January 8 to 10, 2018, sponsored by the Hong Kong trade development council, the 16th Hong Kong international licensing exhibition, the largest in Asia and the second largest in the world, and the 7th Asia delegation conference, were unveiled at the Hong Kong convention and exhibition centre.

It is said that the number of exhibitors from mainland China has reached a record high of 134 companies. It collected the well-known institutions involved in culture, art, cartoon industry brands, including the national Palace Museum, the museum of Chinese silk, Fantawild (Shenzhen) co., LTD., Guangzhou animation industry association, etc.

The cute Palace Museum souvenir sales amount to 50 million a year

As one of the units to attend the exhibition, the exhibition booth of the Palace Museum is very distinctive. From decorate to the article that displays, reflect thick "imperial palace" style, even the flower that collocation of each article is decorated carefully.

Souvenirs of the Palace Museum's surroundings could be said to have flared up from the Chaozhu earphones of 2013. Up to now, three big teams have been making cultural innovations, with annual sales of 1.5 billion. And a third of them come from online, and the online part is dominated by cute souvenirs.

“At that time, the Chaozhu earphones were suddenly on fire, and we began to attach importance to and focus on creating the cultural and creative industry. It can be summed up in this way that the original souvenir we made may be duplicated, and the traditional elements of the Palace Museum are copied to an item, which becomes a souvenir with the elements of the Forbidden City.”

The imperial palace cultural and creative business division sales department deputy section chief Xi Yu said, “ But after a few years of groping, now we take the elements and make them creative, which is why most of the new products of the Palace Museum can sell well.”

According to the introduction, the Palace Museum series souvenirs are only available in Taobao, Tmall and the Forbidden City. “The products we sell online are dominated by cute souvenir series, and the people who buy online are mainly female, with sales of 50 million in 2017.” Xi Yu said. Later, the Palace Museum will probably have a plan to set up a special company to run the document.

The Chinese silk museum has built a library of design materials covering tens of thousands of Chinese silk relics

The Chinese silk museum, one of the 11 culture units in Zhejiang province, is preparing for the event. A number of "work registration certificates" at the booth are the best showcase of the museum's key years.

“At present, we are already fully compiled on the basis of Chinese silk cultural relics, established covering more than 10000 pieces of the design of Chinese silk cultural relics material library, which has more than 40 pieces have been confirmed can be authorized.” Zhou Yang, assistant director of the China silk museum, said.

“Our ancient Chinese silk design material library is the research result of the national science and technology innovation project of national science and technology support program of the 12th five-year plan. Through the accumulation of these years, we have developed some projects that are cooperative authorization and cooperative development.” Zhou Yang thought that there are three aspects of the museum's development in the field of document creation. The first is the most direct, strongly highlighting the logo, or the most intuitive integration of the classic elements. The second is to cooperate with the exhibition to do some creative derivatives.

“For example, when we hold a French exhibition, we will incorporate some elements of France into our traditional silk culture.” Zhou Yang said. “ What we've always wanted to do is also the third attempt, which is to take our traditional craft, develop innovation, and then apply it to life. In 2009, the ‘Chinese silkworm silk weaving technique’, which was declared by the Chinese silk museum, was included in UNESCO's intangible cultural heritage of humanity. It can be said that this is also a representation of our museum.”

Zhang Yan, director of the cultural affairs office of the cultural affairs department of Zhejiang province, said in an interview that this year was the third time that Zhejiang has come to participate in the authorization exhibition.

“This year our Zhejiang theme is the museum, so we brought 11 museums. Besides the Chinese silk museum, it also includes Ningbo Tianyi pavilion, Tongxiang Feng Zikai and so on. I also hope to take this opportunity to let our Zhejiang Cultural and creative products go out and learn more experience.”

　　翻譯：耿凱寧

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