How do you rate the 2023 Chinese New Year short film “Fish Lantern” by Yuyuanshen?

Each work has its own “fate”

Don’t allow your own creators to point fingers

Why not talk about the origin of creation, anecdotes and personal feelings

A simple brief is not a simple output of cultural soft power

The brief of the mhy customer is simple and clear:

Make an emotional feature film in the Spring Festival of 2023 to give back to players

But need to have a certain brand spirit and high value

Because in addition to China, it will also be translated into English, Japanese, Korean and other languages to be launched in overseas markets

Knowing the background of the cultural output of “Yuanshin”, we clarified Shengjia’s role at the beginning of receiving the demand:

In our eyes, this is not just an emotionally sincere story

More importantly, how to use this opportunity to shape the role of a local game brand on the world stage?

From games to dissemination, how to help “Yuan Shen” convey the power of traditional culture that reaches people’s hearts in a silent way?

How to take advantage of the Spring Festival to make players at home and abroad interested in more Chinese culture?

With these questions in mind, combined with the brand endorsement of “Yuan Shen”, we have a preliminary concept and an outline of the idea

Taking “Fish Lantern” as the starting point, integrate traditional culture and brand story

In Liyue Kingdom, a grand “Sea Lantern Festival” is held every Spring Festival (based on the traditional Spring Festival and Lantern Festival)

The Sea Lantern Festival, as the name suggests, uses lights as the core totem of the festival

It not only derives the main task gameplay such as lantern shadows, fireworks, and shadow puppetry, but also encourages players to collect and make night lanterns and let them fly

Travelers who visit Liyue can see thousands of lanterns on the sea fused with fireworks flying into the night, flying to the distance with people’s wishes

It is through a series of communication such as the Sea Lantern Festival that players from different countries can feel the flavor of the Chinese New Year

We went deep into the player population and found that during the Sea Lantern Festival and in the game, they can relive the Chinese New Year atmosphere that has almost disappeared in the city

Comments have said:

I actually feel the taste of the year in the game

Games are more flavorful than reality

…

We believe even more: “Yuan Shen”, as a window of traditional culture, has the ability and responsibility to tell more players and young people about China’s intangible cultural heritage and taste of the year

Through collecting data, we found that Chinese folk Spring Festival still retains the tradition of lantern festivals, such as: fish lanterns in She County, Anhui, bird lanterns in Ouhai, Wenzhou, bench dragons in Fujian and Zhejiang…

Among them, the fish lantern in Shexian County, Anhui Province, which began in the early Ming Dynasty, has the longest history.

The intangible cultural heritage fish lanterns in Shexian County, Anhui Province, a craft that has been passed down for more than 600 years

Wangmantian Village in Shexian County, Anhui Province is a thousand-year-old town located at the foot of Huangshan Mountain

Here, every time around the Spring Festival, different from the desolation of the first-tier cities, local villagers, regardless of gender, age or age, will spontaneously make fish lanterns, and use practical actions to persevere this traditional folk cultural activity that has been passed down for more than 600 years, and pray for surplus every year

The leader of each fish lantern show is called “fish head” and is responsible for organizing the call. In order to inherit and carry forward the culture of fish lanterns, the “fish heads” are generally made by children and young people; the older generation leads the younger generation to teach them the skills of making fish lanterns and “playing fish”

Because many local young people go out to work, and most of the elderly and children stay in the village, so in order to inherit the craftsmanship, the children will be made fish heads.

Both the intangible cultural heritage fish lantern and the Sea Lantern Festival of “Original God” have made good wishes and used lights to guide people from afar to find their way home. The spiritual cores of the two are compatible with each other

We also hope that players will experience the charm of traditional intangible cultural heritage behind this Chinese-style father-son relationship while reviewing the taste of the New Year.

It is these folk customs and rituals that have been passed down for thousands of years that connect people, families, and cities.

Lifelike Fish Lamp

After finalizing the outline of the script, we and Director Liao Yiyuan decided to set the shooting location in Shexian County, Anhui Province, to restore the local traditional fish lantern culture and the taste of the year

After the early stage, I visited Wangmantian Village many times, and personally interviewed Wang Huawu, the non-inherited person of Yudeng, and learned about the origin of Yudeng and the tradition of praying for blessings

Wang Huawu: “When the big fish pass by the “Wang’s Ancestral Hall”, they shake their heads and wag their tails to worship their ancestors; when they pass by the door of the villagers, they usually set off firecrackers to pray for the fish god king to bless the coming year with good weather and abundant grain; To show that you are good, you should also set off flower slips to show auspiciousness and celebration; if there are people in the village who want to go to college, find a partner, become an official, have children and grandchildren, and marry a daughter-in-law, when the big fish lantern passes by the door, please ask the fish head Put two candles under the head of the fish and put them on your own stove. After making a wish, let the fire go out naturally to welcome the Kitchen God. This is called “petition”. fee, and invite the fish head to eat at home, which is called “returning a wish””

At the same time, Mr. Wang Huawu was invited to provide art guidance for the production and restoration of fish lanterns and dancing fish lanterns in this film.

According to him, the mystery of “Fish Lantern Comes to Life” is the most resilient bamboo at the age of 3-4 in the local area – which is also the origin of the bamboo forest opera

personal touch

My dad has always suffered from glaucoma and lost sight in his right eye a long time ago. After three years of the epidemic, the left eye was finally blind, but I was not by his side

This time I went back to Hong Kong to accompany him to the hospital on the second day. He used to walk like a fly and always walked ahead. He was criticized by my mother for “only caring about himself and not being a gentleman”. With my support, he staggered and walked far behind her.

Therefore, when Director Liao proposed that Lao Yuan suffered from eye problems due to long-term fish lanterns, he hit me right away.

“Festival” is often to find a reason for the party, the so-called “sense of ritual”. “Thinking about loved ones every festive season” may seem clichéd, but memories are always condensed at this moment and gradually emerge: tangible, colorful, soundful, flavorful, intimate, abundant, and within reach

This is probably the real meaning of “holiday”, a kind of secret and natural connection, as if it transcends life and death

Thank you customers for their trust from beginning to end

Thank you Director Liao’s team for their dedication under the conditions of hunger, cold and illness

Thank you to all the friends of Guanchi Production Company who are working so hard to sleep

Thank you Mr. Yuan Wang Wei’an, Mr. Yuan Yang Zifeng and all the actors for their hard work

Thank you to everyone who participated in the production

The process will inevitably be bumpy, but I hope everything is worth it

I would like to wish everyone a healthy and happy new year!

Source: Zhihu www.zhihu.com

Author: Stephen Kong

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