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HEADLINES | 要闻

By our staff correspondents □ 本刊综合

The 2025 Creative Yunnan Cultural Industry a Bangladeshi student at Yunnan University who
Expo recently concluded in Kunming, where intan- has worked at the booth for three consecutive years,
gible cultural heritage crafts showcased timeless once again served as a translator. Having witnessed
charm alongside cutting-edge cultural and creative the expo’s evolution firsthand, Xie remarked on its
products that sparked new inspiration. Cultural ele- growing integration with technology. “The expo
ments from across the region converged into vibrant is a vital platform for cultural exchange, mutual
displays of creativity, transforming the venue into a learning, and win-win commercial partnerships,” he
dynamic stage for innovation, technological explo- said. “Here, we have already established business
ration, and intellectual exchange. connections with many Chinese enterprises.” He
Since its inception in 2013, the expo has been added, “When I return home, I will tell my friends
successfully held ten times and has established it- all about my experiences here and recommend they
self as a pivotal platform for showcasing Yunnan’s try Yunnan’s crossing-the-bridge rice noodles, wild
unique cultural resources, highlighting achieve- mushrooms, and fried potatoes.”
ments in cultural and creative products, and demon- Yuxi is the hometown of Nie Er, composer
strating the advancement of its cultural industry. of China’s national anthem, “March of the Volun-
Yunnan’s rich and diverse ethnic culture is viv- teers.” The story of Nie Er and the anthem forms a
idly represented through creative clusters featuring key part of Yunnan’s five major cultural narratives.
materials such as gold, wood, clay, stone, and fab- At this year’s expo, teachers and students from
ric, which shine brightly at the expo. The Yi (Sani) Yuxi Normal University unveiled an innovative
embroidery, a national intangible cultural heritage “red cultural IP” product series that blends online
of China, is prevalent in the Sani community of the and offline interaction. Items such as vinyl record
Shilin Yi Autonomous County. Its signature geomet- ornaments, keychains, and refrigerator magnets can
ric patterns, derived from sunflowers, distinguish be scanned with a phone or recognized via NFC to
Sani embroidery from other embroidery styles. activate digital content, automatically playing songs
At the expo, trendy apparel like casual Western composed by Nie Er and creating a distinctive im-
suits and sport T-shirts incorporating Sani embroi- mersive audiovisual experience. As explained by
dery techniques blend traditional cultural charac- Ma Jing, an associate professor at the University’s
teristics with modern minimalist aesthetics, gaining School of Fine Arts, “These cultural and creative
popularity among younger audiences. products are also designed to be collectible. Each
Cao Caimei, General Manager of Yunnan Qicai vinyl record ornament contains selected works by
Meiyi Ethnic Handicrafts Co., Ltd., has attended Nie Er, and when displayed together, they can form
nearly every edition of the expo since its inception. a complete vinyl record wall.”
For her, this year’s event served not only as an av- Digital cultural and creative products were a
enue for exploring new business opportunities, but highlight of this year’s expo, where technology and
also as a valuable learning experience to further Yunnan’s unique culture intertwined, sparking crea-
refine her craft. In her view, Yi embroidery from tive ideas for new quality productive forces.
Yunnan has gained significant recognition in recent The School of Software and AI at Yunnan
years, and it is essential to capitalize on this mo- University presented dancing humanoid robots. Dr.
mentum by enhancing design and expanding into Wang Yaowei, who introduced the exhibit, high-
new markets. Drawing from her experience in in- lighted that the robots are equipped with highly
ternational business expansion, Cao stresses the im- flexible mechanical hands capable of tasks that ex-
portance of navigating cultural differences. For ex- ceed human dexterity. Using original programming
ample, in markets like Japan and South Korea, the code developed locally in Yunnan, the team created
focus is on Yunnan’s strengths in cotton and linen a robot that can sing, dance, play piano, and per-
materials, with a preference for minimalist styles. In form household services.
the Middle East, traditional Yi embroidery patterns At the Shenzhen Unilumin Technology booth,
are adapted by incorporating Arabic script elements. an XR virtual shooting studio was set up using just
When entering the European market, practicality is one XR screen, a reverse-display TV, two comput-
key. In Spain, for instance, her company collaborat- ers, and lighting equipment. The system eliminates
ed with a local cultural IP featuring owls to create the need for physical sets, enables simultaneous
a series of earphone pouches. These products blend filming and editing, significantly saves time and
Yunnan cotton and linen, Yi embroidery techniques, labor, and allows physical props to be integrated
and Spanish cultural motifs, achieving a creative for flexible production needs. Guo Yixin, head
fusion that bridges the two cultures. of Unilumin’s XR virtual shooting project, said,
This year coincides with the 50 anniversary “Compared to a conventional studio, the XR setup
th
of diplomatic relations between China and Bangla- cuts shooting time by about one-third. Among our
desh. In recognition of this milestone, Bangladesh library of over 1,000 virtual scenes, many feature
was specially hosted as a featured exhibitor, making Yunnan’s landscapes. Yunnan is a natural photogra-
its pavilion a particular highlight of the expo. Ele- phy studio in itself. Combining on-location shoots
gant saris, intricately woven jute scarves, and fra- with virtual shooting allows us to blend the best of
grant masala tea—these specialty products drew a both approaches and produce more diverse film and
steady stream of visitors to the booth. Xie Hangjing, television content.”

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