As a way to travel in depth to read the city, "stamp collection" has quietly become popular in recent years. The stamping guide of popular scenic spots can always get a lot of ** likes, and niche cultural and museum venues will also quickly get out of the circle with a unique seal. The integration of seal art and cultural tourism makes the old skills and old folk customs glow with new brilliance, and also shows the vitality of driving traffic and consumption.
Hot. Where there is a group of people, it is possible to stamp and collect stamps.
The main feature is a dragon chapter and phoenix color, summoning a new year's dragon luck and prosperity. "During the Spring Festival just past, a number of cultural venues in Beijing linked up to launch a popular check-in and dragon medal activity. The different styles of dragon element seals string together a unique city walking route.
Before the festival, Beijing also issued the "passport" of the central axis for the first time, including 15 heritage sites along the central axis. Holders can experience a different kind of journey to the central axis through stamps, stickers, records and other forms.
At the end of last year, Xidan held the "Most Chinese Cultural and Museum Market". 41 cultural and museum institutions across the country gathered, so that people can see the most distinctive cultural and museum displays in various places without leaving Beijing. A number of strategies said that the stamping area was particularly popular during the event, "It is recommended that two people go together, one person queues up in the long line, and one person finds a short team to stamp on the spot to improve efficiency." ”
Whether they are deliberately attentive or not, people can feel it, looking at the city travel notes on social platforms, in addition to traditional strategies such as scenic spot recommendations, things to do, food, housing and transportation, "collection of stamps" is more and more mentioned. New chapters, free chapters, and high-value chapters ......were all collected by the "chapter friends". Urging each other, small seals have gradually become the standard configuration of various cultural and tourism venues, activities, and even ceremonies and exhibitions.
According to the "2023 Mid-Autumn Festival and National Day Tourism Report" released by a well-known travel platform, "stamping" ranks second on the list of popular travel search topics, and the popularity is only after "self-driving". Some netizens concluded that if you see a group of people or a long queue somewhere in a cultural tourism venue, it is likely that everyone is stamping.
Probe. Look through the stamps you collect to make memories sound and colorful.
What is the significance of stamping? There are different answers for different groups of people.
For a long time, Ms. Lu has a habit of keeping a diary, and her stamp of "enlightenment" can be traced back to the Shanghai World Expo 14 years ago. At that time, she was still a student, and she used her vacation to visit Shanghai. "I received a 'passport' and I could get stamped for every national city venue I entered. ”
At that time, Ms. Lu didn't have much perception of this, and only felt that it was not easy to enter the venue, and the seal was a physical "proof". After many years, looking back at these chapters, the landmark buildings of various countries and cities, representative plants and animal artifacts, etc., I feel that the details are full of interest. She was surprised to learn that the Expo Museum could still be stamped. "I've been to Shanghai a few times over the years, but I don't know if I can get a stamp. If you continue to put a new stamp on your 'passport', it will be amazing to feel across time and space. ”
Mr. Chen, a history enthusiast, often includes museums in his itinerary when traveling. Although he does not have the habit of collecting stamps, he is also happy to go to the stamp collection office and cultural and creative shops to browse around before the official visit. "Generally speaking, the ones that can be selected as seals are the more important collections. You can know what to expect, and try to see them all later. ”
For many parents, "stamps" is one of the magic weapons to attract children to visit, and when traveling with a baby, they will even check whether there is a chapter in the target place in advance. "After all, children's attention is limited, so they scatter the chapters in different positions, and in the process of searching, some exhibits can be seen by the way, and they can turn around for a while. Tongtong's mother said with a smile, even if she can't remember too much, the child has stamped it with her own hands, and she can have some impressions.
From a psychological point of view, some similar items have a certain degree of unity, which makes people willing to collect. The stamp collection needs to be visited by tourists in person, and the cost of time and energy paid will enhance its sense of ceremony and commemoration. Some chapter friends described that looking at the collected stamps, what they saw and heard during the trip, and even the crowding and noise when stamping the stamps, will emerge, making the memories vivid.
Devise. Convey the story of the city and use stamps to spark interest in exploration.
As a traditional Chinese art, the integration of seals with cultural museums and cultural tourism has once again shown its vitality. During this period, the most indispensable thing is the attention, thinking and continuous efforts of the cultural and creative design team.
