The "Dragon Born Nine Sons" series of tea pets with a earthy texture are displayed in sequence at the table, either sitting cross legged or looking around, with a simple yet agile form that attracts tourists to take photos as a souvenir; The "Grand Canal" series of magnetic suction puzzles have intricate patterns and exquisite workmanship. Many tourists showcase their skills and try to piece the fragments back into their original state... This is a scene of the cultural and creative city being held in various museums in Beijing. The 2024 Beijing Museum Month "Cultural and Creative Week" series of activities recently kicked off at the National Museum of Nature. The cultural and creative masterpieces of 28 museums in Beijing, including the Palace Museum, National Museum of Nature, and Beijing Grand Canal Museum, are showcasing themselves in the city, bringing visitors a feast of the intersection and collision of traditional culture and modern trends. In recent years, the fusion and symbiosis of "culture" and "creation" have led to a growing trend of "museum fever", and the development of museum cultural and creative activities has also shown a booming trend. Buying a cultural and creative item has become the best souvenir after visiting a museum. Online cultural and creative stores in museums across the country also have impressive sales, with many cultural and creative products selling over 10000 yuan per month. From ice cream to blind boxes, from stationery to backpacks, from phone holders to Q-version dolls, it is both beautiful and practical, vividly showcasing the richness, historicity, and fun of museum culture. In May 2023, the first Beijing Museum Month will begin. As an important part of promoting and disseminating museum culture, cultural and creative market activities are simultaneously held. More than 40 museums and related cultural and museum units, including the Palace Museum, the National Museum of China, and the Capital Museum, showcase their unique cultural and creative products, showcasing the integration and symbiosis of museum culture and innovation of the times. This year, the Beijing Museum has made a comeback, and the Cultural and Creative Week activities have also started simultaneously at the National Museum of Nature. Compared to last year, this cultural and creative week has a more complete activity system, and the museum's cultural and creative products are more diverse. From the perspective of consumers, cultural and creative industries not only possess both "culture" and "creativity", but also have aesthetic value as an increasingly important element in museum cultural and creative industries, often directly contributing to consumption. After several years of practice, major museums have developed unique skills in cultural and creative design. For example, the China Railway Museum, based on its own railway cultural heritage, has designed over 300 cultural and creative products around railway elements. The 3D railway locomotive and vehicle paper model series, railway locomotive refrigerator sticker series, and the co produced "Train Superman" series, among other youthful and trendy cultural and creative products, have stood out and become popular, giving the Railway Museum a good reputation. On this basis, in order to make cultural and creative products a popular cultural consumer product, customizing cultural and creative products for different age groups has become a clever way for museums to continuously break through cultural and creative circles. For example, when designing cultural and creative products, the National Natural History Museum takes into account the consumption preferences of different age groups and customizes their preferred cultural and creative products for each age group. Dinosaur and marine life series toys are specially designed for children and teenagers, with both fun and educational value; The mammal series splicing model not only emphasizes hands-on operation, but also has a beautiful appearance and strong ornamental value, making it a "star product" among young people; Cultural and creative specimens not only retain the original style of the collection, but also incorporate modern aesthetic concepts, and are more favored by the middle-aged and elderly population. Mr. Wang, who is 62 years old, is a loyal enthusiast of museums. It has become a habit for him to travel and visit local museums, and the neatly arranged pendants and ornaments at home are his long-term achievements. Regarding the reasons for purchasing museum cultural and creative products, Mr. Wang believes that "museum cultural and creative products carry the corresponding culture, and after purchasing, there will be a feeling of 'taking the museum home'." To humanize people with 'culture', 'creation' also has its own way. Although there are many types of museum cultural and creative products, refrigerator stickers, bookmarks, pendants, canvas bags, and doll ornaments still occupy half of the market. ". Regarding the homogenization trend of museum cultural and creative activities, Zheng Yi, the director of Fudan University Museum and professor of the Department of Cultural Relics and Museology at Fudan University, believes that the fundamental reason lies in the lack and inadequate development or design processes, "lacking stories and culture.". How can we solve the problem of creative exhaustion after experiencing a round of excavation of important collections? Stepping out of the cultural relics circle and leveraging various daily life scenes and products is a good choice. In addition, breaking away from the boundaries of traditional physical products and based on cultural IP resources, museum cultural and creative activities empowered by technological innovation and multimedia integration can help create a new cultural experience and deeply immerse museum culture in people's hearts. For example, the spokesperson for the image of the Shaanxi History Museum, "Tang Niu" - as a well-known IP in the field of Tang culture, from emoticons to comic collections, from animations to TV dramas and movie concepts that have already begun to advance, the story of "Tang Niu" told through multiple media makes the culture of the Shaanxi History Museum more vivid; Behind the IP of "Hai Cuo Tu", the Palace Museum has carried out a series of research and development promotion activities, including a multimedia digital ocean science popularization education exhibition. "Museums must have a deep understanding of their unique resources and advantages, and do solid research and other behind the scenes work, including dual research on objects and people such as collections and audiences." Zheng Yi said. Nowadays, some museums have realized this and have begun to delve deeper into their own cultural content, seeking cross-border integration based on unique brands. For example, the Guangzhou Museum, which collaborates with Chinese hotels to achieve "cross-border integration", launched a series of "disappearing famous dishes" based on the menu recipes of the Republic of China in its collection, focusing on the traditional Cantonese banquet style, reproducing the lost or little-known dishes, craftsmanship, and techniques in traditional Cantonese cuisine, helping the public regain that unique Lingnan cultural memory; The immersive script game "The Storm of Chinatown" developed by the Wuyi Overseas Chinese Museum in Jiangmen City, Guangdong Province takes players back to 1946, using the museum exhibition hall as the experience scene and the cultural relics and stories of the patriotic overseas Chinese leader Situ Meitang in the museum's collection as the context, uncovering the history of Chinatown's storm from century old cultural relics, and achieving a wonderful cultural story telling. These innovative measures to tap into the cultural potential of museums not only achieve the inheritance and reshaping of cultural values, but also help the public better understand the charm of excellent traditional Chinese culture and enhance cultural confidence. (Lai Xin She)