2月3日，北京白塔寺在马年春节前夕推出的妙应威胜天王冰箱贴(右)和妙应马头金刚冰箱贴(左)。记者 易海菲 摄 1月13日，北京文博交流馆(智化寺)在马年春节前夕推出的琉璃天马冰箱贴。记者 徐婧 摄 智化寺是北京市内保存较完整的明代木结构建筑群。智化寺文创工作负责人刘毅介绍说，该馆选取明代 建筑上常见的天马造型，结合琉璃烧制技艺制成文创产品。制作过程经20多道工序，每匹马要历时一 周。除了小巧的冰箱贴，该馆还推出了更加"魁梧"的海马琉璃摆件，用胶东版画工艺制作的小马挂件等 多种产品，以不同传统工艺阐释马文化。 中新网北京2月4日电(记者 徐婧)身披铠甲，腰佩宝刀，北京白塔寺管理处具六神通殿内，唐卡上的威胜 天王(也称战神巴丹玛奔)坐于白马之上，展露英武之姿。丙午马年前夕，这样带有马元素的唐卡吸引了 不少观众驻足。 在徐悲鸿纪念馆，中国画中的马带领观众从近代奔向未来。"我很喜欢徐悲鸿画中的奔马，徽章结合了 喜庆的红色，很适合作为马年的礼物。"观众丁玲在参观特展后选购了一款"马年有力量"徽章，产品附 赠的卡片上还有徐悲鸿与力量相关的语录。 "将唐卡上的战神和马做到文创产品中，让我们离藏文化更近了。"市民段女士在白塔 ...

Core Viewpoint - The "Green Horse" cultural product from Gansu Provincial Museum has gained significant attention and popularity, especially with its new Spring Festival limited edition designs for the Year of the Horse, leading to a surge in sales and visitor numbers [1][3][5]. Group 1: Product Launch and Sales Performance - The "Green Horse" plush toy, inspired by the museum's treasure, the Bronze Galloping Horse, has been a hit since its launch in 2022, and the new "Horse Power" series was released on January 26 this year [3][5]. - The new products, including the "Red Fortune Horse" and "Zodiac Year Horse," sold out within three hours of being available in-store, indicating high demand [7]. - Visitor traffic to the Gansu Provincial Museum's art life hall has increased by approximately 30% following the product launch [5]. Group 2: Cultural Significance and Design - The "Green Horse" series incorporates festive elements, such as a red scarf adorned with coins and ingots, aiming to enhance the cultural experience and emotional connection for consumers [5][11]. - The design approach emphasizes a cute and quirky aesthetic, which resonates with consumers, making the product appealing and engaging [13][15]. - The series has evolved into an "IP matrix," expanding from a single plush toy to over a hundred products, enhancing cultural communication and interaction with the audience [15][17]. Group 3: Market Strategy and Consumer Engagement - The museum employs a consumer feedback mechanism through a voting wall, allowing visitors to influence the development of new "Green Horse" designs, reflecting a market-responsive strategy [15][19]. - The "Green Horse" IP now includes various characters and themes, catering to diverse consumer preferences and creating immersive cultural experiences beyond traditional products [17][19]. - The initiative aims to make museum culture more accessible and engaging for younger audiences, transforming the perception of museums from being overly serious to more relatable and interactive [19].

在丙午马年新春到来之际，中国国家博物馆"跃马扬鞭——马年新春文化展"，于1月30日向公众展出与 马相关的精品文物120余件/套，通过"良驹伴文明""车马昭礼制""鞍辔有工巧""蹄声通万里""神骏绘流 年"5个单元，全方位、多角度展示马在中华文明长卷中的千姿百态。 展品中，有一件唐代的三彩黑釉陶马。唐马雕塑一改秦汉时期平稳古拙的风格，展现出高昂彪悍的生动 姿态。这件唐马的珍贵之处还在于，除面、鬃、尾、蹄涂白釉外，全身披黑釉，在唐三彩中实属罕见。 展厅内有三彩黑釉陶马，展厅外和线上，以此为核心元素的"一匹黑马"马年系列文创也同步上新。 国博（北京）文化产业发展有限公司负责人廖飞介绍，从2025年夏天，对马年系列文创的研发就已经开 始了。在众多"竞争对手"中，"一匹黑马"脱颖而出，目前已陆续上架30多款产品，并在继续开发中。 为什么选择这匹黑马？廖飞告诉中青报·中青网记者，一是"黑马"的寓意好，"希望丙午马年之际，每个 人都能成为自己心中的那匹黑马"；二是从文物价值来讲，唐代三彩黑釉陶马目前已知存世仅两件，十 分珍贵。 博物馆用心，观众也买账。廖飞透露，目前系列文创中，万年历的销量已经超过往年任何日历。而在社 交媒 ...

