“高冷”故宫的萌系路线

*Official's hat parasol

顶戴花翎官帽防晒伞

The sun umbrella resembles the headgear worn by Qing ministers serving the imperial court. When unfolded, it hovers above one's head like an official's hat to hilarious effect.

这款遮阳伞依据清朝官员顶戴花翎设计，撑开后，酷似头上戴着一顶官帽，效果令人捧腹。

*Fan inscribed with the words of Emperor Yongzheng

雍正御笔折扇

The seven characters inscribed on the fan are taken from a letter that Emperor Yongzheng wrote to a subordinate, Tian Wenjing. Written in plain language - a departure from the high affectation expected of emperors - the characters read: "That's the kind of guy I am." The fan has been praised for being both imperial and imperious.

扇面所印七个大字，“朕就是这样汉子”，源自雍正帝批田文镜折。如此大白话，和人们印象中拿腔作调的帝王形象大相径庭。这把折扇被评霸气十足，尽显傲娇气质。

[创意背后]

"In the past, the cultural products of the Forbidden City were basically replicas of cultural relics, which were unappealing to the younger generation", said Shan Jixiang, director of the Palace Museum. In order to reach new customers, the museum monitored the trends on new media and recruited new talent in this field. The idea is to communicate with people, to connect innovative minds and cultural heritage with people's practical needs and tastes, and to persuade visitors to "take the Palace Museum home", according to Shan.

故宫博物院院长单霁翔称，故宫过去的文创产品基本是简单的文物复制品，对年轻人没有吸引力。为了贴近新的消费人群，故宫开始追踪新媒体的流行趋势，并招聘了更多这方面的人才。单霁翔称，基本理念就是要与人们顺畅对话，用创意将文化遗存与当代人的需求、审美对接起来，让人们把"把故宫带回家"。

The museum is also trying to stand out from tourist attractions, where visitors often find the same souvenirs all over the country. "We want the souvenirs to have a direct link to the Palace Museum. No matter how small a piece is, it should be well made and meaningful," said Shan. The beaded earphones, for example, not only help people appreciate the crossover of historical culture and modern technology, but they also allow them to observe details such as how many beads there were in a necklace accessorizing court dress during the Qing Dynasty.

故宫还在努力改变一个现状，即全国各地旅游景点所售纪念品都大同小异。单霁翔表示，现在博物院做的每件纪念品都要求带有故宫独特的文化气息，无论多小的产品，都应保证做工精良且有意义。以朝珠耳机为例，人们不仅可以感受历史文化和现代科技的结合，还有很多细节可观察，例如数数清朝朝服所配朝珠有多少粒珠子之类。

The Palace Museum opened its online store on Taobao in 2008. To date, the palace offers over 6,700 types of souvenirs. According to Shan, income last year from such innovative products exceeded RMB600m. Shan predicted the income this year will surpass RMB900m. The museum will launch an online shopping mall on Jan 1.

故宫淘宝于2008年上线，至今已设计研发文化产品6700多种。单霁翔透露，2013年故宫文创产品的销售达到6亿多人民币，今年预计可破9亿。故宫还将于明年1月1日正式创立线上商城。

[网友怎么说]

@萱萱XCH：With its precious cultural heritage, the Palace Museum is more than able to develop relevant cultural products.

故宫博物院守着最好的文化资源，做周边产品是最合适不过的。

@一善微尘滚滚乐：I'd rather have something more primitive or more stylish. These products are simply too market-oriented.

还是喜欢原味文化或个性作品，这个感觉太偏向于讨好市场了。

@我是一条黑粗柴：It's nice to combine historical and modern culture together. Kudos.

不错啊。历史文化和现代文化结合结合。赞一个。

@牧讷讷：Most scenic spots fail to produce distinctive souvenirs, so I am all for these. I hope all such places can come up with something as creative.

支持这样的纪念品，现在好多景区的纪念品都没有自己的特色了，希望其它景区也可以设计出有自己特色的东西。