This year’s two sessions, the National People’s Congress, the 23rd generation inheritor of Luzhou Laojiao’s traditional brewing techniques, and the general manager of Luzhou Laojiao Co., Ltd. Tasting Innovation Center Na, make suggestions around the establishment of an innovative communication mechanism for cultural heritage.
Establish a dissemination mechanism, innovate expressions, and create a cultural “feast” span>
”As the inheritor of intangible cultural heritage, I am very concerned about the protection and inheritance of cultural heritage.” Zeng Na believes that the protection and inheritance of cultural heritage is not Simple copying requires both the heart of craftsmanship and the aspiration to innovate. While passing on the skills summarized by the ancestors to the next generation, it must also continue to introduce new and innovative development, establish an innovative communication mechanism for cultural heritage, and innovate traditional cultural expressions. Way to create more cultural”feasts” for Chinese people.
Regarding inheriting excellent traditional culture, telling Chinese stories well, and promoting national cultural self-confidence, Zeng Na suggested that the first step is to strengthen the use of new media for cultural inheritance and promotion. The excellent “intangible cultural heritage” communication projects born in the context provide policy support. In the new media era, each user can be either a cultural receiver or a cultural producer. It is possible for the general public to participate in cultural propaganda and creation as an individual. Through the innovative communication of new media, more users can see intangible cultural heritage and cultural heritage. Feel the beauty of traditional culture and at the same time help non-genetic inheritors to promote intangible cultural heritage products, and promote the benign transformation of intangible cultural heritage protection and inheritance from relying on state subsidies for blood transfusion to relying on the Internet for hematopoiesis.
Secondly, establish a relevant “intangible heritage” heritage protection committee to promote systematic protection and implementation of measures. my country’s “intangible cultural heritage” is rich in types and large in number. In the face of the huge number of “intangible cultural heritage” resources, hierarchical and classified protection, precise management and policy implementation are the general trend. The establishment of an institutional, institutional, and organizational protection committee management method can promote the effective implementation of intangible cultural heritage protection policies and regulations, promote more scientific protection work, continue to refine industry management, and gradually scale up mining and utilization, recording and The display area is gradually digitized, and preventive protection and salvage restoration are gradually balanced… Improve the management system and the protection mechanism, and then make good use of historical and cultural heritage resources on the basis of enhancing the ability to protect historical and cultural heritage.
Thirdly, there must be methods and methods to tell stories about intangible cultural heritage, and we are opposed to creating stories out of nothing, fabricating them, and telling stories without basis. It is necessary to use history, facts, science, culture, and feelings to tell the story of intangible cultural heritage, and then jointly tell the story of China with height, thickness and temperature.
Finally, it is necessary to combine cultural tourism with local cultural characteristics to strengthen the people’s awareness of excellent traditional culture. Based on excellent cultural heritage, support the creation of cultural tourism integration projects, support the creation of local intangible cultural heritage publicity activities, and let more people understand China’s excellent traditional culture.
Intangible heritage witnesses history and lays a foundation for the future
At present, my country has formed a three-level representative list and inheritor system of intangible cultural heritage at the national, provincial, and municipal levels. According to statistics, up to now, there are 24 representative items of national intangible cultural heritage of alcoholic beverages, 22 of which belong to traditional brewing techniques. There are a total of 19 national-level alcoholic non-genetic inheritors, of which Sichuan Province has successfully declared 7 national-level alcoholic non-genetic inheritors, accounting for 36.8%. All sectors of society attach great importance to intangible cultural heritage applications and recognition, and most famous wine companies have different levels of intangible heritage in the wine industry to varying degrees.
Intangible cultural heritage of the wine industry is not only a heritage of craftsmanship, but also a historical precipitation. It has witnessed the development and evolution of Chinese wine and the brewing carried by it. The culture, inheritance spirit, and ingenuity attitude are the crystallization of the wisdom of the past generations of brewing craftsmen for thousands of years, and the outstanding creation of the traditional Chinese distilling technique.
Nowadays, traditional brewing techniques are still the key to expressing the quality and flavor of liquor, and the value of intangible heritage in the wine industry is becoming increasingly prominent. Taking Luzhou Laojiao as an example, the production concept of”inheriting the ancestral method and fragrant world” has penetrated into the bones of Luzhou Laojiao. It has national-level intangible cultural heritage brewing skills, the earliest construction in my country, the longest continuous use time, and protection. The most complete group of Laojiao pools, both of which are still used in the production of Luzhou Laojiao today, so that the flavor of the wine can be preserved to the maximum extent, fully interpreting the”old” character of Luzhou Laojiao, and forming the difference between Luzhou Laojiao Where the core competitiveness of other products lies.
