At present, with the popularity of the concept of “Metaverse”, the concept of NFT (generally known as: digital collection in China) has also entered the public eye. At 12:00 on March 3, an NFT product from the Shanghai Symphony Orchestra triggered a small “buying storm”, and the limited edition of 10,000 products were all sold out within one minute.
Fang Shizhong, chairman of the Shanghai Symphony Orchestra Council and director of the Shanghai Municipal Bureau of Culture and Tourism, participated in the online sale as an ordinary classical music lover. In his view, collectors value the scarcity, form innovation and historical heritage of this encrypted cultural and creative product. He said: The cultural tourism industry must seize new opportunities and new tracks, but also guard against new business forms and new risks.On the basis of developing more visible, audible, edible and usable “Shanghai gifts” engraved with Shanghai’s mark, cultural and tourism enterprises can try to use new technologies to develop more digital “Shanghai gifts” version 2.0, which not only allows tourists to The wonderfulness of Shanghai can be “brought home” through tangible Shanghai gifts, and can also be “preserved” for a long time and recollected by digital means. With the help of digital “Shanghai gifts”, we can better spread the wonderfulness of Shanghai and tell Chinese stories well.
Digital Collections: A New Medium for the Integration of Culture and Tourism
Metaverse is undoubtedly a better platform to realize the digital transformation of cultural and tourism products. Disney CEO Bob Chapek has said that the Metaverse is where the next generation is headed, saying that “fans can expect to have lunch with Disney princesses in the Metaverse.” This model, which relies on the existing spatial form of the project to support the immersive experience, opens up new ideas for the development of cultural and tourism products for more Shanghai cultural and tourism enterprises.
“Let the national treasure speak” and “Let the cultural relics come alive” are currently hot topics of discussion. According to Feng Wei, deputy director of the Shanghai Museum’s Cultural and Creative Center, digital collections are one of the vivid examples of “making cultural relics come alive”. Shanghai Bo has already taken the first step in digital cultural and creative collections. This year’s Spring Festival, the Shanghai Museum brought the collection of cultural relics “Black Geese on Yellow Ground with Reed Pattern Tiger Pillow” on the Wufu Easter Egg Card to send New Year’s blessings to the people of the whole country. At the same time, the Shanghai Museum also launched digital collections of “cloud and thunder pattern” and “Yongle blue-and-white tea-patterned teapot” from the collection of cultural relics, which were sold out as soon as they were launched.
Feng Wei said that young people born in the era of mobile Internet can accept the digital world well. At the same time, with the rise of the national tide, their demand for digital collections of traditional Chinese culture is also increasing. The hot sale of Shanghai Museum’s digital collections reflects the preferences of a large number of young consumer groups, as well as the “brain-opening” required for the integration of culture and tourism in Shanghai. Through digital cultural and creative products, Shanghai Museum can convey the history and culture behind the cultural relics in a younger experience, thus transforming it into a new “Shanghai gift” for tourists to choose.
Let Chinese traditional culture “live” in the digital age. Another vivid example is the popular dance drama “Only Green” that appeared on CCTV’s Spring Festival Gala of the Tiger Year. And empty. It is not difficult to find that behind the digital development of collections, the excavation and presentation of their own artistic and cultural values are still the real value behind digital collections, especially for the beautiful display of traditional Chinese culture, which requires new media. Intervention and creative implantation.
Digital Collection: A New Bridge Linking the Digital Transformation of Cultural Tourism
Looking at the cultural and tourism field in Shanghai, the emergence of digital collections is not only a trend, but also a “just need”. In the “14th Five-Year Plan for the Development of Shanghai Electronic Information Industry” issued by the Shanghai Municipal Commission of Economy and Information Technology on December 30, 2021, Metaverse was written into the local “14th Five-Year Plan” for the first time. With the development of technology and the popularization and improvement of the concept of “Metaverse”, the function of digital collections in the field of local cultural tourism will be further expanded in Shanghai, becoming a new bridge linking cultural tourism and digital entertainment.
Generally speaking, well-known physical scenic spots such as Huangshan Mountain, Forbidden City, and Oriental Pearl Tower have strong cultural IP attributes in the consumer group, but the current main IP operation method is to realize the realization of offline cultural and creative products. With the continuous maturity of NFT technology, it is expected to become a bridge between China Unicom’s offline physical scenic spots and online virtual worlds. For example, in digital entertainment scenes represented by online games such as “Genshin Impact”, “Honor of Kings” and “Hundred Scenes of the South of the Yangtze River”, the joint digital collections of tourist attractions are very promising.
