文 | 未来迹FutureBeauty 林锦淼 编辑 | 子辰 岁聿云暮，新元肇启。 当城市街巷的年味在腊月的风里渐次洇开，一种属于东方的时间美学，便在辞旧迎新的倒计时中，叩响了千家万户的心门。丙午马年，挟着"天马行空"的昂 扬意气与"万马奔腾"的生命张力，踏着清脆的蹄音，自岁月深处嗒嗒而来。 于每一位中国人而言，春节从不止是节气的更迭，更是血脉里流淌的仪式图腾——它是围炉夜话的温情脉脉，是故友新朋的笑靥重逢，亦是一段被郑重标记 的人生重启，蕴藏着我们对"万象更新"最质朴也最热烈的祈盼。 嗅觉敏锐的美妆品牌，早已循着这缕年味入局，将新春营销的鼓点擂响在岁末年初的节点。当"马"这一生肖主角跃然眼前，它便超越了单纯的文化符号，成 为品牌竞逐创意锋芒、深挚对话用户心灵的绝佳载体。一场围绕"马"的创意赛马，已在消费者的殷殷期待与品牌的奇思妙想间，悄然拉开帷幕。 《FBeauty未来迹》特邀设计、艺术领域的多位专业人士展开深度对话，试图解码美妆新春营销正经历的深层转向：当符号化的文化表达日渐式微，品牌叙 事如何挣脱窠臼，以更具人性温度与情感共鸣的笔触，书写与时代的共鸣？我们一同探寻，这场以"马"为媒的岁序新章，将如何重 ...

近年来，泉州文旅热度的攀升为本土文创提供了前所未有的生长空间。原创设计师与工作室日趋活跃， 政府部门搭建的赛事平台与孵化机制则为创意落地提供了系统支撑。兼具趣味、美观、实用与文化底蕴 的产品，正以更当代的语汇讲述城市故事；世遗元素被转化为潮玩手办，闽南符号走进日常消费，文创 市场的消费潜力随之加速释放。 然而，"百花齐放"尚属序章。在"国潮"涌动、地方文化消费整体向上的时代窗口期，更严峻的考题摆在 面前：如何让创意工作室从"小而美"走向可持续品牌？如何让德化瓷赛道上的设计真正进入寻常百姓的 餐桌与茶席？如何避免赛事热度退潮后，创意被束之高阁、无人问津？这些问题的答案，不在赛场，而 在市场；不在一次性曝光，而在持续的生态培植。 "让收藏在博物馆里的文物、陈列在广阔大地上的遗产、书写在古籍里的文字都活起来。"这一愿景的实 现，需要创作者接续深耕，更需要政府、高校、企业、平台的协同赋能。"润物无声"大赛走过7届，恰 如其名：好的文创能在日复一日的浸润中，重塑一座城市的文化表情。 日前，第七届"润物无声"泉州文创旅游商品设计大赛在泉州工艺美术合作社落幕。从近千份投稿中脱颖 而出的48件作品，以"城市礼物""泉州美食" ...

