"Listen" CCG EXPO 2021: National wind prevails

The 17th China International Animation and Game Expo (CCG EXPO 2021) opened this morning. In the nearly 40,000-square-meter exhibition space of Shanghai World Expo Exhibition Hall , there are six major sections: animation, comics, games, literature, Internet communities, and peripheral derivatives. Nearly 300 animation and game-related companies participated in the exhibition. From the antique traditional architectural modeling booth, to the cartoon posters with strong Chinese style, and the audience who appeared at the scene dressed in Hanfu, "national style prevails" has become a highlight of this exhibition. Please listen to the report:

walked into the CCG exhibition site, and all kinds of so-called national-style animation, animation works and derivatives containing Chinese traditional cultural elements came to us. The Bilibili booth focused on displaying the national style animation content of Station B such as "Hundred Demons", "Tianbao Fu Yaolu", "Yuanlong", "Dancing Up and Down for Thousands of Years". A stone arch bridge was built in the LOFTER exhibition area of ​​NetEase. The bridge was covered with high-traffic national style works generated on the platform, such as the mural work "Harmony" by Cao Gouzuo, a watercolor illustrator who focuses on Dunhuang art. The image also incorporates the painter's views and interpretations of historical stories. Peng Yanyan, head of the NetEase LOFTER brand cooperation, said that the traditional art is displayed in a different form in the current form, and such works of national style are more and more popular among young people. respected.

Peng Yanyan: "National style is one of our particularly popular content areas in the past two years. There are some painters, photographers, designers or some two-dimensional painters, and they all interpret some of their understanding of traditional culture as Some of their more creative works. It can represent a promotion and interpretation of traditional Chinese culture by today's young people."

According to data, in 2019, on only one website at station B, more than one fan of national style 83 million people, of which 83% are young people under the age of 24; by 2020, the number of UP masters at Station B will increase by 110% year-on-year.Many viewers at the exhibition are fans of Guofeng animation. College student Xiaoyu specially rushed to the exhibition site from Hangzhou. Xiaoyu, wearing a Hanfu made of Song Dynasty, said that he grew up watching Japanese animation and American animation, but in recent years, domestic animation has become more and more beautiful, and the style of painting has also become more and more popular. Sophisticated, especially the works with the connotation of Chinese traditional culture are more moving.

Xiaoyu: "Actually, when I was in elementary school, I was watching the "Qin Shi Mingyue", "China Boy" was even when I was younger, and now there are newer ones like "Wansi Liang", and Guoman has done a good job Yes, they are all national styles, very beautiful, and exquisitely made. Because Chinese culture is actually broad and profound, if you can see a little bit, that is, a little thing revealed by those profound cultures, you will feel amazing. In fact, it is quite attractive to young people.”

Zhang Wei, Secretary General of Shanghai Animation Industry Association, believes that the prevailing domestic style in the animation industry not only reflects the progress of the creative level, but also reflects the cultural confidence of the creators.

"Nowadays, young people's cultural self-confidence is getting stronger and stronger, and they have the willingness to actively understand and spread. Now it is an ecology of interactive creation, this trend will make traditional Chinese cultural elements more and more On more and more occasions, more and more works appear in more and more works, which I think is a great progress in creation in recent years."