从“无语菩萨”出圈看传统文化IP活化路径

From"Speechless Bodhisattva"Breaking into Other Demographics to See the Activation Path of Traditional Cultural IP

2023年景德镇中国陶瓷博物馆常设展厅内的一尊民国窑彩加彩沉思佛塑像藏品,火爆全网,成为到景德镇必来的打卡网红景点,许多游客慕名前来一睹此塑像真容,“无语菩萨”(网友称谓)塑像前,常常被围得水泄不通。本文通过深层分析和研究此现象,揭示“无语菩萨”塑像的突然出圈,不仅是传统文化IP给博物馆带来的红利,背后蕴藏着景德镇国家陶瓷文化传承创新试验区带来的国际和国内的大众群体对景德镇的高度关注和引流。

In 2023,a collection of contemplative Buddha statues in the permanent exhibition hall of the China Ceramic Museum in Jingdezhen,characterized by the addition of color to the kilns of the Republic of China,became popular on the internet and became a must-visit clock in internet celebrity attraction in Jingdezhen.Many tourists came to see the true appearance of this statue.In front of the statue of"Speechless Bodhisattva"(nicknamed by netizens),it was often surrounded by crowds.Through in-depth analysis and research of this phenomenon,this article reveals that the sudden break into other demographics of the statue of"Speechless Bodhisattva"is not only the dividend brought by traditional cultural IP to the museum but also the high attention and drainage of the international and domestic public groups to Jingdezhen brought by the Jingdezhen National Ceramic Culture Inheritance and Innovation Experimental Zone.