In the first half of 2025, the box office of Chinese films was 29.231 billion yuan, with 641 million viewers, a significant year-on-year increase. Among them, domestic films accounted for 91.2% of the box office. Behind this growth trend, the combination of excellent traditional culture and emerging content forms is becoming an important pivot of the cultural industry. The animated film "Ne Zha: The Demons of the Sea" has grossed over 15 billion yuan, setting a record for the highest box office in the global single film market. This summer, "Liaozhai: Lanruosi" uses a test paper structure to connect multiple supernatural stories, reflecting the emotional tension of real life in fantasy fables; The novel 'Little Monsters of Langlang Mountain' reconstructs the narrative of Journey to the West through ink painting style and the grassroots perspective of the 'nameless little monsters', presenting the growth choices of ordinary people in Eastern aesthetics and absurd fables... More and more Chinese stories are moving audiences through light and shadow art, and vivid images are expanding the boundaries of culture in different media scenes. With the increasingly mature and perfect animation technology and film industry system, not only has the "Ne Zha" series of movies been achieved, but also the domestic 3A game "Black Myth: Wukong" has set off a "Black Myth whirlwind" worldwide. While the production level continues to improve, the expression logic of domestic IP is also being updated. These original IPs centered around Chinese stories continue to broaden their expressive boundaries and unleash the vitality of excellent traditional culture. Associate Professor Liang Junjian from the School of Journalism and Communication at Tsinghua University said, "Creators are not simply restoring 'tradition', but translating its spiritual core and aesthetic concepts through modern media language and creative expression based on a deep understanding, and completing a deep dialogue and reconstruction with traditional spirit in the context of modern society." "In the past, when we talked about excellent traditional cultural IP, we often stayed at the transplantation of surface elements, but what really moved the audience were those creations that completed re narrative and re modeling. ”He Tianping, associate professor of the School of Journalism of Renmin University of China, said, "Works like" 30000 Miles in Chang'an ", which combines traditional poetry and visual language into a concrete mood of the times, arousing the sympathy of young audiences." From big screen to small screen, from animated films to mini dramas and video games, Chinese stories are constantly rediscovered and recounted. Chinese cultural IP is breaking through media boundaries and approaching public life in a tangible, approachable, and trustworthy way. The popularity of the following creative products also confirms the strong vitality and extensive influence of excellent traditional Chinese culture in cultural consumption. Entering the National Museum of China, the sales area for cultural and creative products is always crowded with people. Data shows that as of July 2025, the cumulative sales of Guobo Fengguan refrigerator stickers have exceeded 2 million pieces. This cultural and creative product, based on the Kowloon Nine Phoenix Crown of the Ming Xiaoduan Empress, has driven the sales of the entire Phoenix Crown IP series to exceed 100 million yuan since its launch, setting a record for the highest sales of Guobo News' creative products in nearly 20 years. The aesthetic value and historical value of museum cultural and creative products are indispensable. ”Liao Fei, General Manager of Guobo (Beijing) Cultural Industry Development Co., Ltd., said. When designing the Fengguan series products, Guobo did not stop at replicating the appearance, but instead narrated the historical background through supporting cultural relics story cards, on-site explanations, and other methods. Consumers not only purchase a refrigerator sticker, a necklace, or a jewelry box, but also a 'portable history'. Xiaolin, a junior student who has already "brushed" the National Museum, admitted, "Every time I see this Phoenix Crown refrigerator sticker, I think of the story of Empress Mingxiao Duan that I learned about at the National Museum, and I feel a connection with history." Obviously, with the activation of cultural and creative products, cultural relics are no longer "old antiques" in glass cabinets, but "old friends" who can communicate with people across time and space. At the Prince Gong's Mansion in Beijing, intangible cultural heritage techniques respond to the aesthetic of the times through the language of clothing. Starting from traditional crafts such as flower wrapping and gold plate embroidery, the designer transformed the four season aesthetics of the royal palace into the Eastern style of urban wardrobes. This summer, the courtyard of Yin'an Hall has transformed into a fashion runway, and the corridor has become a natural runway. The debut clothing of the "Gong · Fashion" brand and the new Chinese style ready to wear clothing have made a stunning appearance, showcasing the deep integration of excellent traditional culture and contemporary design. Zhao Juan, General Manager of Beijing Gongwang Mansion Cultural Development Co., Ltd., said, "We strive to transform the classic elements of the mansion from visual aesthetics to functional expression through wearing." This series of cultural transformations is not simply about printing or replicating, but through the reconstruction of fabrics, structures, and semantics, to achieve a lifestyle expression that is both ancient and fashionable. The path of 'clothing as culture' from Paris to Singapore, and then back to Beijing, is a testament to the power of excellent traditional culture to go global. (New Society)