Every time I travel, I buy a refrigerator sticker so that my refrigerator at home can become my 'travel footprint map'. In the past year, Li Leyu, who lives in Nanchang, Jiangxi, brought back three different styles of refrigerator stickers: a bowl of 'Chongqing small noodles' covered with red oil, a bottle opener with the words' Qingdao Beer' written on it, and a colorful 'hairpin flower headband'. From taking photos for check-in to "packing back home", more and more tourists are commemorating their travels by purchasing unique cultural and creative products, making small cultural and creative products a new hotspot in cultural and tourism consumption. The consumption scenarios have become more diverse, including the "Golden Mask" from Sanxingdui Museum, the "Small Powder Stove" from Nanjing Museum, the "Phoenix Crown" from the National Museum of China, and the paper and plastic models from Shanxi Hanging Temple... Recently, popular museums and tourist attractions have seen frequent "hot selling" cultural and creative products, leading to a surge in tourist purchasing enthusiasm. Various cultural and creative products such as bookmarks, refrigerator stickers, badges, etc. integrate elements of traditional craftsmanship, folk art, historical stories, etc., injecting new vitality into cultural relics and becoming "must buy goods" that tourists can touch and interact with. At the Luoyang Museum, a portable makeup mirror based on the Tang Dynasty gold and silver flat flower and bird patterned bronze mirror has become a popular cultural and creative item in the museum. It is reported that the decorative design of the makeup mirror is based on elements such as phoenixes and lotus flowers from cultural relics, integrating cultural symbols carrying the atmosphere and aesthetic style of the prosperous Tang Dynasty into modern people's lives. Since the beginning of this year, Luoyang Museum has continued to dig deep into cultural resources and extract cultural elements from its collection of cultural relics. It has newly developed more than 30 cultural and creative products, and has achieved a turnover of over 22 million yuan through various channels. At the Hongshan Forest Zoo in Nanjing, the original IP series "Mao Dwen Dwen" features animals such as the white faced monk faced monkey, otter, red panda, and Sichuan snub nosed monkey as prototype characters. With smooth and rounded lines and soft warm colors, the animals are given a charming and silly image. Various products such as plush blind boxes, loose leaf notebooks, and essential oil stickers are launched to convey the concept of caring for animals, respecting life, and revering nature in a unique way, attracting a large number of tourists to purchase. In theme parks such as Universal Studios in Beijing and Disney in Shanghai, famous IP derived plush toys, clothing, shoes, bags and other cultural and creative products are dazzling; At Urumqi Tianshan International Airport and other places in Xinjiang, specialty foods such as naan, red willow grilled meat, and almonds have transformed into popular souvenirs for tourists to purchase before leaving Xinjiang. From gift shops and cultural and creative markets to transportation hubs such as airports and stations, the consumption scenes of cultural and creative products are becoming increasingly diverse. A research report by iMedia Consulting shows that commemorative significance, cultural connotation, and aesthetics are the main factors for consumers to choose cultural and creative products. In a more diverse consumption scenario, seemingly "useless" cultural and creative products are becoming a new "tourism specialty", stimulating consumers' purchasing desire with unique design and aesthetic taste. Recently, the 2025 Liangzhu Cultural and Creative Market was held in Hangzhou, Zhejiang. More than 200 cultural and creative units participated in the exhibition and exchange, including "urban gifts" that reflect regional cultural characteristics and innovative development achievements. In the Zhejiang exhibition area, cultural and creative products such as celadon, lacquerware, and precious swords not only showcase traditional production techniques, but also have usage scenarios that meet the needs of modern people; In the Hubei exhibition area, the voice doll "Garlic Bird" attracted many viewers to stop and watch. Its inspiration comes from the Hubei dialect catchphrase "forget it" (pronounced as "Garlic Bird"), combining fun with regional cultural characteristics, conveying the open-minded and inclusive attitude of Hubei people towards life; In the Guangxi exhibition area, over a hundred cultural and creative products from multiple cultural and museum units in Guangxi have integrated their collections of cultural relics with distinctive cultural elements, showcasing their own cultural IPs such as "Guibao" and "Miaoxiaogui". Data shows that as of April this year, the total number of urban gift brands in China has exceeded 1030. Through creative design, urban gifts transform regional cultural genes into distinctive products, driving the development of local cultural and creative industries and cultural content innovation, and forming a number of recognizable cultural and creative IPs and cultural brands. Taking "Chengdu Gift" as an example, during this year's National Day and Mid Autumn Festival