走进故宫文创团队的办公室，设计稿、文物纹样图谱、产品样品铺满了工作台，工作人员正在讨论文创 产品设计方案。故宫文创产品规划部门工作人员杨舒涵告诉记者，故宫文创以"新春"为主题，进行了一 系列文创设计和开发。 "我们从故宫博物院珍藏的马文物中汲取灵感，让传统文化与现代生活更好地相融。"工作人员介绍，团 队甄选郎世宁《百骏图》中骏马奔腾的经典意象，将画作中骏马的矫健灵动与海水江崖、祥云纹等吉祥 纹样相融，以邮票为载体，在方寸之间凸显"龙马精神"的文化内涵。 新春临近，故宫博物院御花园西侧漱芳斋扮戏楼的故宫文创特色专区正式面向公众开放。观众在一件件 承载着传统韵味的新春文创前驻足停留，仔细观赏。马年福筒、《丙午太和》生肖邮票、故宫红友好围 巾等产品，让600多年紫禁城的文化底蕴，化作人们能够触手可及的新春暖意。 新春的文创热潮，是故宫文创扎根传统、不断创新的一个缩影。"文化传承，既要守得住根，也要走得 出门。"杨舒涵介绍，故宫文创一方面打造沉浸式文化体验，通过场景化陈列、科技互动，让游客近距 离感受传统美学与现代创意的融合；另一方面以国际展览、跨界合作等方式，让中华优秀传统文化在文 明互鉴中绽放光彩。（记者 王珏） ...

来源：人 新春临近，故宫博物院御花园西侧漱芳斋扮戏楼的故宫文创特色专区正式面向公众开放。观众在一件件 承载着传统韵味的新春文创前驻足停留，仔细观赏。马年福筒、《丙午太和》生肖邮票、故宫红友好围 巾等产品，让600多年紫禁城的文化底蕴，化作人们能够触手可及的新春暖意。 走进故宫文创团队的办公室，设计稿、文物纹样图谱、产品样品铺满了工作台，工作人员正在讨论文创 产品设计方案。故宫文创产品规划部门工作人员杨舒涵告诉记者，故宫文创以"新春"为主题，进行了一 系列文创设计和开发。 "我们从故宫博物院珍藏的马文物中汲取灵感，让传统文化与现代生活更好地相融。"工作人员介绍，团 队甄选郎世宁《百骏图》中骏马奔腾的经典意象，将画作中骏马的矫健灵动与海水江崖、祥云纹等吉祥 纹样相融，以邮票为载体，在方寸之间凸显"龙马精神"的文化内涵。 新春的文创热潮，是故宫文创扎根传统、不断创新的一个缩影。"文化传承，既要守得住根，也要走得 出门。"杨舒涵介绍，故宫文创一方面打造沉浸式文化体验，通过场景化陈列、科技互动，让游客近距 离感受传统美学与现代创意的融合；另一方面以国际展览、跨界合作等方式，让中华优秀传统文化在文 明互鉴中绽放光彩。 民 ...

Group 1 - The event "Expand Domestic Demand, Promote Consumption, Celebrate the Spring Festival" was held from February 2 to 4, organized by the Municipal Federation of Industry and Commerce in collaboration with Jining Confucius Cultural Tourism Group to stimulate consumer potential and broaden sales channels for private enterprises [1] - The event focused on the characteristics of Spring Festival consumption, featuring high-quality products from member enterprises of the Municipal Federation of Industry and Commerce, including specialty agricultural products, cultural and creative products, and daily consumer goods, to meet the diverse purchasing and cultural consumption needs during the Spring Festival [3] - The event attracted a large number of visitors, creating a lively atmosphere and receiving widespread acclaim, indicating strong consumer interest and engagement [3] Group 2 - The Municipal Federation of Industry and Commerce plans to further establish a platform for production and sales connections, innovate the format of exhibition and sales activities, and enrich the content of events to enhance the influence of local products and support the high-quality development of the private economy [4] - The initiative aims to inject more momentum into the economic and social development of the city by empowering consumption [4]

