当博物馆文创遇上“可爱经济”

Baby cabbage, broccoli and meatballs are placed in a pot while a shop staff member asks how spicy you'd like the dish. Though in a setting resembling a restaurant, these "ingredients" are actually plush toys designed by the Gansu Provincial Museum.

以白菜、西兰花、肉丸为形象的娃娃一边被放入锅中，另一边店员在询问你这道“菜”需要什么辣度……虽然身处的环境看起来像餐厅，但这些“食材”实际上是由甘肃省博物馆设计的毛绒玩偶。

The museum introduced a series of food-inspired plush toys influenced by the growing popularity of local spicy hot pots. These lively representations of spicy hot pot ingredients have become a hit among visitors.

日前，甘肃省博物馆推出了一系列以当地“麻辣烫”为灵感的食品主题毛绒玩具，这些可爱生动的菜品玩偶受到不少游客的欢迎热捧。

China's rich culinary heritage continues to inspire creative cultural products. With various expressions on their fluffy faces, plush toys based on local food traditions have gained nationwide popularity recently. People traveling to different regions not only indulge in local cuisines but also seek out plush toys representing these specialties.

中国丰富的饮食文化传统持续激发着文创产品的诞生。以当地传统美食为原型的毛绒玩具，近来以其可爱的外表和丰富的表情在国内大受欢迎。游客在旅行时不仅会品尝当地美食，还会寻找代表这些特色美食的毛绒玩具。

A cultural product shop in Shaanxi province has introduced a plush version of the Chinese hamburger, or roujiamo, with meat sandwiched in a steamed bun. When a consumer purchases the toy, the packaging process mimics the real-life assembly of the burger — from selecting the bun and pouring sauce to adding the meat.

陕西就有一家文创商店推出了一款“毛绒版”肉夹馍。当消费者购买这个玩具时，包装过程模仿了真实肉夹馍的制作过程，比如选择面饼、填充酱汁以及加入肉馅等。

Videos of the packaging process for these food toys have garnered millions of views online, with comments like "so cute" and "full of emotional value". Some people even described the toy-purchasing experience as an adult version of playing house.

有关“毛绒版”食品玩具包装过程的视频，如今在网上获得了数百万的观看量，评论区都是“太可爱了”和“情绪价值拉满”。有人甚至认为购买玩具的经历是一种成年人的“过家家”体验。

"The short interaction could immerse buyers in the experience. We are not just selling products, we are also selling culture and creating connections," Zhang Bo, co-founder of the Da Xiang Culture and Tech Company, the company behind the burger toy, was quoted by Guangming Daily newspaper as saying.

据《光明日报》报道，作为“毛绒版”肉夹馍背后公司的大相文博联合创始人张博表示：“这种短暂的互动可以使消费者得到沉浸式体验。我们不仅仅是在销售产品，也在销售文化，并与他们建立联系。”

In Suzhou, Jiangsu province, consumers have lined up to buy plush toys inspired by the region's famous hairy crabs. Similarly, Changsha in Hunan province offers plush toys shaped like its iconic stinky tofu, while Tianjin has plush toys of Chinese crepes or jianbing.

在江苏省苏州市，顾客排起长队购买以当地大闸蟹为灵感的毛绒玩具。在湖南省长沙市，则有以当地标志性小吃臭豆腐为原型的毛绒玩具出售。而在天津市，则有以煎饼馃子为原型的毛绒玩具。

Just as foodies have their own cuisine guide, toy fans are mapping out food toys across China on social media. Some even asked local gift shops to create plush toys of their favorite local dishes.

就像美食爱好者有自己的美食指南一样，玩具爱好者也在各大社交媒体平台上绘制中国各地的“食物玩具”地图。有人甚至请求当地礼品店制作他们最喜欢的当地菜肴毛绒玩具。

This growing trend aligns with the emerging "cute economy", which is especially popular among younger generations. A trending hashtag online reads, "Chinese have our own Jellycat," referring to the famous British toy brand known for its wide range of food-based plush toys.

这种日益流行的趋势与新兴的“可爱经济”相吻合，尤其受到年轻一代的欢迎。网上一个热门标签写道：“中国人也有自己的Jellycat了”，其中“Jellycat”是一家英国玩具品牌，该品牌以各种食物为主题的毛绒玩具而闻名。

In addition to food-themed toys, many museums in China have embraced the concept of transforming historical artifacts into plush toys, receiving positive responses from consumers.

除了以食物为主题的玩具，中国的许多博物馆还采用了将历史文物转化为毛绒玩具的概念，受到许多消费者的青睐。

The Hubei Provincial Museum offers a plush toy based on the Sword of Goujian, a key artifact from the Spring and Autumn Period (770-476 BC). As the centerpiece of the museum's collection, the sword toy was one of the museum's top three best-selling products last year. People nicknamed it the "little chubby sword."

湖北省博物馆推出了一款以春秋时期著名文物越王勾践剑为原型的毛绒玩具。作为该博物馆收藏品的代表，以此名剑为原型的玩具是该博物馆去年销量最高的前3款产品之一。人们称它为“胖宝剑”。

When centuries-old artifacts are redesigned as soft, cuddly toys, the contrast fascinates consumers. With their fluffy texture and adorable faces, these plush toys have become popular cultural products.

当具有数百年历史的文物被重新设计成柔软、可爱的毛绒玩具时，这种强烈的差异感往往能吸引众多消费者的目光。这些毛绒玩具以其蓬松的质地和可爱的面孔成了当下新的流行文化产品。

Whether representing regional cuisine or historical artifacts, these plush toys serve as tangible expressions of culture. "Traditional culture doesn't have to exist in the past," said Xu Zhe, a staff member from the cultural and creative department of the Suzhou Museum, in an interview with Guangming Daily. "It can connect with different generations and create new meanings through design."

无论是代表地方的菜肴还是历史文物，这些毛绒玩具都是文化的有形表达。“传统文化并不一定只存在于过去，”苏州博物馆文化创意部工作人员许哲在接受《光明日报》采访时表示：“它可以通过设计与不同时代的人产生联系，并创造出新的意义。”

Xu believes that cultural products, combined with contemporary trends and aesthetics, can convey traditional values in a way that resonates with the younger generation.

许哲认为，文创可以与当代风潮、新世代审美相结合，以更年轻的表述方式来传递文化价值。