“The design inspiration of this product comes from the story of the White Pagoda's site selection ......,” said Jia Kelei, a post-85 cultural and creative product planner and operator, standing in the cultural and creative space of Beijing's White Pagoda Temple, holding the White Pagoda Fragrance Diffuser with fragrant clay in his hand.

Jade Pagoda Starry Refrigerator Stickers, Miaoshu Qinxuan Bookmarks, Hua Garland Wind Chimes, Yulan White Pagoda Key Chain...... dozens of square meters of cultural and creative space, a wide range of different styles of cultural and creative products, a steady stream of customers. “Several cultural and creative products are in short supply and often in off-sale status.” Jia Kelei said proudly.

The White Pagoda of Miaoying Temple is one of the first batch of national key cultural relics protection units. 2021, after two years of restoration, the White Pagoda Temple reopened, and the management office of the White Pagoda Temple in Beijing approached 郏珂磊, hoping that he could help with the development of the White Pagoda Temple's cultural creations and the planning of cultural activities.

Jia Kelei majored in advertising in college and was awarded in the National Student Advertising Ideas Competition. Since then, he has been working and living near the White Pagoda Temple, where he can see the beautiful scenery of “White Pagoda with red walls and gray tiles”, and his love for the White Pagoda has been growing day by day. Jia Kelei did not hesitate to agree to the invitation and invited two other partners to participate in the development, design and operation of the White Pagoda Temple's cultural creations.

“Enriching traditional culture with modern creativity can attract more people to approach cultural relics and feel history.” Jia Kelei said that over the past few years, he and his partners have each led their teams to successively launch nearly 30 categories and more than 330 types of cultural and creative products, of which the light refrigerator stickers have a variety of materials such as imitation enamel, baked lacquer, resin, etc., and a variety of crafts such as glow-in-the-dark, gemstone inlays, embossing, etc., and have adopted techniques and technologies such as 3D printing, non-heritage handcrafts and have also launched digital products with the help of blockchain technology.

The design inspiration of the cultural and creative products is either taken from the collection of cultural relics or originated from historical stories. Take a refrigerator sticker launched in 2024, which condenses the history of the White Pagoda Temple in the Yuan, Ming and Qing dynasties into a square inch, and integrates eight special blessing characters in Manchu, Tibetan and Mongolian, becoming a best-seller as soon as it is launched.

In Jia Kelei's opinion, in addition to cultural and creative commodities, various special creative cultural activities are also a form of derivation of cultural and creative.

Usually, cultural relic buildings are only open to the public at fixed times during the day. “Is it possible to organize some activities so that people can walk into the White Pagoda Temple during non-open hours and feel the diverse cultural charm?” After careful consideration, with the strong support of the Administration of the White Pagoda Temple, Jia Kelei and his team planned the “White Pagoda Night” series of activities, which centered on the history and culture of the White Pagoda Temple, combined with national culture, non-genetic inheritance, film art, popular music, opera and other themes, and successively launched the “For the White Pagoda” and “Beijing Color” programs. ”, “Beijing Color Wonderful Skills”, “Beijing Kunyun Talk Yuanqu” and other activities, widely popular, hard to get a ticket.

The rich cultural activities have made the White Pagoda Temple from a niche attraction to a popular place to visit.2023 sales of cultural and creative products of the White Pagoda Temple amounted to nearly 3.5 million yuan. “By digging deep into the cultural connotation, we develop more cultural and creative products with both practical functions and aesthetic interests to meet the audience's multi-cultural needs.” Jia Kelei said.

Source: People's Daily