"逛大集喽！"2月4日，淄博市张店区海岱楼钟书阁东广场，人头攒动，洋溢着新春的喜庆氛围， 2026淄博市"黄河大集"新春季活动正式启幕。 "这大集一赶，年味儿就来了" 2026淄博市"黄河大集"新春季活动启幕 现场的一众文创好物中，海岱楼钟书阁推出的马年限定文创冰箱贴"马上转运"格外吸睛，成为市民 争相选购的网红单品。"这款冰箱贴上面不仅复刻了我们海岱楼的楼体造型，还融入了马年传统元素， 设计独具巧思，每转动转盘一次，都会收到一份不一样的新春祝福。"海岱楼钟书阁综合办公室工作人 员高文倩一边向现场群众介绍，一边演示着冰箱贴的趣味玩法。 除了琳琅满目的文创产品，农副产品展区内更是人气爆棚，淄博特色美食香气四溢，乡土农产扎堆 亮相。博山酥锅、周村烧饼……熟悉又地道的淄博味道，勾起人们儿时的记忆。大家穿梭在各摊位之 间，品尝着鲁味美食，挑选着心仪年货，感受着浓浓年味。 "既逛吃逛喝，还有这么多有创意、有特色的文创产品可买，真的被惊艳到了。这大集一赶，年味 儿就来了。"市民刘敏敏手里提着刚选购的马年文创、淄博特色美食，脸上洋溢着幸福的笑容，话语间 满是对这场新春大集的认可与喜爱。 本次"黄河大集"新春季活动由中共淄博 ...

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 ...

Group 1 - The "Guzi economy" has emerged as a new consumer pillar, with a market size expected to exceed 300 billion yuan by 2029, driven by emotional consumption and the rise of domestic IPs [3][4] - As of November 2025, there are 7.5683 million companies related to the Guzi economy in China, with over 46% established in the last three years, indicating robust industry growth [3][4] - The younger generation, particularly those born after 2005, is leading consumption trends, with women making up 78% of the consumer base, averaging 2.9 purchases per month [3][4] Group 2 - Huali Technology (301011.SZ) has positioned itself well within the Guzi economy, achieving a gross margin of 40.19% in its anime IP derivative products, and is benefiting from a dual strategy of expanding production and exploring overseas markets [2][5] - In 2024, Huali Technology reported revenue of 1.017 billion yuan, a year-on-year increase of 24.65%, and a net profit of 84.65 million yuan, up 62.93%, showcasing efficient operational capabilities [5][6] - The company is actively expanding its production capacity and has plans to invest at least 140 million yuan in a new production project, enhancing its core competitiveness in the IP derivative market [6][7] Group 3 - The cultural and creative industry is experiencing significant performance differentiation, with leading companies like Yuanlong Yatu seeing a net profit increase of 235.8%, while others like Qunxing Toys face profit declines [4][5] - The Guzi economy is still in a rapid development phase, with IP operational capabilities and innovation being crucial for companies to stand out in the market [7] - The overall cultural and creative industry is expected to accelerate its transformation towards precise demand capture and refined IP operations, with competitive companies likely to emerge as winners [7]

Core Viewpoint - The article highlights the integration of "horse" elements into various sectors such as culture, tourism, commerce, and agriculture in Inner Mongolia, enhancing consumer experiences and driving economic growth as the Year of the Horse approaches [3]. Group 1: Cultural and Market Integration - Various regions in Inner Mongolia are innovatively launching a series of themed activities centered around the "horse," which includes cultural exhibitions and special products that are gaining popularity in the market [3]. - Major shopping centers are featuring auspicious "horse" themed products prominently, including zodiac horse cultural exhibitions and limited edition accessories [3]. - The introduction of immersive experiences such as equestrian performances and horse culture-themed markets is attracting local residents and enhancing consumer engagement [3]. Group 2: Economic Impact and Consumer Behavior - Specialty products featuring horse motifs, such as lamb and dairy products, are experiencing a surge in sales, indicating a successful market response to the "horse" branding [3]. - Cultural tourism enterprises are creating unique offerings like "horse culture study tours" and "horseback snow photography," which are revitalizing the winter tourism market [3]. - The integration of "horse" elements into various consumption scenarios is not only preserving the cultural heritage of horse culture but also injecting new vitality into the consumer market, achieving a win-win situation of cultural empowerment and economic growth [3].

