolls, dolls and other panda images on the walls of the studio. It's not that I want to draw inspiration, but I tell myself subconsciously: don't learn it."

  This cute panda wearing an ice shell and five-ringed ice ribbon was originally positioned as a consumer group of "9-year-old age group", but it was finally accepted by all age groups.

"In Bing Dun Dun, some elements seem to be technical, such as where the ice shell is sandwiched on the body, and how the ice ribbon energy ring on the face is presented, but the overall effect can be liked by all age groups. A new image that spreads love and warmth, and transmits China's unique traditional culture and aesthetics to the world." Cao Xue said frankly, "The popularity of Bingdundun has exceeded the team's initial expectations."

  Design style poking young man

  The aesthetics of the times are changing

  Pandas often appear as mascots in large-scale international multi-sport games and expositions held in my country—starting with the image of "Panpan" in the 1990 Beijing Asian Games, the Fuwa "Jingjing" in the 2008 Beijing Olympics, the first in 2018 The "Jinbao" of the China International Import Expo, the "Orange Orange" and "Dudu" of the 18th World Police and Firefighters Games (WPC) held in Chengdu in 2019, until the "Beijing Winter Olympics" Bing Dun Dun”, whose design prototypes are all giant pandas.

  Over the past 32 years, with the maturity of China's cultural and creative market, the design style of giant pandas has become more and more poking at the hearts of young people.

On trendy platforms such as Xiaohongshu and Station B, some netizens sighed: "The three mascot pandas are getting fatter and fatter" for the Asian Games, Olympics and Winter Olympics?

  In this regard, Cao Xue's interpretation is that the people's life is getting better and better.

The different visual impact and influence brought by generations of mascots also show that the aesthetics of this era are changing, "We can't say that today's design is more advanced than yesterday, we can only say that the aesthetics of the times are changing, and the characteristics of the times are more obvious. , the color tends to be more contrasted on the basis of coordination and unity, more abstract, and weaker in realism. The so-called "Road to Simplicity" is also a feature of the visual system of this Winter Olympics. Confident results."

  The popularity of Bingdundun is not only because it was born in the Winter Olympics.

Cao Xue believes that the energy it spreads and the mission it completes has surpassed the sports itself.

"Christoph Dolby, Director of the Olympic Department of the International Olympic Committee, believes that Bing Dun Dun is not only a mascot worthy of his personal collection, but also a mascot worthy of collection by children all over the world. Such an evaluation has obviously put the Bing Dun Dun's mission symbol of conveying love and warmth has been brought out of the circle, and this sentence moved me very much."

  While considering the positive energy that the image of the mascot of the Winter Olympics can bring, commercialization is also necessary, but Cao Xue emphasized that commercialization is the fruit, culture and artistry are the primary considerations, and the relationship between the three It should be a matter of course. Pandas have been conventionally regarded as an element of Chinese culture. How to express it and whether people can accept it or not requires artistry. The ice shell and the ice ribbon energy ring on the face are an artistic language. .

Coupled with the means of science and technology, the colors of the Olympic rings are subtly integrated into the ice ribbon, and the culture and artistry are perfectly combined, resulting in commerciality.

  Cao Xue was pleased with the success of Bing Dundun, but also kept clear and transparent thinking.

The popularity of Bing Dun Dun reflects the progress of China's cultural and creative industry, but it is undeniable that there are still too few cultural and creative products in China.

"When this craze gradually cools down, others can forget Bing Dun Dun, but we can't. We have to turn it into rational thinking by summarizing this experience. The next step is to continue to tell the Chinese story well and achieve Infer one another, and keep taking action.”


  Why Chinese Pandas Become World "Internet Celebrities"?

  In an interview with a reporter from Beijing Youth Daily, Zeng Hui, a curator, art design scholar, and planning director of Beijing International Design Week, said that if the panda is simply used as a mascot system, this theme has become more common, but the key is how to give it. The image and aesthetic value of the film, "We have a lot of things that are well chosen with the same theme, but in the end we find that the work is very mediocre and not innovative, so that no matter how good the theme is, it can't attract attention."

  Zeng Hui believes that the key to design is creativity, which is a question of aesthetics. How to create a new aesthetic quality and aesthetic image is the core.

Bing Dundun broke through the rigid and rigid image of the panda in the past, and combined with the ice and snow culture, it is easier for people to accept, "It extracts the characteristics of the panda, but it does not completely restore the form of the panda, or it is created. A new image of a panda, because this image has not been seen in the past."

  Zeng Hui believes that, by contrast, there are many panda images related to cultural and creative industries, which just imitate the panda's form itself, without giving new qualities, no sense of beauty and identity. In this sense, Bing Dun Dun is a A public "aesthetic education" is a good start.

