Coinciding with the summer vacation, the "Internet celebrity city" Changsha has added another popular "check-in place"!
At the entrance of Joy City, Kaifu District, Changsha City, a quaint garden stands out.
In the bustling market, elegant lanterns swayed in the wind; in the surging crowd, the melodious sound of the piano came through... This offline antique market immersion exhibition with the theme of "Feng Ya Dream Hua Tour" is based on the recent hit drama "Dream". Hualu" as the background, highly restores many scenes in the play and the bustling style of the Da Song market.
Since its landing in Changsha on June 18, it has attracted many young citizens, especially the fans of "Meng Hualu" to watch and check in.
So far, more than 10,000 people have attended the event.
"Second return" Song Dynasty
With the popular TV drama "Meng Hualu", the lively and prosperous Song Dynasty markets came alive on the screen: teahouses and restaurants, goulan and tile houses everywhere, night markets all night; Street people kicking, buying flowers, visiting gardens... let netizens shout: "I really want to travel back to the capital of the Song Dynasty with gorgeous fireworks!"
The 23-year-old Changsha girl Wang Na is a fan of "Meng Hualu", ""Meng Hualu" highly restored the tea, drink, meal and food at that time in the depiction of the society and culture of the Song Dynasty. The exquisite life shown is very desirable, and I really want to go back and experience the addiction.”
After learning that Changsha will hold the "Meng Hualu" offline ancient style market immersion exhibition, Wang Na reserved tickets online early, and on the first day of the exhibition, she went to the exhibition wearing her favorite Hanfu.
"The market has restored the classic scenes of the semi-masked tea house, the Imperial City Division, and the Dyeing House in the play. Walking in the garden in Hanfu seems to have traveled to the Song Dynasty in a second, and immersed in the delicacy of life in the Song Dynasty. ." Wang Na said.
"A high rate of production is one of the traffic passwords." Chen Lu, director of brand operations of Hunan Detective Rishang Cultural and Creative Co., Ltd., the manufacturer of the offline exhibition of the ancient style market, introduced that the market has set up a Hanfu area, a food area, and an amusement area. There are 18 photo spots in the six sections, Yaji area, half-covered tea house, and stage, attracting many tourists in Hanfu to stop and take pictures.
"A casual shot is a fairy style, and Hanfu is the biggest highlight!" Following the direction of Chen Lu's finger, the reporter saw that at the "Embroidered Luofang" at the entrance of the market, a variety of exquisite Hanfu of the Song Dynasty were displayed. It is also a place for tourists to dress up.
"In recent years, Hanfu culture has prevailed, and Changsha is particularly representative. Since 2019, three consecutive Hanfu festivals with the theme of the national tide have been held. Two Hanfu evening parties were staged in Malanshan, and the Hanfu-themed photography brand 'Panzi Woman' Fang' started in Changsha, and its stores have spread all over the country. The exquisite costumes, makeup and props in "Menghualu" are another successful promotion of Hanfu culture, which is deeply in line with the atmosphere of Hanfu in Changsha." Chen Lu said that the dynasties are different, There are also differences in the shape of Hanfu.
"The popularity of Song trousers is a major change in the history of Hanfu. The characters in the play are so beautiful and immortal, which is due to Song trousers." For example, he enthusiastically popularized the knowledge of Hanfu in the Song Dynasty to tourists, "Song pants are divided into two layers, the inner and outer layers, and the one on the outside is split, and it forms a fairy-like style when walking."
The accessories matched with Hanfu are also very popular among tourists.
In the "Qibao Cuizhufang" of the ancient style market, a beautiful headdress called "One Year Scenery" attracted crowds to watch.
"This is a kind of flower crown in the headdress of the Song Dynasty, because there are flowers of different seasons such as peach, apricot, lotus, chrysanthemum, plum, etc., which symbolize the four seasons of the year, and are very popular with women at that time. It has a unique charm with exquisite Hanfu." Introduced by the owner of Qibao Cuizhufang.
Immersive play
"In-depth experience of Song's 'tide' culture is also one of the traffic passwords." During the interview, Chen Lu told reporters that the reason why the ancient style market has such a high degree of attention is that in addition to feeling the scenes in the play, tourists can also deeply experience Song " tide" culture.
In the quaint bazaar, from the elegant collection with the theme of piano, chess, calligraphy and painting, to traditional sports such as hammering, throwing pot, and Cuju, and then to Taipingfang snack shop, four-hour snack shop, half-covered teahouse and other food shops And spice shop, fan shop, silk shop, dyeing shop, Cuizhufang and other miscellaneous shops, these shops full of the "tide" atmosphere of the Song Dynasty, all attract tourists to stop.
