People's Daily: Marriage of traditional culture and modern technology "The new" Forbidden City welcomes "new" tourists

At the end of November, the International Forum on “Cultural + Science and Technology” with the theme of “Imagination of Traditional Culture in the Future” was held in the Palace Museum and attracted the Louvre Museum from France, the Tokyo National Museum in Japan, the Hermitage Museum in Russia, and the Shanghai Museum. The heads of related fields of museums such as the Nanjing Museum and the Henan Museum jointly discussed how the museum can try traditional culture and modern technology.

In fact, in recent years, through the establishment of Taobao stores, the use of VR technology, the development of APP, and the promotion of websites, the Palace Museum has been continuously seeking the integration of traditional culture and modern technology. The “new” has become a major label of the Forbidden City. A groundless "new" Forbidden City is also attracting more and more "new" visitors.

Running for "Made in the Palace Museum"

This summer, Jiangsu girl Wang Jiaxin was deeply attracted by the fan of the National Palace Museum after reading an article in the WeChat circle of friends. He immediately went to the Taobao shop in the Forbidden City to shop. This collection of silk paintings of the Forbidden City has a total of four models: the Hibiscus, the Qianlijiangshan, the summer poetry, and the Xianghuai flower, each of which makes Wang Jiaxin excited. “I really liked each one and wanted to buy it. But at the time, the Taobao shop had items of flowers and thousands of miles of Jiangshan.” Wang Jiaxin told me that after waiting for a few days, she finally could not make a special trip to Beijing to the Forbidden City. Buy the two fans back.

After the “90s,” Wang Jiaxin grew up along with the Internet. He usually seeks out novelty fashion in food and clothing. “It will be attracted by such traditional things. I am also quite surprised!”

Those who shared the same feelings with Wang Jiaxin were among the 1.67 million fans at the Taobao shop in the Forbidden City. It is a habit of many people to stroll around the Forbidden City Taobao shop and see what new ideas the Forbidden City has. Mobile phone cases, bookmarks, bags, umbrellas, jewelry, calendars... The cultural creative products of the Forbidden City have a large number of loyal fans. According to the introduction of the director of the Palace Museum, Shan Yaoxiang, today, the Forbidden City stores sell original products developed by the National Palace Museum. Shan Yuxiang also publicly disclosed for the “Museum of the Forbidden City”: “You don’t want to buy the luggage tag of the Forbidden City. Because you look so good, once on a business trip, you have to lose.”

Xiao Chen worked for a company in Paris at a domestic company. Before returning to Paris from China, she often felt distressed about bringing souvenirs to French colleagues. Now, as long as it is produced in the Forbidden City, French colleagues like it very much. "Now, the days when I return to China to visit relatives are the most anticipated holiday for my French colleagues except Christmas!" Xiaochen quipped, and her two French colleagues are also planning to visit the snowy Forbidden City.

More and more "online tourists"

The Forbidden City has a landmark in the hearts of tourists. There is a "National Palace Museum" group on the watercress. There are 9,946 members (as of the time of press release). Among them, there are group members who initiated the WeChat group "We all love to visit the Forbidden City". The netizen “Xiao Xiaolu” told reporters that although he had never been to the Forbidden City, he had a lot of understanding of the Forbidden City through the Internet and communication with netizens. “People who have gone through some details may not know it.” After visiting the Forbidden City with an in-depth understanding of the Forbidden City, the experience will definitely be different.

On December 31 last year, the Forbidden City welcomed the 16 million tourists in the year. According to statistics from the US delegation, during the National Day Golden Week this year, the popularity of the Palace Museum dominated the domestic scenic spots. “The audience is more, it is also a small part.” Technology has made many people who have not been to the Forbidden City have the opportunity to understand the National Palace Museum, understand the National Palace Museum, and even “walk into” the Forbidden City.

Today, the Forbidden City's website has all the collections of the National Palace Museum. People can check the information of any collection. According to statistics, at present, the average daily traffic of the website of the Forbidden City is at least 1 million. In addition to the website, the Forbidden City has also developed 9 APPs. For example, the "Daily Forbidden City" app contains a large number of high-definition photos of collections. It can not only see more relevant background knowledge, but also generate a meaningful day sign. In addition, the Digital Palace built after 3 years and 4 months is regarded as the most powerful museum digital platform in the world. There are public education, cultural exhibitions, visiting exhibitions, information dissemination, leisure and entertainment, social plazas, and academic exchanges. A variety of functions.

In a speech, Shan Xiaoxiang introduced: "In the space where people cannot enter (forbidden), we have prepared the virtual reality of the court as it is, and when we enter, we can see Yang Xin Hall and Tai He Temple. You can enter the digital health center. After entering, you can approve the discount and chat with your minister."

Not only to play but also to learn

On November 27th, the reporter met Zhang Jiayi, who was 5 and a half years old, in front of the Taihe Dian Palace. Prior to this, in order to complete the kindergarten's manual work, he painted a city gate with the help of his parents. Mom and Dad told him that the Forbidden City’s Meridian Gate was the most imposing, so the weekend followed his parents. In spite of his father and mother's explanation, Xiao Jiayi also seems to understand and understand, but he listened very carefully. “At the very least, the children of the Yellow Wall of the Forbidden City have been deeply impressed with the characteristics of the children. Culture is a need to be nurtured in such a way.” Jiayi’s father said.

Today, the children entering the Forbidden City have not only become more numerous, but also have become more serious. Children are no longer just following their parents and looking around at the “big house”. They have more fun in the Forbidden City.

Shan Yuxiang introduced that in the Palace Museum, children can read the books of the Forbidden City and bring their books to the Imperial Palace. Parents can not only give their children a satisfactory gift, but they can also make a handmade gift for their children. In addition, the Forbidden City established the Forbidden City Academy to train forbidden scholars. In 2016, the National Palace Museum held 25,000 lectures. Every time the classes were opened, they were full and free. They attracted a lot of children. “I believe that they will grow up in the museum and will certainly love Chinese culture when they grow up.” Shan Yuxiang said that a large number of ancient buildings were put into education after use, and four large classrooms were put into use in school education at the end of 2016. “The Forbidden City has unique places. When the weather is good, our yards will have children from various schools.”

According to reports, in addition to the National Palace Museum in Beijing, a branch of the National Palace Museum was established in 12 cities across the country. “Our income from cultural and creative products is also heavily invested in education. If ancient buildings are repaired, we need to invest more in education.” Shan said.

People's Daily Overseas Edition (December 06, 2017, 12th edition). Pay attention to the VR Net official WeChat public number "VR platform" to get more VR/AR industry fresh information.

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