文创“最强大脑”诞生记 | The Brain of the Cultural and Creative Industry

Shicui Minyi Park. By Yang Yanhui

拾翠民艺公园。杨艳辉摄

At 15:00, the afternoon sun shone through the large windows, falling like a gauze curtain on the wood-colored display table. A few “Mori” girls, unaware of the magical scene the sunlight had created, were choosing among the cultural and creative products.

下午3点的阳光，透过宽大的落地窗，轻纱似的落在原木色陈列台上。几个“森系”装扮的女孩子顾不上欣赏光影，目光跳跃于应接不暇的文创产品之间。

The Shicui Yunnan Folk Art Park on the Jindingshan North Road is a well-recognized “must-visit spot” where the most excellent photos can be taken. It is also a gathering place for the trendy youth and literature and art lovers.

坐标，金鼎山北路。这里的拾翠云南民艺公园已是昆明市区公认最出片的“网红”打卡地，也是潮流青年和文艺爱好者的聚集地。

Following the guidance of the 1:3 model of the world’s first airplane, a glass house has been built on an old factory in the park. Although most people were busy taking photos and appreciating characteristic cultural and creative products, a few of them noticed the sign on the right of the door: Shicui × 1911 New Cultural and Creative R&D Center – the “strongest brain” of the cultural and creative industry in Yunnan and the only cultural and creative R&D center in Yunnan.

顺着世界上第一架飞机1∶3模型的指引，在公园内一座旧厂房上重新“长”出的玻璃屋子，人们忙着拍照、欣赏独特的文创产品，鲜少有人注意到门口右侧的招牌，拾翠×1911新文创研发中心——这是昆明文创的“最强大脑”，也是目前云南唯一的文创研发中心。

Shicui Minyi Park. By Yang Yanhui

拾翠民艺公园。杨艳辉摄

If you would have asked Wang Jiao ten years ago, she would never have imagined that the cultural and creative industry would become such an important part of her career. At that time, she was in the public relations planning industry with Runbo Consulting, a company she founded in 2008, serving several Fortune 500 companies and well-known local companies, while also developing the 500 KM Music Festival, one of China’s top ten music festivals, with the National Creative Music Base. In 2013, Runbo ranked first in Yunnan and the fifth in Southwest China in comprehensive strength.

若是问10年前的王娇，她不会想到，文创会成为自己事业的一个重要组成部分。彼时的她，正带着自己2008年成立的润铂咨询公司拼搏于公关策划行业，为多个世界500强企业以及本土知名企业服务，与国家音乐创意音乐基地联合打造了中国十大音乐节之一的五百里音乐节，并在2013年，将润铂咨询做到了云南综合实力第一、西南地区第五的亮眼成绩。

That same year, Chen Lu, who had worked with media and public relations, founded the brand “Shicui” with her partners. With the opening of the Cuihu Shicui Cultural Center, this cultural product project integrating Yunnan culture was located in the Lotus Temple in Cuihu Park. By finding cultural resources of intangible cultural heritage, handicrafts, products, and food from Yunnan, it opened a new path in the commercialization of cultural resources.

也是在这一年，从事过媒体和公关工作的陈璐和伙伴创立了“拾翠”品牌，这个滇文化主题的文产项目把“家”安在了翠湖公园内的莲花禅院，翠湖拾翠文化中心开业。挖掘云南在地非遗、手工艺、物产、美食等文化资源，实现文化资源的商业化成为其新的商业赛道。

Tourists visiting the Metal Art Life Museum. By Yang Yanhui

游客在金属艺术生活馆参观。杨艳辉摄

At the same time, the “Zhenzhidaole (The Emperor Knows)” creative tape at the National Palace Museum in Taipei became popular on both sides of the Taiwan Strait and people had to queue to make an appointment for the goods. Just nine months after its launch in July 2013, 139,000 sets of the creative tape have been sold, with sales reaching a value of NT$26.6 million, or about 6.05 million yuan, creating great business opportunities for the National Palace Museum in Taipei and a talking point on both sides of the strait. At its peak, the annual sales of cultural and creative products reached NT$700 million, which is almost equal to the revenue of ticket sales.

