As the geographical center of Shanghai, Minhang has obvious geographical advantages; The 4,000-year-old Maqiao culture and the more than 700-year-old Jiangnan culture have endowed Minhang with a profound historical and cultural heritage. In the new era, on the new journey of accelerating the construction of an innovative, open, ecological, humanistic, livable and modern main urban area, it is more necessary to play the role of the "accelerator" of cultural soft power, continuously improve the new quality of productivity, and promote the high-quality development of Minhang.
Minhang District bravely undertakes a new cultural mission, creates humanistic support for cultural self-confidence and self-reliance, and is actively promoting the innovative practice of Xi Jinping Cultural Thought, striving to become a pioneer area for Shanghai to build a best practice place for Xi Jinping Cultural Thought.
Focusing on improving the level of public cultural services and polishing the warm background of the city of humanity, Minhang District is speeding up the construction of major cultural facilities such as the four islands of Chunshen Lake and Fengyuan Art Museum, optimizing the layout and function of grassroots public cultural facilities, building a number of new cultural landmarks at the doorstep, launching a number of public welfare art popularization and education activities, promoting the staggered and delayed opening of public cultural facilities, and further improving the coverage of public cultural services and the experience of the masses.
Upgrading facilities, increasing happiness: the people's livelihood feelings of cultural venues
In the vigorous atmosphere of Shanghai's cultural museums and art exhibitions, the "Confucius Culture Theme Exhibition" launched by the Shanghai Minhang District Museum quickly became a new "popular check-in point" for cultural visits in Shanghai. Behind the frequent "out of the circle" of district-level museums is the optimization and upgrading of Minhang's cultural services, the prosperity of the cultural industry and the vigorous vitality of cultural development.
"My family lives in Jiading, and I drove an hour to see the exhibition." Sun Ying and her children came to Minbo on the first day of the "Confucius Culture Theme Exhibition". They looked at the exhibits carefully one by one, "Confucius is known all over the world, and when I came to Min Bo, I specially took my children to see the cultural relics of that era and learn Confucius culture up close." As Min Bo's "old friends", Mr. Chen's family also arrived on the first day of the exhibition, and they always pay attention to Min Bo's exhibition information, which is a must-see at every exhibition.
"After watching the exhibition at Minbo, I often take a walk in the cultural park, and the art venues such as the Minhang Museum and the Shanghai Art Museum are close to each other, which is a good learning and living space for me." Located in Minhang Qibao, this cultural and artistic hot land has brought Sun Li a great sense of happiness.
The urban cultural brand is becoming more and more bright, and Minhang District has integrated cultural imprints in the urban space to create the dual charm of "greening + culture". In recent years, the "Return of the Prosperous Age" Overseas Repatriation Cultural Relics Special Exhibition, the "Han Dynasty Weiyang" Han Dynasty Royal Family Fine Cultural Relics Exhibition, the "The World of the Silk" Commemoration of the 180th Anniversary of Wu Changshuo's Birth Calligraphy and Painting Exhibition, the "Jiangshan · the People" New Era Chinese Oil Painting Academic Invitational Exhibition and other cultural and art exhibitions, not only enrich the public cultural life, but also become a new business card for regional cultural brand building, highlighting the unique charm of red culture, Shanghai culture and Jiangnan culture.
In recent years, Minhang District has insisted on promoting the superposition of "greening + culture" scenes, with "large venues" and "small spaces" complementing each other, and the operation capacity and service level of various venues such as Minhang Museum, Shanghai Art Museum, and Powerlong Art Museum have been continuously improved, and a number of major cultural and tourism projects such as the Four Islands of Chunshen Lake, Fengyuan Art Museum, and Shanghai E-sports Center are being promoted. There are many cultural landmarks, coupled with exquisite micro-spaces such as "urban study", so that top exhibitions and exhibits gather in Minhang.
