今年是"马年"，而初六恰好是"马日"。时间刻度的双重叙事，共同言说着关于人与自然、个体与集体、 劳动与希望的文化记忆。 传统社会中，马日的主角从来不只是马。"挹肥"，是人与土地的对话。"开市"，是人与社会的对话。马 作为畜力，是这一切的中介。马日成为出发的日子——农事从此始，商旅从此始，一年生计从此始。 今天，我们已很少倚赖马的体力，却依然需要马的精神。本版特邀5位专家学者，与我们一起品读古今 画作中的神骏和春耕，一睹马年文创风采，倾听非遗UP主拍摄短视频的心声，真切感受关于"何时启 程""如何启新"的古老智慧。 文脉早已在新的时代土壤中长出新的根系。就像这一日的马，从农耕的畜力变成文化的动力，虽然换了 赛道，奔跑仍是本能。 丙午春早。愿我们发扬龙马精神，不负时代，不负华年。 ——编者 马年文创走俏的文化密码 季晓芬 春节期间，中国丝绸博物馆2026"骐骥"文创展览的展厅里总是暖意融融。一位父亲带着孩子欣赏唐代翼 马纹锦，孩子的目光却被旁边"马踏飞燕"玩偶吸引——那歪头咧嘴的憨态，让她笑逐颜开。这一动一静 之间，恰是马年文创热潮的生动写照。 这股热潮的源头，深植于中华文明的集体记忆。马在中国传统文化中，从不只 ...

当马年的喜气撞上北动的萌趣，北京动物园2026马年春节文创新品重磅登场！拒绝千篇一律的年味单 品，每一件都藏着北动专属的温柔与巧思，既有顶流IP的治愈感，又有马年专属的吉祥寓意，承包你一 整个春节的仪式感与幸福感～ 逛北动、赏萌宠、购文创，这个春节，让我们带着这些有温度、有创意的好物，把动物园的欢喜与马年 的福气一并带回家！ 摆在桌面、书架，也是不吵不闹的灵感小伙伴，让每一个普通日子，都闪闪发亮。 辞旧迎新启新程 马跃福来贺新春 马年限定 文创新品均在鹈鹕商店有售！欢迎您来选购！~ 抱得到的柔软，藏不住的福气！软萌身形超好rua，蝙蝠刺绣自带福运 buff，是怀里超暖心的小吉祥 物。化身贴心语音搭子，认真倾听、全然接纳，让每一次倾诉，都变成治愈心灵的小美好。 "马上暖语"语音对话抱枕马 马上闪亮——帅气挂件马 软乎乎的治愈感，藏着细腻的用心。简约造型，立体灵动，顶级超柔短绒，亲肤又治愈，一上手，就舍 不得放下。 自带挂绳，随身相伴：挂背包、挂行李箱、挂车内、挂钥匙，通勤、旅行、独处时光，走到哪，温柔就 跟到哪。 萌兰摇摇马冰箱贴｜披甲战熊·马到成功 要被这只身披小战甲的萌兰萌化啦！！今年必入的仪式感冰箱贴+1 ...

转自：央视网 河南博物院文创发展部销售总监 吴俊华：这匹小马它比较打动人心的其实是它回首凝望的姿态。很多朋友都说它像是在凝望故乡，带着思念。四川成都： 大展宏图 国画里"长"出"赤兔马"从身如火炭、状甚雄伟的赤兔马，到白额似雪、神骏非凡的"的卢马"，三国人物的传奇故事，往往与名马的嘶鸣交织在一 起。四川成都武侯祠博物馆推出的两款"3D毛绒挂画"，创作灵感正是来自"赤兔"和"的卢"。成都武侯祠博物馆副馆长 李龙：赤兔日行千里，和关羽一起， 代表着忠义和力量，所以说我们祝福大家大展宏图。的卢是刘备的坐骑，它相当于是在"马跃檀溪"的时候，在我们三国文化里面代表着是化险为夷和好运。 我们也祝福大家马到成功。 毛绒挂画的底色画布，保留了仿古国画风格，上有"大展宏图""马到成功"的书法题词，主角"骏马"则做成了可拆卸的毛绒马。这款国画里"长"出来的毛绒 马，既有传统国画的雅致，又有别于普通的毛绒玩具，让游客爱不释手。游客：感觉这个马"丑萌丑萌"的，还能骑在冰箱上。游客：平时挂在那是一幅画， 现在又是一个毛绒（玩具）红红火火的，寓意也特别好，希望新的一年大展宏图。江苏苏州：一马当先 小马披宋锦变身地铁卡 当小马穿上宋锦华服 ...

