New cultural and creative works in Sanxingdui

"I like the cultural and creative works of Sanxingdui. This time, I bought the Sanxingdui 'mini national treasure' blind box. Although I didn't know what was in the box before opening it, I really enjoyed this unknown surprise," said Zheng Qiming, a tourist visiting Sanxingdui in Guanghan, Sichuan Province. Not long ago, Sanxingdui specially launched the mini Guobaoli brand blind bags (blind boxes), each containing 28 bags, including 26 regular and two hidden ones, which gave more mystery and interest to cultural and creative products.

Sanxingdui, "Sleeping for thousands of years, waking up and shocking the world", is an important part of Chinese civilization. Today, it, together with Jiuzhaigou and giant pandas, is a new symbol of Sichuan's cultural tourism image. In the process of creating a famous tourism county in Tianfu, Guanghan City has carefully created Sanxingdui, a Sichuan tourism card. While deeply exploring the charm of ancient Shu civilization, it has also been constantly innovating in the field of cultural and creative products.

Sanxingdui cultural relics have profound cultural connotation and impressive artistic charm, providing rich resources for the development of cultural and creative products. The newly launched cultural and creative products of Sanxingdui take Sanxingdui cultural relics as the creative prototype, including 10 kinds of ornaments, clothing, jewelry, collection books, etc., which integrate the characteristics of Dali people, bronze masks, bronze birds, gold sticks, sun wheels and other cultural relics.

"A large number of jades and bronzes unearthed from Sanxingdui Site are basically ritual vessels for sacrifice, and the belief system with strong color of witches and theocracies is the essence of Sanxingdui culture." Lin Wei, director of the marketing department of Sanxingdui Museum, introduced that, "We have selected five highly representative cultural relic images, which are respectively equipped with people, emphasizing the spirit of the integration of heaven and man, and the communication between human and god, to create a 'idol heaven group' in the Bronze Age."

In recent years, in order to attract more young tourists to learn about Sanxingdui and explore the ancient Shu civilization, Sanxingdui has cultivated and developed through the integration of "culture+" and "tourism+" new formats, created and improved the core industrial chain of Sanxingdui's cultural and creative development, manufacturing and sales, and brand marketing, and established a communication chain of "cultural innovation+literature and art+all media", Promote the spread and development of Sanxingdui cultural values. The launch of cultural innovation products is an innovation and attempt. According to statistics, since June 2019, Sanxingdui Museum has comprehensively sorted out the development system of cultural and creative goods in Sanxingdui, and has successively developed 308 cultural and creative products in seven categories, such as household goods and cultural goods.

The Sanxingdui Museum has also built a 300 square meter immersive cultural and creative exhibition, sales and experience hall of "Sanxingdui+Life Aesthetics" in accordance with the concept of "salute to tradition, creative life", and launched novels, film and television works on related topics of Sanxingdui.

It is reported that in the future, Sanxingdui Museum will make full efforts in IP creation, creative derivatives design, production and sales in the pattern of "one body and two wings" (museum+site area and industrial park), build a demonstration area for the protection and utilization of Sanxingdui National Grand Site, and build an excellent cultural transmission and transmission system represented by the ancient Shu culture of Sanxingdui, Promote the creative transformation and innovative development of Sanxingdui ancient Shu culture, and build a heritage protection and utilization demonstration area and a world-class cultural tourism highland.