From 1.0 to 4.0: The Evolution of Museum Cultural Products

Chongqing - On December 21, the Chongqing China Three Gorges Museum hosted the first Cultural Product Design Competition awards ceremony, marking a milestone in museum cultural product innovation. The competition showcased creative designs that blended local history with modernity, reflecting the evolution of museum products from the traditional 1.0 era to the dynamic 4.0 era.

The competition featured two categories - Professional and University - with multiple awards, including one Special Award (shared across both groups), Gold Awards (one per group), Silver Awards (two per group), Bronze Awards (three per group), and Excellence Awards (five per group). Additional honors included Value Impact Awards for the Professional Group (five recipients), Best Organization Awards (three recipients), and Excellent Mentor Awards (three recipients) for the University Group. The Special Award went to Encountering Cultural Heritage Creative Products, a standout design integrating traditional mortise and tenon techniques with museum relic IPs to appeal to young audiences. Other notable winners included Tigers Roaring, Ba People as Songs, a collectible design showcasing Ba cultural stories, and Dun Jiu Jiu, a playful reinterpretation of a Warring States bronze artifact. The competition attracted hundreds of nationwide entries, connecting ancient heritage with contemporary life through innovative designs across various categories, including lifestyle products and digital art.

In his speech to conclude the ceremony, Director Mu Fengjing of the Chongqing China Three Gorges Museum emphasized the remarkable growth of museum cultural creativity. He said, "It evolved from the early 1.0 stage, where museum cultural products were primarily replicas of historical artifacts and bought as souvenirs, to 2.0, which brought a new emphasis on creativity, with museum products incorporating cultural elements and emotional connections, appealing to a wider audience." By the time the 3.0 era arrived, intellectual property (IP) began to play a pivotal role as museums explored cross-disciplinary collaborations to create culturally rich products that resonated with younger generations. Director Mu further emphasized that we are now entering the 4.0 era, where digitalization, artificial intelligence, and cutting-edge technologies are merging with museum creativity, pushing the boundaries of cultural experiences.

During the dialogue session, Ai Qing, General Manager of Beijing Qingtian International Environmental Art Design Co., Ltd., also shared insightful perspectives. Ai pointed out that designing cultural products should go beyond mere data-driven decisions, saying, "You cannot solely rely on data or design products to please the masses. You must have foresight, proactively guide trends, and innovate, or you will always be trailing behind." His thoughts reinforced the need for museums to embrace the 4.0 era of museum cultural industry, anticipating cultural trends and creating products that resonate deeply with audiences.

The competition showcased the successful collaboration of 500+ design institutions, universities, and creative agencies. Their innovative works are poised to become part of Chongqing's vibrant cultural landscape. As the museum industry moves forward, the integration of digital technology and cultural heritage is creating exciting new possibilities for future generations of cultural creatives.