Core Insights - The 27th Shanghai International Film Festival has seen a significant focus on "cultural and creative products," with fans actively participating in the purchase of these items alongside ticket buying [1][2] Group 1: Cultural and Creative Products - This year's festival features over 30 categories and more than 60 new products, with approximately 80% being new styles [2] - The design team primarily consists of younger individuals born in the 1990s and 2000s, who approach product design with a curatorial logic [2] - Popular items include a fridge magnet that symbolizes David Lynch's films, which has become a hot collectible among fans [2] Group 2: Sales Performance - The Daguangming Cinema reported sales of around 200,000 yuan for its cultural products, marking the highest sales in its history [3] Group 3: Emotional Value and Fan Engagement - The "catch-up umbrella" has become a best-seller, reflecting the emotional connection fans have with the festival [4][6] - The design of products like the "catch-up umbrella" and a cap with a playful slogan resonates with fans, providing a sense of identity and belonging [4][6] Group 4: IP Development - The festival has introduced its own IP, "Jue Jue Spirit," inspired by the Golden Goblet Award, aiming to create a mature IP operation similar to other major international film festivals [7] - The plush toys associated with this IP are designed with unique characteristics and roles, appealing to the festival's predominantly young female audience [7]