The Shijia Hutong Cultural and Creative Society, which was rebuilt from an abandoned water station, has a store of only 40 square meters and more than 300 stamps. According to President Ma Musi, the first seal in the store was born about seven years ago. At that time, the cultural and creative store had just opened, and she made a few Hutong styles and put them in the store with reference to the appearance of the stamps of tourist attractions. "It's not very systematic, the main thing is to give tourists the impression of old Beijing. ”
After 2019, after noticing the trend of stamping on social platforms, Ma Musi combined the store's characteristic resources to launch several sets of themed stamps one after another. Among them, the Shijia Hutong series focuses on the historical evolution of the 20 core courtyards of the Hutongs; The city gate series brings out the knowledge of the orientation of the "49 cities" of old Beijing in the seals; The Beijing snack series depicts fried noodles, shredded pickles, roast duck and other delicacies, which often make Zhang You "hungry" ......when they cover it
The elderly, children, girlfriends, couples, ......On weekends, the number of tourists who come to get stamped can reach two or three hundred, and Ma Musi is also very happy to see that the seal is so popular. While the seal brings customers to the store, it also arouses people's desire to explore the unique customs and culture of the city, and conveys the story of the hutong.
At present, some of the stamps in the cultural and creative store are free of charge, some can be stamped for free by posting check-ins on social platforms, and some are free consumption stamps. According to Ma Musi's observation, this is also a common practice in many stores at present. "The seal needs to be maintained and inked, and the loss is still relatively large. After a holiday, the spring is broken, the shell is broken, and we have to replace dozens of seals, and we need to develop our own business mode according to the cost. ”
business. Avoid excessive consumption of "chapter friends" and find new "ways to play".
Watching the development of stamping all the way to the present, Ma Musi sighed that this activity is becoming more and more "volume". In addition to cultural and museum venues, some shopping malls and even restaurants have also put stamps on them, and if you want to stand out, you can only design and explore new ways to play.
Last year, the Shijia Hutong Cultural and Creative Society designed the "100 Hutongs" stamping plan. 10 Hutong stamps will be launched every month for 10 consecutive months, and the chapter friends who come to check in can stamp the new 10 stamps of the month for free. Such a stamp version of the "serial" makes fans very "up".
The "Panjiayuan Gift" cultural and creative store located in the Panjiayuan thrift market has added a stamp collection check-in experience project since the beginning of 2022. It is at the time of the rise of the stamping campaign that the joiners are naturally gaining momentum. According to the relevant person in charge of Beijing Panjiayuan Cultural and Creative Heritage, the operator of the cultural and creative store, in the past two years, the design team has continuously launched new seals, and has formed three major seal themes of Panjiayuan characteristic series, 24 solar terms series and Beijing central axis series, covering more than 100 original characteristic seals. On the social platform, Panjiayuan's cultural and creative seal is also regarded as a must-receive by Zhang You, "As long as your hands are not sore, you can cover it at one time!" ”
The reporter saw that different from the red and black ink commonly used in the soaking chapter, the cultural and creative chapter of Panjiayuan is more colorful. For example, in the 24 solar terms series, the relatively rare colors of pink purple, indigo, orange and yellow are used, combined with elements such as cherry blossoms in Yuyuantan, red leaves in Xiangshan, Beijing swifts, Ruyi Gate in the courtyard courtyard, and shadow wall walls, to depict a scene full of Beijing flavor, elegant and simple.
Not only that, but each series of stamps also has its own stamp book. For example, the "Impression of Panjiayuan" collection album follows the style of ink illustration, using representative architectural patterns to highlight the landmark scene of Panjiayuan. Visitors can stamped the "Fu" character stamp on the wall ink painting in the notebook to "complete" the pattern together, which is very participatory.
From scratch, from existence to refinement, the seal of one party has become an ingenious tool for online and offline to pry and divert each other. However, people should also make it clear that whether it is checking in and taking photos or collecting stamps, they are all accessories of cultural and tourism activities. If you put pressure on yourself in order to record, and even feel that "not shooting well** is equal to nothing" and "you are not interested if you don't have a stamp", then it is a bit of putting the cart before the horse. In addition, the reporter also found in the interview that the seal design is homogeneous, the damaged seal is unmanaged, and individual personnel take a pile of paper and "occupy" the seal for a long time. Only by doing a good job in the management of the place, not overconsuming people's enthusiasm, and "stamping" the dialogue between people and the city, can it be more healthy and long-lasting. Reporter Wei Jing.