Chen Lijuan, who is staying in the school in summer to prepare for the Innovation and Entrepreneurship Competition.

Hunan Kunqu Opera, as one of the ten cultural symbols of Chenzhou, has gradually become an exquisite business card to promote Chenzhou and display the local traditional culture. For many of the post-80s Chenzhou youth, Hunan Kunqu Opera may be a familiar and strange noun.

A group of college students in the Academy of Fine Arts and Design of Xiangnan University were attracted by the artistic essence of exquisite makeup, elegant costumes and emotional singing, and inspired the pioneering inspiration of "developing and designing cultural and creative products of Hunan Kunqu Opera culture".

Cultural and creative products of Chen Lijuan's entrepreneurial team

"With the help of digital means, they explore and study the development and design of creative products of Hunan Kunqu Opera art and culture, thus inheriting, innovating and developing excellent local traditional culture, which is of practical significance and meets the requirements of the times." In the hot summer vacation, Chen Lijuan, a 21-year-old visual communication design major, did not return to Tengchong, Yunnan Province, to meet her parents, but she stayed at the school to constantly improve her team's entrepreneurship projects and wholeheartedly prepare for "the third Chenzhou Innovation Industry Competition".

From enrollment to preliminary examination, from preliminary to semi-final, the idea and design of the event, conceived and developed by 4 college students, attracted the attention of the judges and spectators at each stage.

Chen Lijuan felt unexpected and pressured to compete with 19 enterprises in the final battlefield. She told reporters that "Hunan Kunqu Opera into the campus" activities made myself,the newly arrived in Chenzhou University fall in love with this ancient and traditional art. In October 2016, she and Li Jiali, Fan Chenchen, Qiao Zhiyuan formed a team of entrepreneurs. They made many field trips in the Hunan Kunqu Opera Troupe, understood the representative repertoire and each character's visual artistic characteristics, and tried to create a series of vivid and lovely cartoon characters through the animation design they learned, and then used them to design the cultural and creative products, such as notebooks, phone shells, mouse pads, pillows, pens, quilts, handbags and so on.

Chen Lijuan's team design work "Hunan Kunqu Opera Clothing Mascot Design" wins the second prize in the 10th China University Computer Design Competition.

"It is not only the innovative use of visual symbols art in Hunan Kunqu Opera, but also can increase people's attention to Hunan Kunqu Opera, so that the Hunan Kunqu Opera culture can be better inherited and protected." Chen Lijuan said frankly that their design inspiration came from the most popular the Imperial Palace cultural innovation products.

Cultural and creative industries are gradually developing into a new economic category with great potential in China, and the resulting cultural and creative products are also blooming. In the context of "Internet +", cultural and creative industries are not limited to cross-border integration within the cultural industry, but are being integrated with industries such as industry, digital content industry, tourism city construction and other related industries. Chenzhou City is an excellent tourist city in China and the Hunan Kunqu Opera is famous both at home and abroad with broad market prospects.

Chen Lijuan's generous and confident speech attracts audiences and judges.

"After repeated market research, we found that that Chenzhou currently does not have lightweight and distinctive tourism products that can be consumed by the public. Our cultural and creative products are targeted at a group of foreigners, local primary and secondary school students and young artists who come to Chenzhen for tourism. Chen Lijuan is full of longing. "To travel in Chenzhou, you don't need to spend a lot of money to take away the most distinctive cultural and creative products of Chenzhou City. They can be used by yourself and suitable for taking home to present relatives and friends. I believe they will be very popular."

Chen Lijuan said she was very grateful for the platform of the innovation and entrepreneurship competition, which allowed these college students with shallow social experiences not only to spread their ideas, but also to grow rapidly. "I hope our cultural and creative products can get the favor and investment of Hunan Kunqu Opera Troupe and Chenzhou well-known tourism companies, so as to really push them to the market. In the future, Anren's clay sculpture, Linwu Nuo Opera and other traditional culture will be the element of our development and design."