与此同时，千里之外，台北故宫“朕知道了”创意胶带两岸爆红，一度需要排队预约等货。面市仅9个月，这款创意胶带就售出139000组，销售额达2660万新台币，约合人民币605万元，不仅为台北故宫创造商机，也成功在两岸三地制造话题。而在巅峰时期，台北故宫文创产品一年销售额可达7亿新台币，几乎与门票收入持平。

After years of cultural promotion and planning, this entrepreneurial industry attracted Wang Jiao’s attention. For years, she had been thinking about how she could focus on the promotion of spaces and products while promoting culture. In 2016, while traveling in Taiwan, the cultural and creative industry, therefore, became her main target.

这一创意产业，吸引了王娇的目光。几年之间，她一直在思考如何将文化的推广聚焦到空间和产品。2016年的台湾之旅，文创产业成为她考察的主要内容。

No tourist from the mainland who visits Taiwan will comes back empty-handed. Pineapple cakes, oolong tea, imitation paintings, jade cabbage pendants, Huai Su calligraphy silk scarves, creative T-shirts, rucksacks, handmade soaps, and Mino oil paper umbrellas... People are always ready to put their hands in their pocket. With stories, culture and atmosphere behind, practical objects, such as T-shirts and cloth bags, are given a deeper meaning. Every product in the Taipei National Palace Museum has its source in cultural relics. When ordinary objects meet culture, cultural and creative products are created.

每个去过台湾的大陆游客都不会空手而回，凤梨酥、乌龙茶、仿制画、翠玉白菜挂坠、怀素书法丝巾，还有创意T恤、帆布背包、手工肥皂、美浓油纸伞……人们乐此不疲慷慨解囊。一件件生活中实用的物件，加上故事、文化和氛围，消费者买到的就不仅仅是一件T恤一个布包，台北故宫的每件商品，都有文物的出处，当产品融入了文化，就成了文创产品。

Old objects collected by the park’s retro store. By Yang Yanhui

园区复古店里收藏的老物件。杨艳辉摄

“When it comes to culture, there are endless resources in China. There are rich ethnic cultural resources and profound cultural heritage that are unmatched elsewhere in Yunnan alone. Besides, there are high-quality IPs in Kunming such as the Southwest Associated University and Yunnan Military Academy.” After the trip, Wang Jiao was even more determined to throw herself into the creative industry. In just three months, the 1911 Cultural and Creative Theme Space was born in the First South Asian Style City on the Dianchi Road. This cultural and creative themed commercial space, which integrated over 200 original brands from around the world and more than 50 contracted and cooperative artists, was also a creative entity with the largest area and collection of brands in the country at that time.

“要论起文化，大陆可发掘的资源不计其数。单说我们云南，就有别处难以比拟的民族文化资源和深厚的文化底蕴，昆明还有西南联大、云南陆军讲武堂这样的优质IP。”旅程之后，王娇更坚定了要做创意产业的想法，仅仅３个月的时间，在位于滇池路的南亚风情第壹城，1911文创主题空间“诞生”。这个融合了全球200多个原创品牌，50多名签约合作艺术家的文创主题商业空间，也是当时全国单体面积最大、汇集品牌最多的文创实体。

“At that time, we were determined to build the 1911 Cultural and Creative Space into a cultural promotion platform, where we could display and introduce local culture in Yunnan, and bring high-quality cultural and creative products and artists at home and abroad to everyone. We placed the exhibition and consumption areas in the same space, which is the most direct way to connect culture and cultural creativity,” Wang Jiao said.