On September 30, ·the 2024 Shanghai "New Era Rural Reading Season" was launched in Pujiang Town, Minhang District, which is another important measure in Minhang District to promote the construction of "Scholarly China" and implement the "14th Five-Year Plan" and the outline of the long-term goals for 2035. Not only that, but the "reading scene" with the integration of "book fragrance + coffee fragrance" also highlights the temperature of Minhang everywhere. 1 district-level library, 14 neighborhood library branches, 497 reading service points in residential villages, 78 rural bookstores, 37 urban study rooms, 20 urban bookcases, all kinds of diversified reading spaces are dotted, many popular bookstores, Internet celebrity study rooms, reading sharing sessions and promotion experts have joined hands to gather all efforts, Century Publishing Group, Himalayas, Writers List and other new forms of books continue to shine, conveying cultural happiness to the citizens and friends of Minhang.
Festive feasts, blending ancient and modern: cultural services enhance people's sense of gain
The canopy boat rowed on the water, the melodious sound of the flute approached, and a man holding a hole flute slowly appeared, he was one of the eight immortals "Han Xiangzi". On the Hanxiang Bridge, the master has heated the molten iron to 1,600 degrees Celsius. With a "bang", countless tiny iron flowers bloomed in the night like bright stars. On September 12th, the full moon of Maqiao - Minhang District's "Our Festival·Mid-Autumn Festival" folk cultural activity ended in Hanxiang Water Expo Park.
The two-day event does not have a fixed stage, and visitors meet with "Dong Qichang" in the Hanxiang Water Expo Park, which is built by the water and is known as the "Ancient Bridge Museum", reciting poems, enjoying the intangible cultural heritage iron flower performance on the side of the Hanxiang Bridge, and visiting the ancient cultural and creative market...... Ms. Zhao from Jinan, Shandong Province, exclaimed again and again: "I came to Shanghai to do business, and the atmosphere of the Mid-Autumn Festival here is very strong, and the performance is too surprising." ”
The Spring Festival, Lantern Festival, Qingming Festival, Dragon Boat Festival, Qixi Festival, Mid-Autumn Festival, and Chongyang Festival, together constitute the characteristic brand "Our Festival" of Minhang, which has become a major feature of the cultural life of Minhang citizens, and the traditional intangible cultural heritage culture has been put on the stage in a new way. Minhang District has promoted the protection and utilization of intangible cultural heritage resources in depth, and deeply excavated local intangible cultural heritage resources.
As of the first half of this year, 2 representative items of intangible cultural heritage have been added to the list of representative items of intangible cultural heritage in Minhang District, 4 units of intangible cultural heritage project protection, and 4 representative items of intangible cultural heritage at the municipal level. Remarkable results have been achieved in the inheritance of intangible cultural heritage. The intangible cultural heritage is not only in Maqiao, but also Pujiang Town and Xinzhuang Town were awarded the "Hometown of Shanghai Folk Culture and Art" in 2021-2023 with "Shanghai Proverbs" and "Crochet Knotting" respectively.
Take family photos, write Spring Festival couplets, and participate in "folk games...... The 2024 Yanjiawan Village evening was full of Spring Festival couplets and red lanterns, and the villagers were full of smiles on their faces. It is reported that this village evening was listed as a national winter "village evening" demonstration and display activity, "Our Chinese Dream" culture into ten thousand homes and deep love for the earth, Shanghai Red Literary and Art Light Cavalry New Year grassroots activities ·.
It allowed the villagers to regain their memories of the past, and also allowed friends from the nearby international community to experience the "Chinese New Year". Jin Yaling, a 10-year-old France child who speaks fluent Chinese, grew up in Minhang and has fully integrated into life here. "I like Chinese culture very much, and I feel very happy to be able to experience it and perform on stage today."
This year, the "Rural Culture Year" series of activities innovatively launched by Minhang District have covered all agriculture-related streets and towns, and 9 have been held, among which the 2024 Yanjiawan Village was recognized by the Ministry of Culture and Tourism as a demonstration display point, and the brand influence of cultural activities in Minhang District continues to expand.