央视网消息：马年奔腾而来，以"马"为主题的文创产品也在全国掀起消费热潮。从博物馆的镇馆之宝衍生玩偶，到非遗手作的创新表达，再到潮玩品牌 的个性化设计，传统文化与现代消费的碰撞，正催生出全新的市场图景，传递着中国文化特有的气质和情感。 河南郑州：马跃千年 从三彩瑰宝到潮流文创 从盛唐的艺术瑰宝，到马年新春伴手礼，河南博物院的三彩马文创，近日频频出圈。 上海游客 张怡：爸爸也正好是属马的，所以想在家里放一个摆件，有一个比较好的寓意和象征吧。 博物院的展厅内，记者找到了它的原型。三彩骏马体格健壮、流光溢彩。 河南博物院文博助理馆员 王琢：唐三彩马的色彩非常丰富，它是以黄、绿、白三色为基底，并辅以蓝、褐等色彩融汇而成，彰显了大唐气象下一马当 先、万马争先的精神图腾。 设计团队抓住唐代以"丰腴为美"的审美特质，采用数字化建模技术反复调整造型。历经多道繁复工序后，一群色彩斑斓的萌态小马破窑而出。 设计团队负责人 王茜蓓：我们不仅尊重并还原传统三彩的用色体系，还研发了新型釉色，引入了清新粉嫩的马卡龙色系，赋予了三彩小马灵动、清透 的气质。 河南博物院文创发展部销售总监 吴俊华：这匹小马它比较打动人心的其实是它回首凝望的姿态 ...

"马彪彪"创意团队设计师王枝介绍，新春款为"马彪彪"穿上了传统民俗大花袄，也希望大家能够像可爱的小马一样，潇潇洒洒、策 马扬鞭、勇往直前。 央视网消息：2026年关于马的新创意层出不穷，很多都火爆出圈。这两匹小马头顶着一头蓬松、凌乱的毛发在撒欢奔跑，这个不羁 的发型和呆萌的神态被大家形象称为"马彪彪"。这个"潦草小马"是有来处的，它的设计灵感来自于齐白石的画作《如此千里》。如 今，这些老传统都玩出了新花样，这些创意也给我们带来了很多惊喜。 2026年1月份，因工人误把毛绒玩偶嘴角缝反，原本义乌制造的"笑脸小马"变成委屈巴巴的"哭哭马"，却意外受到国内外年轻人的 欢迎。到目前，日均出货量超2万件，成为现象级的爆款玩偶。 同样火起来的，还有这匹有着一头蓬松秀发的"潦草小马"。设计灵感来自齐白石作品的"潦草小马""马彪彪"，深受小朋友们的欢 迎。 头上一个馍，中间一个马，脚下马蹄声哒哒，这款说陕西话的"么马哒"玩偶，同样趣味十足。 河北保定白沟的黑马，甘肃省博物馆铜奔马，最新文创小红马，西安碑林博物馆的"昭陵六骏"毛绒款，江苏镇江的千年非遗太平泥 叫叫。 还有浙江的龙泉青瓷马、龙游竹编马，陕西的手绘社火马勺脸谱，各 ...

位于淄博市博山区的淄博爱美琉璃制造有限公司生产车间里，工匠们正忙着赶制琉璃马生肖作品。被1400摄氏度高温融化的琉璃料，通过吹制、 塑形，逐渐勾勒出骏马的灵动身姿。这家企业以"马"为创意核心，打造出"天禄启祥""骐骥凌霄"等十余款特色文创产品。 山东淄博以"陶风琉韵"闻名。马年到来，陶琉之乡的匠人们各展才艺，以"马"为主题创作寓意丰富的文创产品，受到消费者欢迎。 作者：朱晓光、曲磊、徐斌 ...

马年将至，北陵公园以清昭陵"大白""小白"石像生（伴随皇太极征战疆场的两匹爱马）为核心创作灵感，精心打造系列文创新品，同步开启多重暖心赠礼活 动，更在西荷花湖打造了氛围感十足的雪人矩阵，邀你赴一场历史与新春、冰雪与美好之约，把历史底蕴与马年吉庆，融进日常好物与冬日景致之中。 踏入北陵公园，不仅能在银装素裹的冬日盛景中感受清昭陵的厚重底蕴，邂逅西荷花湖的雪人盛景，也能在文创商店的匠心之作中，感受可触可感的文化温 度。本次推出的文创产品让历史故事化作随身物件，西荷花湖的雪人矩阵则增添了别样童趣与欢喜，让每一位游客沉浸式感受北陵的冬日浪漫与马年祥和。 雪人矩阵解锁打卡新地标 马年新春将至，北陵公园精心打造了迎宾雪人家族，全园共90余个雪人分布在主路两侧、咖啡店、文创商店门前、冰雪大世界及西荷花湖。其中西荷花湖的 雪人矩阵最为瞩目，约80个雪人错落排布、形态各异，巨型雪人气势十足，小型雪人缀以红围巾等装饰自带萌趣，是亲子互动、好友同游的绝佳打卡点，随 手一拍皆是氛围感大片。从上俯视，雪人点位组成数字2026与奔腾骏马图，寓意马跃新程，身后的两大雪坡可供游客堆雪、滚雪球嬉戏。 文创好物焕新登场 每一件文创都是历史与美好 ...

