（新春走基层）乘马年东风 “明星文物”文创IP“马”上出新

Core Insights - The article discusses the innovative use of the "Yellow Jade Horse" from the Warring States period as a cultural and creative product (IP) by the Confucius Museum, launching over 10 new products in celebration of the Year of the Horse [1][4]. Group 1: Product Development - The Confucius Museum has developed a range of cultural products inspired by the Yellow Jade Horse, including scarves, sachets, and wooden combs, appealing to younger audiences and creating a "buying frenzy" [2][4]. - The museum's product matrix includes items like refrigerator magnets, toys, and ice cream, showcasing the versatility of the Yellow Jade Horse's image across various lifestyle products [2][4]. Group 2: Marketing and Engagement - The museum has collaborated with the Shandong Spring Festival to launch a "Horse Big Yellow" WeChat sticker pack, enhancing its outreach and engagement with a broader audience [4]. - The museum aims to create immersive experiences by integrating historical narratives with modern technology, such as digital interactions that allow visitors to virtually "ride" historical horses [6]. Group 3: Industry Trends - Other cultural institutions in China are also capitalizing on the Year of the Horse by launching their own creative products, such as the "One Black Horse" theme from the National Museum and the "Red Luck Ahead" horse figurine from the Gansu Provincial Museum [6]. - The trend indicates a shift in how cultural relics are utilized, moving from static displays to dynamic, interactive experiences that resonate with contemporary audiences [6].