Core Viewpoint - The article discusses the evolving landscape of beauty brand marketing during the Chinese New Year (CNY), particularly focusing on the significance of the Year of the Horse and how brands are creatively engaging with cultural symbols to resonate with consumers [4][49][62]. Group 1: Cultural Significance of the Horse - The horse symbolizes a rich cultural narrative in Chinese history, representing success, progress, and vitality, deeply embedded in the collective consciousness [5][8][51]. - The horse's imagery is not only a cultural symbol but also a medium for brands to connect emotionally with consumers, reflecting a shift from mere symbolic representation to deeper narrative engagement [4][16][48]. Group 2: Marketing Strategies and Trends - Over 30 beauty brands have launched CNY limited editions, emphasizing creativity and narrative depth rather than just symbolic representation [16][49]. - The marketing strategies can be categorized into four main paths: direct imagery, integration of traditional crafts, emotional storytelling, and innovative forms [16][48]. Group 3: Direct Imagery - Brands like Hermès and HOURGLASS have incorporated horse imagery directly into product designs, creating strong visual associations with the Year of the Horse [18][21][22]. Group 4: Integration of Traditional Crafts - Brands such as 韩束 and 百雀羚 are merging horse imagery with intangible cultural heritage, enhancing the aesthetic and cultural value of their products [24][26][28]. Group 5: Emotional Storytelling - Brands like L'Oréal and OLAY focus on emotional resonance and collective memory, using themes of family and nostalgia to connect with consumers [30][31][34]. Group 6: Innovative Forms - Some brands are exploring new forms and functionalities, such as Valentino's use of color and Kiehl's incorporation of artistic elements, to provide fresh experiences [42][44][46]. Group 7: Consumer Engagement and Expectations - There is a growing consumer demand for personalized and meaningful interactions with brands, with younger generations seeking unique expressions of identity and cultural relevance [60][61]. - Brands are increasingly focusing on creating products that serve as cultural companions rather than mere consumables, aiming to establish lasting emotional connections with consumers [52][62].

Core Insights - The marketing strategies for the upcoming Year of the Horse in 2026 reflect a shift from traditional symbols to deeper emotional connections with consumers, emphasizing the importance of understanding societal emotions and cultural psychology [23][24]. Group 1: Emotional Resonance - The Spring Festival marketing landscape is evolving from a focus on festive celebrations to a competition for emotional engagement, where brands aim to resonate with the genuine sentiments of contemporary Chinese consumers [2][4]. - Successful campaigns are not merely leveraging the auspicious imagery of the horse but are deeply engaging with the emotional contexts of modern life, transforming the horse symbol into a medium for empathy and connection [7][13]. Group 2: Cultural Translation - Brands are transitioning from being mere carriers of cultural symbols to becoming translators of cultural meanings, creatively revitalizing traditional imagery to resonate with contemporary audiences [8][11]. - The effective cultural marketing strategy lies in understanding the aesthetic essence of cultural symbols and narrating them through modern visual language, allowing brands to connect with consumers on a deeper level [9][13]. Group 3: Experience Reconstruction - The trend in offline experiences is shifting from mere physical setups to creating immersive emotional environments, where brands aim to engage consumers in meaningful ways that transcend traditional marketing [14][20]. - Successful experiential marketing focuses on creating memorable emotional moments that resonate with consumers, transforming simple transactions into significant emotional experiences [21][22].

中经记者 李立 上海报道 随着2026年春节假期临近，一场席卷全国的"年味抢客潮"加速升温。 《中国经营报》记者注意到，1月开始，从"请到广东过大年"到"泉州文旅帮你请假"，各地文旅的"抢 人"大戏提前上演。临近春节，重庆短视频博主呆呆掀起的"年猪热"，更一度推高了重庆春节文旅热 度，当地酒店预订热度同比提升158%。 同程旅行发布的《2026年春节旅行趋势报告》显示，较长假期推动2026年春节出游人群比例有望进一步 提升，占比上逐步追赶返乡大军。 谁能在"史上最长春节"吸引到更多游客与流量？从岭南花市到川渝灯会，从海滨度假到冰雪狂欢，一场 围绕文化传承、情感共鸣与体验升级的文旅竞赛已经拉开序幕。 在这场春节"抢客大战"中，哪些城市能真正抓住游客的心？热闹背后，城市文旅又如何从"网红"走 向"长红"？ 谁在"狂飙" 从同程旅行春节预订数据来看，多个省区市凭借独特的文化资源与精准的节庆策划，实现了文旅热度的 显著拉升。其中，广东、四川、福建、海南、重庆等地表现抢眼，不仅整体预订量大幅增长，更在游客 停留时长、消费品质与客群结构上呈现出积极变化。 广东以岭南年俗引领了全国热度，以"2026请到广东过大年"系列活动 ...

