来源：环球网 为将美好期盼转化为可感知、可触碰的温情体验，双汇将敦煌文化中的翼马形象转化为视觉叙事的核心 符号。在品牌叙事中，翼马以"凌空驰骋、跨越山海"的灵动姿态，化身为祥瑞的使者，双汇各类优质美 食则成为温暖的载体，共同构建出一幅"翼马送福、佳肴传情"的生动图景。 据介绍，双汇在尊重传统文化本源的同时，运用现代审美语言与传播方式，让敦煌艺术在当代生活场景 中焕发新生。这种"守正"与"创新"的结合，将品牌表达融入每一位家庭成员的心中。此次以翼马为媒 介，双汇希望让敦煌文化走出历史画卷，融入万家灯火的团圆餐桌，在可品味、可分享的烟火日常中， 实现文化的传承与情感的共鸣。 新春佳节将至，双汇将以美食为媒介，以文化为纽带，让每一场团圆都洋溢历史的温情与时代的新意， 这既是对"幸福汇到家"的生动诠释，更是对文化传承与社会责任的坚定践行。 近日，双汇深度融合敦煌文化瑰宝，以壁画中的经典瑞兽"翼马"为核心意象，以有根有魂的文化表达， 生动诠释"幸福汇到家"的美好期盼，标志着以"幸福汇到家"为主题的双汇新春营销传播逐步走进公众视 野。 敦煌翼马，作为丝路文明交融的见证，承载着古人"超越凡尘、奔赴美好"的深厚愿景。双汇借由 ...

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]