In the Gansu Provincial Museum, young people can choose their favorite plush "Spicy Hot Pot" dishes for "cooking"; At the Suzhou Museum, you can take advantage of the autumn when the crabs are plump and tie up a few plush "hairy crabs" to bring home. A string of broccoli, a string of cabbage... would you like your dish to be cooked crispy? How much spiciness do you need "Crisp, more spicy!" During the National Day holiday, Liao Weiduo, who came to Gansu for tourism 95 years ago, was surprised to find that the dialogue he often heard in front of Spicy Hot Pot shops appeared in the Gansu Provincial Museum. All kinds of plush vegetables and meat skewers are neatly numbered. After "cooking" in the plush cauldron for a while, Liao Weiduo gets his own "Spicy Hot Pot". This kind of cultural creativity and ceremony is so interesting! "She posted a record of" spoils of war "on social media, receiving many likes and comments. According to the statistics of the National Cutural Heritage Administration, 74.88 million visitors were received by museums across the country during the National Day holiday in 2024. Museums have become a must visit destination for many young people, and cultural and creative works from various museums have also been included in the must buy list. The Phoenix Crown Refrigerator Sticker from the National Museum of China, the "Fat Sword" from the Suzhou Museum, and the "Green Horse" from the Gansu Provincial Museum... What is the "out of circle" code hidden in this year's museum cultural and creative works that fascinates young people so much? Cultural creativity that can "reorganize" is more popular. "Featured" and "reorganize" are the common comments of many consumers on the cultural creativity of Gansu Provincial Museum. Many people even come to the museum to punch in specially to buy "Green Horse" and "Spicy Hot Pot". The prototype of the "Green Horse" is the "Bronze Horse", the treasure of the museum, while the "Spicy Hot Pot" doll combines the characteristics of Spicy Hot Pot in Tianshui, Gansu. These are all highly local and representative, different from cultural and creative industries in other places, "said Liao Weiduo. Highlighting regional characteristics is also a key focus of the design of cultural and creative products in the Gansu Provincial Museum. Cui Youxin, the person in charge of the cultural and creative center of the museum, told reporters from China Youth Daily and China Youth Network that the museum is a "cultural hub" in a region. While showcasing cultural relics and their historical and cultural significance, it should also showcase the local cultural customs. "The 'copper galloping horse' is the treasure of our town hall and represents the history and culture of Gansu; in our 'Gansu (non) local specialty' series of cultural creation, in addition to Tianshui Spicy Hot Pot, we also launched Tianshui Cherry, Dingxi Potatoes, etc., hoping that when visitors see these lovely cultural creation, they can also recognize the rich properties of Gansu." In addition to the regional characteristics, the shape design meeting "whole live" is also an important reason to impress consumers. In the social platform description of cultural creation posts such as Gambo's "green horse", Su Bo's "fat sword", everyone mentioned "ugly" and "abstract" without exception. Why are "ugly and cute" and "abstract" favored in the trend of most designs striving for exquisite beauty? Bu Xiting, an associate researcher at the School of Cultural Industry Management at Communication University of China, believes that this cute design brings cultural relics closer to young people. He stated that in order for cultural relics and their historical culture to be passed down among young people, to form resonance and cultural identity, the first step is to approach young people and not make them stay away with respect; On this basis, cultural and creative design should respect history, do a good job in translating traditional culture into the era, and cleverly integrate into the discourse system of young people. Going to a city for the sake of a museum is becoming a popular holiday travel choice for many young people. According to the data of the National Cutural Heritage Administration, the museums in China received 1.29 billion visitors last year, a record high. During this year's National Day holiday, tickets for several popular museums were fully booked on the first day of their opening. As more and more young people are willing to enter museums, cultural and creative industries are the most vivid bridge between audiences and museums. We hope that through the bridge of cultural and creative industries, everyone can feel that museums can also be young, lively, and relaxed Cui Youxin said. Cultural and creative works that come in various forms are more attractive and make me willing to learn about the stories behind cultural relics After admiring the "Copper Running Horse" and purchasing the plush toy of the "Green Horse" at the Gansu Provincial Museum, Liao Weiduo also made a special trip to the excavation site of the "Copper Running Horse" in Wuwei to check in. In her opinion, regardless of the form, it is a good thing for cultural relics to become popular among young people. "Creating works that are close to young people can attract us. Collecting cultural and creative works has become a hobby, which is different from Liao Weiduo's "spontaneous" purchasing style. There is also a group of young people who have made collecting museum cultural and creative works a hobby and habit, and even formed their own circle. Wang Nanxing, born in 1995, is one of them. Although he has only been collecting for over a year, he is already very experienced in terms of the quantity of "collections". I have collected hundreds of items, most of which are refrigerator stickers and cultural and creative ornaments Wang Nanxing said that for enthusiasts like them, the degree of restoration and craftsmanship of cultural and creative relics is what they value the most. "I love visiting museums, and every time I see cultural relics, I feel a sense of historical sedimentation. You will feel that when they are placed there, there is a solemnity that runs through thousands of years. The unique sense of heaviness of this cultural relic fascinates Wang Nanxing, and he also hopes to see such beauty in cultural