转自：成都日报锦观 一组数据解码"文创之都"的春节热度 日销数十万元 马年限定成抢手货 读者在天府人文艺术图书馆选购商品。 春节的蓉城，暖阳与年味交织，从汉唐盛宴的衣香鬓影，到书香空间的创意迭出，再到博物馆里的人潮涌动，成都人用满满的仪式感，将文化 文创消费推向了新的高潮。记者近日兵分多路，记录下这座"文创之都"在丙午马年春节的滚烫热度。 穿着汉服品佳肴 上座率超98% 上午10时，成都东郊记忆里的蜀宴赋内已是一片忙碌。管理人员媛媛穿着工作服，手里拿着物料清单，正在核对演出道具、服务用品的备货情 况，随后她逐桌检查餐具摆放和卫生情况。在这个春节假期，这是媛媛的常态，从上午到次日凌晨，她与其他工作人员坚守岗位，用忙碌与热 忱，让蜀宴赋暖意融融、热力升腾。 "每天3场演出，上座率基本都在98%以上，厨房师傅们八九点钟就开始备菜，其他工作人员都是十点到岗，每天都会忙到深夜。"媛媛的声音 略带沙哑，却难掩兴奋，她告诉记者，蜀宴赋立足成都千年文脉，以六朝六代的宴饮礼仪为叙事主线。餐秀一体、以礼入宴，采用古代分餐制 的形式，让食客在席地而坐间体验传统礼乐文化与餐饮文明的融合。食客不仅可以品尝美食，还可以在店内进行古装妆造 ...

2026丙午马年新春将至，一场以"马"为媒的消费热潮正在席卷全国。从甘肃省博物馆铜奔马衍生的毛绒玩偶，到山东美术馆"潦草却自由"的软陶小马"马 彪彪"；从潮玩品牌的限定系列到非遗手作的创新表达，马年文创产品不仅创下亮眼销售数据，更勾勒出新春消费的全新图景。 （全2365字，阅读需要8分钟） 记者｜朱开云 摄影｜朱开云 国家自然博物馆则推出了"地铁小马"毛绒挂件，将馆藏展品普氏野马和日兰德马拟人化，设计出有趣的小马形象；景泰蓝艺术博物馆推出了马年系列文创 产品。其灵感源自馆藏展品"秦始皇陵铜车马"。上世纪70年代中国工艺美术大师钱美华先生带领团队聚焦于承载千年历史的秦始皇陵一号铜马车，将其从 黄土之下唤醒，用景泰蓝工艺赋予其精美的图案及线条色彩，如今设计师将其形象创作为萌趣的形象，创作成文创产品；2月6日，凭借山东美术馆出圈的 软陶小马文创"马彪彪"正式亮相青岛市博物馆，限量联名款同步上线，吸引众多文创爱好者关注。北京大运河博物馆以"马"为媒推出近百款马年主题文创 产品，横跨冰箱贴、毛绒玩具、手办、非遗首饰、家居好物等数十个品类，受到参观市民的欢迎。 2月3日，天猫启动"镇馆之宝"计划，2026年将上线文创专属 ...

Core Insights - Tmall released the "2026 Tmall Cultural and Creative Industry Trend Report," highlighting key consumer trends in the cultural and creative sector [1] - The report indicates that female consumers under 30 years old are the primary drivers of cultural and creative consumption, accounting for nearly 70% of the market [1] - Tmall plans to heavily invest in the cultural and creative sector by launching a dedicated channel and aims to incubate 100 new cultural products with sales exceeding 1 million yuan each by 2026 [1] Consumer Behavior - Cultural and creative consumption is primarily focused on gifting, decoration, blessings, and weddings [1] - Over 80% of consumers purchase cultural products at least once every two months, with 43.4% willing to pay between 50 to 200 yuan for a single item [1] - Emotional and interest-driven consumption has become the mainstream mindset, representing 40% of consumer behavior [1] Market Trends - The top three areas where consumers are willing to spend for emotional value and interest include travel, gaming, and music festivals [1] - Tmall has established official flagship stores for 77 domestic and international museums, with plans to launch over 5,000 new cultural products by 2025 [1] - In the past year, 700 million visits were recorded on Taobao and Tmall for museum browsing, with users aged 18 to 34 making up over 80% of this demographic [1]

