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].

Core Insights - The article discusses the innovative use of the "Yellow Jade Horse" from the Warring States period as a cultural and creative product (IP) by the Confucius Museum, launching over 10 new products in celebration of the Year of the Horse [1][4]. Group 1: Product Development - The Confucius Museum has developed a range of cultural products inspired by the Yellow Jade Horse, including scarves, sachets, and wooden combs, appealing to younger audiences and creating a "buying frenzy" [2][4]. - The museum's product matrix includes items like refrigerator magnets, toys, and ice cream, showcasing the versatility of the Yellow Jade Horse's image across various lifestyle products [2][4]. Group 2: Marketing and Engagement - The museum has collaborated with the Shandong Spring Festival to launch a "Horse Big Yellow" WeChat sticker pack, enhancing its outreach and engagement with a broader audience [4]. - The museum aims to create immersive experiences by integrating historical narratives with modern technology, such as digital interactions that allow visitors to virtually "ride" historical horses [6]. Group 3: Industry Trends - Other cultural institutions in China are also capitalizing on the Year of the Horse by launching their own creative products, such as the "One Black Horse" theme from the National Museum and the "Red Luck Ahead" horse figurine from the Gansu Provincial Museum [6]. - The trend indicates a shift in how cultural relics are utilized, moving from static displays to dynamic, interactive experiences that resonate with contemporary audiences [6].