  A vertical comparison of panda mascot designs over the past 30 years is not difficult to find. In the past, the panda image was quite anthropomorphic, but today’s Bing Dun Dun is more abstract. “The mascot does not have to be anthropomorphic. Most of them are the spiritual symbols of the Olympics, which represent joy, are full of enthusiasm, and can create a cultural atmosphere. The aesthetic taste and innovative value of Bing Dun Dun represent a new image of ice and snow culture, giving people a friendly feeling The reason why Bing Dun Dun can be liked by people is that its image is simple, clean and friendly, and it can indeed bring people a new aesthetic cognition.”

  Analyzing the reasons behind "one pier is hard to find", Zeng Hui believes that it is the creative design of Bing pier that can create consumption and create market.

From Panpan to Fuwa Jingjing, to Bing Dun Dun, the times are advancing, and the aesthetics are also progressing.

Panpan is the flat expression of the last century, including the use of visual language is relatively traditional.

  "Bing Dun Dun has brought a new kind of change to people. From the 1990 Asian Games to today, it is not only the evolution of the panda image, but actually the evolution of the design aesthetic system, which has risen from two-dimensional space to three-dimensional and even multi-dimensional. The expression of , endows a new character. This image is a more international expression of cognition. Although it uses Chinese panda material, it actually becomes the image of the world's panda, the world's Bing Dun Dun. , it is not only understood and liked by the Chinese, but also widely popular internationally. China not only has natural pandas, but also cultural pandas." Zeng Hui said.


  The first Olympic mascot was born at the Winter Olympics

  Olympic mascots are generally based on the representative animal images of the host country as the creative prototype.

  The Olympic mascot first appeared at the 10th Winter Olympics in Grenoble, France in 1968.

Skier Schuss is the first unofficial Olympic mascot for the Winter Olympics.

Its designer is local artist M.Lafargue.

Schuss means "speed skiing".

This half-human, half-object cartoon-type ski man symbolizes a elf with a strong will.

It is modeled after skiing. It has an exaggerated huge head and a slender and hard body. The red smiling face blooms with a triumphant smile, like the sun illuminating the earth, and like the moon and stars forming a picture of the sky, depicting It shows the joy of athletes from all over the world in Grenoble in winter.

  The Summer Olympics mascot first appeared at the 1972 Munich Olympics.

Since then, the mascot has become the tradition of the Olympic Games and has continuously developed into one of the leading factors of the Olympic image. It belongs to the visual communication system and has become an important carrier of the Olympic culture. It expounds the origin and development of the Olympic mascot.

  This group of articles / reporter Shou Penghuan

  Coordination / Photo courtesy of Man Yi / Xinhua News Agency

  Trend Archives

  The second lesson of "Tiangong Classroom"

  "Bingdundun" becomes a prop

  On the afternoon of March 23, the "Tiangong Classroom" of China's space station started again. "Space teachers" Zhai Zhigang, Wang Yaping, Ye Guangfu demonstrated the space "ice and snow" experiment, the liquid bridge demonstration experiment, the water-oil separation experiment, and the space parabolic experiment.

  In the fourth experiment, the somersault "Bing Dun Dun", "Bing Dung Dun" appeared at the finale.

Wang Yaping threw the "Bing Dundun" ornament horizontally forward, and the "Dun Dun", which has always been naive, was extraordinarily light. He drew a beautiful straight line with several "somersaults" and stood firmly in Ye Guangfu's hands.

In the space station, the "Bingdunduan" ornament is almost unaffected by external force after being thrown, and maintains an approximately uniform linear motion.

  Wu Dajing Public Welfare Auction

  "Jin Dundun" sold for 920,000

  On April 2, the "Dajing Ice and Snow Public Welfare Project Jindundun Public Welfare Charity Auction" came to a successful conclusion.

The Beijing Youth Daily reporter learned after confirmation by the staff of Beijing Poly Auction Network that the exclusive mascot of the Beijing Winter Olympics medalists, Jin Dundun, was successfully auctioned at a high price of 920,000 yuan, and the proceeds will be donated directly to Chinese youth The Development Foundation's "Project Hope Dajing Ice and Snow Public Welfare Program" is used to promote youth ice and snow sports.

  Talking about the original intention of auctioning Jin Dundun and promoting the Dajing Ice and Snow Public Welfare Program, Wu Dajing said: "Thank you for your support, and thanks to all the buyers who participated in the auction. Your act of kindness has helped Dajing Ice and Snow Public Welfare Program take the first step. "

  How hot is Bing Dun Dun?

  Beginning on February 5th, outside the flagship store of Winter Olympics merchandise in Wangfujing Gongmei Building in Beijing, consumers lined up in a thousand-meter long queue to buy souvenirs.

  On February 8, in just 8 days, the sales of the Winter Olympics mascots in the online official flagship store exceeded tens of millions of yuan.

  On February 22, according to the Winter Olympics data report released by Quark App, "one household, one pier" became one of the most popular buzzwords during the Winter Olympics.

  Data source: Alibaba's "Spring Festival Consumption Trend Report", Quark App Winter Olympics Data Report, etc.

  Finishing / Qiao Ying