Core Insights - The ongoing National Games have seen a surge in demand for licensed merchandise, with some popular items becoming hard to find [1][3] - The "Guangzhou Joy Package," a backpack featuring the event's mascot, has gained popularity due to its unique design and practicality, leading to increased production to meet consumer demand [1] - Over 2,800 types of licensed products have been developed for this year's National Games, with total sales exceeding 680 million yuan [3] Group 1 - The National Games have opened more than 500 offline licensed retail stores and over 70 online shops in Guangdong province [3] - The popularity of the mascot has not only boosted cultural and creative consumption but also reflects the vitality and inclusiveness of the Guangdong-Hong Kong-Macao Greater Bay Area [3] - Consumers have expressed pride in purchasing various creative products, including earphone bags and traditional culture-themed items, highlighting the event's local significance [5]

Group 1 - The 15th National Games is currently taking place in the Guangdong-Hong Kong-Macao Greater Bay Area, with a surge in cultural and creative consumption driven by the event's mascots, "Xiyangyang" and "Lerongrong" [1] - The official merchandise for the event includes over 2,800 items across 20 categories, with more than 500 offline retail stores and over 70 online stores in Guangdong province, achieving total sales exceeding 680 million yuan [7] - The "Guangzhou Xile Bag," a commemorative item featuring the event's mascots, quickly gained popularity, selling over 10,000 units within 30 minutes of its online launch [5] Group 2 - The popularity of the mascots has not only boosted cultural consumption but also reflects the vitality and inclusiveness of the Guangdong-Hong Kong-Macao Greater Bay Area [7] - The event's licensed retail stores have seen a significant increase in foot traffic, indicating strong consumer interest in the merchandise [1][5]

Core Insights - The "Museum Fever" continues to rise during the National Day and Mid-Autumn Festival holidays, with more visitors flocking to museums across China [1][9] - The Palace Museum's centennial exhibition has become a major attraction, leading to changes in visitor access due to overwhelming demand [8][10] - The rapid development of museum infrastructure in China is a key factor behind the increasing popularity of museums [10][12] Museum Attendance and Visitor Experience - The Palace Museum's centennial exhibition features significant artworks, including "Along the River During the Qingming Festival," attracting large crowds [4][9] - Visitors are willing to wait for hours to see the exhibits, indicating a strong emotional connection to cultural heritage [7][10] - The implementation of online ticketing and crowd management measures has improved the visitor experience [8][10] Cultural Consumption and Economic Impact - The surge in museum attendance has translated into increased sales of cultural and creative products, with sales during the National Day period rising over 150% [12][13] - Museums are evolving into economic engines, driving local consumption and cultural tourism through innovative product offerings and extended hours [12][13] - The integration of cultural experiences with tourism is becoming a new trend, particularly among younger generations [10][12]

Core Insights - The upcoming National Day and Mid-Autumn Festival have prompted various regions in China to launch diverse new consumption scenarios and activities, particularly in cultural tourism, sports events, and creative consumption, attracting significant public interest [4][10][15] Group 1: Cultural Tourism and Events - Huangshan's Xidi Ancient Village in Anhui is hosting a creative autumn sun-drying event to enhance cultural tourism integration [2] - In Beijing, over 2,400 unique cultural tourism activities will be launched under the theme "Jingcai Qiu Yun Double Festival Celebration," including a lantern festival and performances at the Great Wall [6] - Fujian's Wuyishan is introducing a series of cultural tourism products and policies to enhance the autumn travel experience, including a food carnival and tea-related events [6] Group 2: Innovative Consumption Models - Chongqing has introduced a "Hot Pot Special Train" to celebrate the holidays, showcasing local culture and enhancing the festive atmosphere [5] - The "Ru Super" football league in Shandong integrates sports with local culture and tourism, offering unique travel routes and local product exhibitions [10][11] - Zhejiang's Zhuji is hosting a "Common Prosperity Market" that combines sports, tourism, and local products, promoting consumption growth across various sectors [12] Group 3: Creative Consumption - The National Library's first commercial store in Beijing has successfully blended traditional culture with modern consumer products, attracting significant interest [15] - The city of Pinghu in Zhejiang is gaining attention for its unique watermelon lanterns, which symbolize local culture and community spirit [16] - The integration of AR technology in cultural events in Pinghu showcases the fusion of historical culture with modern technology, enhancing visitor engagement [16]