Core Perspective - The articles highlight the emergence of cultural gifts from the Tongzhou district as a means to celebrate the upcoming Year of the Horse, showcasing a blend of traditional craftsmanship and modern aesthetics through various creative products [1][2][3][4]. Group 1: Cultural Gift Offerings - "Tongzhou Gifts" aims to create a cultural brand that resonates with local identity, emotional connection, and contemporary appeal, launching a series of horse-themed cultural products for the New Year [1]. - Beijing Xiaoji Keti Cultural Creative Co., Ltd. introduces a range of products including horse-shaped fridge magnets and decorative items that merge traditional Han dynasty aesthetics with modern design [1]. - Beijing Tangrenfang Cultural Development Co., Ltd. presents the "Ma Xiaojiji" doll set, combining intangible cultural heritage with modern technology, featuring an AI voice base for interactive storytelling [2]. Group 2: Innovative Product Designs - Beijing Rongjin Cultural Development Co., Ltd. focuses on integrating intangible cultural heritage into daily life with products like a double-sided scarf inspired by award-winning designs and traditional dyeing techniques [2]. - Beijing Yicheng Qingfeng Cultural Media Co., Ltd. utilizes traditional crafts to create items such as the "Fortune Horse" pendant made from Song brocade, symbolizing good fortune [3]. - Beijing Chao Xiangxiang Technology Cultural Co., Ltd. reinterprets traditional blessings with modern expressions, offering unique items like the "Fortune on Horseback" figurine [3]. Group 3: Technology and Tradition Fusion - Beijing Youguan Creative Culture Co., Ltd. leverages high-tech capabilities to produce the "Hundred Horses Welcoming Auspiciousness" figurine, which combines traditional art with augmented reality features for a dynamic presentation [4].

Core Viewpoint - The article highlights the vibrant atmosphere of the Spring Festival in Nanning, showcasing the popularity of creative cultural products related to the Year of the Horse, reflecting a blend of tradition and modern creativity in the local market [4][5]. Group 1: Market Atmosphere - The Shanghai Road New Year Goods Street is bustling with activity as citizens prepare for the Spring Festival, featuring red lanterns and festive decorations, creating a lively environment filled with laughter and the scents of traditional snacks [4]. - The street serves as a significant cultural hub in Nanning, where traditional elements meet innovative designs, particularly in the context of the upcoming Year of the Horse [4]. Group 2: Cultural Products - A variety of horse-themed cultural products are available, including plush toys, embroidered items, and unique red envelopes, which have evolved from simple designs to more creative and diverse offerings over the years [5][6]. - Young entrepreneurs are actively participating in the market, selling popular horse-themed items and hoping for success in their ventures, indicating a trend of youth engagement in traditional markets [6]. Group 3: Community Engagement - Local residents express their appreciation for the unique and culturally rich products, with many purchasing items that reflect local heritage and the festive spirit, such as the "马上有钱" (immediate wealth) themed products [5][6]. - The article emphasizes the importance of community and family traditions during the Spring Festival, as seen through the experiences of individuals who have grown up participating in these markets [5].

Core Viewpoint - The "Crying Horse" toy, born from a manufacturing error, has unexpectedly gained popularity, capturing the hearts of consumers with its unique design and emotional appeal [1][7]. Group 1: Product Overview - The "Crying Horse" toy features a round shape and drooping mouth, making it particularly eye-catching and appealing to consumers [1]. - The toy was initially intended to be a cheerful "Laughing Horse," but a mistake during production led to its current design, which resonated with many people online [7]. Group 2: Market Response - The toy has seen a surge in demand, with numerous orders coming in from both domestic and international markets, prompting the production line to expand from 2 to over 10 lines [7]. - Retailers and wholesalers from across the country are flocking to purchase the "Crying Horse" in bulk to prepare for the upcoming Spring Festival [5]. Group 3: Entrepreneurial Journey - Zhang Huoqing, the founder of the toy, has a background in the toy industry, having started her career in a toy store before opening her own shop in Yiwu in 2017 [9]. - Following the toy's success, Zhang has actively engaged with consumers through social media, including launching a Douyin account for live interactions and sales [9]. Group 4: Community Engagement - In response to the toy's popularity, Zhang has expressed intentions to reward the worker responsible for the design error that led to the toy's success, offering a monetary bonus and committing to annual rewards [9]. - Zhang has also initiated the trademark application for the "Crying Horse" to protect the brand from imitation products [12].