"Do not recede when the rain falls, and humble when the wind rises. Recently, the song "Bronze", which made a stunning appearance with the combination of "Sanxingdui + Genshin Impact + Liu Huan + Fang Wenshan", has frequently swiped the screen in the online community where young people gather. As another achievement of the strategic signing between Shanghai miHoYo Network Technology Co., Ltd. and Sanxingdui Museum, this song writes the tenacious, humble and tolerant spirit of Chinese culture contained in Sanxingdui bronzes, which resonates with the majority of netizens. Everyone not only covered and edited the songs, but also invited their families to sing together to inherit and promote traditional culture.
Holding a co-branded commemorative ticket and a co-branded pass card to take a group photo with Sanxingdui cultural relics.
Hand in hand with online games.
The Sanxingdui site is known as one of the greatest archaeological discoveries of mankind in the 20th century, with a total area of about 1,200 hectares, and a total of 8 "sacrificial pits" have been discovered so far, and 1 cultural relics have been unearthedMore than 80,000 pieces, involving jade ritual ware, gold, bronze, ivory, silk and other rare treasures, the number is numerous, the content is rich, and it is breathtaking.
Founded in 1992, Sanxingdui Museum has undertaken the important task of promoting and inheriting Sanxingdui culture for 30 years. In recent years, with the frequent emergence of precious cultural relics such as bronze statues, bronze masks, and bronze sacred trees, "Sanxingdui", an important cultural symbol in human history, has attracted more and more attention and love from young people.
As one of the top 30 cultural enterprises in China for two consecutive years, miHoYo has been committed to the innovative expression of traditional culture. Genshin Impact, a key national cultural export project under miHoYo and winner of the game of the year on well-known foreign online platforms, has previously launched the opera song "Goddess Splitting Views" and the intangible cultural heritage inheritor search project "Journey of Streamer Relics", which has driven the majority of young user groups to approach, understand and fall in love with opera culture and intangible cultural heritage skills, and has been well received by many netizens.
On December 8, 2023, miHoYo signed a strategic agreement with Sanxingdui Museum, announcing that it would join hands with Sichuan Cultural Investment Group to jointly explore new ways and paths for the dissemination of cultural relics, complete the implementation of a series of cooperation contents at home and abroad, and promote the international dissemination of excellent traditional Chinese culture. With the launch of the cooperation between the two sides, a series of linkage content has met with netizens one after another.
On December 18th, "Genshin Impact" released a promotional campaign linked to Sanxingdui Museum** "Looking Up at the Thousand Autumns, Looking Down on All Vientiane", telling the story of Zhongli, the representative character of "Genshin Impact", in a traditional storyteller's oral tone. Through creative imagination and combined with research evidence, Sanxingdui's classic bronze artifacts reappear in the life scene like "Taoyuan Village". It is worth mentioning that the ** has specially produced 4 Chinese dubbing and 15 language subtitles in Chinese, English, Japanese and Korean, so that global netizens can follow the footsteps of the "Rock King Emperor" Zhongli, "look up" at the bronze god tree, bronze standing statue, bronze sun wheel, "look down" pottery three-legged cookware and other Sanxingdui classic cultural relics.
Regarding the collaboration between Genshin Impact and Sanxingdui and the selection of Zhongli's IP, some netizens commented: "Zhongli represents the culture and history of Liyue (a region designed with Chinese civilization as the prototype and creative imagination in Genshin Impact), Sanxingdui is an important part of ancient Chinese culture and history, and the cooperation between the two parties is like a match made in heaven." ”
Then, on December 20, "Genshin Impact" released Zhongli's creative cultural relics commentary "Antiquities and Stories" performed by the well-known voice actor Peng Bo, and the cultural relics science popularization interactive H5 "Opening the Mountain".
What is the bronze statue holding? How does the Bronze Sacred Tree connect heaven and earth and communicate the meaning of man and god? Why is the bronze mask so exaggerated? In Zhongli's detailed explanation and H5's interactive experience, netizens can gain an in-depth understanding of the knowledge and details behind the Sanxingdui civilization and cultural relics, and make more interesting conjectures.