网友反馈中，"有新意不刻板""可爱又有文化""把国画玩活了"成为高频评价。不少年轻用户表示，以往 对传统书画文创有距离感，而这匹"疯马"既有艺术出处，又好玩好搭，愿意主动购买、分享、收藏。业 内认为，北京画院此次文创破圈，印证了经典IP年轻化并非简单"卖萌"，而是找准传统与当代的连接 点，以创意赋能、以情感共鸣，让高雅艺术真正融入大众生活。 文/北京青年报记者 王磊 此次走红的"疯马"文创，原型取自齐白石笔下奔放洒脱的奔马形象，北京画院在艺术授权与设计转化 中，不做简单复刻，而是提炼笔墨意趣与精神气质，重构为呆萌炸毛、自由随性的卡通潮玩形象。线条 简约、神态松弛，自带"潦草又快乐"的松弛感，精准戳中当代年轻人的情绪共鸣，被网友戏称"打工人 精神小马"。不同于常规文创的精致规整，它以反差感、烟火气与可玩度，形成强烈记忆点，上线后快 速在小红书、抖音等平台形成晒图、二创、发型改造等UGC热潮。 北京画院相关负责人表示，以齐白石作品开发文创，核心是让经典艺术可触摸、可陪伴、可传播。团队 跳出"复刻挂画、文具套装"的传统路径，聚焦年轻群体的审美偏好与生活场景，把文人画的写意精神， 转化为软萌潮玩、便携配饰、桌面小物等 ...

（来源：中国妇女网） 转自：中国妇女网 2026年1月26日晚，在甘肃省博物馆二楼丝绸之路文明展厅，观众观看铜奔马（复制品）。新华社记者 郎兵兵 摄 新华社兰州2月7日电 题："马元素"文创产品引领中国春节消费新潮流 新华社记者张文静、程楠、何问 为迎接中国农历马年，甘肃省博物馆文创团队以"镇馆之宝"铜奔马为灵感，推出了一系列全新文创产品。 身上装饰着金色元宝的马年限定毛绒玩偶、身着牛仔服的西部马仔毛绒玩偶、手捧金元宝的马财神招财摆件……走进甘肃省博物馆艺术生活 馆，各色以马为主题的文创产品吸引着游客驻足。 前来选购"马元素"文创产品的游客表示，马年买"马"，图个喜庆。来自陕西省西安市的游客李如云说："这些以马为主题的文创作品看着就很 有趣。我买了好几个，准备春节时送给亲戚朋友。" 甘肃省博物馆文创中心负责人崔又心介绍，今年开发的"马元素"系列文创产品，不仅希望以红火色调烘托喜庆祥和的节日氛围，更希望借骏马 之昂扬形象，向公众传递向上的精神力量。 甘肃省博物馆自1月26日推出"马元素"系列文创产品后，便受到年轻消费者的青睐，并持续在文化消费市场走俏。一周时间里，仅电商平台旗 舰店相关产品销量就达近千单。 不只 ...

Core Viewpoint - The "Shanghai Gift" New Year Market has officially opened, showcasing local quality brands and offering a variety of cultural, culinary, and wellness products for the Spring Festival, enhancing the festive atmosphere and providing a convenient shopping experience for citizens [2][3]. Group 1: Market Overview - The market features a vibrant atmosphere with decorations and thematic areas for cultural products, food, beauty, and wellness, attracting many visitors [2]. - A one-stop shopping experience is emphasized, allowing citizens to easily purchase New Year goods while enjoying traditional Shanghai culture [3]. Group 2: Brand and Product Highlights - The brand showcase area is a focal point, with 15 "Shanghai Gift" brand enterprises presenting their products and engaging visitors through interactive experiences [3]. - Cultural and aesthetic integration is evident in the creative products, such as the Shanghai Museum's incorporation of cultural relics into designs and the combination of traditional zodiac themes with modern design [3]. Group 3: Culinary Offerings - The market features a collection of traditional and national brands, including renowned Shanghai brands like "Yutang," "Jinfeng," and "First Food," highlighting the heritage of Shanghai's yellow wine brewing techniques [4]. - The integration of local time-honored brands and intangible cultural heritage with modern aesthetics is a key focus, with plans for future collaborations with major companies to enhance product variety and quality [4].