The 37th Beijing Book Ordering Fair has recently concluded. This is one of the largest Chinese language book festivals in the world, with a cultural and creative exhibition area opened for the first time. Compared with the book exhibition area, the area of the cultural and creative exhibition area is not large, and there is no elevator on the third floor, but this does not affect the enthusiastic audience to flock in with a "stocking" posture. I was caught in the crowd and heard that someone suddenly "wrapped up" a refrigerator sticker worth over 3000 yuan, saying they were "preparing to go back and send off students". In 2024, museum cultural and creative industries frequently gained popularity, and in 2025, the publishing industry also began to roll up cultural and creative industries. In the public's impression, publishing houses that only know how to write books honestly did not expect to be "flourishing" as soon as they set off on the cultural and creative track. As soon as we entered the cultural and creative exhibition area, People's Education Press warmly attracted visitors at the first booth. The red pillow on the cover of a junior high school English textbook has made countless 80s feel the memory killing of youth, not to mention the theme area of Li Lei and Han Meimei, and of course, the parrot named Polly is not absent. The textbooks of the People's Education Society are essential reading materials for every Chinese child, and the people and animals in the textbooks have become the collective memory of a generation, or in other words, the "secret code" for communication. At the booth of the People's Education Society, there is also an interactive game called "Run Tu Fork", where Run Tu and き are played together. In this way, "water spirit" emerges from childhood and greets every adult who used to be a child - adults play this game more enthusiastically than children. Shaanxi Normal University Publishing House is truly a publishing house from the ancient capital of thirteen dynasties, bringing the "Baowan Green Silk" series of jewelry. It is a cultural and creative hair accessory in cooperation with Shaanxi History Museum, including edge clips, grab clips, combs, etc., each of which originates from cultural relics and inherits beauty. The inspiration for the "Parrot Singing Wisdom Style" comes from the Tang Dynasty gilded parrot patterned silver jar unearthed from the cellar in Hejia Village, Xi'an. Parrots were auspicious messengers and symbols of wisdom in the hearts of Tang Dynasty people. Bai Juyi praised the red parrots for their "peach blossom like color and human like language" and "their eloquence in writing". The inspiration for "The Rabbit Leaps to Blessing" comes from a rare Tang Dynasty round sculpture called the Talc Rabbit. Since the Neolithic period, rabbits have been a symbol of people's longing and pursuit for a happy and beautiful life. White rabbits are also regarded as auspicious beasts and often appear in lunar themes. The inspiration for the "Silk Road Dream Style" comes from the peach shaped honeysuckle pattern hollowed out five legged silver smoking stove. Honeysuckle, also known as honeysuckle, originated in Greece and was popular during the Wei, Jin, Southern and Northern Dynasties. In the Tang Dynasty, it merged with peony patterns, pomegranate patterns, and cloud patterns to form the most beloved treasure flower of the Tang people. From Chang'an Palace to Dunhuang Caves, the Baoxiang Flower blooms everywhere, expressing people's yearning for a better life. The booth manager told me that the cultural and creative studio is still very "young" and was established in June 2024. The R&D and design teams are all women. Why do we start with hair accessories? "We praise women as' women are not inferior to men '- as a synonym for women,' women 'originally refers to women's headscarves and hair accessories. Beautiful jewelry is either to delight themselves, or to convey good wishes between mother and daughter, sisters, and girlfriends. From ancient times to now, they have witnessed the demeanor of women in China." The Central Compilation and Translation Publishing House, one of the most serious publishing houses in people's impression, has this time taken on a trend of "selling the crown". Especially in front of the "Xing Neng Hao" cultural and creative package, it is crowded with young consumers who can buy it right away. "Marxism", "CPC can" and "socialism with Chinese characteristics is good", three simple and powerful words constitute the core idea of cultural creativity, while young people are willing to buy and use such bags in daily life, express their views boldly and directly, which is also very consistent with the business theme of the publishing house. As the most common category in the cultural and creative industry, refrigerator stickers have a natural advantage in terms of content creativity for publishing houses that rely on text to survive. The Central Compilation and Translation Publishing House has brought a wall of refrigerator stickers, although the form is simple, the content is quite "hardcore", which are taken from classic quotes and admonitions such as "The Communist Manifesto", "The Origin of the Family, Private Property and the State", "Capital", "Economic and Philosophical Manuscripts of 1844", etc., one sentence at a time, which is deafening. Some viewers said, 'Buying it back feels like it can make the refrigerator stand up.'. Jilin Science and Technology Press focuses on the theme of ice and snow, with plush toys being the most eye-catching. Even the claw machine has been moved to the scene; China University of Geosciences Press has demonstrated its expertise by bringing authentic cultural and creative products such as crystal specimens and animal and plant fossils; The "Mouth Replacement" felt pendant from Beijing Publishing Group's Beijing Edition Ruoqing Company represents young people, and I want to say things like "talk next week if you have something to do", "+100 merit", "stay up late as an actuary", and "refuse internal conflicts"... Strolling around the cultural and creative exhibition area, my wallet is frequently lost. Wu Shulin, Chairman of the China Publishing Association, said that the theory of the extinction of publishing will "resurface" every seven or eight years around the world, but each time it is proven to be a wrong speculation. The publishing industry has faced unprecedented challenges in the past 50 years since the invention of printing technology, but it is also during these 50 years that publishers have achieved performance that has not been seen in the past 500 years. Cultural and creative industries may just be one of the achievements. The short 3-day Beijing Book Ordering Fair is just a small-scale gathering of cultural and creative industries in the publishing industry. We look forward to this emerging blue ocean colliding with the long and vast sea of books to create a new wave of culture. (New Society)