The banks of the Yellow River are mellow, and the cultural and creative boom in the land of Longyuan is surging. From the cultural relics of the museum to the panoramic presentation of the city's flagship store, from the creative empowerment of AI technology to the living inheritance of intangible cultural heritage skills, Jincheng's cultural and creative industry is writing a new chapter in the dialogue between traditional culture and modern life with a diversified and integrated attitude.
Live broadcast is a bridge Cultural relics enter the daily life of citizens
"Welcome the family to the live broadcast room of the city blog cultural and creative broadcast room! This 'Lan Xiaowu' Fudou means full of blessings! At 10 o'clock every day, the online live broadcast room of the Lanzhou Museum Cultural and Creative Center was lit up on time, and the anchor Liu Fangtong skillfully displayed the cultural and creative products in front of him, and the interactive messages on the screen scrolled rapidly. Since its launch on December 25, 2025, such a lively scene has been staged in the live broadcast room every day, and the two live broadcasts from 10 to 12 o'clock and from 15 to 17 o'clock have never stopped.
As the core position of Lanzhou's cultural and creative industry, the Digital Cultural and Creative Center of Lanzhou Museum adheres to the concept of "making cultural relics come alive", takes the initiative to embrace the wave of digital communication, comprehensively deploys live broadcast accounts on multiple platforms, and actively participates in the special consumption activity of "opening blind boxes and eating beef noodles", so that the cultural relics sleeping in the museum can be transformed into touchable and experiential life goodies.
During the live broadcast, Liu Fangtong and his team not only introduced the design details and practical value of the product, but also dug deeper into the historical and cultural stories behind it. "Look at this happy word cultural creation, the prototype is the century-old silk embroidery treasured in the museum, the ancients embroidered the happy word all over the embroidery, hoping that good things will come one after another, we make this blessing into pillows and pendants, just to bring this good luck to everyone." Liu Fangtong's vivid interpretation adds a layer of cultural temperature to cultural and creative products.
Data is the best witness: since the operation of multi-platform live broadcasts, the number of fans and video views of Lanzhou Museum cultural and creative accounts have increased by more than 300%, and it has successfully been listed on the national "Top 20 Cultural and Creative Treasures List", standing side by side with well-known domestic cultural and creative brands such as Jinggong Haowu Museum and Sanxingdui Museum Official Flagship Store. On the list of hot-selling products, large pillows, gaiwan, Wufuyingmen Spring Festival couplet refrigerator magnets, three forts, and "Lanxiao Wufu Dou" occupy the forefront, and the new ceramic incense burner series is widely sought after as soon as it is launched.
In addition to online sales, the live broadcast room has become an important window for cultural tourism promotion. "Many netizens left messages saying that now for our cultural and creative sake, we must come to Lanzhou to visit and come to the Lanzhou Museum to take a look." Liu Fangtong said with a smile. In order to let the audience feel the charm of cultural relics more intuitively, the cultural and creative team also innovatively launched the "live broadcast room into the museum" model, whenever there is a new temporary exhibition or large-scale event, the live broadcast equipment will be moved to the exhibition hall, "take everyone to find the cultural relics prototypes of cultural and creative products, and see what these babies look like before they become cultural and creative", this immersive communication makes cultural communication more infectious, and also brings real passenger flow growth to the museum.
Approaching the New Year of the Horse, the Digital Cultural and Creative Center of Lanzhou Museum is stepping up preparations for a series of new products. "All the new products are derived from the cultural relics in the museum, such as the horse's head copper knife cutting, the Wufu Yingmen New Year couplet gift package, and the winning money, all of which are designed based on the cultural relics in the museum." Liu Fangtong introduced that the design team will extract the charm and elements of cultural relics and integrate them into the cultural creation of the Year of the Horse, so that the traditional zodiac culture and cultural relics can be perfectly combined.
AI empowerment Traditional culture has a trendy temperament
"Gambo's mental state is far ahead!" "Or will the official live, what about the link?" In the AI short video comment area of the Gansu Provincial Museum, such messages can be seen everywhere. As the "brain hole responsibility" of Longyuan Cultural Creation, the Cultural and Creative Center of Gansu Provincial Museum has taken AI technology as a breakthrough to make heavy cultural relics such as copper galloping horses and faience lively and cute, and has successfully attracted countless young audiences.
"The traditional display of cultural relics is static and solemn, and we have always wanted to find a way to make cultural relics truly 'live' and enter the lives of young people," Wu Xiaoyu, head of the Provincial Museum Cultural and Creative Center, expressed the original intention of introducing AI technology. In her view, AI technology is not only a tool for efficient creativity, but also an emotional bridge connecting traditional culture and young people. Through AI technology, the provincial museum has given cultural relics and IP images a distinct "character character", and scenes such as dancing, interaction, and magical complaining are presented one by one in short videos, completely breaking the "high-cold" label of the museum.
Today, the AI video creation of the Gansu Provincial Museum has formed a unique style and entered the stage of systematic output. In addition to catching up with the hot spots, the team has also created a series of dramas such as "Green Horse's Daily Life" and "Museum Culture", with "contrast cuteness" and "life" as the core creativity, so that cultural relics can go out of the showcase and integrate into modern life scenes.
