Brilliant Appearance of Jiangjin Cultural Innovation Fruits at Chongqing Culture Industry EXPO
The 6th Chongqing Culture Industry EXPO was unveiled at CQEXPO on September 14th, 2017. The Culture Industry EXPO is centered on “Based in Chongqing, Influencing the Yangtze River Economic Belt and Facing the World”, with a theme of “Exchange · Trade · Integration”. The exhibition set up six theme pavilions. The exhibition hall has a total area of nearly 80,000m2, with the presence of nearly 1,000 exhibitors at home and abroad.
Among numerous exhibition areas and projects, Jiangjin exhibition stand along with Jiangxiaobai, the representative of cultural creativity industry, appeared at Chongqing Culture Industry EXPO and won the extensive attention, with a theme of “Cultural Jiangjin surrounded by Mountains and Rivers.”
Jiangjin has been a famous historic and cultural town since ancient times. “Jiangyuan used to live in Jiang Jiangjin, a famous chancellor of Ming dynasty. In modern history, Jiangjin used to have Zhong Yunfang known as ‘the saint of couplet’, the writer of ‘the first long antithetical couplet in China’, and Wu Fangji, the founder of Chongqing University and a famous patriotic poet as well as Zhang Caiqin, a traditional Chinese painter and others. In addition, Jiangjin features Jukui Middle School with a history of over 140 years.” According to a person in charge of Jiangjin District, “The reason why Jiangxiaobai is chosen as the representative of Jiangjin for the exhibition is that Jiangxiaobai has outstanding performance in building up cultural brand in recent years.”
It is said that Jiangxiaobai has been dedicated to creating culture IP. In the field of cultural incubation, Jiangxiaobai has facilitated “The Support Plan for Youth Art” and held several youth art exhibitions such as “All Things Grow” and “Cartoon series”since 2013; in the field of music, Jiangxiaobai has created“Jiangxiaobai YOLO Music Site”since 2016, boosting the development of hip-hop music in China. Jiangxiaobai provided hot hip-hop shows in ten cities across China in collaboration with some singer like GAI from Chongqing, the champion of The Rap of China and Bridge; in addition, Jiangxiaobai joined the youth musicians to release a large number of MVs, including The Taste of Chongqing dedicated to the 20th anniversary of Chongqing being a municipality. As soon as the MV was released, it gained great popularity; in the field of cartoon, I am Jiangxiaobai, a network-based cartoon and animation, will go to the public by the end of this year. Jiangxiaobai will become the first Gaoliang liquor company that introduces cartoon works.
It noticeable that Jiangxiaobai is more like a cultural creativity-oriented company with nationwide influence than a traditional spirits company as it transforms wild and dispersed cultural resource into cultural IP and products that are communicable and can join the mainstream culture consumption platform. It not only has become a synonym of Jiangjin’s culture in the new era but also a brilliant cultural icon of Chongqing.