Core Insights - The Beijing Grand Canal Museum is promoting a series of cultural and creative products for the Year of the Horse, focusing on home decor, zodiac themes, and digital elements [1] Group 1: Product Offerings - The new cultural products include scarves, doormats, jewelry, and more, integrating the cultural connotations of museum collections with New Year blessings [3] - Popular items include a 3D flower refrigerator magnet inspired by Tang Dynasty tri-colored pottery horses, designed to be cute and functional [3] - Other bestsellers are daily use items like diatom mud doormats, canvas bags, and slippers, aimed at making cultural heritage accessible in everyday life [7] Group 2: Consumer Engagement - Products with auspicious meanings, such as "顺意" (smooth sailing), "福乐" (happiness), and "马上发财" (wealth coming soon), are attracting buyers [5] - A customer purchased three gift boxes containing a complete set of cultural products, including couplets, red envelopes, and magnets, emphasizing the festive spirit [5] - The design philosophy aims to allow consumers to encounter the beauty of cultural relics while being practical for home, travel, and gatherings [7]

Core Viewpoint - The article highlights the festive preparations by various museums in Beijing for the upcoming Year of the Horse, showcasing a range of horse-themed cultural and creative products that blend tradition with modern design [1][2]. Group 1: Museum Initiatives - Beijing Grand Canal Museum has launched nearly 100 horse-themed cultural products inspired by its collection, including fridge magnets, plush toys, jewelry, and home goods, making history accessible and collectible [1]. - Xu Beihong Memorial Museum has introduced a "Galloping Horse" series, incorporating Xu Beihong's iconic works into products like fridge magnets and notebooks, conveying a message of perseverance and ambition [2]. - White Pagoda Temple has released a "Miao Ying Wind Horse" fridge magnet that creatively combines horse imagery with elements of the White Pagoda, enhancing cultural appreciation in daily life [2]. Group 2: Product Highlights - The Grand Canal Museum features a "Three-color Ceramic Horse" jewelry set that transforms a robust ceramic horse into a cute pendant, symbolizing good fortune with intricate designs [1]. - The National Museum of Natural History has created a "Subway Pony" plush keychain, personifying the Przewalski's horse and the Dülmen horse, adding a playful touch to its exhibits [2]. - The Lao She Memorial Museum has introduced a "Lucky Persimmon" sachet, designed as a plush horse, allowing visitors to carry a piece of joy with them [2].

Core Viewpoint - The article highlights the festive preparations of various museums in Beijing for the upcoming Year of the Horse, showcasing a range of creative cultural products inspired by the horse theme to enhance the holiday atmosphere [1]. Group 1: Museum Initiatives - Beijing Grand Canal Museum has launched nearly 100 horse-themed cultural products, including fridge magnets, plush toys, jewelry, and home goods, transforming historical artifacts into collectible items [3]. - The Xu Beihong Memorial Museum has introduced a "Galloping Horse" series, incorporating Xu Beihong's iconic artworks into products like fridge magnets and notebooks, conveying a message of perseverance and ambition [3]. - The White Pagoda Temple has released a "Miao Ying Feng Ma" fridge magnet that creatively combines the horse image with elements of the White Pagoda, adding cultural elegance to everyday life [5]. Group 2: Unique Product Offerings - The China Film Museum has created a rocking horse fridge magnet inspired by the film "Ding Jun Shan," blending cartoon-style characters with a historical theme to evoke nostalgia [5]. - The White Pagoda Temple has also introduced a plush ornament called "Ma Shang You Qian · Auspicious White Pagoda," featuring a cute horse design derived from a Tangka painting, adding festive charm [7]. - The Lao She Memorial Museum has launched a "Ma Shang You Xi Shi" sachet, designed as a plush horse, allowing visitors to carry a piece of joy with them [9]. - The National Museum of Nature has unveiled a "Subway Pony" plush keychain, anthropomorphizing the Przewalski's horse and the Dalan horse into a fun character [11].