In the context of the internationalization and consumption upgrade of China’s wine industry, famous wine companies promote the creative protection and innovative development of intangible cultural heritage, injecting into corporate brand building Cultural connotation is not only an important starting point for creating consumer value for consumers, but also a realistic need for China’s wine industry to go global.
Relevant people believe that leading wine companies can use demonstration projects as a starting point to promote the productive protection and creative transformation of intangible heritage in the wine industry, and develop Chinese characteristics and styles , Chinese-style wine cultural and creative products and cultural IP, tell the story of Chinese wine, enhance the core value of the corporate brand, inherit and develop China’s excellent wine culture, and promote the high-quality development of the industry.
New method of activation and utilization of intangible cultural heritage in the wine industry strong>
No one industry exists in isolation, through horizontal or vertical industry linkages, mutual benefit and common development, thus forming a greater industrial development synergy. In recent years, the integration of intangible cultural art and tangible material carriers and cultural scenes in the wine industry has become the norm, and the integration with other industries is also the focus of its integration.
Museum has become the most common mode of intangible cultural heritage activation and utilization. In recent years, many wine companies such as Shuijingfang, Red Star, Niulanshan, Tsingtao Brewery, etc. have sought to cooperate with the museum. Take Chengdu Shuijingfang Museum as an example. It was built on the national key cultural relic Shuijing Street Distillery Site, using physical space to create a real production scene, vividly reproducing the national intangible cultural heritage”Traditional Brewing Techniques of Shuijingfang Liquor” with a history of more than 600 years. It can not only deepen the audience’s awareness of the intangible heritage of the wine industry, but also make them feel the fun of wine making, and enhance their cognition and love of the brand.
exhibition activities have become an important platform for the activation and utilization of intangible cultural heritage. Taking the 7th China Chengdu International Intangible Cultural Heritage Festival as an example, it will focus on displaying the distinctive intangible cultural heritage of various countries and ethnicities, promote the docking of intangible cultural heritage of the wine industry with other intangible cultural heritage resources, and absorb the innovative practices and experiences of other intangible cultural heritage. It highlights the artistic beauty and historical heaviness of the intangible heritage of the wine industry, and provides a useful demonstration for the innovation of the intangible heritage of the wine industry.
Intangible cultural heritage of alcohol is stepping up its integration with catering and other industries. Luzhou Laojiao special song”Fragrant and Authentic Chinese Taste” Chinese gourmet list Chengdu Station, the national intangible cultural heritage Luzhou Laojiao wine brewing skills and the skills of the stilted beef soup pot meet, let the traditional Chinese wine and food occupy the modern people The taste buds fully release the charm of ancient techniques.
“Intangible Cultural Heritage” helps the high-quality development of China’s wine industry
Intangible cultural heritage is the intangible material carrier of Chinese wine culture. Its existence is conducive to upholding the craftsmanship, inheriting the millennium brewing technology, and adding historical weight and authenticity to the wine ; Conducive to cultivating a new model of wine industry cooperation, promoting industrial upgrading and structural adjustment; conducive to in-depth exploration of the cultural connotation of wine, showing the contemporary charm of wine.
In order to better play the role of intangible cultural heritage and help the wine industry Documents and policies for the integrated development of cultural heritage and wine industry, building an”intangible cultural heritage policy integrated resource library”, preaching to the majority of enterprises, and promoting better implementation of policies. At the same time, actively communicate the needs of wine companies on the protection of intangible cultural heritage, and report the relevant situation of the industry to the relevant government departments.
wine companies should give full play to their subjective initiative and explore the contemporary value of intangible cultural heritage. Take museums and other material spaces as the carrier, and brand festivals as the link, to promote the docking of intangible cultural heritage in the wine industry with other intangible cultural resources, and to integrate with industries such as food, tourism, and cultural and creative industries to activate various intangible cultural resources so that consumers and audiences can From this, we can get a good cognition and experience of winemaking technology, which highlights the artistic beauty and historical weight of intangible cultural heritage.