文 | 网观西安 陆柒 骐骥驰骋，势不可挡！ 一脉相承，中央广播电视总台2026年春晚吉祥物一经亮相便引发了广泛的关注和讨论。这组设计藏着多重巧思——从《楚辞·离骚》"乘骐骥以驰骋兮"的经 典中，汲取开拓进取的精神，以"骐骥"谐音"奇迹"传递时代信心，四马组合呼应"驷马难追"，暗藏"遥遥领先"的祈愿…… 令人惊喜的是，"驰驰"的灵感就来自西安碑林博物馆昭陵六骏。殊不知，西安的马文化更是底蕴深厚，鎏金马的华贵、铜车马的精巧、昭陵六骏的雄浑，这 些千年遗存正以全新形式走向公众、联通世界。 这并非偶然的文化怀旧，而是一场深刻的"文化转译"实践。 "马上长安"：千年文明的见证者 西安作为十三朝古都，马是贯穿周秦汉唐的核心文化符号之一，从西周至唐代的马文物序列完整、独树一帜，每一件都是历史的注脚，串联起长安从崛起至 鼎盛的壮阔脉络，印证着这座古都对马文化的深刻塑造与传承。 马是长安雄图霸业的"军功章"。在这里，马不仅是征战的利器，更是王朝开拓精神的具象化表达，驮载着长安的雄图霸业驰骋千年。 秦始皇帝陵博物院的铜车马，以极致工艺还原秦代皇家车马规制，诉说着秦一统天下的磅礴国力；昭陵六骏浮雕，用流畅雕刻记录陪唐太宗征战的战 ...

Core Insights - The article discusses a shift in the beauty industry from ingredient-focused products to ritual-based care, emphasizing the importance of the care process itself rather than just the end results [1][4][25] - This trend is rooted in cultural practices and aims to provide emotional value and a deeper connection for consumers, moving beyond mere functionality [16][26] Group 1: Shift from Ingredients to Rituals - The beauty industry has seen a rise in "ingredient-focused" and "efficacy-focused" brands, which emphasize high purity and concentration of active ingredients [2][3] - As brands compete on the same ingredient-based dimension, opportunities for differentiation arise through a focus on "ritual logic," transforming products into emotionally valuable care processes [4][16] Group 2: Cultural Integration and Modernization - Brands like indē wild have successfully translated traditional rituals, such as the South Asian Champi head massage, into modern contexts, creating products that resonate with contemporary consumers [7][10] - The success of indē wild's Champi hair oil on platforms like Nykaa demonstrates the commercial effectiveness of integrating cultural rituals into product offerings [10][22] Group 3: Emotional Value and Brand Loyalty - Rituals provide significant emotional value, making products more than just functional items; they become containers for consumer emotions and experiences [19][25] - The emotional connection established through rituals enhances brand loyalty, as consumers are drawn to products that resonate with their personal and cultural narratives [19][25] Group 4: Market Opportunities in China - The Chinese market presents a fertile ground for "ritual-based care," as consumers seek deeper emotional connections and spiritual comfort beyond mere product efficacy [26][29] - Brands must shift from a product-centric approach to a "care-centric" mindset, embedding products within meaningful cultural rituals to enhance emotional resonance [26][29] Group 5: Cultural Translation and Modern Adaptation - Successful brands should focus on cultural translation rather than direct replication of traditional practices, ensuring that rituals are adapted to fit modern lifestyles [29][31] - Simplifying rituals to fit into consumers' busy lives is crucial for market acceptance, transforming lengthy traditional practices into quick, enjoyable experiences [31][32]

