透视广东马年春 节文旅成绩单： 848.9亿元收入 从何而来？_南 方+_南方plus 马年春节，岭南 大地在鼓点与烟 火中迎来又一个 热闹开年。梅州 兴宁"世界最大 灯笼型建筑"花 灯楼点亮夜空， 揭阳古城英歌槌 声震天，湛江非 遗巡游点亮夜 空……年味在山 海之间流动，热 度在城乡之间铺 展。节庆氛围的 升温，也迅速转 化为消费热度的 攀升。清远温泉 景区一房难求， 潮州古城民宿预 订提前售 罄，"满房"成为 假期高频词。 大年初六，梅州兴宁"世界最大灯笼型建筑"花灯楼点亮夜空，吸引众多游客打卡。 这份热闹并非局 部升温，文旅春 潮正在广东全域 涌动。记者从广 东省文化和旅游 厅获悉，初步测 算，今年春节假 期9天，全省接 待游客8658.9万 人次，实现旅游 收入848.9亿 元，较去年春节 假期8天分别增 长8.1%和 13.9%，双双创 历年春节假期最 高纪录；游客人 均花费980.4 元，同比增长 5.4%；入境游势 头强劲，游客量 达654.3万人 次，同比增长 34.8%。 热度之下，是结 构在变化；数字 背后，是动能在 重塑。这个春 节，广东文旅不 止于"人从众"的 热闹场景，而是 在区域协 ...

推动文化和旅游深度融合发展，是以习近平同志为核心的党中央作出的重大决策，对满足人民美好生活 需要、赋能经济社会发展、建设文化强国和旅游强国具有重要意义。党的十八大以来，我国推动文化与 旅游领域市场要素互通，文旅融合发展的新模式、新业态不断涌现，文旅市场不断繁荣。针对目前还存 在的同质化竞争激烈、融合层次不深、融合效益不强等问题，要坚持保护优先、合理开发、永续利用， 以文塑旅、以旅彰文，多措并举推进文化和旅游更广范围、更深层次、更高水平融合发展。 文旅融合赋能经济社会发展 改革开放初期，旅游业曾被赋予创汇功能，侧重于设施建设与景区开发，而文化事业主要承担公共服务 职能。文化和旅游相互促进主要体现为资源层面的初步利用，即以文物古迹、风景名胜为旅游活动的核 心吸引物，行政管理方面缺乏统筹谋划和系统规划，存在合作领域不宽广、合作机制不顺畅等问题。随 着居民消费能力提升，单一的观光游难以满足日益增长的市场需求。2009年，《关于促进文化与旅游结 合发展的指导意见》发布，对文化旅游结合的工作机制进行了安排。 进入新时代，文化和旅游从产业协作走向机构整合，逐步向深度融合发展。2016年国务院印发《"十三 五"旅游业发展规划 ...

Core Insights - The Wanjing City Spring Festival Temple Fair has successfully transformed traditional perceptions of temple fairs through an innovative blend of "drama + national trend + immersive interaction" [1][5][7] Visitor Engagement - By the fourth day of the Lunar New Year, the total number of visitors exceeded 300,000, with an average stay of over 3 hours, indicating a strong draw for tourists from surrounding cities [3][5] - The immersive game "Xiyou Fusheng Town" has become a major attraction, allowing visitors to earn "Wanjing Coins" through interactive tasks, significantly enhancing visitor engagement and prolonging their stay [7][9] Cultural and Artistic Integration - The fair combines high-quality traditional performances from major Chinese opera troupes with interactive elements, creating a rich cultural experience that appeals to both older and younger audiences [10][11] - The integration of professional performances with accessible street-level entertainment has successfully attracted diverse demographics, bridging the gap between traditional arts and modern engagement [10][11] Night Economy and Social Media Impact - The night-time transformation of Wanjing City, featuring light shows and cultural parades, has become a significant draw, with visitors actively sharing their experiences on social media platforms, enhancing the fair's visibility [11][12] - The design encourages visitors to capture and share moments, creating a viral marketing effect that promotes the event organically [12] Regional Collaboration and Tourism Strategy - The fair has effectively linked surrounding attractions, creating a comprehensive tourism experience that encourages longer stays and increased spending in the area [14][16] - The collaboration between local cultural and tourism authorities has resulted in themed tourism routes that enhance the overall visitor experience and stimulate local economic growth [14][16] Emotional Connection and Brand Image - Personal stories, such as a family's journey to fulfill a dream of visiting Beijing, highlight the emotional resonance of the event, elevating it beyond a mere commercial venture to a meaningful cultural experience [16][17] - The branding of "Wanjing has drama" encapsulates both the entertainment value and the hope it brings to visitors, reinforcing the fair's identity as a community-centered event [17]

