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M&G “Shengshi Xinyan” Corporate Cultural Creative Product Collection
Helping a New Generation Rediscover and Appreciate Traditional Chinese Culture
Innovation Insights
Project Background
The “Shengshi Xinyan” collection was created to combine the essence of traditional Chinese culture with contemporary visual trends.
By balancing attractive design with practical everyday functions, the project aimed to develop cultural creative products that encourage younger generations to rediscover, understand, and appreciate traditional Chinese culture.
Cultural Element Positioning
Peking Opera, one of China’s most representative traditional art forms, was selected as the central cultural theme of the collection.
Modern and fashionable design techniques were used to reinterpret its characters, colors, costumes, and decorative patterns.
By combining traditional cultural elements with contemporary aesthetics, the collection presents Peking Opera in a more accessible, youthful, and practical form.
Design Strategy
User Insight
Consumer research showed that the collection had become one of the most popular gift box products among consumers born in the 1980s and 1990s.
Its strong cultural identity, fashionable appearance, practical product combination, and interactive experience gave it significant potential to become a best-selling cultural creative product.
Experience Upgrade
The individual products inside the gift box were designed around office and travel scenarios.
This allowed the artistic essence of Peking Opera to move beyond traditional performance spaces and become part of younger consumers’ everyday lives.
The collection transforms cultural symbols into practical objects that can be used, carried, shared, and experienced in modern settings.
💡 Solution
1. Character-Inspired Exterior Design
The exterior design of the gift box draws inspiration from four representative Peking Opera role types and characters:
Sheng, represented by Zhuge Liang; Dan, represented by Yu Ji; Jing, represented by Xiang Yu; and Chou, represented by Jiang Gan.
The designers selected the most distinctive and visually engaging details from the characters’ headdresses, costumes, and decorative textures.
These elements were then transformed into contemporary graphics, giving each character a recognizable identity while preserving the richness of traditional Peking Opera aesthetics.
2. Combining Traditional Patterns with Modern Geometry
The exterior of the gift box combines traditional Peking Opera patterns with modern geometric graphics.
A rich and classic Peking Opera color palette was selected to create a strong cultural atmosphere and enhance visual recognition.
The character images were reinterpreted through clean line illustrations, giving the traditional figures a more contemporary and fashionable appearance.
This approach supports the preservation and continued development of Chinese traditional culture while making it more relevant to modern consumers.
3. An Interactive AR Cultural Experience
The interior of the gift box incorporates augmented reality technology to create a more immersive cultural experience.
Users can scan the inside of the gift box lid with a mobile application.
Zhuge Liang, Yu Ji, Xiang Yu, and Jiang Gan then appear digitally across time and space to perform classic Peking Opera scenes.
These include “The Empty Fort Strategy,” “Farewell My Concubine,” and “Jiang Gan Steals the Letter.”
The AR experience allows users to discover the unique appeal of combining traditional Peking Opera with modern digital technology.
It transforms the gift box from a conventional product package into an interactive cultural medium that supports education, entertainment, and emotional engagement.
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