In the spring of 2022, the trend of digital collections is already surging in Shanghai’s cultural and tourism industry.According to Fan Yong, founder of the Asian Art Finance Business School, Shanghai, as an industrial highland that leads the country and closely integrates contemporary art and technology, is based on the accumulation and export of a large number of talents, the government’s support for innovative industries such as culture and technology, and related Supported by high and new technology, as well as the gathering of international talents and relatively active international exchanges, the proportion of the domestic market in this emerging field is second to none.
Among the Shanghai scenic spots, Shanghai Haichang Ocean Park was an early test of digital collections. In January 2022, with the theme of “Metaverse”, Shanghai Haichang Ocean Park launched the world premiere “Orca Knights Ocean NFT Digital Blind Box” online and offline. All 3,000 blind boxes sold online were sold out within 30 minutes. . A relevant person from Shanghai Haichang Ocean Park said: “In the past, the cultural tourism industry has always been a supply relationship of one-way production and one-way consumption, but the emergence of the Metaverse and digital collections, through the interaction of virtual and reality, has also given people like us more imagination space for the theme park.”
In the future, when “virtual reality” officially becomes a “reality”, Metaverse tourism does not necessarily have to reach real attractions, but it will generate consumption and drainage in reality. Tourists can purchase digital collections while traveling, and decorate them in the Metaverse’s own virtual space like decorating their own home, making it an exclusive area with personal style and a social space. The use of blockchain for genuine product guarantee and supply chain guarantee also makes Metaverse travel shopping even more secure than buying directly on site.
Digital Collections: A Parallel Space to Open Up New Scenes of Cultural Tourism
Some experts believe that digital collections have opened up a second growth space for the cultural tourism industry.When “NFT” meets cultural tourism, a picture, a song, a video, or even an avatar can trigger old memories with a string of codes and trigger new possibilities.
The first digital collection launched by the Shanghai Symphony Orchestra on March 3 is a 2:21 recording from a 1929 recording of “China’s Earliest Symphony Record”. “We did not choose a collection based on visual art, but chose an old record with sound as the carrier, thinking that it can best be combined with the concept of digital collections.” The brand communication effect of this hype period obviously made Lu Jing, brand director of the Shanghai Symphony Orchestra, was very satisfied. In her opinion, this symphony record is not currently exhibited on site, but the audience can know, understand and become interested in it through the digital collection, so they can go to the Shanghai Symphony Orchestra Digital Concert Hall and the Shanghai Symphony Music Museum Digital Museum to learn more about it. and interested in Shanghai Symphony Orchestra and classical music. “Attract new audiences while building new connections with existing audiences.”
In fact, in an era when attention has become a scarce resource, brand marketing has become one of the main areas of current NFT applications, especially among the Generation Z crowd. During the Spring Festival this year, Shanghai Xintiandi created a digital art tour. Citizens and tourists can enter the AR scene through the mobile phone camera at the Xintiandi site, and connect virtual and reality by purchasing joint digital art collections. At the same time, people are also vying to participate in the blind box drawing of “Shanghai Bund Year of the Tiger New Year Commemorative Digital Fireworks”, hoping to get a unique “fireworks” experience on the Bund.
Shanghai Gifts + Digital Collections Future Development Space Infinite Creativity
Although the enthusiasm for digital collections in China has been very high among the Gen Z consumer group. However, the market is just in its infancy, and monetization channels remain to be explored. However, we can also look forward to the future of Shanghai, the combination of digital collections and “Shanghai gifts” will have more abundant application prospects.
Shanghai’s cultural and tourism resources are rich and diverse, and there are also a variety of combinations with digital collections. For example, it is possible to make digital collection versions of tickets for Shanghai cultural and tourism scenic spots sold online, and convert them into special “Shanghai gifts”. Tourists who hold such tickets can be regarded as “club members” of the scenic spots, and subsequent scenic spots can also Provide special services for them, develop exclusive peripherals, etc.; another example: invite celebrities (cultural masters, gold tour guides, stars) to record personal commentary for “architectural readable” landmarks such as Wukang Building, and convert them into limited edition digital collections for tourists to collect ; Cooperate with cultural and tourism enterprises in the Yangtze River Delta and even the whole country to create a series of “card”-style digital collection products to expand the drainage effect; cooperate with non-genetic inheritors in Shanghai to create digital collections with artistic value; jointly create with leading online cultural and tourism enterprises Digital Collection Travel Proofs and more.
William Gibson, the father of cyberpunk, said: “The future has come.” The imagination space of NFT is huge, and the room for creation is also huge.
NFT (Non-funglble tokens), that is, non-fungible tokens, encrypt a picture, electronic album or other digital works through blockchain technology, making it unique. Unlike digital currencies such as Bitcoin, which can be continuously divided, NFT emphasizes that it is the only asset that cannot be divided. To put it simply, NFT is to use blockchain technology to add “anti-counterfeiting code” to a work, making it a unique digital token, so digital works can be traced back to the source, clear copyright and trade. .
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