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 ...

Core Viewpoint - The rise of cultural and creative products, such as "Ma Biao Biao," reflects a growing trend among young consumers who value emotional connection and cultural significance in their purchases [1][6]. Group 1: Popularity of Cultural Products - "Ma Biao Biao" has become a viral sensation, showcasing the appeal of creative cultural products that blend traditional elements with modern design [1][4]. - Sales of cultural products, including "Ma Biao Biao," have exceeded 550,000 yuan, indicating strong market demand [4]. - Other creative products, like the "Crying Horse," have also gained popularity due to their unique and relatable designs [4][7]. Group 2: Consumer Demographics and Preferences - The primary consumers of these cultural products are young people in their twenties and thirties, although interest spans across various age groups [6][7]. - Consumers are drawn to products that are "cute" and creatively designed, reflecting a desire for personal expression and emotional fulfillment [7]. Group 3: Cultural Significance and Design - Successful cultural products often possess cultural depth and are designed with modern aesthetics in mind, merging traditional heritage with contemporary appeal [10]. - The design of "Ma Biao Biao" is inspired by traditional art, incorporating trendy elements that resonate with younger audiences [7][10]. - The emotional value associated with these products is significant, as they evoke nostalgia and a sense of connection to cultural roots [8][10]. Group 4: Future of Cultural Products - The future of cultural products lies in their ability to connect traditional culture with modern lifestyles, making them relevant and appealing to consumers [10]. - There is a call for more innovative designs that not only attract attention but also foster emotional connections and cultural appreciation [10].

Core Viewpoint - The article highlights the growing popularity of museums as tourist attractions, emphasizing their role as new city landmarks and the increasing interest in cultural tourism among various age groups [7][8][11]. Group 1: Visitor Trends - Museums are becoming essential destinations for tourists, with the National Museum of China being a must-visit location in Beijing, often crowded except on closure days [8]. - Data from Tuniu Travel Network indicates that visitor numbers to major museums like the Palace Museum and the Shaanxi History Museum have surged, with specific museums experiencing significant increases in popularity [8]. - Meituan Travel reports a nearly 500% year-on-year increase in museum-related searches, with some museums like the Grand Canal Museum and the Qingdao Beer Museum seeing over 900% growth [8]. Group 2: Themed Museums and Unique Experiences - Themed museums are gaining traction, with Tuniu Travel noting a significant rise in bookings for unique museums such as the Jingdezhen China Ceramic Museum and the Xi'an Stele Forest Museum [10]. - The trend towards smaller, niche museums is evident, with orders from third-tier cities increasing by 30% year-on-year, and specific museums like the Weifang Kite Museum seeing over sixfold growth in orders [10][11]. - Innovative experiences, such as VR projects and interactive exhibits, are being introduced to enhance visitor engagement and understanding of cultural artifacts [12][13]. Group 3: Digital Engagement and Marketing - Social media and digital platforms are playing a crucial role in attracting visitors, with unique artifacts and creative products becoming viral sensations [13][14]. - The rise of live streaming and online sales of cultural products has led to a 126% increase in searches for museum-related merchandise on Douyin [14]. - Collaborative marketing efforts between museums and e-commerce platforms are successfully promoting cultural products, appealing particularly to younger audiences [14].