新时代消费背景下地域文化在文创产品中的应用——以盲盒为例

The Application of Regional Culture in Cultural and Creative Products in the Context of Consumption in the New Era——Taking the Blind Box as an Example

近年来,随着互联网的发展及新时代消费背景下人群对文化的不断追求,以地域文化为导向的文创产品占据了更多快消产品的消费空间,因此文创产品的发展与设计在增添了地域文化和历史背景之后,逐步形成了一种文化标志。本文以地域文化为切入点,探讨新消费背景时代下地域文化在文创设计中的价值与影响。通过分析个性化、社群化、情感化3个方面的新时代消费行为和模式,对盲盒文创产品进行故事化、多元化、符号化的解读与分析,最终得出文创产品应发挥自身文化与地域特色,紧跟时代需求,寻求跨界融合与文化超越。

In recent years, with the development of the Internet and the constant pursuit of culture by people in the new era of consumption, cultural and creative products oriented by regional culture have occupied more consumption space for FMCG products. Therefore, the development and design of cultural and creative products have gradually formed a cultural symbol after adding regional culture and historical background. Based on the regional culture, this paper discusses the value and influence of regional culture in cultural and creative design under the new consumption background.Through the analysis of personalized, social and emotional consumption behaviors and patterns in the new era, this paper interprets and analyzes the story, diversification and symbolization of blind box cultural and creative products. Finally, it is concluded that cultural and creative products should give play to their own cultural and regional characteristics, closely follow the needs of the times, and seek cross-border integration and cultural transcendence.