On October 21, the 14th China Licensing Expo was held at the Shanghai New International Expo Center. This exhibition attracted more than 1,800 IP exhibits at home and abroad. Among them, the authorized exhibition area of ​​China Cultural Museum guided and supported by the State Administration of Cultural Heritage has many highlights. The Palace Museum and the Forbidden City are unveiled with cultural and creative products for the 600-year anniversary of the completion of the Forbidden City. This exhibition is not to be missed. A national tide landscape.

　　Walking into the exhibition area of ​​the Palace Museum, the first thing that catches your eyes is the 600-year-old gold and silver commemorative coin cultural and creative products of the Forbidden City. The "Forbidden City Lions" set is full of funny interpretations of the "Forbidden City Bronze Lions", either smiling, or arrogant, or serious, meaning "the beast guards the beast, and the heart wants to be the lion"; the "colorful carved gold" interstitial fragrance The patina, the elegant embroidery style and the glamorous color effect highlight the exquisiteness of the three commemorative coins in the middle; "Imitated Armillary Sphere Ornaments (Silver Coin Edition)" is based on the creative source of the Qing Kangxi silver-plated armillary sphere, with full texture and nobleness. The taste of harmony and science; the "Forbidden and Beauty" suit restores the scene of the Zhonghe Temple and creates a strong cultural atmosphere of the Forbidden City.

　　The 600-year-old gold and silver commemorative coin product series of the Forbidden City was created by the combination of the 600-year gold and silver commemorative coins issued by the People’s Bank of China in 2020, creatively combining different cultural elements of the Forbidden City. The whole series of products are based on the Forbidden City's architecture, beasts, and collections, allowing people to have a deeper understanding of the history and culture of the Forbidden City.

　　Bring forth the splendor of cultural art, museum IP authorization and cultural and creative development usher in new opportunities

　　CLE China Authorized Exhibition is the only authorized exhibition named after "China" approved by the Ministry of Commerce of China. It has become Asia's largest professional authorized trade show with the most complete IP categories and the widest coverage of authorized professional audiences. Since CLE China authorized the establishment of a Chinese cultural and cultural exhibition area in 2017, the museum has been one of the characteristics of China's authorized exhibition. Excellent domestic and foreign cultural and cultural art IPs continue to enter the exhibition, and museum IP authorization and cultural and creative development are also ushering in a golden development period.

　　This CLE China Licensing Exhibition focuses on multiple keywords such as "national tide", "fashion play", "new consumption", "cultural and cultural authorization", and showcases the innovation and commercial value of brand licensing to the industry in a rich form. Influenced by new consumer forces such as the post-90s and millennials, domestic products and Chinese style have become a way of life. In this context, Guochao IP and brands will usher in new historical opportunities for development.

　　The 600-year opportunity of the Forbidden City's completion, deepening the value of traditional culture

　　2020年8月3日，中国人民银行正式发行紫禁城建成600年金银纪念币一套，均为中华人民共和国法定货币。纪念币正面图案均为中华人民共和国国徽，并刊国名、年号。背面图案均为紫禁城相关画面，均刊“紫禁城建成600年”字样及面额。

　　纪念币是国家为纪念国内外的政治、历史、文化等方面的重大事件以及体育赛事等而发行的法定货币，背后都潜在一定的文化意义和时代价值。因此，紫禁城建成600年金银纪念币文创产品除了具有文创属性外，又独具收藏意义。

　　2020年是紫禁城建成600年，北京故宫文化服务中心出品紫禁城建成600年金银纪念币文创产品，让纪念币和文创产品成为一个载体，推动中华优秀传统文化的传承及创新发展，在更大范围内传播紫禁城的文化底蕴和内涵。

　　百年国潮新活力，打造生活美学家

　　紫禁城建成600年金银纪念币文创产品，在注重藏品文化信息、创意设计、制造和供应链的基础上，更加注重迎合日益变化的大众生活方式，让产品具有历史性、艺术性、知识性、实用性、趣味性、环保性。

　　结合纪念币特性，多元化消费趋势，将产品设计成精美的家具办公摆件，让收藏变得艺术且实用。高冷的文物艺术走下神坛，让人类优秀文化和灿烂文明走进现代人们的身边，通过打造文雅摆件装饰现代人的品质生活，完成故宫美学到生活美学的转变，也让文化艺术成为当代人的生活方式。

　　故宫本身就是一个巨大的IP宝藏，通过对文物内涵的深刻挖掘，赋予现代设计传统内涵。每个产品提取的文物元素不同，背后的产品故事也不同，由此延展的产品个性和商业价值也不同。这样，就可以满足不同人群对不同场合的多元化产品需求。

　　Precious metal cultural and creative products have always been the core of the development of Jinyi Culture. To this end, the company has established a strong team of senior designers, with domestic art masters and design masters cooperation resources, and actively cooperates with high-quality resources of universities At the same time, it also has a national-level sports event franchise qualification. In the past ten years of development, it has successfully launched various IP-licensed cooperative products. At present, Jinyi Culture has successfully obtained the qualifications of a licensed manufacturer and licensed retailer of precious metals for the 19th Asian Games in Hangzhou 2022 and is responsible for the R&D, design, production and sales of licensed products within three years of the Asian Organizing Committee.

　　In the future, Jinyi Culture will also rely on regional culture and tourism resources to develop a series of cultural and creative products with regional characteristics, deeply cultivate Chinese traditional culture, and promote the innovative development of domestic cultural and creative products, and will always stand in the position of consumers and combine products with The quality of service is the first priority, warming people with ingenuity, enriching the connotation of culture, creating high-quality gold jewelry with cultural essence and fashion avant-garde, bringing consumers a different kind of cultural and creative gold jewelry experience, letting precious metal art and gold jewelry Accessories are really close to culture and life.