創意新春范兒：中國年輕人的別樣年味兒

Year 2021 became year 2022, and Year of the Ox became Year of the Tiger. Each Spring Festival stands for a new start. When traditional customs meet with the lifestyles of the young, many new ways of celebrating a new year are generated. Traditional “Nian” beast is now a popular IP; gourmet dumplings, cute panda animates, the ancient Chang’an street view being recreated, tiger dolls likened to pottery figurines from Han Dynasty, cartoon books that tell children stories about the Spring Festival… The youngsters are connecting to the traditions in their own way, interpreting, recreating and vitalizing the time-honored traditions. They’re letting the new styles of the Chinese New Year entering more people’s lives.

從2021到2022，從牛年到虎年。春節代表著新的起點，傳統的習俗伴隨著新一代年輕人們的成長，慢慢也衍生出了許多“新”年!方式。傳統年獸變成潮玩IP，美食餃子與萌係熊貓動畫，還有傳承至今的長安年景，脫胎于漢代陶俑的小老虎，給孩子們講故事的新春繪本……年輕人們用自己的方式傳承傳統、解讀傳統、再現傳統、玩轉傳統……讓“新”春走進Z世代，走進更多人的生活。

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