Core reading ranges from cups, notebooks, keychains, to archaeological blind boxes, digital collections, original animation, stage performances and other derivative forms... In recent years, museums and other cultural relics units rely on the collection resources to develop various cultural and creative products, while promoting the creative transformation and innovative development of China's excellent traditional culture, they meet people's high-quality cultural consumption needs. At the same time, the development of cultural and creative products in museums also faces challenges such as how to avoid homogeneity. How to further promote the upgrading of cultural and creative products in museums? Our reporter talked with three experts, scholars and practitioners in the field of culture and museum to discuss the development trend of cultural and creative products of museums. Interviewer: Wu Ming (Secretary General of the Cultural and Creative Products Professional Committee of the China Museum Association) Hu Yu (Dean and Professor of the Institute of Cultural and Creative Development of Tsinghua University) Song Hua (founding director of Henan Museum) has a wide range of phenomena and categories, expanding from physical supplies to cultural services Reporter: In recent years, cultural and creative products derived from cultural relics have become more and more popular, especially among young people. How to view the museum culture and innovation craze? Wu Ming: The museum culture and innovation craze reflects the rapid economic and social development in China from one side, and people have higher spiritual needs. Young people are more likely to accept new things and are full of enthusiasm for exploring the excellent traditional Chinese culture. Therefore, cultural and creative products designed and developed based on the excellent traditional Chinese culture are more likely to be favored by young people. The frequent "out of circle" cultural and creative museums reflect the combination of cultural elements, market demand and fashion trends. Taking the archaeological blind box as an example, the archaeological culture has attracted much attention in recent years. Archaeological sites such as the Haihun Marquis Site and Sanxingdui Site have attracted people's attention on various social platforms. For cultural and creative promotion, museums may as well take the initiative to use social media for communication and play their best role. Song Hua: With the broadcast of "I Build Cultural Relics in the Forbidden City", "National Treasures" and other programs, the museum has found a new "opening way" by capturing the symbols, culture and language that young consumers like. For example, the archaeological blind box of Henan Museum is an immersive product that follows new research and development ideas and integrates puzzle solving and game attributes. In 2021, it will be included in the Collection of Cultural Creative Products of National Museums as a boutique cultural creation. On the one hand, the birth of cultural and creative funds reflects China's profound cultural heritage and historical accumulation, providing endless resources for the development of cultural industries; On the other hand, today's young people are aborigines in the information age. Their consumption needs are more focused on the emotional and spiritual aspects. When choosing products, they will consider the social value, culture and historical identity of the brand. Based on cultural connotation, the trend is deeply integrated with digital technology. Reporter: What new designs, new technologies and new materials have been applied in the development of cultural and creative products by museums? Hu Yu: Contemporary cultural and creative ideas have three prominent perspectives: creative perspective, scientific and technological perspective, and life perspective. Museum cultural creation has become an integral part of museum construction. From the perspective of trend, design is becoming more personalized and life oriented. Cultural relics, as design elements rather than being copied as a whole, can not only reflect the characteristics of cultural relics, but also combine with the needs of daily life