马年春节将近，休闲食品饮料市场火热，生肖、新春元素、非遗文化成为这些企业的创意源泉。据新京 报消费研究院调研发现，不同于单纯的节日促销，今年各企业纷纷将文化属性作为核心发力点，非遗、 故宫等热门IP与马年生肖、新春元素深度融合，成为品牌布局春节市场的关键抓手。从大窑饮品携 手"汪氏皮影"传承人推出新春限定包装，到可口可乐以主题烟花活动启动马年新春系列，从康师傅结 合"马踏飞燕"打造东方美学礼盒，到角楼咖啡萃取故宫藏品灵感设计限定周边，众多品牌通过多元形 式，实现文化与产品的绑定。 整体来看，伴随年货节的开启，文化属性成为食品饮料企业主打的方向。与此同时，在新春销售旺季来 临前，休闲食品饮料企业也开始加大备货力度，有企业升级了生产线来备战销售旺季。业内人士指出， 春节是中国人最看重的节日，而文化属性则非常匹配消费习惯，这种将文化传播与市场需求相结合的模 式，不仅助力企业提升竞争力，更实现了商业价值与文化价值的双赢，为新春消费市场注入浓厚文化活 力。 文化属性贯穿始终 除了"新年"主题，也有的品牌更专注在文化层面。康师傅携手甘肃省博物馆馆藏文物"马踏飞燕"衍生设 计绿马，将东方美学融入新年礼盒设计中。伴随春节营销 ...

中新网鄂尔多斯1月27日电 题：作家祝勇：懂历史才能读懂故宫历史 中新网记者 李爱平 在新书《觉醒的年代1911—1920年的中国》阅读分享会上，面对台下的观众，祝勇会不自觉地"插入"故 宫话题，几分钟之后，他的思绪才会再次回到正题，提醒大众要关注历史，要沉浸式阅读，希望大家能 了解他的新书。 祝勇在鄂尔多斯市准格尔旗阅读分享会现场。 张嘉鑫供图 图为作家 "祝勇的阅读分享会幽默风趣。"1月27日，内蒙古自治区鄂尔多斯市准格尔旗民众张嘉鑫告诉记者，在 现场聆听祝勇老师讲述的故宫，比阅读好多本书都有收获。他尤其喜欢祝勇的金句："懂历史才能读懂 故宫历史。" 连日来，祝勇分别在内蒙古自治区呼和浩特、鄂尔多斯准格尔旗为新书《觉醒的年代1911—1920年的中 国》作阅读分享会，中新网记者在跟随采访的过程中注意到，传播故宫文化几乎成为祝勇的本能动作。 图为祝勇 在呼和浩特阅读分享会现场为读者签名。 中新网记者 李爱平 摄 有着多重身份的祝勇，不仅是作家，也是纪录片导演，他的上班地点在故宫，是故宫文化传播研究所所 长。 长期深耕故宫题材创作的祝勇，依靠《故宫的隐秘角落》《在故宫寻找苏东坡》《故宫六百年》《故宫 的古物之 ...

Core Viewpoint - The article highlights the collaboration between the Palace Museum and China Construction Bank to launch a series of commemorative products, including the "Palace Museum Centennial Auspicious Treasures" and the "Along the River During the Qingming Festival" gold and silver prints, aimed at celebrating cultural heritage and providing unique collectible items for customers [3][21][23]. Group 1 - The Palace Museum was established in 1925, and its treasures are now shared with the public through various products [3]. - The commemorative products are designed to symbolize family prosperity, stability, and continuity for future generations [4][10]. - Each product comes with a unique collection code, a certificate of issuance, and an art guidance certificate from renowned artists [6][32]. Group 2 - The "Palace Museum Centennial Auspicious Treasures" includes handcrafted items that undergo over ten intricate processes, showcasing traditional craftsmanship [13]. - The gold and silver prints of "Along the River During the Qingming Festival" are made from high-quality materials, with limited editions available: 5,000 sets of silver prints weighing 20g and 1,000 sets of gold prints weighing 8g [21][23]. - The products are packaged in elegant gift boxes, making them suitable for both gifting and collection [32].

Core Viewpoint - The article promotes a series of gold phone stickers inspired by cultural artifacts from the Palace Museum, emphasizing their auspicious meanings and potential to bring good fortune and health to users [6][9][18]. Group 1: Product Offerings - The gold phone stickers are designed with various auspicious themes, such as wealth, health, and safety, each inspired by specific cultural artifacts from the Palace Museum [6][16][18]. - The "Fortune and Wealth" sticker is inspired by embroidered pouches, symbolizing the gathering of wealth and good fortune [6]. - The "Wealth Rolling In" sticker is inspired by the mythological "招财神兽" (wealth-attracting beast), representing the fulfillment of wishes [9][11]. - The "Year After Year" sticker symbolizes good luck through the imagery of koi fish, wishing for abundance [14]. - The "Safe Travels" sticker features a dragon motif, intended to provide protection and safety during travels [16]. - The "Health and Longevity" sticker is inspired by a deer motif, symbolizing blessings of health and longevity [18]. Group 2: Promotional Offers - Customers who purchase two sets of gold phone stickers will receive a limited edition cultural storage booklet, which can hold two stickers [19].

Core Viewpoint - The article emphasizes the cultural and historical significance of the Forbidden City, highlighting its treasures and the emotional connection many people, including celebrities, have with it. It also promotes a limited edition postal collection celebrating the 100th anniversary of the Palace Museum. Group 1: Cultural Significance - The Forbidden City is described as a "living" museum and a treasure trove of Chinese history, with collections spanning over 8000 years of civilization [9][10]. - It is portrayed as a place where one can enhance aesthetic appreciation and gain historical knowledge, making it a must-visit for families [12][15][19]. - The emotional impact of visiting the Forbidden City is illustrated through anecdotes of notable figures, including celebrities who frequently visit with their children [6][7]. Group 2: Postal Collection Promotion - The article introduces a limited edition postal collection titled "Centennial Collection of Chinese National Treasures," which includes 100 rare stamps celebrating the Palace Museum's 100th anniversary [22][25]. - This collection features significant artifacts and is marketed as both a cultural treasure and a collectible item, appealing to both collectors and casual enthusiasts [27][63]. - The postal collection is noted for its artistic and cultural value, with stamps that utilize special printing and anti-counterfeiting technologies [45][47]. Group 3: Collection Details - The postal collection is divided into six chapters, covering various themes such as the Palace Museum, Chinese masterpieces, and ancient artifacts [30][61]. - It includes rare stamps from as early as 1953, showcasing the historical significance and scarcity of these items [63][69]. - Each set comes with a certificate of authenticity and is limited in quantity, enhancing its collectible appeal [201][198].