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.

憑借對(duì)文化資源的巧妙運(yùn)用,，位于中國(guó)中部的湖南省迎來(lái)了眾多“寶藏”城市以及“國(guó)潮”品牌的蓬勃興起,。這些品牌往往兼具中國(guó)特色與地方特質(zhì)，將中國(guó)文化的迷人魅力予以凸顯,，有力地推動(dòng)了文化產(chǎn)業(yè)的迅猛發(fā)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.

長(zhǎng)沙，作為湖南的省會(huì),，擁有深厚的文化底蘊(yùn),，孕育了許多知名潮牌。立足于實(shí)事求是的湖湘文化內(nèi)涵,，長(zhǎng)沙憑借將文化與城市的“煙火氣”相融合,，成為了一座閃耀的“網(wǎng)紅”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.

在長(zhǎng)沙繁華的商業(yè)歷史文化街區(qū)——太平街上,，游客人頭攢動(dòng),，手拿“國(guó)潮風(fēng)”裝飾的奶茶，穿過(guò)歷史名人故居,，來(lái)往人聲鼎沸的流行品牌潮店,。這條富有長(zhǎng)沙文化底蘊(yùn)的歷史街道，正閃耀著青春時(shí)尚的動(dòng)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.

馬欄山視頻文創(chuàng)產(chǎn)業(yè)園一間8000平方米的5G智慧演播廳內(nèi),，一檔大型節(jié)目正在進(jìn)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.

演播廳內(nèi),，4000多盞燈光,、1800平方米LED冰屏，打造出奪目的舞美效果,。記者注意到,，過(guò)去插在攝像機(jī)上繁瑣的線纜，被一個(gè)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.

“這是我們自研的‘馬欄山盒子’,，通過(guò)‘剪辮子’解決了過(guò)去攝像師被線纜束縛的問(wèn)題，同時(shí)通過(guò)搭載5G高性能視頻編解碼芯片,，讓采集,、傳輸和剪輯同步進(jìn)行成為可能?！睒?lè)田智作（湖南）影視技術(shù)服務(wù)有限公司董事長(zhǎng)辦公室經(jīng)理周懿輝介紹,。

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

馬欄山,，在科技賦能之下“一馬當(dāng)先”。在這里,，優(yōu)秀傳統(tǒng)文化從“可感知”到“被應(yīng)用”成為現(xiàn)實(shí),。

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

一卷卷老電影膠片，在AI上色與人工修復(fù)技術(shù)的操作下,，暗沉,、模糊的黑白畫(huà)面開(kāi)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.

《山河詩(shī)長(zhǎng)安》創(chuàng)意互動(dòng)節(jié)目中,，詩(shī)人“李白”經(jīng)AR技術(shù)賦能,，穿越時(shí)空實(shí)現(xiàn)了與觀眾近距離互動(dòng)。

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.

近年來(lái),，馬欄山視頻文創(chuàng)產(chǎn)業(yè)園牢牢牽住“文化+科技”這個(gè)“牛鼻子”,，形成了涵蓋創(chuàng)意、內(nèi)容制作,、儲(chǔ)存,、播發(fā),、交易的數(shù)字文化產(chǎn)業(yè)鏈,，推出多檔熱門(mén)節(jié)目，并帶動(dòng)一批供應(yīng)鏈企業(yè)向馬欄山集聚,，目前已累計(jì)新注冊(cè)企業(yè)超4000家,。

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

各類(lèi)文博展館也在努力利用技術(shù)提升文化消費(fèi)體驗(yàn)。

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.

通過(guò)應(yīng)用多種“黑科技”,，湖南省博物院推出的“生命藝術(shù)——馬王堆漢代文化沉浸式數(shù)字大展”讓來(lái)訪游客大為驚嘆,。據(jù)悉，該特展基于馬王堆漢墓,，采用了超高清文物掃描,、三維投影、巨幅沉浸式LED球形屏幕等方式進(jìn)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.

湖南省博物館黨委副書(shū)記陳敘良表示,，越來(lái)越多的年輕人喜歡上了博物館，是國(guó)家文化有活力的表現(xiàn),。

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.

他補(bǔ)充道,，將文化與科技結(jié)合起來(lái)，打造全面且多元的展陳,，能夠在滿足當(dāng)代人審美需求的同時(shí),，用動(dòng)態(tài)表達(dá)激活靜態(tài)展品，讓文物活起來(lái),，吸引更多人關(guān)注文化遺產(chǎn)保護(hù),。

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

科技也在賦能文化遺產(chǎn),，讓其在現(xiàn)代社會(huì)更有意義。

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

瀏陽(yáng)被譽(yù)為“中國(guó)煙花之鄉(xiāng)”,。瀏陽(yáng)煙花是湖南的文化遺產(chǎn),。

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

不久前，瀏陽(yáng)制作的特效煙花點(diǎn)亮了巴黎奧運(yùn)會(huì)開(kāi)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.

