Recently, the "2023 Intangible Brand Conference" hosted by the Ministry of Culture and Tourism and the Guangdong Provincial People’s Government, undertaken by the Guangzhou Municipal People’s Government and the Guangdong Provincial Department of Culture and Tourism, and implemented by the Guangzhou Municipal Bureau of Culture, Radio, Film and Television Tourism was held in the new Guangzhou Cultural Center (Guangzhou Intangible Cultural Heritage Protection Center). By rallying the strength of all parties, the conference thoroughly studied the construction of intangible brands and explored new paths for the development of intangible heritage. Through a variety of professional and public activities, such as the "Intangible Cultural Heritage Night" performance and creative intangible cultural heritage interaction, the conference also enabled intangible cultural heritage brands to be presented in a way that everyone can appreciate, taste, wear and experience, and promoted intangible cultural heritage to better integrate into modern life, which was widely used and within reach. The picture shows the scene of the activity. Ingenuity and ingenuity of traditional crafts In the exhibition area of traditional crafts brands in Hanmo Garden, the new building of Guangzhou Cultural Center, a dazzling array of exhibits attracted the attention of journalists: spinning and dyeing embroidery, weaving and binding, carving and shaping, paper-cutting and painting, ceramics firing, lacquerware decoration … There are many categories of traditional crafts, and the exhibits are unique and dazzling. The picture shows the scene of the event. "Today we are bringing litchi patterns and a complete set of engraving with Lingnan characteristics. I hope everyone can know more about Rong Baozhai woodcut watermark." In the exhibition area, the "Rong Baozhai" brand shows the audience the production process of the national intangible heritage project "Woodblock Watermarking Technology", and the audience can participate in the experience production. The on-site staff told reporters that this traditional technique is different from printing with various colors of "ink" in modern printing technology, but through"Sketching", "Engraving" and "Printing" are printed in sequence from shallow to deep, and printed together in three steps. "I hope that art can enter the public life and let the audience feel the infinite charm of traditional national cultural treasures at close range." "’Mud-dyed Clothing Series Born in Mud and Growing Up in Soil’ is the name of this exhibition product. The works in this exhibition are mainly cotton and linen clothing series dyed and woven in Guizhou’s oil-red soil. With Guizhou mud dyeing combined with Guizhou’s national intangible skill ponytail embroidery as the main production technique, product design innovation is carried out, and clothing is used as the expression carrier to express the love for the land. " In front of Plum Liuxiang brand exhibition area, Chen Mei enthusiastically introduced the works she brought to the audience. In Chen Mei’s eyes, the clothes dyed by indigenous methods have the color of the earth, giving people the feeling of home and home. In particular, Chen Mei also brought several bottles of clay specimens collected from Guizhou to Guangzhou, and the audience was amazed by the beauty and charm of the soil. Xie Yu, the founder of "Hanyu Tiangong" jade carving brand from Xuzhou, Jiangsu Province, brought a number of jade carving works to this intangible brand conference. His work Qian Xuesen, a meritorious scientist with two bombs and one satellite, was carved out of the white Lingbi stone in Anhui Province, and the hair and collar of the characters were carved out of the true colors of jade. The works are lifelike, attracting a large audience to watch them at close range. It is reported that there are nearly 150 participating brands in this conference. As an important part of intangible cultural heritage, traditional crafts bear profound humanistic heritage, rich practical experience and exquisite ingenuity.35 traditional craft brands were selected and exhibited in the traditional craft brand exhibition of the 2023 Intangible Heritage Brand Conference. These brands include Maotai, Xiling Printing House, Rong Baozhai, Jinwen Yunjin, Chaoshan Seal, etc. They are not only Chinese time-honored brands that have been passed down for a hundred years, but also emerging brands founded by non-legacy representatives. In addition to the traditional craft brand exhibition, the research and training plan achievement exhibition focuses on 36 traditional craft innovation brands and works hatched by the research and training plan; The brand exhibition of non-legacy workshops focuses on 30 non-legacy workshop brands and related achievements; The exhibition "Haisi Bay Area Guangzuo Huazhang" focuses on the traditional craft brands in Guangdong-Hong Kong-Macao Greater Bay Area, which are mainly Guangzuo (traditional handicrafts made in Guangfu area). Guangzhou’s non-genetic inheritors made a stunning appearance. Many inheritors from Guangzhou also took their own brands to participate in this non-legacy brand conference. Among them, the main products of Zeng Zhaohong’s olive carving brand are not only olive carving, but also many new olive carving handicrafts with flexible composition and various forms. Zeng Zhaohong, the national non-genetic inheritor of the nuclear sculpture (Guangzhou Olive Carving), told reporters that in the future, we will continue to carry out activities such as the spread of olive carving culture and the teaching of olive carving, which will inject new vitality into the traditional olive carving in China. Zhou Chengjie is an apprentice of Zhai Huiling, the founder of Yicai brand, and also a representative inheritor of Guangcai city. He believes that brand building is an indispensable part of cultural heritage. "In addition to making traditional vases and color plates, we also do some cultural creations, using different carriers, such as refrigerator stickers, mobile phone cases, tidal clothes, etc., combined with traditional patterns and elements. We neglected the brand building in