Top cultural and artistic figures gather, trendy toy IPs debut in a group, intangible cultural heritage masters perform on the same stage... May's Beijing welcomes a cultural and creative carnival of deep collision between national trend and creativity. Yesterday morning, the first China New Cultural and Creative Market and Trendy Toy Playground officially opened in Chaoyang Park. The event will last for 10 days and is open to citizens and tourists free of charge throughout. The first China New Cultural and Creative Market and Trendy Toy Playground attracted many visitors. Reporter Cheng Gong captured Eastern aesthetics and trendy toy IPs converge This market event breaks the boundaries of traditional markets and innovatively plans "three zones and two lines" playground experience spaces, connecting the cultural and creative, business, and playground three functional areas, and linking walking and water routes for sightseeing, forging a cultural foundation with Eastern new aesthetics, and national trend forces to lead fashion trends, achieving a one-stop immersive experience of "play, buy, view, eat, entertain," allowing ancient and modern culture and trendy life to deeply intermingle.
Entering the market, major cultural and historical museums such as the Palace Museum, the National Museum, and the Capital Museum feature exquisite cultural and creative products in the "Eight Directions of Culture" section. The Palace Museum presents "Five Great Famous Kiln" teacups, spinal beast bookmarks, dragon and phoenix auspicious carpets, and phoenix crown and robe refrigerator magnets, astonishing with royal aesthetics at a glance. The National Museum introduces Empress Xiaoduan's phoenix crown ice cream, Li Jingxun cultural and creative jewelry, and moth-pouncing flower refrigerator magnets and mousse cake, making national treasures lively and engaging. The Capital Museum has a hit with "Explosion" ice cream and "Leopard Treasure" toys, full of trendy fun, making ancient civilization vivid and tangible. The National Library offers golden list hanging ornaments, Shanhaijing book tickets, and scented plush keychains, integrating the fragrance of books into daily life. The National Natural History Museum brings Lulu Kaka keychains, small seal series, and butterfly bookmarks refrigerator magnets, opening up new experiences in natural science popularization and cultural innovation. This is also a grand showcase of cultural and creative products from across the country. The ancient charm of Shanxi surprises and goes viral. Guan Xiaoyu IP, Jin Hou bird statue and Western Zhou jade deer elements in hairpins, and Ming Dynasty suspended three-dimensional refrigerator magnets transform the elegance of the Three Provinces into accessible everyday goods. Sichuan unlocks ancient Shu romance with sun god bird sand flow refrigerator magnets, bronze dragon and tiger statues tea sets, Shu brocade with ancient Shu patterns, and cute plush ornaments, imbuing three thousand years of civilization with new trendy charm. The Shaanxi History Museum features popular cultural and creative products such as the "Golden Rice Bowl," tiger talisman, and wine goblets.
The trendy toy IP exhibition area was also full of surprises, with highlights ranging from Chinese mythology to healing cute characters. Pop Mart celebrated MOLLY's 20th birthday with a giant castle air model, a dreamy aerial drop, and a blind box vending machine on site, with surprises ready to happen at a moment's notice. Top emojis from national emoticons also made a surprise appearance, and Yingguang Film presented several official licensed merchandise that have not yet been released for the first time offline. The exclusive exhibition area cleverly created a fun "emoji clinic" themed scene, which is both healing and stress-relieving. Leaving the whimsical world of trendy toy IPs, the atmosphere of intangible cultural heritage tradition washes over you. 43 national, provincial, and district-level intangible cultural heritage projects have gathered in one place, covering traditional skills such as jade carving, Jingdezhen blue and white porcelain, Beijing embroidery, Xiangxi Miao embroidery, Shu brocade weaving, and Song brocade weaving. Ten national intangible cultural heritage masters demonstrated skills such as ponytail embroidery and flower silk inlay on site, allowing citizens and tourists to experience the beauty of craftsmanship up close. Temple of Heaven themed cultural and creative products are in high demand At the market, First Science Group made a grand appearance with its cultural and creative product matrix, injecting a strong Beijing flavor and trendy vitality into the market. Among them, over 30 cultural and creative products centered around the Temple of Heaven exhibited at the Beijing International Design Week demonstration store were particularly eye-catching. Wang Yudong, chairman of Beijing International Design Week Co., Ltd., said that these Temple of Heaven themed cultural and creative products have been warmly welcomed by tourists from both within and outside the country since their launch, and many products have become blockbusters, demonstrating strong market enthusiasm and cultural appeal.
