According to China Radio and Television's Voice of China's "News with Perspectives" report, as the New Year approaches, major IP cultural and creative calendars each come up with unique tricks, combining creativity, craftsmanship, and creating a circle, which surprises everyone. Using the New Year's calendar as a window, it is not difficult for us to glimpse the current popularity of the cultural and creative industry. From basic products such as canvas bags, handbooks, keychains, and bookmarks, to the derivative peripherals of some large-scale events and popular audiovisual games, and to the popular series of museum cultural and creative products in recent years, cultural and creative products have gradually become well-known concepts and industries. However, as the ceiling of cultural and creative industries continues to rise, the hot market is accompanied by the intensification of competition within the industry. How can cultural and creative products go viral today? How can the rapid development of the cultural and creative market be sustainable? In the face of fierce competition, where will each cultural and creative enterprise or unit go? China Central Radio and Television's Voice of China's "News with Perspectives" has specially planned "Industry Insights". This issue focuses on the cultural and creative industry, with interviews with Wang Yatong, the brand director of well-known domestic cultural and creative enterprises, and Cui Youxin, the person in charge of the Gansu Provincial Museum Cultural and Creative Center. "Hot selling products"=emotional value+cultural connotation+social attributes... It is the wish of many cultural and creative people to release "hot selling products". However, there are various styles and cultural connotations of "hot selling" products. Is there really a universal and referenceable "hot selling" guide? Wang Yatong's company was founded in 1998, and has designed and produced the mascot of the 2022 Beijing Winter Olympics "Bing Dwen Dwen", the mascot of the 2023 Chengdu Universiade "Rongbao" and other popular products. As the head of the Cultural and Creative Center of Gansu Provincial Museum, Cui Youxin has participated in the development of the popular "Green Horse" series that has been popular for over a year and a half, and is continuing this "popular" series. Looking back at their successful experiences, they all mentioned three characteristics that "hot selling" products need to possess: emotional value, cultural connotations, and ease of social diffusion. Wang Yatong pointed out that "popular" cultural and creative products should meet emotional value and facilitate secondary creation, conveying an emotion and expression through the product. Taking the cultural and creative creation of the "Green Horse" that originated from the copper galloping horse as an example, Cui Youxin summarized that firstly, the appearance of the "Green Horse" allows people to easily laugh when they receive it, using simplicity and innocence to heal people's emotions; Secondly, as a symbol of Chinese tourism and a treasure of the Gansu Provincial Museum, Copper Horse has profound cultural connotations and therefore has a good foundation for dissemination; Finally, the "Green Horse" has strong social attributes, and its healing, humor, down-to-earth, and ugliness all enable it to spread in a viral manner on young people's social networks. Initially, the popularity of the "Green Horse" originated from a travel video of "ordinary people". Of course, this "hot selling" formula is not omnipotent. "Hot selling" cultural and creative products often need to have practicality, fun, and so on. Even cultural and creative products without prototypes need to build their own stories from scratch. As Cui Youxin said, "Hot selling products are rare." The Gansu Provincial Museum has been working on cultural and creative products since 2015. Before the "Green Horse", the team spent nearly eight years designing and developing over 1000 cultural and creative products, but none of them became popular. Do we want to make the next hit? We definitely want to,