"Cloud" Appreciation Of Intangible Cultural Heritage Online Experience The Beauty Of National Tide

A young man is weaving Zhuang brocade on a traditional brocade loom（ Xinhua News Agency)

On May 20, the embroidery works on display in Shanghai Museum "silk painting and calligraphy exhibition of tapestry embroidery in Ming and Qing Dynasties" were shot（ Xinhua News Agency)

Intangible cultural heritage workshop located in Yongqing square.

Zhaoxing Dong Village

Miao women are making silver ornaments（ Xinhua News Agency)

June 12 is the "cultural and Natural Heritage Day" in 2021. You can stay at home or stay at home to experience the highlights of this year's "cultural and Natural Heritage Day". According to the relevant arrangements of the Ministry of culture and tourism, more than 4100 online and offline activities of intangible cultural heritage publicity and display will be held throughout the country this year, which will open a "national tide feast" with the theme of intangible cultural heritage. Among them, online video exhibition, online shopping festival, intangible cultural heritage live broadcast and so on are all "cloud participation". It is understood that in recent years, the whole country has continuously strengthened the systematic protection of intangible cultural heritage and promoted the integrated development of intangible cultural heritage culture. "Intangible cultural heritage + tourism" has also ushered in a new opportunity for development, bringing us a new tourism experience.

Online participation: more interactive experience of cloud participation in live broadcast of intangible cultural heritage activities

On June 12, this year, "cultural and Natural Heritage Day", with the support of the Ministry of culture and tourism, the Ministry of Commerce, the National Bureau of Rural Revitalization and other departments, the domestic e-commerce platforms will jointly hold the "intangible cultural heritage Shopping Festival". During the shopping festival, online activities will be carried out by setting up special events, streaming and pushing, live broadcasting and group buying. "Intangible cultural heritage Shopping Festival" in 2021 will take "people's intangible cultural heritage, people's sharing" as the theme, and invite inheritors of intangible cultural heritage and relevant enterprises to participate, so that people can participate in intangible cultural heritage protection and share intangible cultural heritage protection achievements in shopping experience.

It is understood that during the "cultural and Natural Heritage Day", local governments will also hold online and offline intangible cultural heritage shopping festivals according to the actual situation. For those who pay attention to intangible cultural heritage, they can see the intangible cultural heritage products from all over the country through live broadcast at home during the activity. As early as the end of May, a series of intangible cultural heritage activities in Jiangsu Province were officially launched. While offline non heritage products attracted much attention, online exhibition and sales of intangible cultural heritage were equally wonderful. For example, Jiangsu intangible cultural heritage shopping zone was launched on online e-commerce platform, more than 200 stores were selected and recommended to participate in the online sales of intangible cultural heritage Shopping Festival, and a "intangible cultural heritage brand hall" was set up specially, Polish Jiangsu intangible cultural heritage brand. In Guangdong, online Intangible Cultural Heritage related activities will also be held, and intangible cultural heritage products such as 24 flavors will also appear in the intangible cultural heritage Shopping Festival.

In addition, in addition to online purchase of non heritage products, some inheritors of intangible cultural heritage will also appear in the online live broadcasting rooms of various platforms to introduce the cultural connotation of intangible cultural heritage projects and intangible cultural heritage protection stories, and introduce the design concept of intangible cultural heritage products. Through these ways, we can not only further shorten the distance between the masses and the intangible cultural heritage, but also learn more about the stories behind the intangible cultural heritage. Various "intangible cultural heritage lecture halls" will also be held in various places to invite inheritors to explain the production techniques, and many activities have also opened up online live channels. For example, Hebei's "intangible cultural heritage Shopping Festival" will launch boutique exhibitions to show local traditional arts such as cloisonne, carved lacquer, gold lacquer inlay, silk inlay, palace blanket, Beijing embroidery, etc, And invited the inheritors to speak live.

At the same time, "Yunyou intangible cultural heritage · image exhibition" will also be carried out online. All kinds of intangible cultural heritage image resources will be collected for public exhibition and broadcast on the online broadcast platform, so that everyone can understand the story of intangible cultural heritage through images.

"Intangible cultural heritage + tourism": increasingly rich experience

This year, the 10th anniversary of the promulgation of the intangible cultural heritage law of the people's Republic of China. According to the data recently released by the Ministry of culture and tourism, since the promulgation and implementation of the intangible cultural heritage law, the national intangible cultural heritage protection work has made many achievements; The Ministry of culture and tourism has named five groups of representative inheritors of national intangible cultural heritage projects, a total of 3068 people; The Ministry of culture and tourism has established 23 National Cultural Ecological Protection (experimental) areas; 29 provinces (autonomous regions and cities) have issued regulations on intangible cultural heritage protection.