Group 1: Cultural Trends and Consumer Behavior - The Lunar New Year is becoming a significant cultural phenomenon globally, with various countries embracing Chinese traditions in innovative ways, leading to diverse consumer experiences [1] - In Vietnam, the character "Ma Xiao Ye" has gained popularity among young people, reflecting their emotional connection to daily life and the desire for positivity amidst challenges [2][3] - Thai consumers are drawn to new year-themed products that align with their cultural values, such as good fortune and happiness, showcasing a blend of Chinese and local traditions [3] Group 2: Technological Integration and Innovation - The integration of technology in cultural experiences is evident, with service robots enhancing operational efficiency in restaurants during the Lunar New Year, particularly in South Korea [4] - Malaysia's i-City AI World showcases a fusion of traditional culture and cutting-edge technology, providing visitors with interactive experiences that celebrate the festive season [4] - In Australia, immersive experiences using holographic technology are attracting visitors, allowing them to engage with Chinese cultural heritage in a modern context [6]

北京市政协委员、中国地质大学（北京）博物馆馆长施光海则把促进文化创新的目光投向了高校博物馆 这片蓝海。通过长期的调研，他发现北京高校馆藏资源丰富，但展厅空间普遍狭小，制约了其社会教育 功能的发挥。"一个小投入，可以撬动大的资源。"他期待专项支持能让这些"藏在深闺"的学术宝藏，更 好地服务于思政教育和博物馆之城建设。 施光海的观察在政府工作报告中找到了坚实的回响——"深化博物馆之城建设"。 "深化"不仅仅是多建几座博物馆。北京市政协委员、北京市帅和律师事务所主任律师沈腾建议，要完善 政策支持体系，设立文化创新专项基金，为文化企业给予研发补贴和融资支持，落实社会力量兴办博物 馆等激励政策，鼓励多元主体参与文化建设。 中青报·中青网记者 张敏 北京中轴线申遗成功、博物馆之城建设亮点纷呈、演艺之城建设成效显著……丰厚的文化资源是北京文 化创新的深厚土壤，逐步勾勒出北京作为全国文化中心的创新脉动。在北京市两会上，文化繁荣发展的 路线图进一步明确。 2026年北京市政府工作报告（以下简称"报告"）提出，将丰富优质文化供给，增强全国文化中心影响 力，激发文化创新创造活力。多位北京市政协委员带着他们的调研思考与一线观察，为政 ...

Core Viewpoint - The proposal to enhance Suzhou's international recognition by leveraging the global appeal of "The Art of War," which is widely studied and applied in business and academia, particularly in over 80% of business schools [3]. Group 1: Globalization of "The Art of War" - "The Art of War" is recognized as a world-class cultural symbol, yet Suzhou's association with it remains unclear [3]. - The current international image of Suzhou relies heavily on traditional symbols like classical gardens, failing to utilize "The Art of War" as a key cultural resource for enhancing the city's global identity [3]. Group 2: Specific Recommendations - The proposal includes establishing international research centers and hosting high-end forums to gain discourse power over contemporary interpretations of "The Art of War" [3]. - A shift in narrative from "military book" to "book of wisdom" is suggested, with the core slogan "Suzhou: Source of Wisdom" and the development of digital content such as documentaries, short videos, and animated games [3]. Group 3: Experience and Engagement - The design of a "Way of Understanding" educational travel route that integrates history and modernity is recommended, along with the use of VR/AR technology to create immersive cultural tourism projects [3]. - There is a call to deepen engagement on overseas social platforms, plan global exhibitions, and embed the theme of wisdom in high-level international forums like the Davos Forum and the China International Import Expo [3]. Group 4: Cultural IP Development - "The Art of War" is seen as an excellent cultural IP that can be promoted globally by returning overseas students and foreign businesspeople, spreading Suzhou's wisdom and peaceful development philosophy [4]. - The aim is to elevate Suzhou from being known as a "classical garden city" to an "Eastern Wisdom Source," securing a unique cultural high ground in global city competition [4].

Group 1: AI and Cultural IP Integration - The article highlights the integration of AI technology with cultural intellectual property (IP), showcasing how AI is revitalizing traditional culture and making historical artifacts more accessible to the public [5][6][9] - AI tools, such as the "Fudun" AI doll and the "Yin Qixingzhi" oracle bone script AI, are transforming cultural experiences by enabling interactive learning and engagement with historical content [5][7] - The "Shan Hai Xuan Ji" model bridges the gap between academia and the public, utilizing vast amounts of historical data to enhance cultural understanding and engagement [8] Group 2: AI and Intangible Cultural Heritage (ICH) - The "Non-Material Cultural Heritage Intelligent Body" initiative aims to promote and preserve ICH through AI, allowing for real-time interaction and knowledge sharing about traditional crafts [10][11] - AI is facilitating the creative transformation of traditional cultural IP, enabling immersive experiences and expanding the reach of ICH beyond traditional settings [11] Group 3: AI and Intellectual Property Rights - The article discusses the challenges and opportunities presented by AI in the realm of intellectual property (IP), emphasizing the need for updated legal frameworks to address copyright issues related to AI-generated content [12][13] - Experts suggest enhancing patent examination processes and utilizing AI for better monitoring of IP rights to balance innovation incentives with rights protection [12][14] - The establishment of a collaborative governance system for AI-related IP is recommended to improve the registration and judicial review processes [13][14]

