The "Hairpin Flower" series handmade accessories from Liaoning Provincial Museum have sparked a buying frenzy at the beginning of the year. The popularity of the "Ming Xiaoduan Empress Phoenix Crown Refrigerator Sticker" from the National Museum of China has continued from summer to winter. The "Crab Yellow" dolls from Suzhou Museum have recently attracted countless attention... In 2024, the "cultural and museum fever" is still in full swing, and "popular cultural and creative products" have become the latest "traffic code". Behind the continuous "breaking through and upgrading" of cultural and creative products is the exploration of museums constantly expanding their boundaries, the "two-way rush" of cultural experience and consumption upgrading, and the continuous burst of innovative vitality in the cultural industry. The further expansion of museum functions through cultural and creative products is an important extension of core functions such as museum collection, protection, research, exhibition, and education. Driven by cultural and creative products, museums are gradually breaking away from their image of being "aloof and heavy" and becoming a "down-to-earth" and "frequently popular" venue. Many netizens are enthusiastic about displaying their collected and made museum cultural and creative refrigerator display boards on social media, which has sparked heated discussions. They sorted and arranged the cultural relics refrigerator stickers according to historical periods, which is refreshing. Owning them is like really 'moving' the museum back home A netizen exclaimed. Holding the "Horse Treading on a Flying Swallow" doll in the palm of your hand, carrying the exquisite patterns of bronze ware on your shoulder, and wearing the timeless paintings on your body... Historical relics are no longer distant memories in museums, but tangible existences in daily life. Before the "Tiangong Zaojing" refrigerator sticker went viral, the Beijing Museum of Ancient Architecture was dubbed a "niche museum" for a long time. After the buying frenzy of 'hard to find', the popularity here has skyrocketed, with daily foot traffic reaching new highs. Many tourists have expressed that they have learned what a "coffered ceiling" is because of this refrigerator sticker, and have developed a strong curiosity about the cultural relics themselves. They have gradually shifted from "looking at cultural and creative products while visiting museums" to "visiting museums to buy their favorite cultural and creative products". The cultural and creative store has truly become the 'last exhibition hall of the museum'. Analyzing the reasons for the popularity of the "Fengguan refrigerator sticker", Liao Fei, Deputy Director of the Operations and Development Department of the National Museum of China, believes that firstly, the IP should have a certain level of popularity, secondly, the design should conform to current aesthetic concepts, and more importantly, the craftsmanship should be exquisite enough to create something different from existing products, achieving the unity of contemporary value, aesthetic value, and cultural value. Cultural and creative products are a modern expression of traditional culture, reflecting the diverse interpretation mission of museums based on their collections of cultural relics. Valuable cultural and creative products not only reflect the vicissitudes of history and cultural changes, but also reflect the ideals and pursuits of people in today's era. Why are young people so obsessed with museum cultural and creative products? Rooted in the fertile soil of culture and born from creative design, it is the continuous driving force for cultural and creative products to break through boundaries. Give me a pair of hairy crabs, one male and one female, big and fat Okay, these two are good. Let's take a look at the scale. They weigh two pounds each. If there's no problem, we'll tie them up with ropes for you The scene of the seafood market is staged at the Suzhou Museum. Coincidentally, the "Spicy Hot Pot" in the Gansu Provincial Museum and the "Rong Mo Mo", a cultural and creative product in Shaanxi, are also due to the "family friendly" performance style packaging simulation game "fire out of the loop". Museum cultural and creative products have always catered to the interests of young people. Cultural and museum venues attract tourists to deeply participate and stimulate their specific emotions in specific scenes by creating new consumption scenarios that are full of senses, processes, and interactivity, thereby forming unforgettable personalized emotional experiences and memories, "said Xiong Haifeng, Associate Professor of the School of Cultural Industry Management at Communication University of China. Scan the metal "Phoenix Crown Refrigerator Patch" on your phone to wear a virtual Phoenix Crown and take photos, crowning yourself; The Palace Museum Publishing House has teamed up with a game chain brand to launch a series of interactive puzzle books, allowing readers to gain historical knowledge through unraveling the threads; There are also "semi-finished products" such as "archaeological blind boxes" that provide archaeological work experience while leaving a hint of suspense... When technologies such as artificial intelligence and virtual reality enter museums, and 3D printing technology can achieve "replica" of cultural relics, cultural and creative products provide consumers with sincere simulation experience, allowing people to have more dimensions of cultural perception. The enthusiasm of young people for cultural and creative products has also become a driving force for cultural dissemination. Museum cultural and creative products are becoming a social way for them to express themselves, find identification, and make friends. The post-95s Xiaoyue collection has hundreds of museum cultural and creative products. By sharing their collections on social media platforms to communicate, collectors have gradually formed a circle of like-minded individuals. We value the restoration and craftsmanship of cultural and creative products the most. She believes that the satisfaction gained from establishing connections with like-minded friends through cultural and creative products is long-lasting and fulfilling. The joke of "You can't walk out of a museum empty handed" has gradually become a reality, with museum tickets costing 0 yuan and cultural and creative spending over 200 yuan. With the continuous expansion of the cultural and creative product market, the "cultural and museum economy" is flourishing. The cultural and creative sales of the "Top of the Pyramid: Ancient Egyptian Civilization Exhibition" launched by Shanghai Museum during the summer have exceeded 140 million yuan as of the end of November; The cultural and creative sales revenue of Sanxingdui Museum reached 150 million yuan in the first 10 months; Nearly a hundred museums participated in the Tmall "Double 11" event, and on the first day of sale, the sales of cultural and creative products increased by over 400% year-on-year... People are paying more and more attention to the aesthetic experience and spiritual enjoyment in the consumption process, and exquisite "heartfelt" museum cultural and creative products are in line with this demand. Cultural and creative products not only bring considerable income to cultural institutions such as museums, but also drive the development of related industries such as design, processing, and services. Liao Fei introduced that in 2024, the total revenue of Guobaowen Chuang increased by nearly 60% compared to the same period last year, directly solving the employment of over a thousand people in society. The sales of 'Fengguan refrigerator stickers' continue to be booming, and the production scale and employment scale of product manufacturers continue to expand. This not only increases the supply of related positions, but also promotes the employment and income increase of local labor force, "he said. Henan Museum explores bringing museum cultural and creative industries into rural areas. The production base of "Archaeological Blind Box" is located in Xialong Village, Zhangwu Town, Yiyang County, Luoyang City. With the increase in product sales, the production line continues to expand its employees, increasing employment opportunities for villagers. Among the 19 new professions released by the Ministry of Human Resources and Social Security in July, cultural and creative product planning and operation specialists are among them. According to incomplete statistics, the number of cultural and creative practitioners in China has exceeded one million, and the scale of the cultural and creative market is showing a growing trend. The demand for related talents continues to increase. Experts point out that the popularity of museum cultural and creative products highlights the vitality and potential of China's cultural consumption market. But in order to make "popular cultural and creative products" go viral, standardization should also be done well. Cultural and creative venues should establish a comprehensive quality control system for cultural and creative products, establish strict rules and standards at all stages, and safeguard consumer rights. At the same time, clarifying the ownership of copyright, allowing copyright to safeguard the development of cultural and creative products, and providing people with a richer consumer experience Xiong Haifeng said. (New Society)