“我们当时对1911文创空间的定位，就是文化推广平台。把我们云南的在地文化展示出来、带出去，也把国内国外的优质文创产品和艺术家介绍给大家。参展体验和消费购买在同一个空间聚集，这是文化与文创最直接的联结方式。”王娇说。

Spot tin handicraft exhibition. By Yang Yanhui

斑锡工艺品展示。杨艳辉摄

Shicui has also explored new business models. In 2016, the Shicui Handicraft Collection Store was opened in Kunming Wangfujing, where open experience activities are held almost every week. Compared with the original single product display, Shicui has provided the public with a more three-dimensional and life-like consumption scene where people can learn, experience and appreciate.

拾翠也在尝试新的商业模式。2016年，拾翠手艺集合店落地昆明王府井，基本每周都有开放式的体验活动。与之前单一的商品展示相比，这一次，拾翠为大众提供了一个可学习、体验、把玩，也更立体和生活化的消费场景。

At the end of 2019, consumption in the industry was affected by the pandemic. This also affected Wang Jiao, who was given more free time, and she began to think about the development path of the cultural and creative industry. “I have always been promoting contemporary and foreign cultural and creative products. Now I want to give new life to our local traditional culture in Yunnan, which is Shicui’s field of expertise. I think that if we work together we can create a ‘1+1>2 effect’,” Wang Jiao said.

2019年底，因疫情的缘故，商圈消费受影响。王娇的工作节奏也慢了下来，重新思考文创行业的发展路径。“一直以来，我的方向都是当代和国外文创产品的推广和策划，但现在想做的是，赋予我们云南的在地传统文化以新生，这也是拾翠擅长的领域和优势，优势互补可以碰撞出1+1>2的效果。”王娇说。

Kunming citizens visiting the Park. By Yang Yanhui 

市民在园区内参观体验。杨艳辉摄

In Shicui, handicrafts with both technical and commercial value are selected from the “intangible cultural heritage”, and “recreated” by designers and market research teams. The process of “recreation” is a process of transformation, as well as a R&D process of cultural and creative products.

拾翠一直在做的，就是从“非遗”中挑选出兼具手艺价值和商业价值的手工艺，通过设计师和市场研究团队合力进行“再创造”，这个“再创造”的过程，就是转化的过程，也是文创产品研发的过程。

In 2021, Wang Jiao moved her platform to Shicui Yunnan Folk Art Park on Jindingshan Road. The model of the world’s first airplane that she made with her colleagues when the 1911 Cultural and Creative Space was first established has also found its “new home”. With an opening ceremony under the theme of “New Life in the Locality”, the Shicui × 1911 New Cultural and Creative R&D Center was born. “With group brainstorming, many things gradually became clearer,” said Wang Jiao happily.

2021年，王娇把自己的平台搬到了位于金鼎山的拾翠云南民艺公园内。1911文创空间建立时，她与同事一起制作的那个世界第一架飞机模型，也跟随着她搬到了“新家”，开业仪式叫做“在地·新生”，拾翠×1911新文创研发中心同时诞生。“大家在一起，很多事情就渐渐明朗起来了。”王娇很高兴。

An old factory turned personalized exhibition hall. By Yang Yanhui

曾经的老厂房变身个性展厅。杨艳辉摄

With the completion of R&D products, such as the R&D of cultural and creative products of the Jokhang Temple in Tibet, the promotion of the Cuihu Museum, and the IP creation of the Colorful Yunnan Happy World theme park, Wang Jiao is becoming more and more confident. Recently, she has been busy exploring ways to promote culture with short videos. She has set a small goal in her mind, which is to make works that represent Yunnan and the whole country. This is her wish, and also her mission.

西藏大昭寺文创产品研发、翠湖博物馆群落推广、七彩云南欢乐世界主题乐园IP创作……随着一个个研发产品的落地，王娇更有信心了。最近，她正忙着研究文化的短视频表达，也在心里定下了一个小目标：做出代表云南响亮全国的作品。这是她的心愿，也是使命。

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