Tourist souvenirs restrict traditional culture.

It's not that I don't like traditional culture, but that there are too many fakes and I don't want to spend money.

Tourist souvenirs should explore traditional culture.

As the host of the 29th Olympic Games, Beijing is a world-famous ancient capital and a typical representative of China culture. Beijing, a collection of China's outstanding historical and cultural relics and the elegant demeanor of China's modern capital, has long been a strong attraction for Chinese and foreign tourists. Then, how can Beijing's arts and crafts, including tourist souvenirs, make use of the opportunity of the 2008 Olympic Games to seek greater development?

Beijing is rich in tourism resources, and there are souvenirs in various tourist attractions. However, the current tourist souvenirs

Development is not enough. To sum up, there are three problems: first, the variety is monotonous, mostly for Fu Lushou, peace and wealth; Second, there is no feature. Souvenirs bought in the Forbidden City can also be bought in the Summer Palace and the Great Wall, which is nothing special. Only a few can show local characteristics, but they are not outstanding. Tourists hope to get some souvenirs that they can't put down after reading, and it's hard to forget after reading them. After buying it, I feel that I will regret not buying it in the future, but few people can arouse this idea. Third, the process is relatively rough. Fourth, the cultural background is superficial, and they buy some low-end products. Mahogany producers can make a simple rolling pin, which has neither connotation nor commemorative significance.

In order to solve these problems, the "China People's Olympic Tourism Souvenir Investigation and Research Group" co-sponsored by Beijing Olympic Economic Research Association, Beijing Industrial Olympic Economic Action Leading Group Office, Research Institute of State Sports General Administration and People's Olympic Research Center of Renmin University of China has conducted extensive and in-depth research.

The research results of the research group show that the tourist souvenirs of the People's Olympic Games mainly have the following characteristics: First, they must embody and spread the spirit of the People's Olympic Games in China, and the most important thing is China's profound cultural heritage and broad humanistic care spirit. Spreading China culture to the world through the souvenirs of the People's Olympic Games can better reflect the charm of China culture. Second, it should also reflect the spirit of keeping fit in Olympic competitions and sports. Many unique sports in China are related to culture. Combining culture with sports is an important mission of humanistic Olympic souvenirs. Third, this product is required to be global and inclusive. This product is not only for China consumers, but also for the world, so that the world can know about China. Fourthly, the souvenirs of the People's Olympic Games must have certain economic value. This kind of product cannot blindly pursue social effects and ignore economic costs, otherwise it will violate economic laws and be counterproductive. Fifth, the souvenirs of the People's Olympic Games can only be produced by domestic enterprises, with high cultural connotation and high quality assurance, and have certain collection value, which will play a positive role in promoting the three themes of "People's Olympics", "High-tech Olympics" and "Green Olympics".

For the world, the biggest feature of Beijing is traditional culture, which is also the most distinctive content of the Beijing Olympic Games. Beijing's arts and crafts products, including Olympic souvenirs, should also seek the greatest development space in traditional culture. For example, for younger foreign teenagers, China's legendary animated characters the Monkey King and Pig Bajie are more popular. Foreign children like to read books with fewer words and more pictures, and are particularly interested in cartoons. The Monkey King's "seventy-two changes" is a very magical thing for them. Many foreigners like Ding in China very much. If we design the rice cooker to look like Ding, foreigners may buy it in bulk.

The 2008 Olympic Games is coming. We should seize this historical opportunity, while developing and expanding Beijing arts and crafts industry, design and produce unique tourist souvenirs, make full use of the stage provided by the Olympic Games, show national characteristics, local characteristics and characteristics of the times, and make tourist commodities a bridge to publicize the concept of humanistic Olympics.

(The writer is the executive secretary-general of the Beijing Olympic Economic Research Association and the head of the research group of China People's Olympic Souvenir Investigation Report. )