Original title: strive to make Chinese excellent traditional culture shine

General Secretary Xi Jinping stressed that the spiritual logo of excellent traditional culture should be refined and displayed, and the cultural essence of excellent traditional culture with contemporary value and world significance should be refined and displayed. Cultural self-confidence is a more basic, deeper and lasting force. Promoting the creative transformation and innovative development of China's excellent traditional culture is not only the internal requirement of building a solid foundation for national rejuvenation, but also the practical need to prosper and develop socialist culture and provide more and better spiritual food for the people.

The outstanding traditional Chinese culture is a prominent advantage in promoting China's development in the new era. First of all, the excellent traditional Chinese culture is the spiritual lifeline of the Chinese nation. The excellent traditional Chinese culture is connected with history, maintaining the common memory of the nation, and is a strong foundation for us to enhance cultural consciousness. Inheriting and carrying forward the excellent traditional culture can not only enhance the national identity of the people all over the country, but also constantly strengthen cultural self-confidence and gain a firm foothold in the world cultural turmoil. Secondly, spreading and carrying forward the excellent traditional Chinese culture is conducive to strengthening national cohesion. The excellent traditional Chinese culture contains the national spirit that the Chinese nation has cultivated for thousands of years, and the ideals and beliefs that the Chinese nation adheres to together. It is a strong and solid presentation of the cohesion of the Chinese nation. Inheriting and carrying forward the excellent traditional culture not only provides a strong value support for enhancing the cohesion of the Chinese nation, but also provides a massive historical and cultural resources. At the same time, the excellent traditional Chinese culture is our deepest cultural soft power and an important resource to strengthen the construction of international communication capacity. Spreading and carrying forward the excellent traditional culture will help to show Chinese stories more fully and vividly, as well as the ideological and spiritual strength behind them.

And endow Chinese excellent traditional culture with new era connotation and modern expression forms. First, technology integration and display. Through virtual reality (VR), augmented reality (AR), digital animation and other technologies, it provides a new way to show and experience the excellent traditional Chinese culture, which not only provides a modern display platform for the excellent traditional culture, but also can stimulate the interest and curiosity of the young generation. The second is the combination of modern design and traditional technology. The combination of traditional crafts and modern design concepts creates products with both traditional charm and modern aesthetics, which not only finds new markets for traditional crafts, but also improves the modern significance and practical value of handicrafts. The third is the modern dissemination of cultural content. With online platforms and social media, excellent traditional cultural stories and arts can be spread to global audiences in a more vivid and interactive form. While attracting young people to understand and appreciate these excellent traditional cultures, it also provides cultural workers with opportunities to express their creativity and reach a wider audience. Fourth, education and community participation. Educational institutions and community organizations can stimulate the interest and love of the public, especially the young generation, for excellent traditional culture by organizing lectures, workshops, cultural festivals and other activities.

To form an institutional mechanism, work force and environmental atmosphere for inheriting and carrying forward the excellent traditional Chinese culture. First, cultivate innovative talents. The first condition for implementing "creative transformation and innovative development" is talents. Relevant courses should be set up to stimulate students' interest and ability in cultural innovation, and cultivate talents who can combine excellent traditional Chinese culture with modern elements. Second, support interdisciplinary research and cooperation. Innovation often occurs at the intersection of different fields and ideas. We should support interdisciplinary research projects, encourage cultural scholars, artists, technical experts, etc. to jointly explore new expressions and development paths of Chinese excellent traditional culture, and provide practical solutions for the modern application of excellent traditional culture. Third, create an environment that combines innovation and protection. While promoting innovation, it is also important to inherit the excellent traditional Chinese culture. We should strengthen the excavation and protection of Chinese excellent traditional culture, pay attention to the systematic synergy and operability of policies and measures, and fully mobilize the enthusiasm and creativity of the whole society. Fourth, use technology to promote traditional culture. Modern science and technology provide unprecedented opportunities for the innovative development of traditional culture. We should build an accurate, authoritative, open and shared public data platform for Chinese cultural resources, preserve and display Chinese excellent traditional culture through digital means, analyze the public's interest and demand for excellent traditional culture using big data, artificial intelligence and other technologies, and more effectively design and promote cultural products and activities.

Handle the dialectical relationship between integrity and innovation. In the process of promoting the creative transformation and innovative development of Chinese excellent traditional culture, we are facing multiple challenges. These challenges include not only how to adhere to the core spirit and uniqueness of China's excellent traditional culture, but also how to adapt it to the rapidly changing needs of modern society. We should adhere to the concept and principle of making the past serve the present and weeding out the old to bring forth the new, treat it differently and inherit the traditional culture; It should resonate with the times at the same frequency, endow it with a new ideological connotation containing the spirit of the times, as well as a new display mode rich in modern scientific and technological elements, so that the most basic cultural genes of the Chinese nation can adapt to contemporary culture and coordinate with modern society; We should adhere to exchanges and mutual learning, openness and inclusiveness. We should neither simply use them nor blindly exclude foreign countries. We should learn from the achievements of foreign civilizations, actively participate in dialogue and exchange of world cultures, and constantly enrich and develop Chinese culture.

（ Zhu Hongxia, Author's unit: Chongqing Vocational College of Finance and Economics)