It is understood that 14,720 cultural activities have been held in Minhang District during the "14th Five-Year Plan" period, attracting more than 37.62 million people to participate. Since 2021, Minhang District has provided citizens with a total of 367 art courses, 73 community theater performances, 1,669 cultural distributions, more than 5,500 film screenings, and 15,625 class hours of community cultural guidance.
Flourishing literary and artistic creation, showing the charm of Minhang city is not only about inheriting traditional culture. Focusing on the themes of reality, patriotism, history and Minhang characteristics, Minhang District has carefully incubated through district-level cultural funds, and has created and launched original masterpieces covering various forms such as Shanghai opera, drama, micro-party class, and dance. For example, taking Ye Zongxing's "Jiangpu Confluence" water control deeds as a clue, he created a large-scale historical drama "Looking North of the Great River", which vividly told the story of "Why Pujiang" for the audience. There are also stage works such as "Flying Over the No. 7 Bridge", "Yan Tongyu", "Old Street" and "The Road Ahead", which not only inherit the cultural context but also keep up with the times, enriching the people's spiritual world with high-quality works.
Creative culture, a new wing of the economy: the cultural industry draws a new picture of high-quality development
"Let's try our yuzu jasmine!" The "Space of Light|CAFE" from the bookstore in the Wuzhong Road business district beckons customers to come and taste the coffee they bring. This is the only first-prize winner in the 2023 Shanghai Publication Distribution Industry Coffee Skills Competition. "We explore the innovative linkage model of 'coffee + wine + book', so that coffee can be combined with reading and new book launches, so that the cultural experience of citizens is more diverse."
Shanghai is the highland of the coffee industry, and 1 out of every 2 cups of coffee comes from the Hongqiao International Coffee Port platform enterprise. At the 2024 Shanghai International Coffee Culture Festival, Minhang's industrial side and consumer side will be linked to jointly complete the beautiful experience of "Taste the World in Shanghai".
As the first place of the "First Cup of Coffee Arriving in Shanghai" brand project, the "Minhang Beautiful Coffee Market" brought the project experience and project promotion to the main venue, inviting citizens to taste the "First Cup of Coffee Arriving in Shanghai" through the hand-poured coffee experience in the check-in interactive area of the Hongqiao hub.
At the event, coffee beans from Yunnan, China and 26 Belt and Road countries were showcased. Relying on the industrial status and resource advantages of Hongqiao International Coffee Port, Minhang District uses coffee beans as the carrier to show the development achievements of China's coffee import and export trade in recent years, and presents the practical case of Shanghai's creation of the "Silk Road E-commerce" Cooperation Pilot Zone.
How much do Minhang people love coffee? According to the data, there are nearly 1,300 coffee shops in Minhang District, accounting for about 1/7 of the total number of coffee shops in the city, demonstrating a high degree of economic vitality in the industry, and a true portrayal of coffee integration into urban life. In recent years, more and more coffee brands have combined coffee with elements such as culture and art, digital technology, and public welfare projects, forming various creative "book + coffee" models. The spiritual character, emotional temperature and cultural memory of the city are integrated into the lives of the citizens along with the aroma of coffee, and the consumption vitality of the citizens is constantly improved.
It is understood that in recent years, the integration of culture, sports and tourism in Shanghai has been remarkable, and activities such as the Shanghai Coffee Culture Festival, the ATP1000 Tennis Tournament, the Jiangnan Food Festival, and the Cultural and Creative Festival have enriched the lives of citizens. With its rich cultural, commercial, sports and tourism resources, Minhang District promotes the integration of multiple fields, stimulates the vitality of the cultural industry, meets diverse needs, and promotes high-quality economic development. This model requires optimizing resource allocation, promoting mutual flow guidance and resource sharing between industries, exploring cross-border cooperation and technological innovation, broadening the boundaries of cultural industries, enhancing the added value of the industrial chain, and contributing to the sustainable development of economy and society.
"We are here at the Shanghai Book Fair! Today, we came to the Minhang District Library in Shanghai, where the Writers List and the Minhang District Library jointly launched the activity of "Let's Read Together"...... "At 20:40 on August 17, Minhang District Library, the host and national reading promoter Wang Fang took her team to cooperate with the local book publishing brand "Writers List" in Minhang to open the live broadcast of the "Writers List" at the Minhang Branch of the Shanghai Book Fair, which was the first time Wang Fang came to Minhang District Library.