the early days.Now, in addition to guarding the traditional skills, we should also promote this skill in the form of cultural brands. Only by polishing our brand can more people see and appreciate it. " The picture shows the scene of the event. I am eager to try. "It is a very interesting experience to listen to the teacher’s on-site explanation." "Raise your right hand and start to experience AR somatosensory dressing." In the traditional craft brand exhibition area, the citizens who made an appointment to visit the museum had a great time. Fantuo Digital’s super-realistic digital homo sapiens and Li Jiashi’s drumming interaction all make the citizens eager to try and feel the charm of digital interaction. The 2023 Intangible Cultural Heritage Brand Conference has creative intangible cultural heritage experience activities, such as "Intangible Cultural Heritage Night" performance, food and cultural creation market, and Han and Tang clothing garden, which show the development results of the integration of traditional intangible cultural heritage projects and contemporary stage art. Through immersive experience scenes, the citizens can deeply feel the beauty of intangible cultural heritage, which lies in various forms, ingenious application, closeness to life and unlimited creativity. The child from Guangzhou Academy of Fine Arts told the reporter that what impressed him most was the interaction with several teachers of Xiling Printing Society. "There are many stresses on rubbing, and it is a very interesting experience to listen to the teachers’ on-site explanations." Dressed in ancient costumes, Ayi revealed that she was deeply impressed by the brand exhibition of drama costumes. "The traditional drama in China is charming and elegant, and you can watch the details of drama costumes at close range, which is an excellent experience." "the night of the past"In the exhibition, Lingnan Guqin, Xiao and Chen Tai Ji Chuan jointly performed "Bijian Liuquan", in which the sound of the piano, the sound of the Xiao and the boxing were integrated, and the audience was immersed in it. After the performance, when interviewed by the media, Chen Juan, the 12th generation of Tai Ji Chuan, a human intangible cultural heritage project, and vice president of Guangdong Wushu Association, said that Tai Ji Chuan has developed for about 400 years, and this well-known sport in China was listed as a world-class intangible cultural heritage in 2020. "Why is Tai Ji Chuan loved by everyone? Ordinary people can practice Tai Ji Chuan in their lives to achieve the functions of fitness, self-cultivation and self-defense, and they can also learn about profound traditional culture through this sport. ". Non-legacy new creations are integrated into life to show the artistic charm of "practicality and beauty": Yao embroidery, Guang embroidery, Chao embroidery, Xiaolan embroidery and bead embroidery … Recently, "Fashion Lingnan Non-legacy new creations" 2023 Guangdong non-legacy clothing exhibition and exchange activities and excellent case works release conference were held in Guangzhou. In the meantime, the release of outstanding case works of non-legacy clothing fully demonstrated the ingenious integration of non-legacy traditional skills and creative fashion, and led the audience to witness the contemporary value of traditional culture. In the interview, many non-genetic inheritors mentioned that the intangible cultural heritage can be displayed in a "practical and beautiful" way. Incorporating into the atmosphere of the times and entering daily life, intangible charm can be perceived and skills can be passed down from generation to generation. "Although the legacy comes from the past, it can still be integrated into modern life." Chen Mei, the brand holder of Plum Liuxiang, believes that,Intangible skills come from the lives of our ancestors. "We are engaged in this work, first of all, to explore the traditional crafts handed down by our ancestors, and how to better optimize and integrate them into life." Chen Mei applied soil dyeing to clothing, silk scarves, screens, furniture ornaments and other life scenes, which attracted the attention of several students from South China Normal University. Cai and Zhuang told reporters that they had traveled to Guizhou, Jiangxi and other places to learn about the inheritance, development and application of non-legacy in the local area. "In Guizhou, we learned that the application of non-legacy elements in cultural creation and clothing can bring economic benefits to local people. But they may need to be discovered and understood by more people, and we also help them expand their influence through the communication theory we have learned and some new media methods we have mastered. " The picture shows the scene of the event. In the eyes of young students, young people are very interested in traditional culture, and social networks just build a bridge between them. "Intangible heritage is a very regional thing. If you don’t know enough about local culture, it will be difficult to resonate and identify with those products. Therefore, we will work with the inheritor teacher to let everyone know the cultural story behind the exquisite products containing intangible elements through social networks. " Big coffee talks about cross-border thinking brand expansion. "Intangible heritage is the most temperature-sensitive cultural resource." At the theme forum of "2023 Intangible Cultural Heritage Brand Conference", Xiang Yong, a professor and doctoral supervisor of Peking University Art Institute and president of Peking University Cultural Industry Research Institute, said that there are many innovative paths for digital technology empowerment."Digital technology empowerment can improve production efficiency, reorganize production processes, build better production relations, and then meet more diversified consumption". At the forum, many experts, scholars, inheritors and people in the industry conducted extensive and in-depth discussions on brand building, value expression, market cultivation, innovation practice and other aspects in combination with many topics such as innovation, brand cultivation and