“開(kāi)幕式上使用的全新頂級(jí)高端特效颶風(fēng)噴花機(jī),，采用了無(wú)火藥配方?！蔽挥跒g陽(yáng)的湖南孝文電子科技有限公司負(fù)責(zé)人介紹道,。

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.

隨著現(xiàn)代技術(shù)的更迭發(fā)展，該公司研發(fā)的無(wú)火藥煙花遠(yuǎn)銷(xiāo)歐美,，覆蓋全球90多個(gè)國(guó)家和地區(qū),，先后為卡塔爾世界杯、俄羅斯世界杯,、杭州亞運(yùn)會(huì)開(kāi)幕式等提供特效產(chǎn)品,。

Blending culture with consumption

文化與消費(fèi)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.

湖南大力推進(jìn)文旅融合。去年,，湖南省文化和旅游廳發(fā)布了《湖南促進(jìn)文旅業(yè)復(fù)蘇振興若干措施》,，全面促進(jìn)全省文旅業(yè)復(fù)蘇振興高質(zhì)量發(fā)展。

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

湖南各地也積極結(jié)合自身優(yōu)勢(shì),，發(fā)展特色文旅產(chǎn)業(yè),。

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.

長(zhǎng)沙市文旅局相關(guān)負(fù)責(zé)人表示，長(zhǎng)沙是首批國(guó)家歷史文化名城之一,，文化底蘊(yùn)豐厚,，目前正通過(guò)深挖文化資源，創(chuàng)造新的傳統(tǒng)文化消費(fèi)場(chǎng)景,。

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

在益陽(yáng)清溪村,，21家由農(nóng)舍改造而成的作家書(shū)屋正吸引各地游客千里來(lái)“悅讀”。

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

在常德知名文化街區(qū)——河街,，常德絲弦,、漢劇高腔等民間曲藝輪番上演，奏響?yīng)毺氐胤巾嵨丁?/p>

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.

婁底紫鵲界梯田,，當(dāng)?shù)氐男禄礁璺沁z傳承人熱情地唱起了《敬茶歌》,，歌聲在梯田山谷中回響。

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.

近年來(lái),，當(dāng)?shù)卣畬⑻萏锎蛟斐蓢?guó)家級(jí)4A級(jí)景區(qū),，吸引了來(lái)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，“紫鵲界梯田對(duì)話世界”——農(nóng)耕文化交流互鑒大會(huì)在婁底新化舉辦,，各國(guó)專(zhuān)家對(duì)梯田農(nóng)業(yè)文化體現(xiàn)的“和合共生”中國(guó)智慧紛紛點(diǎn)贊,。

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，各類(lèi)帶有文化元素的新消費(fèi)品牌如雨后春筍般在長(zhǎng)沙涌現(xiàn),。來(lái)自中國(guó)東北黑龍江省的年輕企業(yè)家牟永生表示,，長(zhǎng)沙這個(gè)城市包容性強(qiáng)，新消費(fèi)品牌之間能夠互相賦能,。

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,，長(zhǎng)沙本土中式茶飲品牌茶顏悅色推出又一全新子品牌，通過(guò)融入文化元素,，已成為年輕人喜愛(ài)的熱門(mén)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.

“長(zhǎng)沙積極推動(dòng)夜間經(jīng)濟(jì)和新消費(fèi)融合發(fā)展、雙向賦能,，給茶顏品牌的發(fā)展提供了充足的養(yǎng)分和良好的營(yíng)商環(huán)境,，促使品牌可以用年輕人樂(lè)于接受的方式對(duì)傳統(tǒng)文化進(jìn)行不斷創(chuàng)新?！辈桀亹偵放撇肯嚓P(guān)負(fù)責(zé)人劉巧芳表示,。

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.

中國(guó)消費(fèi)市場(chǎng)的升級(jí)強(qiáng)調(diào)了文化共鳴的價(jià)值。長(zhǎng)沙新消費(fèi)研究院院長(zhǎng)張丹丹在接受采訪時(shí)提到,，在新消費(fèi)產(chǎn)業(yè)發(fā)展上,，長(zhǎng)沙具備敢為人先的文化內(nèi)核，率先從頂層設(shè)計(jì)發(fā)力,，不斷完善新消費(fèi)政策體系,，培育和發(fā)展出了更多的區(qū)域性新消費(fèi)品牌。