Core Insights - The dominance of LEGO in the toy market is evident, as consumers often equate "buying building blocks" with "buying LEGO," highlighting the brand's strong association with the category [1][13] - Domestic brands face significant challenges, including price competition and limited profit margins, which hinder their ability to invest in materials and innovation [1][12] Market Dynamics - The rise of collectible blind boxes has transformed toys into emotional and social currency, appealing to consumers of all ages [1][16] - The domestic building block market is characterized by a wide price range, with products priced between 9.9 yuan and 399 yuan, often significantly lower than LEGO's prices [3][12] Brand Strategy - Domestic brands like Senbao are focusing on cultural emotional connections and leveraging local IPs to differentiate themselves from LEGO, which relies on global IPs like Marvel [4][12] - Senbao's strategy includes a clear focus on "national trend IPs" and military-themed products that resonate with local consumers [4][7] Production and Quality - The gap in quality between domestic brands and LEGO is primarily due to differences in raw materials, with domestic brands facing a 20%-30% cost disadvantage [8][11] - While domestic companies have made strides in injection molding technology, they still lag in mold precision, which affects product quality [11][12] Consumer Trends - The adult consumer segment is becoming increasingly important, with purchases driven by emotional connections and the desire for collectibles rather than just children's toys [18][19] - The trend of "meaningful consumption" is emerging, where consumers are willing to pay a premium for innovative designs and limited editions [19][20] Future Outlook - The Chinese IP toy market is projected to grow significantly, with expectations of reaching 74.5% market share by 2028 [15] - Domestic brands are encouraged to shift from a manufacturing focus to building brand value, which requires time and a clear differentiation in product innovation and consumer engagement [15][20]

Core Insights - The "Qi Baishi in Shandong" project serves as a new pivot for cultural tourism integration in Shandong, despite the artist never having visited the region, showcasing how cultural connections can drive economic growth and urban vitality [2][7] Cultural Connection - The project establishes a strong cultural IP by transforming the spiritual connection of Qi Baishi with Shandong into a tangible public recognition, leveraging his artistic legacy and the contributions of his disciples from the region [3] Transformation Mechanism - The project employs a multi-faceted approach to convert the unique cultural IP into experiential consumption scenarios, including immersive exhibitions and innovative product offerings that integrate local intangible cultural heritage [4][5] Economic Incentives - A key policy, termed "Cultural Creative Income 70/30," incentivizes innovation by allocating 70% of net revenue from cultural products to development and 30% for personnel rewards, significantly boosting the motivation of cultural institutions and creators [6] Overall Impact - The project exemplifies how deep cultural interpretation can be transformed into productivity, creating new supply through innovative industry integration, ultimately enhancing cultural confidence and economic vitality in the region [7]

Core Insights - The transformation of traditional brands like Fupai Ejiao into contemporary favorites for Generation Z is exemplified by the success of the "Fulu Beast" IP, which integrates cultural elements and modern marketing strategies [1][2][6] Group 1: Brand Strategy and Growth - Fupai Ejiao aims to achieve its mission of "Fortune into Thousands of Families, Healthy Life" by implementing a strategic framework of "5+1+2+N" and a brand matrix of "1+4+N," resulting in a 65% year-on-year growth in online sales of the red iron box Ejiao and a 97% increase in offline sales of the gold standard Ejiao [1] - The brand has successfully created four product lines with over 1 billion in sales, marking a significant shift from a focus on single products to a broader emphasis on health supplements [1] Group 2: Cultural Rebranding - The "Fulu Beast" IP, inspired by the auspicious creature from the "Shan Hai Jing," has become a cultural touchpoint that resonates with younger consumers, blending traditional elements with modern aesthetics [2] - This IP has expanded beyond packaging to include cross-industry collaborations and collectible merchandise, effectively making it a symbol of contemporary "Fortune Culture" [2] Group 3: Content and Engagement - The short drama "After Becoming a Demon Empress, She Wants to Change the World," produced by Fupai Ejiao, utilizes a mix of traditional and modern storytelling to engage Generation Z, creating an emotional connection that drives consumption [3] - The narrative strategy has shifted from one-way communication about product benefits to a co-creative emotional experience, positioning young consumers as active participants rather than passive recipients [3] Group 4: Omnichannel Experience - Fupai Ejiao has developed a comprehensive growth network that integrates online and offline experiences, reaching Generation Z through diverse content strategies on platforms like Douyin, Xiaohongshu, and Bilibili, achieving over 50 million views [4] - The establishment of 5,000 "Ejiao Fresh Service Centers" and "New Seasonal Health Stores" enhances consumer engagement through immersive experiences, transforming consumption into a personalized and interactive process [4] Group 5: Global Expansion and Cultural Impact - Fupai Ejiao's revitalization illustrates that true modernization of traditional brands involves creatively translating their wisdom into contemporary language, rather than merely following trends [6] - The brand's products are now available in 18 countries, including the United States, Canada, and Australia, making "Fortune Culture" a vibrant and accessible concept for global youth [6]