“文化+”解锁流量密码，“湘”当有为！

By leveraging culture, central China's Hunan Province has witnessed the emergence of more hidden gem cities and "guochao" brands, which are brands based in China often with local characteristics, that highlight the charm of Chinese culture, driving the accelerated development of the cultural industry.

凭借对文化资源的巧妙运用，位于中国中部的湖南省迎来了众多“宝藏”城市以及“国潮”品牌的蓬勃兴起。这些品牌往往兼具中国特色与地方特质，将中国文化的迷人魅力予以凸显，有力地推动了文化产业的迅猛发展。

Changsha, capital city of Hunan, boasts profound cultural heritage and is home to trendy internet-famous brands. Building on Hunan culture, which stresses practicality, Changsha has done a fantastic job of blending its culture into the hustle and bustle of urban life, standing out as a "cyberstar" city.

长沙，作为湖南的省会，拥有深厚的文化底蕴，孕育了许多知名潮牌。立足于实事求是的湖湘文化内涵，长沙凭借将文化与城市的“烟火气”相融合，成为了一座闪耀的“网红”城市。

On Taiping Street, a bustling commercial area and historical and cultural site in Changsha, tourists drink milk tea with guochao elements, pass through residences of historical figures, and find themselves surrounded by vibrant and trendy stores. The street, deeply rooted in the cultural heritage of Changsha, exudes a fashionable atmosphere.

在长沙繁华的商业历史文化街区——太平街上，游客人头攒动，手拿“国潮风”装饰的奶茶，穿过历史名人故居，来往人声鼎沸的流行品牌潮店。这条富有长沙文化底蕴的历史街道，正闪耀着青春时尚的动人魅力。

Using technology to elevate culture

以科技提升文化

At the 8,000 square meter 5G smart studio in Malanshan Video Cultural and Creative Industrial Park in Changsha, a large program was in rehearsal.

马栏山视频文创产业园一间8000平方米的5G智慧演播厅内，一档大型节目正在进行彩排。

Inside the studio, over 4,000 lights and 1,800 square meters of LED screens created a dazzling stage effect. The cumbersome cables traditionally attached to cameras were replaced by a small box.

演播厅内，4000多盏灯光、1800平方米LED冰屏，打造出夺目的舞美效果。记者注意到，过去插在摄像机上繁琐的线缆，被一个方型的“小盒子”所替代。

"This is our self-developed 'Malanshan Box', which solves the problem of cameramen being tethered by cables and, equipped with a 5G high-performance video codec chip, makes simultaneous shooting, transmission, and editing possible," explained Zhou Yihui, manager of the chairman's office at Hunan Letian Film Media Co., Ltd.

“这是我们自研的‘马栏山盒子’，通过‘剪辫子’解决了过去摄像师被线缆束缚的问题，同时通过搭载5G高性能视频编解码芯片，让采集、传输和剪辑同步进行成为可能。”乐田智作（湖南）影视技术服务有限公司董事长办公室经理周懿辉介绍。

Malanshan, empowered by technology, is taking the lead and making excellent traditional culture become real.

马栏山，在科技赋能之下“一马当先”。在这里，优秀传统文化从“可感知”到“被应用”成为现实。

Old film reels, under AI coloring and manual restoration, bring new colors to dim and blurry black-and-white images.

一卷卷老电影胶片，在AI上色与人工修复技术的操作下，暗沉、模糊的黑白画面开始有了新的色彩。

In the creative interactive program, poetry from the poet Li Bai, empowered by AR technology, crosses time and space to interact closely with the audience.

《山河诗长安》创意互动节目中，诗人“李白”经AR技术赋能，穿越时空实现了与观众近距离互动。

In recent years, Malanshan Video Cultural and Creative Industrial Park has firmly grasped the key to integrating culture and technology, forming a digital cultural industry chain covering creativity, content production, storage, broadcasting, and trading, launching multiple popular programs, and attracting a batch of supply chain enterprises. So far, more than 4,000 new enterprises have registered here.

