Shan Jixiang talked about "ice piers" becoming Internet celebrities: good cultural creation is an effective means of spreading culture

On the afternoon of the 8th, Shan Jixiang, president of the Chinese Cultural Relics Society and director of the Academic Committee of the Palace Museum, was a guest of the 2022 Beijing News Center and talked about the protection of the central axis of Beijing. At present, the application for the central axis of Beijing has entered the sprint stage.

In 2019, with the successful application for the ruins of Liangzhu Ancient City, China became the country with the largest number of World Heritage Sites in the world. It was also at this time that the concept of cultural relics protection in China changed. Shan Jixiang introduced that at present, China's cultural relics protection pays more attention to the systematic protection of cultural heritage, the protection of living, and the protection of the entire cultural route. "The process of applying for heritage has brought advanced international concepts to China and helped us form a new concept of cultural heritage protection. The same is true of Beijing's central axis application. ”

The application for the heritage has made people aware of the importance of culture, and the current hot Beijing Winter Olympics mascot "Ice Pier" also has the same effect. Shan Jixiang said that cultural and creative products such as "ice piers" are not only an indispensable part of sports events and large-scale activities, but also an important carrier for spreading culture.

He recalled that before the Forbidden City holds large-scale exhibitions, it often holds cultural and creative seminars six months to one year in advance to develop relevant cultural and creative products for the theme of the exhibition and important exhibits. "At the time of the unveiling of large-scale exhibitions, if there are good cultural and creative products launched simultaneously, there will be unexpected communication effects."

The "ice pier" has become an Internet celebrity, in Shan Jixiang's view, because the Beijing Winter Olympics Organizing Committee has made sufficient preparations for the development of cultural and creative products. "We have to believe that as long as it is a good cultural phenomenon, people are always willing to take it home. Therefore, when we develop cultural and creative products, we must regard them as an effective means of disseminating culture and treat them seriously. ”

Shan Jixiang also said that in the era of mobile Internet and 5G, cultural and creative products also need to keep pace with the times, not only sticking to physical products, but developing in the direction of multimedia products. "In the 5G era, cultural and creative products should also be three-dimensional and enriched. Next, when the Hangzhou Asian Games develops cultural and creative products, it can consider more content in this regard. ”