Reporters saw at the scene that the Tiantan cultural and creative "Qinian Lan Yun" bone china series product made its debut, attracting visitors with its grand and bright design. It is introduced that this series of products is an official derivative of the Jingtailan "Qinian Lan Yun" display plate (the original has been officially collected by the Temple of Heaven Park), co-created by the Beijing International Design Week, the Temple of Heaven Park, and national intangible cultural heritage master Zhong Liansheng. The bone china series product was repeatedly polished and refined to closely approximate the colors and texture of the original Jingtailan piece, in order to allow ordinary consumers to own this masterpiece of traditional Chinese craft and art. The Tiantan Baby series at the Tiantan Qiyun cultural and creative shop at the Beijing International Design Week is also very eye-catching. The Tiantan Baby refrigerator magnets, made of heavy resin material, and the three-dimensional replica of the Qinian Hall can instantly maximize the atmosphere with a single photo; the cute and charming small hanging ornaments, when hung on a bag, instantly become a "Tiantan show-off" with inherent Beijing charm and cuteness. The practical storage bag is perfect for use as a makeup bag or for storing tickets, with both appearance and quality excellent, cute and healing.
At the Temple of Heaven Park booth, over 30 types of Temple of Heaven elements cultural and creative products are grand and cute, such as the Qinian Hall figure and squirrel keychains bring joy to people. Among them, the newly released "Temple of Heaven Impression" Chinese trendy architectural blind box, built around the core landmark of the Temple of Heaven, the site of the World Cultural Heritage, is another big highlight. A person in charge told reporters that these cultural and creative products are based on the classic architectural form of the Temple of Heaven's Qinian Hall, accurately reproducing the intricate structure of the overlapping eaves of the ancient building, while boldly using modern design language to innovatively launch various differentiated trendy color schemes and special texture styles such as classic traditional colors, macaron color blocking, transparent crystal, and retro black and gold. From traffic hits to cultural symbiosis As the first comprehensive national platform that integrates exhibition, trading, experience, and research in the cultural and creative field, the first China New Cultural and Creative Market marks the transition of cultural and creative markets from a trend-driven consumption venue to an industrial high ground that leads the restructuring of the industry ecosystem. Here, traditional intangible cultural heritage and trendy IPs collide to create a unique spark at the market. The deep integration of the two no longer stays at superficial collaborations and borrowing from trends, but moves towards content co-creation, scene symbiosis, and cultural resonance, which is a microcosm of the cultural and creative industry moving from chasing short-term traffic to building long-term cultural value.
Qimeng Island has specially created a "Intangible Cultural Heritage Cross-border Cooperation Zone" at the market, where traditional crafts such as Song Jin brocade, blue and white porcelain, Beijing silk figures, Beijing embroidery, Jingtailan, and buttoning are cleverly integrated into doll clothing designs and accessory creations, showcasing the fusion of handmade craftsmanship and contemporary aesthetics. This "Intangible Heritage New Wear" model has found a vibrant contemporary expression for traditional culture and has made trendy toys a lively vehicle for the revitalization and dissemination of intangible cultural heritage, fully displaying the elegant and lively characteristics unique to Chinese national trendy culture. A representative from Qimeng Island explained that the company has always explored the deep integration of trendy toys and excellent traditional Chinese culture through the "trendy toy +" model in recent years. "We are not satisfied with simple IP collaborations; instead, we start from the cultural core to jointly develop products with partners that have greater cultural value, promoting the deep integration of trendy toys with culture tourism and commerce to create a new cultural lifestyle."
The trendy toy brand 52TOYS created an immersive IP experience area spanning over 700 square meters at the market, featuring dozens of "Panda Roll Pangda You" fiberglass installations, building an immersive space that is both healing and fun. This IP features the soft and round national treasure panda as its characteristic, with vivid designs that are loved by users of all ages. Speaking about the impact of the first national cultural and creative market on the trendy toy industry and the cultural creative industry, the company representative said that such a national cultural and creative market helps improve the public's awareness and affinity for toy culture, encouraging more people to pay attention to toys and feel the warmth, emotion, and culture that toys carry. At the same time, this market set up demonstration scenes such as intangible cultural heritage, national trendy culture, and cultural tourism integration, and provided new ideas for cross-industry cultural and creative fusion. The representative said, "Just like our self-owned IP 'Panda Roll Pangda You', it combines the original IP with the national treasure panda culture, entering people's lives in a youthful and tangible form, promoting Chinese cultural and creative IPs to the international stage."
Several exhibitors stated in interviews that this event gathers the cultural and creative strength of the entire country, serving as a high-level authoritative platform connecting the cultural and creative industry, market consumption, and cultural dissemination. The event attracts millions of young consumers, cultural tourism buyers, IP licensors, and media, leveraging such a national-level platform to directly convey the brand's IP incubation, operation capabilities, and cultural and creative achievements, making it an excellent window to showcase original IP strength and brand influence. Through this event, brands can directly engage with more young consumers, continuously close the emotional gap between the brand and the public, and further gain insight into user needs to provide references for subsequent IP content creation, product idea iteration, and market planning. Open APP to read the full text
