Lanzhou's cultural and creative industry is a "value reconstruction" that activates the ancient Yellow River civilization with modern creativity. At the same time, Lanzhou's cultural and creative industry is also a dynamic and detailed field. Nowadays, in Lanzhou, traditional culture is using cultural and creative as the carrier to burst out with new consumption vitality. Cultural and creative stores and museums focus on the culture of the Yellow River and the cultural relics in the collection, and use creativity to make the heavy history touchable, playable and collectible, which not only gains the favor of tourists, but also builds a new consumption scene for the integration of culture and tourism.

　　The Yellow River culture can be touched and hidden to unlock a new experience of cultural tourism

　　On the west side of the south square of Zhongshan Bridge, the century-old figure of the Yellow River Iron Bridge and the bright storefront of Jincheng Haoli Cultural and Creative Store are interesting. Since its opening, this cultural and creative store located in the core area of the Yellow River style line has become a cultural station for tourists to touch the history of Jincheng, turning the Yellow River style, bridge culture and Lanzhou characteristics into urban memories that can be taken away.

　　According to Shi Fei, the person in charge of Jincheng Haoli Cultural and Creative Store, the store is close to the Yellow River Iron Bridge, a must-check landmark for tourists, and has paid attention to the integration with the beautiful scenery of the Yellow River from the beginning of operation.

　　"On the one hand, our cultural and creative stores extend the stay time of tourists through characteristic cultural and creative products, and on the other hand, with the help of cultural souvenirs, we further promote Lanzhou, when tourists bring home cultural and creative products full of Yellow River and Lanzhou elements, these products have become Lanzhou's mobile business cards, planting the seeds of potential tourists for us." Shi Fei said.

　　In terms of product research and development, Jincheng Haoli Cultural and Creative Store has always adhered to culture as the soul and practicality as the body, with 7 categories and nearly 1,000 products in the store. From daily practical stationery and clothing, to souvenirs favored by tourists, to high-end collectible intangible cultural heritage works, different needs are clearly covered. Among them, Zhongshanqiao refrigerator magnets and "gas raft" ornaments have gained a high repurchase rate and word-of-mouth communication with their landmark buildings and practical attributes. Products such as "Little Lion Brother" intangible cultural heritage and cloisonné enamel handicrafts are the team's attempt to break through the "old-fashioned stereotype" of traditional culture.

　　In order to attract more tourists, at present, Jincheng Haoli Cultural and Creative Store has linked up with scenic spots and some travel agencies under Lanzhou Cultural Tourism Group to launch exclusive discounts for the "ticket stub economy" to realize the in-depth linkage of cultural and tourism resources.

　　"We have also been paying attention to the innovation of intangible cultural heritage, and next, we will co-create and develop more cultural and creative products with institutions such as Nguyen's Gourd Art Museum and Li Haiming Cloisonné Enamel Studio." Shi Fei revealed that in the future, the store will also expand the three major directions of "cultural and creative + digital art", "cultural and creative + life aesthetics" and "cultural and creative + study travel", and develop AR interactive products to make static cultural and creative "moving".

　　Cultural relics transform into "cute pets" to unlock cultural innovation expression

　　In the Art Life Hall of the Gansu Provincial Museum, in the theme space of "Green Horse and Friends' Home", in different life scenes such as living room, study, kitchen, sports field, etc., there are "green horses" lying on the sofa, wearing chef's hats, and holding tennis rackets constantly changing their identities, attracting many tourists to take photos and check in.

　　"Green Horse" is a plush doll inspired by the bronze galloping horse of the Gansu Provincial Museum, and its tilted head and joyful posture has become a highly sought-after Internet celebrity in recent years with its excellent social attributes.

　　"The image of 'Green Horse Jumping' is the most popular. In fact, cultural relics have their cute side, when designing products, we repeatedly modified the plan, from the running posture image to the standing posture image, from the side to the front, from serious to cute, polished for more than half a year, and finally determined the cute pet image. Wu Xiaoyu, creative director of the Gansu Provincial Museum Cultural and Creative Center, said.

　　Since its establishment in 2015, the designer team of the Gansu Provincial Museum Cultural and Creative Center has been inspired by the cultural relics and Gansu specialties in the collection, and on the basis of retaining the characteristics of the prototype, the products have been cartoonized.

　　These cute plush dolls, through anthropomorphic design language, turn serious cultural relics into cute socialites, allowing traditional culture to enter modern life in a warmer and more interesting way. Cultural and creative products that seem to be easy to heal have to go through dozens or even hundreds of polishing and modifications from design to landing, but cultural and creative designers always insist on telling the story of cultural relics.

　　"I just visited the Gansu Provincial Museum and saw that there are many cultural and creative products with cultural relics here, and I like it very much, and I want to buy some to give back to my family and friends." Xiong Li, a tourist from Yueyang, Hunan, said.

　　"Excellent products speak for themselves, which is a language in itself." Wu Xiaoyu said that the development of cultural and creative products needs to be carefully polished in every link, although the process is full of challenges, but the public's love has given the team the motivation to continue to innovate. Nowadays, "Green Horse" has derived many character images such as "Ma Shengli", "Dark Horse" and "Ramen Master Ma".

　　Since last year, Wu Xiaoyu and his team have expanded their attention to Gansu specialties, doll spicy tang, potato eggs, peppercorns, apples, astragalus and other specialties have been creatively made into dolls, and at the same time launched the "Gansu (not) local specialties" series that integrate Lanzhou food and dialect characteristics.

　　The Yellow River style condenses good things and cultural and creative objects are out of the circle

　　The practice of Jincheng Haoli Cultural and Creative Store and the Gansu Provincial Museum Cultural and Creative Center is like two parallel cultural warm currents, with creativity as a bridge, so that Gansu's regional culture can enter modern life from the depths of history and become a warm memory that can be touched, shared and retained.

　　Jincheng Haoli Cultural and Creative Store, which is rooted in the core area of the Yellow River style line, not only transforms cultural elements such as Zhongshan Bridge, Taiping Drum, and Sheepskin Raft into highly repurchased cultural and creative products, but also links scenic spots and travel agencies through the "ticket stub economy" to build a closed loop of cultural tourism consumption. The Cultural and Creative Center of the Gansu Provincial Museum takes the "green horse" element as the core to create a new consumption scene, derives more new characters from the copper galloping horse, and creates local specialties into a series of cute dolls of "Gansu (not) local specialties", turning cultural relics and specialties from exhibits and commodities into cute cultural messengers and cultural memories that can be taken away.

　　From the cultural tourism station on the banks of the Yellow River to the IP space in the museum, although the two focus on different fields, they have the same cultural original intention: to activate culture with creativity and make the heavy history light and interesting. Whether it is Jincheng Haoli to make the Yellow River culture "portable and hidden", or Gambo to make cultural relics IP "playable and felt", it proves that the value of cultural creativity lies not only in the product itself, but also in that it can become a link connecting regional culture and public life, so that more people can understand the historical thickness and living temperature of Gansu through small objects, and further stimulate new vitality of consumption. (Reporter Xiao Jie, trainee reporter Wang Wenjia, Wei Jiabei, text/photo)