Culture “enters the circle” and cultural relics “leave the circle”, and museums can also be “fun”

[Frontline Narration]

　　Museums are cultural symbols of a country and region and play an important role in meeting the spiritual and cultural needs of the people and promoting excellent traditional culture.

At present, cultural experience has become an important part of tourism consumption. Cultural venues represented by museums are becoming more and more popular, and museum tourism continues to heat up.

　　For Henan Museum, this popularity came earlier.

The archaeological blind box, which allows buyers to shovel away soil clods and dig out mysterious "cultural relics" with a mini Luoyang shovel, has become "hard to find" as soon as it is launched; edible jade pendant lollipops, ancient coin chocolates and other national trendy snacks have become popular. Popular items include the museum’s treasures such as the Owl Zun, the Cloud Pattern Bronze Ban, and the Jiahu Bone Flute, which have been transformed into refrigerator magnets, bookmarks, etc.

In recent years, with the help of integrated innovations and popular cultural creations, Henan Museum and its collection of cultural relics have frequently "out of the circle", attracting many people to come and "check in".

　　By cleverly integrating cultural elements and images of cultural relics into cultural and creative products that can enter the homes of ordinary people, relying on cultural "entering the circle" to drive cultural relics "out of the circle", people exclaimed that museums can also be "fun".

In fact, this is just one aspect of the Henan Museum's reliance on the integration strategy of culture, tourism, and creativity, and its insistence on innovation-driven efforts to make cultural relics come alive.

We have created a museum cultural brand matrix that integrates exhibitions and displays, research and education, digital communication, stage performance, and cultural and creative development. We are at the forefront of the industry and have been selected as the "Most Innovative Museum in the Country."

　　By digging deep into its connotations and building a historical exhibition center for Chinese civilization, we have planned and launched a number of major exhibitions such as "Choose the Middle and Build a Capital in China" to build a narrative system for the root and soul of Chinese civilization.

By adhering to integrity and innovation, we build an excellent traditional culture transformation center. We have launched themed study routes such as "Travel in Henan and Understand China" and Yellow River Culture. We carry out an average of more than 1,500 related themed education activities every year, and provide an average of more than 600 immersive performances of Chinese ancient music every year. In the field, more than 2,000 cultural and creative products have been developed, including archaeological blind boxes.

Through cross-border integration, we have built an excellent traditional cultural communication center. We have jointly planned and launched TV programs such as "National Treasure", "Tang Palace Night Banquet" and "Lantern Festival Wonderful Night" with China Central Radio and Television Station and Henan Satellite TV, and used technology to empower us to build new The media digital communication platform holds cloud education, cloud exhibitions, and cloud ancient music, and launches more than 40 issues of the "Smart Henan Expo" digital communication project. Digital and story-based columns such as "Central Plains Treasures" are posted on multiple new media platforms, with an average annual release There are more than 100 short videos with 545 million views.

　　Years of exploration and practice have given us great confidence and brought us a lot of inspiration.

In the current context where cultural tourism consumption is more diversified and needs to be more scene-based, the key for museums to deeply promote the integration of culture and tourism is to provide the public with better quality and innovative development in the process of promoting the creative transformation and innovative development of China’s excellent traditional culture. Richer tourism products and cultural supplies will continue to transform rich cultural relics and cultural resources into new cultural tourism productivity, inject vitality into cultural confidence, and empower economic development.

First, we must deeply cultivate the genes of civilization, strengthen cultural self-confidence, thoroughly study and interpret the historical, cultural, aesthetic, technological and era values ​​​​of cultural relics, and have more vivid expressions to express the most beautiful, mysterious and beautiful cultural relics. The most attractive aspect is well displayed and promoted.

The second is to comprehensively stimulate the vitality of innovation and creation, "IP-based, life-oriented, industrialized, and internationalized" more cultural and cultural relics resources, and develop more popular and Internet celebrity cultural tourism products that are "talkative and interesting" Products, cultivate and create a matrix of museum, cultural, tourism and cultural creative brands.

The third is to accelerate the cross-border integration of culture and tourism, education, science and technology, communication and other fields, make full use of new technologies and new methods to achieve the reconstruction and innovation of excellent traditional culture, make museums fashionable and interesting, and enrich cultural tourism consumption. product supply, and work together to develop the "rich mine" of China's excellent traditional culture.

While giving full play to the educational function of the museum, we will continue to strengthen museum IP development and brand building, and continue to explore effective ways to make cultural relics come alive, so that more cultural relics can enter people's lives in a more vivid manner.

(Compiled by our reporter Chen Chen) (Source: Guangming Daily)