Core Viewpoint - The Confucius Museum is leveraging the cultural significance of the Warring States period jade horse to create a variety of cultural and creative products, enhancing its brand and attracting younger audiences through innovative marketing strategies [1][3][5]. Group 1: Product Development - The Confucius Museum has launched over 10 new cultural products inspired by the Warring States jade horse, including scarves, incense bags, and wooden combs, to celebrate the upcoming Year of the Horse [1][5]. - The museum's product matrix includes items like refrigerator magnets, dolls, and ice cream, which cater to various aspects of daily life and have gained popularity among younger consumers, even sparking a "proxy purchasing" trend [3][5]. Group 2: Marketing and Engagement - The museum has collaborated with the Shandong Spring Festival Gala to release a "Horse Big Yellow" WeChat sticker pack, which has been launched on the platform to broaden its reach [5]. - The museum aims to create a comprehensive development strategy for the jade horse IP, focusing on exhibition, product development, educational experiences, and AI interactions, moving towards a more systematic approach to cultural heritage utilization [5]. Group 3: Industry Trends - Other cultural institutions across China are also capitalizing on the Year of the Horse by developing new creative products based on their own significant artifacts, such as the Tang Dynasty black-glazed horse and the Gansu Province bronze galloping horse [7]. - Experts suggest that museums should deepen the narrative transformation of zodiac artifacts and enhance IP development by integrating light art and digital interaction to create immersive experiences for visitors [7].

(新春走基层)乘马年东风 "明星文物"文创IP"马"上出新 中新网山东曲阜2月10日电 (记者 赵晓)农历丙午马年春节临近，孔子博物馆"镇馆之宝"战国黄玉马乘马 年东风，跃上围巾、香囊、木梳等10余款文创产品，IP形象不断出新。 "向历史借灵感，为当代造美物。越是关注度高的文物，我们投入的研发精力就越多。"杨金泉表示，该 馆将黄玉马纳入大文创范畴，从展览展示、产品开发到研学教育、AI体验，进行全方位、全流程开发 利用。在他看来，如今，文物活化利用早已超越过去单一、点状的开发模式，逐步走向立体化、系统 化。 战国黄玉马亮相孔子博物馆孔府过大年文物展。赵晓 摄 出土于曲阜鲁国故城的战国黄玉马是孔子博物馆的"流量担当"。"它身高不足6厘米，体形娇小，体态圆 润，昂首竖耳、嘴角微扬的模样自带'反差萌'。"该馆副馆长杨金泉介绍，此前，馆内以黄玉马的形象 为设计依据，开发了冰箱贴、玩偶、雪糕等覆盖生活多个场景的文创产品矩阵，圈粉年轻人，甚至引 起"代购"热潮。 编辑：熊思怡 孔子博物馆文创区展销以战国黄玉马为原型设计的文创产品。赵晓 摄 抓住马年契机，孔子博物馆再度挖掘黄玉马IP，"上新"了10余款文创，并与山东春晚联名 ...