"Writer's List" is a publishing brand of Daxing (Shanghai) Culture Media Co., Ltd. in Xinzhuang Town, Minhang District, and the new book "Letter to Mother", which was first released in August this year, was held by Wang Fang and shown to the audience in the live broadcast room. "2,000 books are gone! Moms who need it hurry up and shoot. "There was another sound of inventory urgency in the live broadcast room, 53,000 books have been snapped up, and Wang Fang's Minhang live broadcast exceeded 4 million yards.
On-site and off-site circulation empowerment, online and offline mutual transformation. Outside the live broadcast room, Mr. Xiao and his wife stopped for a long time, which was an unexpected harvest for them. "We came to read the book on the weekend, and I went to Douyin to search it just now, and it turned out that the book V came to Minhang for live broadcast, and I paid attention to it decisively."
If the innovative measures such as the "book + coffee fragrance" model and the live sales of books are a vivid profile of the vigorous development of Minhang's cultural and creative industry, the "cultural and creative + technology" model has further activated the innovation momentum of the region.
Since its premiere in 2018, the live radio drama "Sound of Agatha" has received praise from a large number of suspense fans. Shanghai Lingsheng Culture Media Co., Ltd., behind the sound feast, is from the Shanghai Cultural and Creative Industry Park (Demonstration Park) - China Creative Design Industry Base (IF).
When it comes to Lingsheng, you may be a little unfamiliar, but they are the sound direction team of the hit variety show "Sound Immersion", and they are also the designated supply team of Chinese dubbing for world-class movies and animations.
"Design Unbounded, New Quality and Intelligent Manufacturing" Industrial Joint Field, "'Zhuan' Fine Design, Daqi Minhang" Industrial Design Theme Exhibition, "Jiaoxing Night" Industrial Design Ecological Special Session, "Guanghua Yaji" Cultural and Creative Market...... At the Minhang branch of the 2024 World Design Capital Conference held recently, Minhang District was awarded the title of "Industrial Design-driven Industry Demonstration Zone". The event demonstrated the efficiency of industrial design in the cross-section, integration and breakthrough of scientific and technological innovation to empower the real industry, demonstrated Shanghai's ability of industrial design to promote the transformation of scientific and technological achievements, established a typical demonstration of the deep combination of theory and practice of industrial design in Minhang, and promoted the deep integration of innovation chain, industrial chain, capital chain and talent chain, forming a high-tech, high-efficiency, high-quality new quality productivity.
It is reported that as of the end of last year, there were more than 1,000 cultural and creative enterprises above designated size in Minhang, with a revenue of more than 250 billion yuan, and the added value of cultural and creative industries above designated size exceeded 66 billion yuan, accounting for 22% of the regional GDP. In the next three years, Minhang will further focus on the five key areas of "media industry, art industry, digital culture and creativity, industrial design, and fashion" to build a high-quality modern industrial system; Cultivate the five development poles of "cultural creativity + science and technology" in Da Zero Bay, "cultural creativity + openness" in Hongqiao hub, "cultural creativity + commerce" in Qibao, "cultural creativity + intelligent media" in Pujiang, and "cultural creativity + intelligent manufacturing" in Xinzhuang, and create high-level industrial clusters.
With the improvement of the regional modern cultural industry system and market system, Minhang's cultural and creative industry, with a strong industrial style, a sense of science and technology, design and industrial power, has become an important "growth pole" for high-quality development, and Minhang's cultural enterprises are also developing in the direction of scale and clustering. With diversified activities as the carrier, the industrial cluster effect of Minhang's multiple cultural and creative carriers has become more and more prominent, with diversified activities as the carrier, and the in-depth integration of cultural, sports, tourism and trade exhibition resources has not only enriched the cultural life of citizens, but also provided strong support for the two-way empowerment of cultural and creative industries and regional economy.