Tencent traditional cultural public welfare

On the evening of February 29th, 65438, Beijing Municipal Bureau of Cultural Relics and Tencent officially announced the launch of the "Digital Axis" project in Zhengyangmen archway in Beijing. Dan Jixiang, President of China Cultural Relics Society and President of Beijing Dongcheng Cultural Development Research Institute, Party Secretary and Director of Beijing Cultural Relics Bureau, Chen, Vice President of Tencent and Head of Tencent's Sustainable Social Value Division, Cui, Vice President of Tencent Mutual Entertainment and Decision-making Member of Tencent Technical Committee, attended the launching ceremony.

As an important measure to help Beijing's Central Axis apply for the World Heritage, "Digital Central Axis" is also a new exploration of Tencent in the field of digital culture. Tencent will integrate open platforms and technological advantages, including game technology, cloud computing, big data, artificial intelligence, knowledge map and blockchain. And use digital technology to help promote the protection, inheritance and utilization of Beijing's central axis cultural heritage, and explore innovative models of sustainable social value of cultural heritage.

On the day of the event, the two sides also released the first digital product of the Digital Axis project-the "Axis on the Cloud" applet, and the first digital image of Beijing Axis-"Beijing Swift". Among them, the "Axis on the Cloud" applet only went online for 5 hours, which attracted more than 500,000 users to participate in the creative interaction of "Beijing Axis, I am the person applying for the World Heritage" and became the helper of Beijing Axis. The first batch of 9,999 commemorative digital collections of Beijing Axis with the theme of Beijing Swift were collected by users only one hour after they went online, showing the super connection of digital means in one fell swoop.

Digitalization, publicity and internationalization are the key points of Beijing Central Axis World Heritage Application.

The central axis of Beijing starts from the Bell and Drum Tower in the north, passes through Wanning Bridge, Jingshan and the Forbidden City to Yongdingmen in the south, and runs through the north and south of the old city of Beijing, with a total length of about 7.8 kilometers. It was founded in 1267 yuan, formed and perfected in Ming and Qing dynasties and modern times. With a history of more than 700 years, Beijing's central axis is the largest and most well-preserved urban axis in China, and is considered as a masterpiece of China's ideal capital order.

"In the process of applying for the central axis, the participation of social forces and the public is a very important indicator." In his speech, Chen Mingjie, Party Secretary and Director of Beijing Cultural Relics Bureau, said that the next phase of the application for the Central Axis will focus on three aspects. First, we should fully display the culture and connotation behind the central axis with digitalization; Secondly, publicize and attract more people to participate in the protection and application of the central axis; Finally, internationalization. We should be able to tell the story of the Central Axis and China in international language.

Chen Mingjie, Party Secretary and Director of Beijing Cultural Relics Bureau.

"From 2009 to now, the application for Beijing Central Axis has entered the final sprint stage. The participation and assistance of digital technology will bring us new impetus. " Lu Zhou, head of the Beijing Central Axis application text compilation team and director of Tsinghua University National Heritage Center, talked about how to better present the unique cultural traditions and values behind the Central Axis to world cultural heritage experts in the face of such a grand narrative cultural heritage. How to present the central axis to everyone in a more vivid and popular way and truly become a part of everyone's daily life, digital means has unparalleled advantages.

As Dan Jixiang, president of China Cultural Relics Society, said, the application of the central axis is the process of realizing our dreams together. Using digital technology, the public has the right to know, supervise, participate and enjoy this matter, and this process is irreplaceable.

Digital exhibition, raising public awareness, and participating in the application for central axis.

How to create a "digital axis"? Chen Zai, vice president of Tencent and head of Tencent's Sustainable Social Value Division, said in his speech that in the future, the construction of Beijing Axis digital display system, the promotion of Beijing Axis IP, and the sustainable development index of Beijing Axis cultural heritage will be launched by means of public welfare donation and technical resources investment, which will gather all forces of Tencent to effectively help and promote Beijing Axis' application for World Heritage.

Among the above three modules, Beijing Axis Digital Display System is the core of the whole "Digital Axis" and will become an important platform for world cultural heritage experts and the public to know, understand and participate in the application and protection of the Axis in the future. At the scene, Lu Zhou also introduced the overall planning of Beijing Central Axis Digital Exhibition.

Today's cultural heritage protection is experiencing the development from type to theme, from history to culture, from scattered point to system, from specialty to society. "The dissemination of cultural heritage value should be a process of continuous circulation and enrichment, and it should eventually become an important part of our cultural self-confidence." Lv Zhou said that the digital innovation of display mode is an important part to achieve this goal. The flexible combination of digital technology innovation matrix has gradually become an important way to make cultural relics come alive and tell the stories behind cultural heritage.

Specifically, the whole Beijing Axis digital exhibition system will consist of two modules: online digital museum and offline digital immersive exhibition. Among them, the online digital museum includes "Cloud Axis applet", Beijing Axis official website and Axis app. In order to create a more immersive central axis display experience, Tencent will open its accumulated game technologies for many years, including game engine technology, physical simulation technology, cloud game technology and so on. Through the combination of these game technologies and high-definition digital scanning of cultural heritage, the future digital axis will enable the public to truly feel the grandeur and seasonal changes of the axis without leaving home, and at the same time understand the profound cultural details of the axis through real-time interaction.

Lu Zhou, head of the writing team of Beijing Central Axis World Heritage Application and director of Tsinghua University National Heritage Center, said.

With the help of digital technology and cultural creative content, the offline digital immersion exhibition integrates the history of Beijing's ancient capital with the modern urban landscape to create a creative exhibition with strong interactive experience. In the future, it will be exhibited in the 19 Heritage Site and at home and abroad to systematically introduce China's traditional philosophy, ritual culture, urban management concept, architectural design and construction level to the whole world.

Starting from the "digital axis", this paper explores the innovative path of sustainable development of cultural heritage protection.

In addition, "Beijing Axis IP Promotion" will focus on refining and displaying the cultural IP of Beijing Axis, and creating the digital image and IP products of Beijing Axis series. Open and link forces from all walks of life to participate in the cultural and creative development of the Central Axis IP, and express and spread the cultural connotation and value of the Beijing Central Axis by using music, movies, games and other multicultural art forms, reaching the public and spreading to all parts of the world.

"Through these different digital means and methods, we hope that the' digital axis' will not only directly contribute to the application and protection of the Beijing central axis, but also explore an innovative road for digital technology, help cultural heritage realize social value and sustainable development, and revive more excellent China traditional culture." Stretch, head of digital culture of Tencent's Sustainable Social Value Division, said.