holiday, "Chengdu Gift" received 880000 visitors in 22 stores throughout the city, selling a total of 16000 products. Among them, products such as "Three Kingdoms Series Shu Jiang Bar Blind Bag" and "Former Master's Watch Rotating Refrigerator Patch" were popular. The person in charge of Chengdu Gift stated that Chengdu Gift showcases the cultural charm of Chengdu through cultural and creative products, and hopes that every gift can become a "city card that can be taken away". Song Wei, Chairman of the Cultural Industry Company of Luoyang Culture and Tourism Group, stated that tourists' interest and enthusiasm for cultural and creative products reflect a shift in cultural and tourism consumption demand from focusing on practical value to emotional and fun value. With the popularity of cultural tourism and cultural museums, the development prospects of cultural and creative products and related industries that can preserve urban memories and allow tourists to bring culture home are very broad. Emerging professions have taken advantage of the trend, and characteristic cultural and creative industries have become new consumption hotspots, driving the rise of new professions such as cultural and creative design and IP operation. Last year, among the 19 new professions announced by the Ministry of Human Resources and Social Security to the society, "Cultural and Creative Product Planning and Operation Specialist" was listed. According to incomplete statistics, at present, there are more than one million employees in China's cultural and creative industry, and a group of creative, skilled and passionate young people have joined Xintiandi. In the Dawakun Desert of Yuepuhu County, Kashgar Prefecture, Xinjiang, the person in charge of the Desert Culture Base, Liu Shasha, has been engaged in the tourism industry for many years. Through frequent contact with tourists, she gradually developed the idea of developing tourism cultural and creative products. Choosing cultural and creative products with Xinjiang characteristics is a clear consumer demand expressed by many tourists. Liu Shasha realized that in order to impress tourists, it is necessary to find cultural elements with memorable points and recognition. The colorful, soft and elegant Adelais silk entered her field of vision. As a traditional clothing fabric favored by Uyghur women, Edeles silk has a strong ethnic flavor, and its weaving and dyeing skills are also a national intangible cultural heritage. In recent years, Adelais silk has frequently appeared on fashion runways, attracting the attention of many designers. Liu Shasha thought that using Adelais silk to make outdoor items needed for desert hiking has both practical and aesthetic value for tourists, and is worth trying. Later, her designed contrasting Adelais silk outdoor products were launched and sold very well, winning an award at the 2021 China Characteristic Tourism Commodity Competition. Nowadays, Liu Shasha and her team have launched a series of products made of Adelais silk, including baseball caps, ice sleeves, headbands, brooches, etc., which are popular among tourists. There are many challenges in cultural and creative R&D and design work, but I hope to integrate Edeles silk more widely into people's living scenes, making cultural and creative tourism a beautiful memory for tourists in Xinjiang, "said Liu Shasha. In order to cultivate more cultural and creative R&D talents, some cultural and museum units have taken the initiative to establish cooperation mechanisms with universities, enterprises and other entities to promote the development of the cultural and creative industry. The Guangdong Provincial Museum, together with the Hong Kong Design Association, the Macau Designers Association, and multiple units within the province, has jointly initiated the establishment of the Guangdong Hong Kong Macao Greater Bay Area (Guangdong) Cultural and Creative Alliance. It has also established research and development bases with institutions such as Guangzhou Academy of Fine Arts to carry out activities such as talent cultivation, special exhibitions, and promotion to facilitate exchanges and cooperation in the cultural and creative industry. Experts say that if cultural and creative product planners and operators want to leverage their own advantages and better meet market demand, they need to have innovative thinking and cross-border integration capabilities. On the basis of respecting historical and cultural heritage, they need to achieve innovative transformation of traditional culture, create differentiated and distinctive articles, carefully design and polish every detail, and strive to make every cultural and creative product a collectible artwork. In addition, the long-term development of the cultural and creative industry relies on the joint protection of intellectual property rights such as creative achievements by the whole society. At the policy and regulatory level, detailed protection measures should be taken to create a favorable development environment for creativity, innovation, and innovation. From museums to scenic spots, from the rise of urban gifts to the gathering of young makers, distinctive cultural and creative industries are adding color to people's journeys with vibrant vitality, while promoting the vigorous development of related industries. (New Society)