The reporter learned that in recent years, "intangible cultural heritage + tourism" experience projects have become increasingly rich. In Guangzhou, the first intangible cultural heritage block opened in August last year. Located in yongqingfang tourist area, the intangible cultural heritage block gathers intangible cultural heritage masters' Studio of Guangcai, Guangxiu, enamel, bone carving, olive carving, lion dance, cake printing, flute and Guqin. In this theme block integrating experience interaction, display and sales, visitors can experience while walking. Xiaoyaotou village, 20 minutes' drive from Taiyuan City, Shanxi Province, has become a wanghong village in the past two years. It is because this intangible cultural village has introduced more than 20 intangible cultural heritage projects, such as Jinyang woodcut New Year pictures, traditional paper cutting, Taiyuan gongs and drums, and court style wrestling skills. Intangible cultural heritage inheritors and craftsmen set up workshops here to display the intangible cultural heritage skills, More and more tourists come to live in the village and study intangible cultural heritage, which makes this intangible cultural heritage village more and more famous.

With the popularity of intangible cultural heritage, themed experience is more and more popular. In terms of Guangzhi tour, at the beginning of this year, around the province's intangible cultural heritage projects, special personnel were assigned to guide tourists to explain the intangible cultural heritage culture, creatively experience dialogue and inheritance masters, and taste authentic intangible cultural heritage food. It covered traditional oral literature, drama, skills, food and other provincial intangible cultural heritage projects, such as dragon boat rap, fire dragon dance, DAHAO fish rice, almond cake, etc, Meet the travel needs of different tourists.

The tide of the country: originality of non legacy works

Last year, many popular items appeared in the intangible cultural heritage Shopping Festival, such as national intangible cultural heritage item Wang Xingji folding fan, Hainan red sandalwood bracelet, Fushan ear hanging bubble coffee, Lijin products, as well as intangible cultural heritage snacks from all over the country. Therefore, it is worth looking forward to what popular products will appear in this year's intangible cultural heritage Shopping Festival.

It is understood that with the popularity of the national trend in recent years, many intangible cultural heritage cultures and techniques originally hidden in local cultures have also been added to the elements of fashionable local design. With the rise of local design, non heritage cultural and creative products are innovative and distinctive, and break through the boundaries of regions and attract many fans. Huaxizi, a national brand of color makeup, which has been popular in the past two years because of its direct broadcasting and goods, launched a color makeup product integrating the intangible cultural elements of Miao nationality last year. The shape design of the package adopts the silver jewelry forging process of Miao nationality, which embodies the elements of national characteristics. It has become a hit in the market and opened up a new idea of "intangible cultural heritage + color makeup". The reporter found that today's non legacy cultural and creative products are also keen on cross-border. For example, cross-border fashion brands have launched a series of FMCG products, which have rapidly become a consumer hot spot under the spread of the Internet.

In addition, in some villages, the intangible cultural heritage heritage heritage is promoted by the way of re creating the intangible cultural heritage experience. In Xiangxi, Hunan Province, a number of intangible cultural heritage training centers have been established. The local intangible cultural heritage resources have been transformed into tourism handwritten products. Intangible cultural heritage techniques such as batik, Miao embroidery, Tujia brocade and silver ornaments have been developed into various cultural and creative products and become tourist souvenirs loved by tourists.

Popular category: Stationery

Stationery is one of the most popular categories of non heritage cultural and creative products. The cultural elements of intangible cultural heritage can be reflected in stationery with a wide variety and relatively low unit price, which is easier to attract consumers to quickly decide to pay. For example, the Intangible Cultural Heritage related cultural elements such as embroidery, shadow play and disc buckle are integrated into the design of pen bags, bookmarks, tapes, bookshelves, etc., and these products are usually very popular.

Popular category: clothing and cosmetics

In recent years, many domestic brands have incorporated intangible cultural elements into their designs, such as Beijing opera facial makeup, Miao silver jewelry forging technology and other cultural elements into the design of clothing and cosmetics packaging. With visual expression and strong decorative patterns, traditional classics have entered modern people's daily life and become brand-new trend signs, such as canvas bags, T-Shirts, etc Mobile phone case is the most common carrier of intangible cultural heritage elements, and it is loved by many young people because of its personalized.

Popular category: home decoration

Rattan weaving, brocade, embroidery and other traditional intangible cultural heritage technology, now also used by home design, become fashionable home decoration. For example, some related products of intangible cultural heritage "Nanhai rattan weaving" are highly praised by home accessories designers. The introduction of these rattan products into modern and simple home furnishings is very suitable.

(source: Guangzhou Daily)

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