China Youth Daily and China Youth Daily reporter Jiang Xiaobin
The trend of micro-short plays has spread to the cultural and tourism industry. The two popular cultural fields have created a “pool of spring water” for content innovation this spring.
At the beginning of 2024, the State Administration of Radio and Television issued the "Notice on Launching the "Traveling with Micro Shorts" Creation Plan", and major platforms responded actively. Among them, Hunan Satellite TV and Mango TV's "Damang Theater" launched the "Travel with Short Plays" series of micro-short plays, and continued to promote the "Quality Short Play Support Plan" in conjunction with Douyin. Hunan Satellite TV will also become an exclusive theater featuring short dramas at 23:45 in the evening.
Starting from February 22, "Your Island has arrived" and "Don't Interrupt My Farming" will be broadcast in succession; from March 23, "I Wait for the Sea Breeze to Hug You" will star on Hunan Satellite TV, "A Dream Pillows the Galaxy" and "That Reunion" The waiting dramas of "Night" and "Summer Escape to Love Island" will also be released soon. How does
create a new trend of "traveling with short plays"? During the upcoming Qingming Festival and May Day holidays, can micro-short dramas help cultural tourism consumption?
"Don't Interrupt My Farming" poster. Photo courtesy of the producer
Micro-short drama "Hold Hands" cultural tourism, where is the connection point
"Notice on launching the "Travel with micro-short drama" creative plan" pointed out several directions for the creators, such as exploring rural tourism resources , telling the story of rural revitalization; taking materials from major archaeological projects and projects such as Anyang Yin Ruins, Liangzhu Ancient City, Sanxingdui, and famous historical and cultural cities, towns, villages, neighborhoods and other places in various places to tell the story of the origin of Chinese civilization and cultural inheritance; Draw nutrients from intangible cultural heritage and express the ever-changing new attractions, new scenes and new stories...
From mountains to seas, from cities to villages, from south to north, a series of micro-short plays will cast a creative perspective on the vast land , forming a cultural tourism illustration of "each has its own beauty, and the beauty is shared".
The countryside is a treasure of short dramas. "I'm Waiting for the Sea Breeze to Hug You" shows the tourism style of the new fishing village of Hui'an, Quanzhou, Fujian, and leads the audience to experience local folk customs and traditional culture; "Don't Interrupt My Farming" goes into Xiaxi Town, Ningguo City, Anhui Province, where you can see the green mountains and the sea of bamboo, and enjoy southern Anhui The essence of landscape; "That Night of Reunion", shot in Pingtan, Fujian, fully displays the villages, fishing boats, windmill fields, coastline and other landscapes; "Summer Escape to Love Island" uses Xiaogui Village, Huizhou City, Guangdong as the framing frame, and carefully outlines it Fresh and delicate island scenery.
The lives and emotions of young people are the main narrative of the micro-short play. "Your Island Has Arrived" was shot in the Peach Blossom Spring in Changde, Hunan, combining the spiritual and cultural symbols of pursuing an ideal life of "paradise" in classical Chinese pastoral culture; "The Secret Between Us" focuses on the new generation of young people who are revitalizing authentic Macau traditional cuisine; The key scene of "More Than a Shared Tenancy" is "Flan Street", which is based on the bustling "Wuyi Street" in Changsha, Hunan, taking the audience to see the lively streets and alleys of Hunan; "A Dream Pillows the Galaxy" integrates intangible heritage and ancient cities The protective elements aim to convey the beauty of Suzhou’s intersection of ancient and modern times.
Poster of "A Dream Pillow of the Galaxy". Pictures provided by the producer
Along with the broadcast of the work, the cultural tourism industry in various places has a significant influence on the industry. Taking the two recently released works as examples, "Your Island has arrived" attracted a large number of young people to "check in" at the Peach Blossom Spring scenic spot; "Don't Interrupt My Farming" successfully stimulated everyone's enthusiasm for traveling to Ningguo City, Anhui Province.
Only if “content is king” can we “empower people out of the circle”
High-quality content will always be the foundation of communication. Industry insiders pointed out that only micro-short dramas based on creative logic can truly empower the cultural tourism industry, otherwise it is just a superficial traffic tool. Using "high quality" to stimulate "large traffic" and transforming traffic advantages into industry and market advantages is the essence of the creative plan of "Traveling with Micro-Short Plays".
"Your Island has arrived" poster.Photo courtesy of the producer
"Your Island has arrived" was filmed for more than a month and recruited 100 local actors to participate. Through the love story of the male and female protagonists and their daily joyful life with the villagers on the island, a picture of a paradise is opened. "Don't Interrupt My Farming" is in line with the current development background of "coming back" and tells the youthful struggle of "new farmers" to become "promoting farmers"; "I'm Waiting for the Sea Breeze to Hug You" combines love stories and marine environmental protection , the actors spent a lot of time learning to climb trees and go into the sea before and after filming started, and experience the living conditions of island residents; "Summer Escape to Love Island" touches on the popular "mbti" topic, presenting "social terror cartoonists" and "social cow migrant workers" growth, accurately targeting the youth social topic list.
In the process of creatively solving the problem, these micro-short plays pay special attention to the growth guidance and spiritual companionship of young people. Those passionate friendships and romantic loves that work on the front lines in rural revitalization, ecological construction, ancient city protection and other fields not only open up a refreshing narrative field, but also witness the sublimation of young people's emotions and values.
links the upstream and downstream of the industry, making it deeper and more lasting.
micro-short plays have the advantages of short duration, small investment, and fast creation. Further extending the value chain of the micro-short drama industry is the direction that all platforms strive to break through. In the "Travel with Micro-Shorts" series, the platform collaborates with local cultural and tourism departments, production forces and broadcast platforms to strive to link the upstream and downstream of the industry through down-to-earth operations to provide deeper and more lasting assistance to the cultural and tourism industry. .
For example, "The Secret Between Us", which is linked to the Macao Department of Social Affairs and Culture, is the first Macao-themed short drama and was planned and executed as a pilot project to commemorate the "25th anniversary of Macao's return to the motherland"; "We Waiting for the Sea Breeze to Hug You" was linked to the Fujian Provincial Broadcasting Corporation The first film and television work of the "Fujian Culture Series" jointly created by the Television Bureau and Wuxi Radio and Television Group (Taiwan); "More Than Just a Shared Rent" attempts to use IP series development to create a new business card for Changsha's cultural tourism...
"More than a Shared Rent" Relationship" poster. Photo courtesy of the producer
As stated in the "Notice on Launching the "Traveling with Micro-Shorts" Creative Project", whether micro-shorts can continue to be popular requires the joint efforts of the government, platforms and creative personnel. In the face of opportunities and challenges, this path of exploration must not only achieve "acceleration", but also create a "new atmosphere". When "a pool of spring water" creates endless ripples, it should also be when the still water flows deep and has a long history.
(Source: China Youth Daily client)
