The 2022 Qatar World Cup is underway.

Cuju, a representative project of my country's national intangible cultural heritage, was unveiled in Qatar, telling the story of Chinese culture to the world.

Cuju is not the only Chinese element in the Qatar World Cup. From buses to flags to various World Cup souvenirs, many are made in China.

This shows that the national trend formed in recent years has begun to "blow" from home to abroad.

  Guochao combines Chinese cultural symbols, Chinese aesthetic spirit, traditional skills, manufacturing and cultural industries. It is not only a consumption and fashion trend, but also a cultural phenomenon. Its essence is cultural self-confidence.

Intangible cultural heritage carries the memory of the nation, condenses the wisdom of the ancestors, engraves the genes of culture, and can inject a distinctive cultural background into various national fashion products.

The rise of the national trend also provides a rare opportunity and carrier for the protection and inheritance of intangible cultural heritage.

  Intangible cultural heritage meets national tide culture

  The rise of the national trend means that a trendy aesthetic orientation has begun to take shape.

This aesthetic takes "Chinese elements" as the core, and behind it is the recognition of the excellent traditional Chinese culture.

After the sports brand is implanted with embroidery elements, it has turned into a trendy product that fashionable young people snap up; the 600-year-old Forbidden City launched cultural and creative products such as "My Heart" moon cakes and court-colored lipsticks, which immediately exploded the circle of friends of young people... The moment consumers place an order generously, what they buy is not only the product, but also the culture behind the product.

  Intangible cultural heritage products and products incorporating intangible cultural heritage elements have their own "cultural content" and are trendy products "worth having" in the eyes of consumers.

Take this year's "Double Eleven" as an example, many intangible cultural heritage products have reached the C position on the sales list.

On the Tmall platform alone, more than 6,600 intangible cultural heritage stores have launched live broadcast sales, with a turnover of nearly 200 million yuan.

According to the "2021 Intangible Cultural Heritage E-commerce Development Report" released by the Public Opinion Laboratory of the Chinese Academy of Social Sciences, etc., the number of intangible cultural heritage consumers and per capita consumption expenditure on Taobao and Tmall platforms have increased for three consecutive years. There is a trend among people; the number of consumers of intangible cultural heritage products exceeds 100 million, and the post-85s and post-90s are the main consumers of intangible cultural heritage products.

  As mentioned earlier, the charm of Guochao products lies in culture, and its product creativity comes from excellent traditional culture.

At present, there are more than 100,000 representative items of intangible cultural heritage at all levels in my country. This is not only a huge cultural treasure house, but also a huge IP treasure house, which can provide a steady stream of inspiration and materials for the development, design and production of Guochao products.

For example, the Forbidden City has developed more than 10,000 cultural and creative products, with annual sales exceeding 1 billion yuan. Many cultural and creative products use intangible cultural heritage elements.

  The "tide" of the national tide represents fashion and avant-garde.

When the intangible cultural heritage meets the national trend, it can be rejuvenated with the "tide" and regain vitality.

For example, Tan Weiwei combined folk music with modern rock, which not only rejuvenated the Huayin old melody as an intangible cultural heritage, but also led a temporary music trend.

  In short, the rise of the national trend has broadened the path of productive protection and dynamic inheritance of intangible cultural heritage, allowing intangible cultural heritage to have more forms of expression and display scenes, allowing more young people to see and touch intangible cultural heritage. Intangible cultural heritage, hearing about intangible cultural heritage, yearning for intangible cultural heritage, and helping the protection and inheritance of intangible cultural heritage continue to grow.

  There are "techniques" for dissemination and "roads" for inheritance

  On the eve of "Double Eleven" this year, Kuaishou, Henan Satellite TV, and jointly launched a "National Tide Ceremony".

This is the industry's first cultural evening with the theme of national tide culture, and all program content incorporates intangible cultural heritage elements.

The gala integrated a variety of art forms, rich in types and both aesthetic. Through the collision of national trend culture and technology, more young people discovered the beauty of intangible cultural heritage. The total exposure of the whole network exceeded 6 billion, and nearly a hundred hits were gained. Search.

  my country's intangible cultural heritage resources are extremely rich, and the number of representative intangible cultural heritage items is huge.

At the moment when attention has become a scarce resource, "the smell of wine is also afraid of deep alleys", in order to inherit intangible cultural heritage, we must first spread it well.

