申燕飞：与Z世代接“荔”，带飞茂南千年古荔

Core Viewpoint - The article discusses the innovative approach of a design team led by Shen Yanfei in revitalizing the ancient culture of Maonan lychee through creative IP (intellectual property) design, targeting the younger generation and enhancing the cultural significance of the lychee industry [10][12][18]. Group 1: IP Development and Cultural Significance - The design team created a family of IP characters representing three generations, symbolizing the guardianship and inheritance of the ancient lychee culture [10][26]. - The team aims to make the ancient lychee culture visible to the younger generation through creative products and designs [22][38]. - The IP family concept reflects the traditional roles of family members in the cultivation and care of lychee trees, emphasizing the connection between past and present [26][27]. Group 2: Innovative Product Design - The team launched a "Spring and Summer Haute Couture Series" of cultural products inspired by Song Dynasty aesthetics, combining traditional crafts with modern design [39][41]. - New product lines, such as the "Ancient Lychee Cat" series, aim to break traditional stereotypes associated with lychee and appeal to contemporary audiences [44][47]. - The "Ancient Lychee Encouragement Package" for students during the exam season was well-received, showcasing the blend of cultural expression and practical needs [52][64]. Group 3: Cultural Promotion and Market Strategy - The company focuses on cultural expression rather than direct sales, planning to promote the ancient lychee IP through various platforms, including short videos and animations [69][71]. - A cultural display point is planned in Maonan to enhance visitor engagement and interaction with the ancient lychee culture [74][78]. - The increasing proportion of cultural tourism and creative products in the annual output value of Maonan lychee indicates a positive trend in the industry [83].