and creative industries. "Although cultural and creative industries cannot completely restore cultural relics, if they are well made, such as replicating copper rust or texture, they will also have a strong sense of history. He even made display cabinets at home, lit them up, and carefully placed mini "cultural relics" on them like museum displays. I want to try my best to recreate the feeling of cultural relics presented in museums, "Wang Nanxing said with a smile." I can't bring real cultural relics back home. It's also satisfying to see these small replicas every day. "Wang Nanxing has also made many like-minded friends because of this hobby. In their chat group, whenever there is new cultural and creative information, everyone will discuss it enthusiastically. The exquisite workmanship of the Fengguan refrigerator sticker and the coarse size of the Copper Jue ornament are all visible to everyone. The museum constantly innovates with its "rolling" techniques and textures, striving to cater to different interests and make a name for itself among young people with different preferences. Wang Nanxing believes that whether it is lively plush toys like Ganbo's "Green Horse" or exquisite refrigerator stickers like Guobo's "Xiaoduan Empress Phoenix Crown", they are both "an art form" and "the first step towards museums". From this perspective, 'as long as it can attract people and make them willing to learn about and pay attention to cultural relics, it is good cultural and creative.'. Song Nuo, from Shanghai, is also one of the cultural and creative enthusiasts. Her collection of refrigerator stickers spans from the Neolithic Age to the late Qing Dynasty, encompassing representative cultural relics from various dynasties. After placing them on display boards, arranging them according to dynasties, and labeling them one by one, Song Nuo made a refrigerator display board called "Ten Thousand Years of China". This display board has received widespread praise on social media platforms, receiving nearly 100000 likes, and even some netizens commented, 'This is the god list of refrigerator sticker culture and creativity.'. To gather such a display board, even if the exhibits are refrigerator stickers, the price is not expensive, but in Song Nuo's view, it is a "spiritual enjoyment". Cultural and creative industries are a way to popularize cultural relics. For museums, it is also a good thing for us museum enthusiasts to obtain more income through cultural and creative products, upgrade exhibition facilities, and hold more special exhibitions. "Social attributes help cultural and creative industries" go global ". Looking at the cultural and creative industries of museums that have" gone global "in recent years, it is not difficult to find that most of them have" social attributes "and are supported by the" traffic "of social media. This' traffic 'comes from both museum promotion and spontaneous dissemination and discussion among young people. Cui Youxin said that the Gansu Provincial Museum has been focusing on cultural and creative design for more than ten years. From emphasizing the cultural attributes of products in the early days to combining practicality and fun, they have been exploring the points that can "leverage young people". Nowadays, cultural and creative industries with only the above-mentioned attributes are no longer able to meet the needs of young people. Only products with social attributes can 'go viral' and have spreadability, "said Cui Youxin. Young people find them interesting and will post them on social media. In addition, museums have established a communication matrix, joined multiple social media platforms, and actively narrowed the 'distance with young people' to form a good communication effect. And complementary to the "social attribute" is the sense of experience and participation of young people in spreading historical culture when purchasing cultural and creative products. In the Gansu Provincial Museum, young people can choose their favorite plush "Spicy Hot Pot" dishes for "cooking"; At the Suzhou Museum, you can take advantage of the autumn when the crabs are plump and tie up a few plush "hairy crabs" to bring home. In addition to the cute appearance of cultural and creative products themselves, the purchase and packaging process with a strong sense of ceremony is also an important reason for their popularity. Bu Xiting believes that a sense of participation provides consumers with more experience and emotional value. "Purchase scenes with stories, plots, and rituals can stimulate consumers' richer emotional resonance, and are also more likely to form cultural memory points, allowing people to immerse themselves in the scene and gain a sense of liveliness in cultural and creative products, sharing fun, and endowing cultural and creative products with traffic dissemination efficiency. For traditional cultural and creative enthusiasts, the influence of social attributes is equally widespread. Xiaoduan Empress Fengguan refrigerator sticker, Tiangong Zaojing refrigerator sticker and other cultural and creative products are all "darlings" on social media platforms, and sometimes even "hard to find". Consumers who make purchases often spontaneously take pictures and display them on social media platforms, becoming a topic of interest for enthusiasts. Song Nuo said that after his "Ten Thousand Years of China" refrigerator display board became popular, it also stimulated discussions and interactions on related topics to a certain extent. Many netizens began to collect museum cultural and creative works of interest and set up their own "family museums". Some friends have left me messages saying that since I started collecting cultural and creative products, I feel like there are new expectations every day. The constantly emerging cultural and creative products are either funny or exquisite, but they all adhere to the concept of upholding integrity and innovation, combined with cultural symbols and language that young people like, entering the vision of young people, as well as their "shopping cart" and spiritual world. Behind this is our cultural fertile ground, constantly nourishing and infiltrating the innovative development of cultural creativity and tourism industry, driving them out of museums and into thousands of households, "said Bu Xiting. (New Society)