Core Viewpoint - The performance "Only This Green" has become a cultural phenomenon, showcasing the beauty of traditional Chinese aesthetics while resonating with contemporary audiences, particularly the youth, through its innovative presentation and emotional depth [1][3][5]. Group 1: Cultural Significance - "Only This Green" draws inspiration from the Northern Song Dynasty painting "A Thousand Li of Rivers and Mountains," transforming a static artwork into a dynamic narrative through seven chapters that engage the audience in a sensory experience [2][5]. - The performance serves as a cultural revival, awakening national memory and providing a platform for viewers to connect with their heritage in a modern context [1][2]. Group 2: Audience Engagement - The show has achieved remarkable popularity, with over 800 performances since its debut in August 2021, and has toured more than 80 cities, indicating a strong demand for cultural experiences [1][5]. - Audience members are increasingly seeking depth in cultural consumption, moving from superficial entertainment to art that offers emotional and intellectual engagement, as evidenced by the willingness to travel long distances for multiple viewings [5][6]. Group 3: Artistic Approach - The performance contrasts the fast-paced modern lifestyle by emphasizing slow, deliberate movements and immersive storytelling, allowing audiences to rediscover patience and appreciation for art [3][5]. - The creative team continuously refines the performance based on audience feedback, embodying a spirit of craftsmanship that enhances the show's longevity and appeal [5][6].

Core Viewpoint - The performance "Only This Green" has become a cultural phenomenon, showcasing the beauty of traditional Chinese art and resonating deeply with contemporary audiences, particularly the youth [1][3][4]. Group 1: Cultural Significance - "Only This Green" is inspired by the Northern Song Dynasty painting "A Thousand Li of Rivers and Mountains" and transforms a static artwork into a dynamic narrative through seven chapters, allowing audiences to experience the cultural essence of the piece [2][4]. - The performance serves as a cultural "blood transfusion," awakening national memories and providing a deep aesthetic experience that transcends time [1][2]. Group 2: Audience Engagement - The show has achieved over 800 performances since its debut in August 2021, with tickets selling out rapidly, indicating a strong demand and emotional connection from the audience [1][4]. - Viewers are not merely spectators but participants in a cultural dialogue, experiencing the beauty of Chinese civilization through immersive storytelling [2][3]. Group 3: Market Dynamics - The success of "Only This Green" reflects a shift in cultural consumption, where audiences seek depth and quality in artistic experiences rather than superficial entertainment [5][6]. - The performance has become a benchmark for cultural products, offering a blend of cultural richness, aesthetic precision, emotional depth, and value, which resonates with the audience's evolving tastes [5][6]. Group 4: Emotional and Psychological Impact - The performance addresses the psychological needs of contemporary society, providing solace and a counterbalance to the fast-paced, information-overloaded environment [3][4]. - It encourages audiences to embrace a slower, more contemplative approach to art, fostering patience and immersion in the experience [3][6].

Core Insights - The article highlights the growing trend of educational tourism in rural China, emphasizing its role in transforming educational experiences for children and driving local economic growth [1][2][3] Industry Overview - The market size of China's educational tourism industry reached 146.9 billion yuan in 2023, with projections to grow to 242.2 billion yuan by 2026 [1] - Over 90% of administrative villages in China are now covered by 5G networks, enhancing accessibility to remote areas for tourists [1] Educational Experience - Rural areas provide unique, vibrant learning environments that cannot be replicated in urban settings, allowing youth to engage in hands-on activities like farming and cultural practices [2][3] - The shift from passive learning to active exploration and project-based learning in rural settings fosters independent thinking and teamwork among students [3] Economic Impact - Educational tourism is reshaping the traditional rural tourism model, which was primarily focused on sightseeing, by introducing a curriculum-based experience that enhances local resource utilization [3][4] - The integration of education, tourism, agriculture, and culture creates a multi-faceted economic model that promotes sustainable development and community prosperity [4] Cultural Exchange - Increasing participation of overseas youth in rural educational tourism provides a unique opportunity for cultural exchange and understanding of "real China," serving as a form of grassroots diplomacy [5][6] - Successful overseas educational bases can enhance the global cultural presence of rural China and attract international resources for rural revitalization [5][6] Infrastructure and Service Development - To accommodate global youth, rural areas must improve infrastructure, ensuring safety, hygiene, and multilingual services [6] - Cultural expression should be adapted to facilitate understanding and engagement, using relatable narratives to present local culture [6]