When the non -heritage “tide”, love and love

Guangcai tea spot

The box with the Guangxiu pattern (provided by Guangzhou Non -Heritage Protection Center)

“Tradition” and “trendy”. (Provided by Deng Laojin Fang)

当非遗“潮”起来,爱了爱了

From Guangzhou Tower to Gongmei Port, from Tianhe to Nansha, the “cultural innovation forces” seem to be becoming a boom. Walking in these cultural and innovative products, the elements of “non -heritage” are always coming. The ancient and traditional handicrafts, acting forms, and folk customs, under the combination of modern technology, aesthetics, etc., have derived many new product forms.

The data report recently released by Douyin’s non -heritage drama shows that under the background of the post -90s and 00s, a large number of drama videos have shown a strong “cross -border” and “mixed” characteristics, drama and national style Songs, comics, rap, and calligraphy are becoming more frequent. The popular national style music among young people also uses many non -heritage -related elements. In the past three years, the national wind musicians who settled on the Cool Dog platform have 11,000.

当非遗“潮”起来,爱了爱了

How to redefine their future development maps?

Text/Guangzhou Daily All Media Reporter Bu Songzhu

Figure/Guangzhou Daily All -Media Reporter Wang Weixuan (Except for signatures)

当非遗“潮”起来,爱了爱了

Cantonese herbal tea+EDG+mint sugar

Cantonese -style herbal tea company “fancy circle powder” Z generation

On May 25, 2006, herbal tea was officially announced in the first batch of national intangible cultural heritage representative list. There are 21 companies that have obtained intangible cultural heritage representatives of herbal tea and terms. They have 54 herbal tea and secret recipes, corresponding to 54 terms. Cantonese herbal tea company Deng Laoba tea is the owner of the “Herbal Tea” No. 1 to 9 secret recipes.

In the EDG World Championship boom, on December 12, Deng Goldfang launched the “Deng Lao Jin Fang & EDG limited mint sugar” to interact with young generations in a more agile and innovative way. The relevant person in charge of Deng Laojin said that the move was intended to give the national tide brand the youthful vitality with creativity and trendy. It was aimed at young consumers who liked early adopters. EDG limited mint sugar combines fruit flavor and mint sugar, including lemon, peach, grapes, passion fruit, lychee, and strawberry, which fully meets the fashionable and diversified taste of young groups in the Z. He pointed out that the integration and innovation of “tradition” and “trendy” is to maintain brand characteristics while continuously adapting to new needs of market consumption to achieve new.

Guangxiu product matrix

Traditional patterns are applied to various contemporary scenes

A few days ago, the Guangzhou Non -Heritage Protection Center was announced on the official WeChat public account. The project project jointly carried out by the central museum, college, inheritance, designer and other resources, which are jointly settled by the projects of the “Guangxiu Traditional Patters” project.

The project is coordinated by the Guangzhou Cultural Museum (Guangzhou Non -Heritage Protection Center); the Guangdong Provincial Museum and the Guangzhou Thirteen Elements Museum provide exhibits support; Xu Chiguang, a representative inheritor of Guangxiu National -level national -level representative; , Liang Xuezhen, Liang Xiuling, and others of the city -level representative inheritance formed the compound embroidery team; Associate Professor Ding Min of Guangzhou Academy of Fine Arts, his student team, and China’s top ten clothing designers Qu Tingnan, as research and design transformation. The project refined the essence from the traditional pattern of Guangxiu, and a total of 200 classic Guangxiu classic patterns were collected to form the basic resources of Guangxiu. On the basis of the original re -embroidery and digital resource collection, the traditional meaning of the traditional pattern of Guangxiu and the contemporary representatives was reached. Create.

The project not only initially established the pattern and data database of the representative traditional pattern of Guangxiu, but also the data database of the weaving and embroidery technology. , Blind box, bookmarks, refrigerator stickers and other diversified products, and use new media means to spread. The appearance of the diversified “product matrix” of traditional Guangxiu appeared.

It is not the first time that the teachers and students of the Academy of Fine Arts are not the first. This year’s Window of Lingnan Window, the “Chaoshi X Guangmei Cultural and Creative” artistic creative market launched on the Window Ruins of the Window, the Non -heritage activation and innovation salon, gathered the IP works, cultural and creative products, and the tide cards created by Guangmei students, and the trendy cards in the Guangfo area. Essence

During the interview, several interviewees stated that the “tide” of non -heritage projects should pay attention to refining and organizing representative “symbols” on the one hand, and on the other hand, they must also pay attention to the “symbols” IPization reconstruction. For example, Zhao Weibin, the inheritor of the wake -up lion in Guangzhou, showed more than 100 wake -up lion cultural and creative products with independent design and independent copyright in the “Zhao Family Lion” non -heritage living hall, including the VR lion wake -ups jointly developed with the Guangzhou Academy of Fine Arts and Animation Technology Company And AR wake -up lion, as well as the world’s first lion robot to operate human -computer operation technology. He also created the theater version of the children’s wake -up lion drama; combined the wake -up lion with dance. These cultural and creative products are continuously enlarged the new value of “awakening lions”.

Expand the Guangcai into the tea room to make the utensils into space

“Post -90s” Guangcai inheritance Chen Yunshi and many young non -genetic inheritors have found that many people are seriously studying the tradition, trying to integrate more new ideas, techniques, and application scenarios into the creation of non -heritage works Essence The practice of “cross -border” has become a common phenomenon, and more and more works are returning to life, and non -heritage has a broader expression today.

In a three -story building in the non -heritage district (Yongqingfang) in Guangzhou, Chen Yunshi opened a “Guangcai Tea Room”. Here, the traditional Guangcai pattern, device type and other elements are re -interpreted into a variety of forms, becoming the decorative pattern on the wall and the light and shadow atmosphere of the space. Some utensils are also given new functions in combination with the characteristics of the tea room. The refreshments in the shop were all settled by her own species, and many of the space layouts also from their own outline. Here, Guangcai has changed from simple porcelain to a “experiential space”.

Chen Yunshi’s father is a national inheritor of Guangcai. And her experience in studying overseas, the communication and interaction with many like -minded young friends, so that she has some different understanding of the contemporary significance of “traditional”. She feels that young people do non -genetic inheritance should be bold and innovative based on the basis of maintaining non -core cultural elements. Regardless of the change of Guangcai’s expression, its most fundamental aesthetic connotation and technical presentation will not shake.

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