文化传承与品牌创新的交融 “中轴有礼”蒙牛联名产品发布会在京举行

Core Viewpoint - The collaboration between Beijing's Central Axis Protection Public Welfare Foundation and Inner Mongolia Mengniu Dairy Co., Ltd. aims to integrate cultural heritage with modern consumer products through the launch of the "Central Axis Gift" customized pure milk, symbolizing a deep partnership between national dairy brands and cultural IPs [1][2][9] Group 1: Collaboration and Cultural Significance - The Central Axis of Beijing, a historical site over 700 years old, represents a significant cultural legacy, while Mengniu Dairy is committed to national health and nutrition [2] - The partnership is rooted in shared values of "guarding" and "nurturing," aiming to incorporate cultural heritage into contemporary life [2][4] - The product serves as a medium to convey the beauty of order and harmony inherent in the Central Axis, inviting consumers to connect with history through everyday products [2][4] Group 2: Product Design and Innovation - The packaging of the "Central Axis Gift" product reflects cultural activation, featuring artistic line drawings of 15 iconic heritage sites along the Central Axis [6] - The design incorporates classic colors from the Central Axis architecture, creating a modern yet respectful representation of cultural heritage [6] - A QR code on the packaging allows consumers to access a digital platform to explore the history and architectural wisdom of the Central Axis, enhancing the product's role as a cultural entry point [6] Group 3: Event Highlights and Cultural Integration - The launch event featured a Hanfu fashion show, symbolizing the blend of traditional and modern aesthetics, and included a lion dance ceremony to signify the collaboration's vitality [8] - A cultural salon during the event provided theoretical and practical insights into the partnership, showcasing it as an exemplary case of creatively transforming cultural heritage into modern consumer goods [8] - Experts emphasized that this collaboration sets a high standard for commercializing cultural IPs while maintaining respect for cultural authenticity, promoting a symbiotic relationship between cultural and commercial values [8][9]