"The biggest advantage of AI is to make imagination concrete." Wu Xiaoyu said with deep emotion, "In the past, many wild ideas were limited by the cost and cycle of special effects production, and it was difficult to land, but now through AI, we can quickly generate various creative pictures, which can give us more room for trial and error and innovation in a short cycle." "These AI short videos are mainly published on online platforms where young people gather, and compared with traditional graphic publicity, the completion rate and interaction rate have been significantly improved, and the number of likes on some popular videos has easily exceeded 10,000.
Between square inches, the customs and customs of Longyuan are within reach
On December 29, 2025, the Zhongshan Bridge was crowded, and the flagship store of the city image of "Ruyi Gansu Cultural and Creative Auspicious Events" was officially opened, adding a new cultural landmark integrating cultural and creative display, experience, sales and cultural exchanges to the shore of the Yellow River.
"As soon as I walked in, I was attracted, the upper and lower floors have a lot of space, not only cultural and creative goodies, but also intangible cultural heritage experience, and you can also buy specialties from all over the world, truly realizing 'one store to visit Gansu'", Li Xiaoyu, a foreign tourist who has just experienced intangible cultural heritage paper-cutting, said with a smile. In the "Intangible Cultural Heritage Handicraft" experience area of the flagship store, the representative inheritors of national intangible cultural heritage paper-cutting taught everyone paper-cutting skills step by step, and between the scissors and flying, ordinary red paper turned into auspicious patterns, which attracted praise from onlookers. In the three functional areas of "cultural and creative goodies", "flavor specialties" and "tea and leisure", more than 1,000 special products are neatly displayed, covering 14 prefectures and cities and 25 high-quality brands in the province, building a matrix of five theme products of "Yellow River Civilization", "Dunhuang Culture", "Silk Road Style", "National Intangible Cultural Heritage" and "Readers".
"Zhongshanqiao store is our only city flagship store, and it is also the core layout of the concept of 'one store to visit Gansu'", Pei Tianfen, the project leader, introduced that the design of the store is full of ingenuity: the first floor is mainly based on "Zhang Qian's preferred" agricultural product plush toys and representative cultural and creative products of 14 prefectures and cities, and there is a dazzling array of small items such as refrigerator magnets, bookmarks, and postcards to meet the needs of tourists for souvenirs; The tea area focuses on the theme of "a cup of Yellow River water", allowing tourists to appreciate Gansu's beverage culture through special tea drinks. The second floor focuses on the display of local specialties and intangible cultural heritage, and carries out performances and exhibitions of representative inheritors of intangible cultural heritage from time to time, allowing tourists to deeply feel the cultural charm of Gansu.
Unlike museums, which are mostly based on cultural relics, the products of "Ruyi Gansu Cultural and Creative Auspicious Events" focus more on excavating the customs and customs of Gansu. Lanzhou dopamine taxis, Wuwei's copper galloping horses and Confucian Temple, Zhangye's Danxia, Dunhuang's flying sky and camels, etc., have all become the inspiration protagonists of cultural and creative design. According to Pei Tianfen, since its opening, Lanzhou taxi plush blind boxes, Zhang Qianyan's selection of Silk Road fruit and vegetable plush toys, small camel camel piers, and handicrafts incorporating elements of the Year of the Horse have become the most popular hits among citizens and tourists.
As one of the four stores laid out by the brand in the province, the landing of the Zhongshanqiao flagship store is of great significance. "The previous stores were mainly in transportation hubs and scenic spots such as Zhongchuan Airport and Pingshan Lake Grand Canyon, facing transit tourists, and Zhongshan Bridge, as a landmark attraction in Lanzhou, can not only attract foreign tourists, but also serve local citizens", Pei Tianfen said that in the future, the brand will focus on the development of Lanzhou's local cultural and creative products, further strengthen regional characteristics, and let more people understand and remember Gansu through cultural and creative products.
◆Reporter's notes
Walking city business card
As more and more cultural and creative products carrying Lanzhou's history and culture are loved by people, "making cultural relics come alive" is no longer a simple slogan. It means that the silent collections in the museum can be transformed into warm objects that can be held in the palm of your hand and placed on the desk, so that the history spanning thousands of years can be warmly embraced with the current life through the lens of live broadcast.
AI technology "injects soul" into cultural relics, they are no longer static illustrations in textbooks, but can dance, be vivid and cute, and even attract countless fans in short videos with a "contrasting cute" attitude. The sentence "AI makes imagination concrete" makes us understand that traditional culture is not a dusty old antique, as long as we find the right way to open it, we can play with young people, and complete light and vivid cultural dissemination again and again between likes and retweets.
During the interview, the reporter deeply felt that the significance of cultural creativity has long transcended the product itself. It is a walking Gansu business card, and it is the best carrier for tourists to take away the scenery and remember the culture. I believe that in the future, when more and more cultural and creative products go from Lanzhou to the whole country, the city where the Yellow River passes through the city will become more and more vivid and attractive because of this profound cultural confidence. ( Reporter Zhou Yanwen text/photo)