近年来，马栏山视频文创产业园牢牢牵住“文化+科技”这个“牛鼻子”，形成了涵盖创意、内容制作、储存、播发、交易的数字文化产业链，推出多档热门节目，并带动一批供应链企业向马栏山集聚，目前已累计新注册企业超4000家。

Museums are also working to use technology to elevate the consumption of culture.

各类文博展馆也在努力利用技术提升文化消费体验。

Thanks to the application of cutting-edge technologies, visitors are blown away by an exhibition entitled "The Art of Life: Multimedia Exhibition of Mawangdui Han Culture" based on the Mawangdui Tombs of the Han Dynasty (206 B.C. - 220 A.D.) at the Hunan Museum in Changsha through ultra-high-definition artifact scanning, 3D projections, and a giant LED spherical screen.

通过应用多种“黑科技”，湖南省博物院推出的“生命艺术——马王堆汉代文化沉浸式数字大展”让来访游客大为惊叹。据悉，该特展基于马王堆汉墓，采用了超高清文物扫描、三维投影、巨幅沉浸式LED球形屏幕等方式进行展出。

Chen Xuliang, deputy Party chief of the museum, said the growing interest of young people in museums shows the vitality of China's culture.

湖南省博物馆党委副书记陈叙良表示，越来越多的年轻人喜欢上了博物馆，是国家文化有活力的表现。

Rolling out comprehensive and diverse exhibitions by integrating culture with technologies can meet people's aesthetic needs and make static cultural relics lively, thus attracting more people to pay attention to cultural heritage protection, Chen added.

他补充道，将文化与科技结合起来，打造全面且多元的展陈，能够在满足当代人审美需求的同时，用动态表达激活静态展品，让文物活起来，吸引更多人关注文化遗产保护。

Technology is also helping to keep cultural heritages more relevant in the modern world.

科技也在赋能文化遗产，让其在现代社会更有意义。

Liuyang, a county-level city in Changsha, is known as the "hometown of fireworks." Liuyang fireworks are a cultural heritage in Hunan.

浏阳被誉为“中国烟花之乡”。浏阳烟花是湖南的文化遗产。

Liuyang-made fireworks lit up the opening ceremony of the Paris Olympics with firework machines.

不久前，浏阳制作的特效烟花点亮了巴黎奥运会开幕式。

"The firework machines used at the opening ceremony were high-end ones that contained no gunpowder," said an executive of Showven Technologies Co., Ltd. based in Liuyang.

“开幕式上使用的全新顶级高端特效飓风喷花机，采用了无火药配方。”位于浏阳的湖南孝文电子科技有限公司负责人介绍道。

With the development of modern science and technology, the company's non-gunpowder fireworks have been exported to over 90 countries and regions including Europe and America. Beyond the Paris Olympics, the company's fireworks also lit up the opening ceremonies of the 2022 FIFA World Cup in Qatar, the 2018 FIFA World Cup in Russia, and the Hangzhou Asian Games.

随着现代技术的更迭发展，该公司研发的无火药烟花远销欧美，覆盖全球90多个国家和地区，先后为卡塔尔世界杯、俄罗斯世界杯、杭州亚运会开幕式等提供特效产品。

Blending culture with consumption

文化与消费的融合

Hunan has vigorously promoted the integration of culture and tourism. Last year, the culture and tourism department of Hunan issued several measures to promote the recovery of the culture and tourism industries.

湖南大力推进文旅融合。去年，湖南省文化和旅游厅发布了《湖南促进文旅业复苏振兴若干措施》，全面促进全省文旅业复苏振兴高质量发展。

Multiple regions in Hunan have vigorously developed the culture and tourism sectors according to local resources.

湖南各地也积极结合自身优势，发展特色文旅产业。

Changsha, a city among the first batch of state-level famous historic and cultural cities in China, is leaving no stone unturned in tapping into its profound cultural resources to create new consumption scenarios of fine traditional culture, according to an official with the city's bureau of culture and tourism.