In a sense, there is no inheritance without communication, and good communication is good inheritance.

The communication method of "National Tide Ceremony" completely makes the intangible cultural heritage the protagonist and takes the C position, and grafts the traditional intangible cultural heritage with the modern national trend, which is an innovation in the communication method of intangible cultural heritage.

In particular, it should be pointed out that at this "grand ceremony of intangible cultural heritage", a large number of inheritors of intangible cultural heritage from the people took the initiative to step under the spotlight and come to the center of the stage, confidently showing their unique skills in intangible cultural heritage, telling stories about intangible cultural heritage, and introducing inheritance Experience, this is the awakening of culture and the manifestation of cultural self-confidence.

  Compared with appearing on third-party platforms such as the "Intangible Cultural Heritage Ceremony", it is more important for the inheritors of intangible cultural heritage to do a good job in disseminating intangible cultural heritage in their daily lives.

In recent years, with the development of the mobile Internet, inheritors have become the main body of intangible cultural heritage communication.

For example, as of October 2021, the coverage rate of national intangible cultural heritage representative projects on the Kuaishou short video platform has reached 97.9%, more than 58.47 million intangible cultural heritage creators have produced content there, and the total number of intangible cultural heritage related videos has reached 4688. billion, with 10.95 billion likes.

  Lang Jiaziyu, the inheritor of Langpai dough sculpture art, a representative project of the post-95 national intangible cultural heritage, is an "Internet celebrity" active on the short video platform.

He combines traditional intangible cultural heritage with modern art, grafts local culture with youth culture, shoots and produces short videos of dough figurines, cooperates with idol traffic IP, and launches a large number of "national tide" cultural and creative products. A new path has been explored for the inheritance of traditional skills.

  The combination of intangible cultural heritage, national trend and the Internet not only helps the inheritance of intangible cultural heritage, but also makes national trendy products more popular.

According to data, in September this year, the number of searches related to Guochao brands in Kuaishou increased by 72% year-on-year, and the total transaction volume of Guochao-related brands on the platform increased by 25% month-on-month.

Integrating intangible cultural heritage into fireworks life

  For a long time, in the eyes of people, intangible cultural heritage is an antique that has been shelved and a secret treasure, which has made it difficult for intangible cultural heritage to come alive and become popular.

  The trend of national fashion first started from the field of commodities, which determines that the products of national fashion must be closely related to people's lives.

In this sense, Guochao has built a bridge to life for intangible cultural heritage.

In fact, "intangible cultural heritage is life" has long been a consensus in the industry.

Tagore once said: "An ancient seed, the germ of its life is stored inside, just needs to be sown in the soil of the new era." To make the intangible cultural heritage come alive and fire up, the soil on which it depends must first be planted thickly.

Integrating intangible cultural heritage into the fireworks life of ordinary people is the best way to protect and inherit intangible cultural heritage.

  However, the lifestyle of modern people has long changed. We introduce intangible cultural heritage into fireworks life, not to re-wear the clothes of the ancients to live the primitive life of men farming and women weaving, but to create a new link between history and the present, past and present. path.

In the fast pace of life, modern people often need a kind of emotional belonging; in the intersection of multiculturalism in the world, people also need a kind of cultural root from the deep memory of the nation.

Non-legacy carries the cultural identity and emotional conversion in the blood of the nation.

If intangible cultural heritage wants to successfully connect history with the present, past and present, it does not lie in its use value, but in its ability to bring people emotional resonance.

In this regard, some institutions have successfully explored.

For example, use VR and AR technology to reproduce some intangible cultural heritage alive, and create an immersive feeling for the audience through multiple connections and scene sharing, so that intangible cultural heritage can "see", "hear" and "learn" ".

  However, some intangible cultural heritage narratives in the consumer scene still have the taste of an industrial assembly line. Some intangible cultural heritage-themed national trend products have craftsmanship and less "artistic heart", and even some blunt traces of chiseling, which are difficult to touch people. mind.

It can be said that these national fashion products only borrowed the "vest" of intangible cultural heritage, and there is no living inheritance at all.

Therefore, to use the wind of the national trend to make the intangible cultural heritage "tide", a prerequisite is that the cultural roots of the intangible cultural heritage cannot be lost.

(Author: Han Yeting)

  (Source: Guangming Daily, Page 13, November 30, 2022)