"The way of incense is rooted in traditional culture, and it was especially prosperous in the Song Dynasty. During the Dragon Boat Festival, customs such as hanging mugwort leaves and calamus at the door and wearing sachets on the body are all manifestations of the way of incense." In the spice shop, roses and taro grass were placed on the scene. , lavender and other raw materials, incense Taoist Zhenzhen is busy greeting tourists to grind spices, and the ground spices can be made into sachets as gifts for friends and relatives.
"To enjoy the scenery in the garden, you can also enjoy ancient songs and dances, Hanfu parade, tea-ordering performances, traditional culture, etc., and fully experience the folk customs and customs of the Song Dynasty. This is a rare cultural experience." Li Anqi, a citizen of Changsha who lives nearby, took her daughter to the front. When I came to the exhibition, my 8-year-old daughter was very interested in Xiangdao and kept pestering Zhenzhen to ask questions.
The reporter noticed that in addition to the immersive play experience, the ancient market also combined the "script killing" favored by young people today, and innovatively launched two themed scripts of "relief and half-masked" and "evidence battle", so that tourists can interact with the audience in the play. The characters step into the world of the play together, collect clues in various scenes, and feel the experience and mental journey of the characters in the play through reasoning.
Among them, "Aid with Half Covered Face" is divided into three major themes: tea fighting competition, singing selection, and flower candle movement. Entering the market at different times can experience different themes.
"While pretending to be beautiful, you have to be a detective and start a carpet search. This kind of play experience is very interesting." The double play experience has made many tourists addicted.
Create new IP
"Fengya Menghuayou" offline ancient style market immersion exhibition is very popular among citizens. Behind the number of offline visits by more than 10,000 tourists, there are still a lot of topics that dominate the list on Weibo, Douyin, Xiaohongshu and other platforms, covering Users and popularity remain high.
"When the offline exhibition was first launched, netizens from all over the country left messages on the Internet, 'When are you coming?' 'I envy the people in Changsha', etc. The audience's expectations for the offline exhibition were very high. In order to satisfy the audience, they could not visit the site. In order to meet the desire of the exhibition, we did a 'cloud shopping exhibition' in late June, with a one-hour live broadcast, and the number of online viewers reached 200,000." Wang Ying, general manager of Tencent's online video commercialization department, said in an interview with reporters "Exceeding market expectations" describes the marketing performance of "Fengya Menghuayou" during this period.
"As the exclusive broadcasting platform of the drama, the combination of 'drama IP + offline immersion exhibition' was launched to release the cultural characteristics of the drama IP, which not only satisfied the user's experience and needs outside of watching the drama, but also brought many brand customers new marketing scenarios and opportunities." Wang Ying said.
The immersion exhibition of the ancient style market has received a lot of attention since its launch, and the customer base of the exhibition has continued to expand and break the circle.
"Before the show, our expected customers were drama fans. But with the start of the exhibition, it attracted more young people who are interested in Hanfu and Song culture, not only drama fans, but also uncles and aunts. Groups and parent-child families. Children may not watch "Menghualu", but because the offline exhibition truly and meticulously restores the scene of the Song Dynasty market, making the public one step closer to the Song Dynasty culture, parents will use the summer vacation to bring children to come Immerse yourself in the charm of traditional culture. The old, middle-aged and young people's landing viewing of the exhibition has formed a spontaneous word-of-mouth communication among consumers, attracting a group of people from all over the world to check in and experience." Wang Ying told reporter.
The offline exhibition also brings more possibilities to the brand customer market.
Based on the immersive offline cultural experience, brands such as McGillie, Oreo, Haitian, Alps, Heytea, etc. have been transformed into special booths with the style of the Song Dynasty, which are integrated into the antique scene atmosphere, which not only enriches the products of the market The category also enhances the connotation and identity of the brand culture, and fully reflects the Song "tide" marketing.
As Tencent Video's first full control of creativity, design, and planning, including the offline experience activities of art space scenography and operation, "Fengya Menghuayou" offline ancient style market also digs deeply into Song Dynasty aesthetics to create relevant character badges and group fans. , masks, Hanfu and other derivatives, to expand and extend new forms of consumption.
"Although "Menghualu" will end in July, and the 'Fengya Menghuayou' ancient market will also end on July 17, the life cycle and popularity of popular dramas, and the recognition of excellent traditional culture by people nowadays It will not come to an end. Based on the good market response, we are considering the next touring plan, on the one hand to empower the real economy, on the other hand to better spread traditional culture." Wang Ying said, from "Meng Hualu" Starting off, Tencent Video will continue to make breakthroughs and upgrades in the commercialized marketing of episodes. The next step will be to try to carry out offline experience on IPs of different categories such as children's, sci-fi, and suspense.
Xie Yao