Expand our horizons to include the whole world, Japan, as a big country of IP development, has its own IP not only in every tourist attraction, but also in every county and every place. The most famous one is Kumamoto Bear, which transforms a backward county dominated by agriculture into a well-known tourist resort in the world. This is the strength provided by the literary and creative industries.
In China, the Palace Museum has become a “super online celebrity” because of its outstanding literary creation. Super IP has been sought after by netizens, and its annual sales have exceeded the 1 billion. Gifts from the Palace Museum have become a well-known literary creation brand all over the world.
Following the representative of Museum culture–the Palace Museum IP, the Lingyin IP, with the theme of temple culture, also issued brand strategy. Lingyin Temple, also known as Yunlin Temple, is located in Hangzhou City, Zhejiang Province, with its the Northern Peak on the back and facing Klippe. It was built in the first year of Xianhe in the Eastern Jin Dynasty(317-420), which is the earliest Buddhist temple in China and the national key cultural relic protection unit. It is also the greatest of Buddhism’s five mountains and ten monasteries, where Jigong became a Buddhist monk. Lingyin Temple’s culture and history are not inferior to the Palace Museum.
According to Dai Hongze, the founder of Lakes Culture and Travel, Lingyin Culture is a rich and precious treasure house of intellectual property. Dai Hongze, Huikang Buddhist, founder of Lakes Culture and Travel, and abbot Guangquan, who converted to Lingyin Temple, said, “Lingyin is actually a huge IP (intellectual property) with a lot of value to be excavated.” Dai Hongze realized that the creation of super IP does not only need high-quality content and creativity, but also needs to combine resources of all parties to form a set of replicable IP creation and operation experience. Screening high potential IP with universal value, huge fan groups, strong traffic advantages and sustainable exploitation of space.
Dai Hongze believes that on the basis of market research, the whole team began to explore the unique Chinese culture and Buddhist culture in Lingyin scenic area, and based on four keywords, he put forward the culture travel concept of “Among the Cloud Forests”.
The first key word is “religion”: Hangzhou is one of the famous historical and cultural cities and ancient cities in China, and Buddhist culture is an important part of Hangzhou culture. Lingyin Scenic Area was once crowded with eminent monks, and Buddhism flourished. During the Southern Song Dynasty, Hangzhou was not only the center of Buddhist culture in East Asia, but also an important source of Buddhist culture, which played an important role in the history of Buddhism in China and was known as the “Southeast Buddhist Country”.
The second key word is “Royal”: Lingyin Scenic Area has received countless Royal nobles, such as Emperor Kangxi’s Southern Tour, which passed through Shangxiang Ancient Road on the way, and then came here, and wrote down the “Ling Zhu Ci Yuan” on horizontal inscribed board. Today, with the deepening of cultural exchanges and the increasing frequency of Buddhist exchanges between China and the West, Thailand Princess Sirindhorn and her delegation visited Lingyin Temple. King Norodom Sihamoni of Cambodia and his delegation visited Lingyin Temple in Hangzhou and presented a beautiful statue of Buddha to Lingyin Temple.
The third key word is “folklore”: Lingyin Temple’s popularity has increased so that more tourists come here to pray for their wishes and take part in various activities. In addition, the living Buddha Jigong in people’s minds also became a monk here, which added a folk flavor to Lingyin scenic spot. Residents like to come here to pray for their wishes, and the annual Laba Festival and Bath Buddha Festival are also very popular.
The fourth key word is “history”: Lingyin Temple, as one of the 14 cultural and historical sites in West Lake, has been listed as “West Lake-World Heritage Site”. Throughout the ages, how many princes will be stationed here, and how many literati and poets will leave immortal poems. Su Dongpo once wrote the poem “The brook mountain everywhere all may the hut, the most beloved Lingyin flies to the peak”.
Lingyin Scenic Area develops its own cultural products on the basis of Royal culture, religious culture, folk culture and historical culture, taking Lakes Yunlin Hotel as the carrier, combining with historical and cultural allusions such as Bath Buddha Festival and Laba Festival, and further designs the unique Buddhist culture of Lingyin Scenic Area, forming a variety of thematic patterns with rich cultural connotations.
Lingyin Scenic Area is only a representative of many Chinese gardens with cultural attributes and cultural genes. At present, what should be emphasized is how to discover the connotation of each tourist attraction and creatively develop and manufacture the creative product system suitable for itself. Start with the most prominent features, and then gradually improve it.
China is a big country with cultural resources. The “cultural resources” which contain thousands of years of historical information can be found everywhere in the mountains and rivers of the motherland. However, before cultural resources become cultural IP with certain “market influence”, it is necessary for planners to understand and respect the localized meaning of their core intellectual property owners and symbols through in-depth research.
The success of the Palace Museum model depends on the specificity and uniqueness nature of the Palace Museum resources and brand IP, which is an incomparable congenital advantage of other museums and brands, making the Palace Museum model can not be simply replicated. Lingyin culture IP, as a super culture IP with temple theme, is also non-reproducible.
The creation of super IP needs not only high quality content and creativity, but also a set of replicable IP creation, so that to operate experience combined with various resources. Screening high-potential IP with universal value, huge fan groups, strong flow advantages and sustainable exploitation of space, abstracting core values and world outlook to excavate and expand, defining business positioning, designing the concept of cross-media interaction among social media, mobile games and short videos. Thus IP can transform freely among network literature, animation, games, theme parks, derivatives and other formats, create derivative formats with multi- content matrix, and continuously and steadily create profits and value for enterprises.
Dai Hongze believes that young people can directly touch and experience Hangzhou Lingyin culture, so as to better disseminate and inherit Chinese traditional culture and promote the revival of traditional culture. The revival and reconstruction of Chinese traditional culture can not be accomplished by one person or a small team alone. I firmly believe that I am on the right path, which is hard but meaningful. It is also hoped that more young people will devote themselves to the revival and reconstruction of traditional culture and create more and more creative cultural products that are in line with the current way of life.
Media ContactCompany Name: LAKESContact Person: ZhangheEmail: Send EmailCity: HangzhouCountry: ChinaWebsite: https://www.lieyunwang.com/archives/450482