development, market communication and promotion, and youth vocational education, so as to help the development of non-legacy brands with cross-border thinking. Form a powerful "intangible consumer brand" "brand is the ultimate expression of intangible value, because establishing a brand means that intangible value has been widely recognized, culturally recognized and qualitatively recognized, which is the goal that every intangible brand should strive to achieve." Sultan, deputy director of China Arts and Crafts Museum and China Intangible Cultural Heritage Museum, said that the construction of intangible brands includes two dimensions, namely "cultural brand" and "consumer brand". "There are many classic cases in the construction of intangible brands, such as Deyun Society and Tongrentang, who have achieved a gorgeous turn and integrated into the current society". To form a powerful "intangible consumer brand", we should consider the excavation of traditional symbols, the interpretation of historical value and the combination with the spirit of the times. "Live and rise" is the direction of development. When it comes to the infiltration of intangible heritage into a better life, Professor Huang Yonglin, director of the National Cultural Industry Research Center of Huazhong Normal University, believes that traditional craft projects should be combined with modern life. "Originally, traditional craft projects came from the lives of working people.Life from the public must return to the life of the public. Only by returning to the daily life of the public and becoming a consumer product that we can see and use can it be passed down. We must be more grounded, more aura, and more lively fireworks, so that our traditional crafts can really live. " Professor Huang said: "Being alive and rising is our future development direction. Traditional crafts must also be combined with modern science and technology. It is necessary to use modern new media platforms to understand the trends that young people care about and make young people more interested in our traditional crafts, so that it is possible to truly achieve the effect of’ tide up’. " "Tradition" is enough to make people love the national intangible representative project (Beijing Mianrenlang). Lang Jiazi, the third-generation inheritor, talked about the feelings of non-genetic broadcasting from the perspective of young non-genetic inheritors. "I have been doing non-genetic broadcasting from the media and new media since I graduated from college. In this process, I can feel that the audience’s attitude towards tradition is changing quietly. In recent years, the original tradition has attracted more and more attention after 00, 10 and 15-in their view,’ tradition’ is enough to make people love. " In his view, "non-genetic inheritors are full of motivation and pressure", "we need to keep learning, especially young inheritors, and need product forms that adapt to the market environment and more diversified non-legacy forms". Guangzhou charm fosters "non-legacy+"business innovation. The guests believe that,The living intangible heritage and the vibrant city complement each other, forming a unique charm and character of Guangzhou. In recent years, Guangzhou has continuously improved the level of systematic protection of intangible cultural heritage, made great efforts to promote the creative transformation and innovative development of intangible cultural heritage, and gradually embarked on the road of Guangzhou intangible cultural heritage protection with strong protection, orderly inheritance, well-regulated management and moderate integration. The development of intangible cultural heritage protection in Guangzhou is good, and new experiences with distinctive features such as activation and utilization, "intangible cultural heritage plus" and "five existences" are summarized. As early as 2016, the first blue book of intangible cultural heritage in Guangzhou, Guangzhou Intangible Cultural Heritage Protection and Development Report, had put forward the experience of "attaching importance to activation and utilization", which was at the forefront of the country at that time. At present, Guangzhou has launched the Guangzhou Intangible Heritage Activation and Utilization Project in an all-round way, adhering to the concept of creative transformation and innovative development, and carrying out the transformation and application of traditional patterns of Cantonese embroidery, innovative utilization of leftover materials of Cantonese furniture, and the activation of Chebei Dragon Boat (one museum, one festival, one drama, one song, one video, one project, one movie and one animation). The picture shows the scene of the event, especially the development of non-legacy cultural and creative products. For example, Zhao Weibin, the inheritor of guangdong lion, founded the Nanguo Lion Dance Series Cultural and Creative Products and developed more than 200 lion dance cultural and creative products such as ornaments, toys, scarves and cups and saucers. Tan Guanghui, the inheritor of Guangcai, developed a series of teapots and teacups with modern aesthetics, while Zhai Huiling and Zhou Chengjie developed Guangcai furniture and Guangcai wedding appliances.Zeng Xianpeng, the inheritor of Guangzhou olive carving, has developed various daily necessities such as USB flash drive, earrings, necklaces, bookmarks, soaps and aromatherapy. Inheritance of Cantonese hardwood furniture manufacturing skills People have developed creative products such as miniature wicker doors, mortise and tenon toys, wood carving saucers, etc. Yang Zhifeng, the inheritor of Guangzhou enamel making skills, and Shao Chengcun, the inheritor of gray plastic, jointly developed the hanging picture of gray plastic enamel, and Yang Chengshen, the inheritor of the new generation, developed a series of enamel jewelry. At present, Guangzhou is rapidly promoting the integrated development of "non-legacy+industries", such as fashion, education, tourism, leisure, performing arts, movies, transportation, science and technology, games and new media, so as to fully play the role of non-legacy services in daily life.
关于作者