Research on Intellectual Property Design of Traditional Culture

65438+1October 3 1 day, the press conference of the series of activities "New Year Pictures Return to the Spring Festival" kicked off in the Palace Museum, which is full of historical and cultural accumulation. The series of activities of "New Year Pictures Returning to the Spring Festival" is directed by the Intangible Cultural Heritage Department of the Ministry of Culture and Tourism, sponsored by China Cultural Media Group, and undertaken by China Craft Network and Mianzhu Municipal People's Government of Sichuan Province. As a partner of this project, QQ Huaxia Mobile Games shoulders the heavy responsibility of inheriting traditional culture. How to revitalize the cultural charm of New Year pictures and let the younger generation re-understand and inherit this traditional folk craft and the cultural spirit behind it has become an important strategic goal of this non-legacy cooperation.

Chen Peng, a senior art designer of QQ Huaxia Mobile Games, said at the theme conference of "New Year Pictures Return to the Spring Festival" that young people now know less and less about traditional culture, which is "out of date" compared with the trend culture. But the charm of culture can span time and space. What it needs is a new way to reach out to young people. Electronic games have the natural attributes of "interaction" and "participation", and games are a good platform for New Year pictures to return to public view.

QQ Huaxia mobile game X is a legacy, which is higher than the game's ambition for IP.

QQ Huaxia mobile game itself has always played an important role in cultural inheritance. In the integration and innovation with traditional culture, it has been looking for a new image export for traditional culture.

QQ Huaxia mobile game is a semi-overhead oriental fantasy world with ancient background. Learn from classic ancient myths such as Classic of Mountains and Seas, Huai Nan Zi, Search for Ji Shen, build a world outlook, and incorporate the characteristic culture of ancient myths and legends into the game plot, so that gamers can experience the unique charm of China mythology while experiencing the game adventure.

QQ Huaxia Mobile Games repackages the characters of classic mythology and culture through the game experience that young people like, whether it is Nu Wa in Huai Nan Zi, Kuafu in Shan Hai Jing or Gong * * in Liezi Tang Wen, so that young people can not only feel and know the mythical characters, but also experience the story spirit of China traditional literature through the characters, and establish a platform for passive acceptance and active inheritance of traditional culture.

In addition, in the process of marketing and promotion, QQ Huaxia Mobile Games has always taken the traditional culture of China as the creative origin, and integrated traditional elements with modern styles, which is close to the lives of young people and ushered in another retro tide. In the poster publicity without deleting files in March and the public beta in August, the traditional Chinese style was adopted, and China's murals, auspicious clouds, phoenix, old moon, gluttony, Houyi, China Red and other elements were integrated into it, and even Phoenix Legend, the first divine comedy group in China, was invited to create the theme divine comedy "Legend of China" with unique Chinese style, and the connotation of China's traditional culture was expressed through the reinterpretation of the game platform.

QQ Huaxia Mobile Games has always been committed to integrating cultural elements into the game experience, promoting the spread of traditional culture in China, and bringing traditional culture back to the vision of young people. Now, QQ Huaxia Mobile Games, together with non-legacy culture, regards "New Year pictures returning to the Spring Festival" as an important strategic direction for the inheritance of traditional culture in the new year, which means making QQ Huaxia Mobile Games a new platform for the return of traditional culture in China. At the same time, through the accumulation of traditional culture, it has added profound cultural connotation value to IP, making QQ Huaxia mobile game not only a game product, but also an emissary of China traditional culture.

Modern interactive cross-border traditional crafts pay tribute to the classics.

New Year pictures are an ancient image of China to ward off evil spirits and welcome auspicious events, and they are also the belief and awe of the folk people in the legends of ghosts and gods. As a traditional folk craft work, it has a perfect combination of artistic style and cultural connotation, which not only embodies the people's aesthetic orientation of integrating artistic elements, but also conveys the deep communication and bearing between art itself and culture. Every hook, knot, dot and dye is the respect and belief of craftsmen in traditional history and culture.

As the initiator of the concept of "new cultural creation", Tencent has a stronger sense of mission for the protection and inheritance of traditional culture, and is constantly seeking new ways to revive traditional culture. Cheng Wu, vice president of Tencent and CEO of Tencent Pictures, once said, "What can a digital cultural China with developed industry, prosperous culture and wide value bring to the world? The most intuitive is the story and image with China cultural characteristics and the infectious cultural IP. " This is not only a step to revive the traditional culture of China, but also an important step for QQ Huaxia Mobile Games to expand the IP worldview.

This year's "New Year Pictures Return to the Spring Festival" is precisely the combination of traditional ideas of QQ Huaxia Mobile Games, which makes players incarnate into the role of protecting intangible heritage and transforms young people's passive acceptance of traditional culture into active inheritance. In the future, the official will send art designers to participate in the training, combine the characteristics of the game, revitalize traditional culture, exhibit and publish, and print finished products. At the same time, based on the interactive and participatory characteristics of the game itself, New Year pictures are substituted into the game to awaken more players' memories of classic traditions.

Of course, this is not an overnight process, but at least it is the beginning of protecting intangible heritage and the continuation of spreading traditional culture, which makes young people change from knowing only the words "China traditional culture" to being familiar with the cultural connotation behind them, from initially not liking traditional culture to finally making New Year pictures for every player, and even proudly calling: "I can protect what my ancestors left behind."

The end of the "New Year Pictures Return to the Spring Festival" conference is the beginning of a new journey.

QQ Huaxia mobile game X "New Year pictures return to the Spring Festival" strategic deployment, in-depth excavation of excellent traditional cultural connotation. This is not only the mission of an inheritor, but also the new requirement of the development of the times, and it is also the new goal of enterprises to show their social values.

In the future, QQ Huaxia Mobile Games will explore more new forms, deeply explore the social value of intangible culture, focus on arousing young people's attention to traditional culture, cooperate with more categories of traditional culture, spread intangible heritage, and pass on excellent traditional culture from generation to generation.

Following the QQ Huaxia mobile game, the new cultural heritage journey officially began.