喜欢逛博物馆的年轻人不难发现，近年来在全国各地博物馆中，冰箱贴往往被摆在显眼位置，吸引 消费者的目光，激起消费热潮。 "国家博物馆的孝端皇后凤冠冰箱贴，上市一周年即卖出超200万个。北京古代建筑博物馆的天宫藻 井冰箱贴有不少游客清晨5点赶到博物馆外排队抢购。"浙江省文物保护利用协会秘书长陈寿田观察到， 文创产品已经成为游客的重点消费对象。 真情感古今共鸣 在"十里红妆"展厅，镇馆之宝"万工轿"赫然入目，两侧朱漆台迎亲仪仗、鎏金漆器妆奁等文物让人 仿佛置身古代的婚礼现场，鼓乐齐鸣如在耳畔。 "大家不要着急，今天我们货物储备充足，都能买得到。"时至暑假，浙江省博物馆之江馆区文创店 热闹非凡，店长忙不迭地介绍，"这款'云肩'冰箱贴是游客逛浙博的必买好物，前几天一上新，就售罄 了。"放眼望去，整个文创店密密麻麻地挤满了人，"十里红妆"主题文创区域更是被围了个里三层外三 层。 转身向后看，这个包梗彩绣花鸟虫鱼纹披肩正是"爆款"的原型。包梗彩绣花鸟虫鱼纹披肩文物并未 置放在最显眼的区域，薄玉鑫举起手中的冰箱贴，放在展柜前比对，"这件文物在展馆里也许并不那么 引人注目，但这曾经是宁绍平原婚俗中的'压箱宝贝'。"他介绍说，" ...

Core Insights - Qingzhou City is focusing on the consumption needs of the younger demographic by enhancing the innovation of cultural and creative products, aiming to attract more young consumers to engage with traditional culture [1][3]. Group 1: Market Trends - The tourism market in Qingzhou Ancient City remains vibrant post-May Day, driving demand for cultural and creative products [1]. - Young consumers are increasingly willing to purchase culturally significant products that are creatively designed and meaningful [1][3]. Group 2: Product Development - The cultural and creative store integrates elements of intangible cultural heritage, historical culture, and local landmarks with contemporary preferences to create appealing products for young consumers [3]. - Popular product lines include refrigerator magnets, scholar rolls, and items reflecting Qingzhou's cultural heritage, which resonate well with the younger audience [3]. Group 3: Consumer Engagement - Cultural products are becoming a new means for young people to express cultural identity, with offerings like cultural blind boxes and heritage bracelets enhancing the shopping experience [5]. - The museum's popularity has led to a significant portion of visitors, approximately half, being young consumers, indicating a strong market for cultural products [5]. Group 4: Strategic Focus - Qingzhou City is committed to developing more cultural and creative products that combine cultural depth with market vitality, aiming to make history tangible and culture consumable [5]. - The city is exploring new consumption growth points, including traditional culture, domestic products, and experiences like Hanfu, to meet the diverse and personalized needs of young consumers [5].

□ 本报记者 杨民仆 5月18日是国际博物馆日。在"让文物活起来"的热潮中，博物馆文创不断推陈出新，冰箱贴也意外"出 圈"。别出心裁的设计不仅将历史文化融入日常生活，也展现出巨大的商业潜力。冰箱贴为什么成为文 创"顶流"？又为文创产业带来哪些启示？ 成功"吸粉"无数，市场销售火爆 "目前常州博物馆共有各类文创商品2000多款，2024年10月1日，'国风超有戏'文物复刻立体冰箱贴系列 上线后，凭借创新的交互设计和文化叙事，半年销售近1.5万个，销售额突破61.1万元，成为常州博物馆 现象级文化消费产品。"该馆文创部负责人左佳佳告诉记者。 据介绍，"国风超有戏"以"南宋朱漆戗金莲瓣式人物花卉纹奁""越窑青釉刻花卷草纹镂空香熏""南宋银 鎏金水仙花台盏"等馆藏6件珍贵文物为设计原型，通过精巧的立体设计与细腻的工艺复刻，将文物中的 经典元素转化为兼具艺术性与实用性的文创产品。设计团队融入换色、组合等创新玩法，让庄重的文物 变得鲜活灵动，拉近历史与现代距离。同时，常博推出AR互动冰箱贴，消费者扫描二维码，即可"激 活"《东坡舣舟亭图卷》等古画，使其从平面变为动态影像，备受市场追捧。 "冰箱贴走红并非偶然，每个因素都如 ...

Group 1 - The core viewpoint highlights the success of cultural and creative products, exemplified by the National Museum's "Fengguan" refrigerator magnets, which have sold over 1 million units, setting a record for the museum's product sales in nearly 20 years [1] - Cultural and creative products have become a unique aspect of the consumer market, yet the issue of product homogeneity remains prominent, necessitating innovation and a deeper understanding of cultural significance [1] - Successful cultural products, such as the "Tang Girl" from the Shaanxi History Museum and the "Archaeological Blind Box" from the Henan Museum, demonstrate the importance of deeply exploring local culture and incorporating distinctive regional characteristics [1] Group 2 - The "Wang's Handmade" cultural brand collaborates with over 1,400 rural artisans across 28 villages in regions like Guizhou and Yunnan, achieving annual sales exceeding 10 million yuan, showcasing the potential for economic returns and emotional resonance through quality craftsmanship [2] - Some museum cultural products suffer from imitation and poor quality, which not only damages the museum's brand image but also hinders the high-quality development of the cultural industry [2] - Developers should align product development with current trends and consumer characteristics, ensuring that cultural products remain fresh and relevant [2]