Group 1 - The "Guoboyanyi" pop-up store has recently opened in the South Xun Ancient Town Silk Museum, marking the first cultural and creative pop-up project by Guoboyanyi in the province [1] - The project is a collaboration between Guoboyanyi and Huzhou Transportation Group, leveraging the rich collection resources of the National Museum of China [1] - The pop-up store features six major themes: "Civilization's Initial Light," "Golden History," "Ice Carving and Jade," "Eastern Porcelain Charm," "Splendid Attire," and "Ink and Paint," showcasing a series of cultural and creative products including the crown of Empress Xiaoduan, bronze armor, and peach blossom cave glaze [1]

Core Insights - The article highlights the growing trend of seasonal cultural and creative products (文创) launched by museums in Beijing, particularly focusing on autumn-themed items that allow visitors to take a piece of the city's fall scenery home [1][2]. Group 1: Seasonal Cultural Products - Many museums in Beijing have adopted the practice of launching new cultural products according to the seasons, with notable examples including a series of magnolia-themed products in spring and a sand flow relief refrigerator magnet that has been popular year-round [2]. - The creative designs of these products are rooted in cultural heritage and storytelling, reflecting the creators' detailed observations and emotional connections to historical artifacts and seasonal beauty [2]. Group 2: Visitor Engagement and Cultural Significance - The positive reception from visitors serves as a motivation for product innovation, while the cultural depth of these products is essential for their long-term success [2]. - Museums are encouraged to move beyond simple replicas of cultural symbols and instead focus on conveying the stories and spirit behind their collections, ensuring that their products serve as emotional connections between history and everyday life [2][3]. Group 3: Unique Positioning and Market Differentiation - To stand out in a crowded market, museums must deeply explore their cultural resources and identify their unique positioning, allowing their products to be fresh and engaging [3]. - The emphasis on understanding visitor needs and preferences is crucial for museums to effectively promote cultural engagement and make history accessible to the public [3].

Core Viewpoint - The article highlights the innovative cultural products launched by Beijing museums, allowing visitors to take home the essence of autumn in the city through creative designs and storytelling [1] Group 1: Cultural Products and Sales - Beijing museums have introduced a series of autumn-themed cultural products, including plush toys inspired by ginkgo trees and persimmons, which resonate with visitors [1] - The Beijing Art Museum's spring collection of ten magnolia-themed products achieved sales exceeding 200,000 yuan within two days, showcasing the commercial potential of seasonal cultural products [1] - The sales of cultural products at Miaoying Temple reached 4 million yuan annually, indicating a strong market demand for unique and culturally rich items [1] Group 2: Creative Approach and Consumer Engagement - The creative designs of cultural products are rooted in cultural heritage and storytelling, enhancing the emotional connection between consumers and the items [1] - The seasonal release of cultural products has become a norm for many Beijing museums, reflecting a commitment to innovation and responsiveness to visitor interests [1] - The article emphasizes that successful cultural products should transcend mere souvenirs and instead serve as emotional links between history and daily life [1] Group 3: Market Trends and Future Directions - The competition among museums to innovate their cultural offerings is intensifying, necessitating higher standards in creativity and operational strategies [1] - Museums are encouraged to explore their cultural resources deeply to establish unique positioning and core competitiveness in the market [1] - The integration of ancient wisdom with contemporary aesthetics is essential for making cultural heritage relevant to modern society [1]

Core Insights - The article highlights the innovative cultural products launched by museums in Beijing, allowing visitors to take home a piece of the city's autumn scenery through creative designs [1][3][4] Group 1: Cultural Products and Sales Performance - The Beijing Stone Carving Art Museum has created plush toys inspired by the ancient ginkgo tree and persimmons at the Five Pagoda Temple, reflecting the autumn season and conveying warm wishes [3] - Seasonal cultural products have become a norm for many museums in Beijing, with the Beijing Art Museum's spring collection achieving sales of over 200,000 yuan within two days [4] - The annual sales of cultural products at the Miaoying Temple reached 4 million yuan, showcasing the successful integration of cultural themes and innovative storytelling [4] Group 2: Creative Strategy and Visitor Engagement - The creative approach of museums focuses on familiar courtyard scenes and cultural imagery, connecting visitors with vibrant stories and enhancing their experience [3][4] - The continuous innovation in cultural products is driven by audience appreciation, emphasizing the importance of cultural depth for sustained success [4][6] - Museums are encouraged to move beyond simple replicas and souvenirs, aiming to create emotional connections through their products that resonate with both history and contemporary life [6]