As a surprise easter egg for the cultural relics commentary "Antiquities and Stories", "Genshin Impact" also cooperated with the Sichuan International Communication Center to invite Zhu Yarong, deputy director of Sanxingdui Museum, and Guo Han, an expert in cultural relics protection and restoration, to explain the history of Sanxingdui archaeological excavation and the development of the museum. Mr. Guo Hanzhong, who has been on the front line of cultural relics excavation with the archaeological team since the age of 16, told the challenges encountered in the protection of cultural relics in interesting language, and gained a large number of young fans.
Deputy Director Zhu Yarong is the first cultural relics keeper of Sanxingdui Museum, witnessing every development and change of the museum. She said: "Tell the world about Sanxingdui's way, from the traditional physical exhibition and academic exchange in the past to the current open cross-border, integrated innovation. This time, we tried to tell the story of Sanxingdui in a younger language, and the results were remarkable. ”
Cultural relics science popularization interactive H5 "Open Mountain Viewing Things" antiquities illustrated page. Courtesy of miHoYo.
Reach out to young people.
In this **, it is as if I saw the people of the past through cultural relics. What were they thinking as they sat around the fire? History has never been buried, and cultural relics will not disappear due to a short period of dust, but will eventually amaze the world at the moment when the ground is broken. In the ** comment area of "Looking Up at the Thousand Autumns, Looking Down on Vientiane", some Chinese netizens made such an exclamation.
The perspective of the storyteller and Zhongli in the promotion ** "Looking Up at the Thousand Autumns, Looking Down on All Things" brought people the conjecture of Sanxingdui thousands of years ago, which not only aroused the interest of young Chinese people in Sanxingdui cultural relics and even archaeological research, but also aroused the curiosity and yearning of foreign netizens for Sanxingdui.
After the Chinese version of the cultural relics commentary "Antiquities and Stories" was released, some foreign netizens spontaneously translated it into Japanese and dubbed it. There are also foreign netizens who have received the wonder bronze statue "Yougu Gold Face" inspired by Sanxingdui bronzes in the game, and have the desire to visit Sanxingdui Museum: "I want to visit Sanxingdui Museum next time I go to China!" This looks so much fun! ”
In order to meet the needs of netizens for offline visits, from December 29, 2023 to January 1, 2024, "Genshin Impact" and Sanxingdui Museum jointly held offline activities, and some Chinese netizens took the lead and came to Sanxingdui Museum to check in. Holding co-branded commemorative tickets and co-branded cards, everyone took photos with Sanxingdui's scenic spots and bronze sacred trees and other cultural relics. During the 5-day limited-time event, the queue continued on the square of the new Sanxingdui Museum.
The game itself can be entertaining and educational. It is also a shortcut for many people to get in touch with historical knowledge and fall in love with it. Yu Gengzhe, a professor at the School of History and Culture of Shaanxi Normal University, commented on the offline linkage between "Genshin Impact" and Sanxingdui on the Internet, saying, "This linkage has inspired us, that is, we should combine the elements of national style and the big IP of culture to produce the effect of 1 plus 1 greater than 2." ”
We are very pleased to cooperate with a technology, cultural and creative enterprise with cultural attributes like miHoYo, and hope that based on this linkage, more young people can be interested in Sanxingdui cultural relics and even archaeological research. Ren Ren, Minister of the Industrial Development Department of Guanghan Sanxingdui Museum Scenic Area and Chairman of Sanxingdui Cultural Tourism Development in Guanghan City, said, "Offline 'drainage' is only a part, in addition to such an intuitive transformation, the attention and dissemination of culture is long-term." ”
According to the relevant person in charge of "Genshin Impact", there will be more activities to be carried out one after another, "As a partner of Sanxingdui Museum, "Genshin Impact" will also take this cooperation as a starting point to carry out more beneficial attempts." (Original title: Sanxingdui shows the "magic tricks" of going to sea again) (end).
Written by Zheng Na.