长沙市文旅局相关负责人表示，长沙是首批国家历史文化名城之一，文化底蕴丰厚，目前正通过深挖文化资源，创造新的传统文化消费场景。

In Qingxi village, Yiyang city, 21 bookstores transformed from farmhouses and named after Chinese writers captivate tourists from various regions.

在益阳清溪村，21家由农舍改造而成的作家书屋正吸引各地游客千里来“悦读”。

Hejie Street, a renovated cultural street in Changde city, showcases folk operas including Changde silk string and Changde Gaoqiang opera.

在常德知名文化街区——河街，常德丝弦、汉剧高腔等民间曲艺轮番上演，奏响独特地方韵味。

At the Ziquejie Terraces in Xinhua county, Loudi city, local inheritors of Xinhua folk song, an intangible cultural heritage, sing a folk song, with the melodies lingering in the air.

娄底紫鹊界梯田，当地的新化山歌非遗传承人热情地唱起了《敬茶歌》，歌声在梯田山谷中回响。

In recent years, the local governments have turned the Ziquejie Terraces into a 4A-level tourist attraction, the second-highest level in China's tourism evaluation system, which has become a magnet for tourists from a wide area.

近年来，当地政府将梯田打造成国家级4A级景区，吸引了来自四面八方的游客。

At a conference named "From Ziquejie Terraces to the World: Global Farming Culture Exchange and Mutual Learning Conference," which took place in Xinhua county last year, experts from various countries were impressed by the terraces, and the Chinese wisdom of harmony between human beings and nature that they represent.

去年，“紫鹊界梯田对话世界”——农耕文化交流互鉴大会在娄底新化举办，各国专家对梯田农业文化体现的“和合共生”中国智慧纷纷点赞。

In addition, new-type consumption brands featuring cultural elements are popping up like mushrooms after rain in Changsha. New-type consumption brands can reinforce each other in Changsha, an inclusive city, according to Mou Yongsheng, a young entrepreneur from northeast China's Heilongjiang Province.

除此之外，各类带有文化元素的新消费品牌如雨后春笋般在长沙涌现。来自中国东北黑龙江省的年轻企业家牟永生表示，长沙这个城市包容性强，新消费品牌之间能够互相赋能。

The Changsha-based Chinese milk tea brand Modern China Tea Shop launched a subsidiary brand in the city in April 2024. The new stores are imbued with cultural elements and have become popular destinations for young people.

今年4月，长沙本土中式茶饮品牌茶颜悦色推出又一全新子品牌，通过融入文化元素，已成为年轻人喜爱的热门打卡地。

"Changsha actively promotes the integrated development of the nighttime economy and new-type consumption, which provides sufficient nutrients and a favorable business environment for the development of Modern China Tea Shop, enabling us to continuously promote the innovative use of traditional culture in a way that young people are happy to accept," said Liu Qiaofang, who is in charge of the brand department of Modern China Tea Shop.

“长沙积极推动夜间经济和新消费融合发展、双向赋能，给茶颜品牌的发展提供了充足的养分和良好的营商环境，促使品牌可以用年轻人乐于接受的方式对传统文化进行不断创新。”茶颜悦色品牌部相关负责人刘巧芳表示。

The consumption upgrading in China emphasizes the value of cultural resonance, said Zhang Dandan, dean of the Changsha New Consumption Research Institute, adding that Changsha, with the pioneering spirit deeply rooted in the city's cultural heritage, has improved its policy system for the development of new-type consumption and nurtured more regional new-type consumption brands.

中国消费市场的升级强调了文化共鸣的价值。长沙新消费研究院院长张丹丹在接受采访时提到，在新消费产业发展上，长沙具备敢为人先的文化内核，率先从顶层设计发力，不断完善新消费政策体系，培育和发展出了更多的区域性新消费品牌。