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Museum offers a lot to explore

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By Chang Yuan □ 常远 / 文

Upon entering the Yunnan Provincial Museum, cial Museum. In the DIY area on the second floor,
visitors can immerse themselves in the ancient Dian visitors can engage in activities such as creating cloi-
civilization through a diverse collection of cultural sonné enamel paintings, crafting tin handicrafts, and
relics. In the cultural and creative store, they have the polishing bronze mirrors. For instance, in the bronze
unique opportunity to polish a bronze mirror, create a mirror polishing experience, participants can recon-
cloisonné enamel painting, and enjoy a “grenade ice nect with ancient rituals by using bronze mirrors to
cream” inspired by the revolutionary artifact. In re- “adjust their clothes and hats,” while also expressing
cent years, this national first-class museum has adopt- their modern aspirations for academic success and
ed an innovative approach that integrates “exhibitions good health. “Consumers are not just purchasing
+ activities + intangible cultural heritage + cultural products; they are seeking a sense of participation
and creative products,” bringing cultural relics to life and cultural identity,” said Cai Xue. The cultural and
and fostering vibrant cultural consumption. creative experiences offered at the Yunnan Provincial
During the Spring Festival of the Year of the Museum are accessible to all, with material packag-
Snake, certain products in the cultural and creative es available at an affordable price. As the activities
store of the Yunnan Provincial Museum sold out. This continue to be refined, the participation rates among
trend reflects the museum’s transformation from a consumers are steadily increasing.
traditional cultural institution into a dynamic space, Currently, cost-effective and lightweight cultural
as well as the evolution of cultural consumption from and creative products have become the dominant
passive observation to active engagement. choice among consumers. Popular items include tile
In 2016, the Yunnan Provincial Museum was des- cat fridge magnets, cultural relic keychains, and seal
ignated as one of the 92 cultural and creative pilot notebooks. However, consumers do not simply seek
units in the country, marking the beginning of a rapid the lowest prices; they also prioritize texture and sto-
development phase for original cultural products. To- ries, which hold significant value in their purchasing
day, the museum offers a diverse range of over 1,000 decisions.
cultural and creative products for sale, with more than “Consumers are willing to pay for emotional
100 new items introduced each year. These products value,” analyzed Cai Xue. The younger generation
span various life scenarios, including jewelry, home places greater importance on the cultural narratives
furnishings, stationery, and food. behind products. “Cultural and creative products are
“Cultural and creative products are not mere rep- not merely commodities; they should embody the val-
licas of cultural relics; they are a modern retelling of ue of cultural relics and historical stories, presented
history,” said Cai Xue, the director of the Cultural and in a way that resonates with the public. It’s less about
Creative Development Center at the Yunnan Provin- creating a successful cultural and creative product
cial Museum. For instance, the fierce tiger depicted and more about collaboratively sharing the story of a
on the museum’s prized “Bronze Table in the Shape cultural relic effectively.”
of One Tiger and Two Oxen” has been reimagined as Transitioning from being a “guardian of cultural
the charming and quirky tiger from the “I’m Not a Fat relics” to a “cultural innovator,” the Yunnan Provin-
Tiger” comic series, delighting consumers. Addition- cial Museum exemplifies a significant trend: when
ally, the “Gilt Silver Garuda Inlaid with Pearls” from traditional culture is revitalized through creativity
the Dali Kingdom during the Song Dynasty (906- and technology, it not only intertwines history with
1276) has been transformed into a highly sought-after the present but also unlocks consumption potential.
18K gold necklace. These products not only incorpo- As Cai Xue noted, “Museum cultural and creative
rate elements of cultural relics but also make history products serve as a rainbow bridge connecting the
and culture more accessible through IP development, past and the future, bridging the gap between cultural
practicality, and interactivity. relics and visitors.” This bridge is transforming the
The integration of intangible cultural heritage niche appeal of the museum into a new necessity
techniques with cultural relics is a key aspect of the within the mass cultural market, crafting a compelling
cultural and creative products at the Yunnan Provin- narrative of cultural consumption.