Not long ago, an "ugly and cute" bronze Benma cultural and creative plush toy developed and designed by the Gansu Provincial Museum was popular on the Internet, and it was sold out of stock online and offline.

In the past few days, despite the continuous high temperature weather in Lanzhou, it has not stopped the enthusiasm of visitors to the Gansu Provincial Museum.

(China News Network, July 6)

　　After the "ugly and cute" Tongbenma cultural and creative plush toy became popular, "one horse is hard to find" on the market, and many netizens even issued an appeal to implement "one horse, one horse" as soon as possible.

Rome wasn’t built in a day, and it’s not a day’s work for the cultural and creative bronze galloping horse to spread all over the Internet. Behind it is the painstaking research, polishing, and bold exploration and innovation of cultural and creative products by the cultural and creative team of the Gansu Museum.

　　Wenchuang's bronze galloping horse has a naive appearance and is green as a whole. At first glance, the horse is baring its big white teeth and "smiles" very happily. .

This exaggerated cartoon shape forms a huge "contrast cute" with the images of cultural relics we see in textbooks and museums, giving people a strong visual impact.

　　Cultural relics are the carrier of historical and cultural inheritance, and they are quite serious in themselves, but this inherent seriousness also hampers the development of cultural and creative development and the promotion of cultural expositions in many places.

"Can't let go" has led to the promotion of cultural and creative products and cultural blogs "more serious than lively", and it has also prevented many people from feeling close to them.

However, the "ugly and cute" cultural and creative bronze galloping horse made many young people's eyes shine, so they were willing to pay for it, and then they checked into the Gansu Museum one after another, and more people became interested in history and culture.

　　In fact, in recent years, our cultural and creative industry is developing in great strides.

In 2021, the operating income of cultural and related industry enterprises above designated size will reach 11.9064 trillion yuan, an increase of 16.0% over the previous year and an average increase of 8.9% in the two years. Hot searches, and these cultural and creative products or museums that break the circle often have many unique features in innovation and creativity.

This shows that innovations in cultural creativity and cultural exposition will bring about a double harvest of social and economic benefits, which can also solve the double dilemma faced by my country's cultural and motto cause.

　　On the one hand, the emergence of cultural creativity and cultural blogs can attract more people to enter and learn about museums, so that cultural relics and museums "change from cold to hot", so that their own value can be maximized; on the other hand, many cultural and creative The popularity and sales of products can also change the stereotype that the cultural and blog career is destined to sit on the bench. The cultural and blog career can also self-create and attract more aspiring young people to join it, and it can also provide sufficient funds for subsequent cultural and creative development and cultural and blog promotion. Assure.

　　Doing meaningful things interestingly is the secret to the success of the "ugly" cultural and creative bronze galloping horse, and it is also the direction that more cultural bloggers should work towards.

In the face of increasingly diverse market demands, especially the unique aesthetics of young people, our cultural and bloggers must not only have a "cold" image, but must shorten the distance with the audience through continuous innovation, and become immutable or "stubborn". It may be difficult to impress this group of aborigines in the Internet age.

Of course, the innovation here cannot be a bottomless spoof, but on the basis of fully excavating the connotation of cultural relics, supplemented by creativity that conforms to the trend of the times, audience needs and aesthetics, so that ancient cultural relics can bloom with new vitality.

　　Xia Xiongfei Source: China Youth Daily

　　July 08, 2022 Version 08