Recently, the Changfeng Trademark Poster Collection Museum located in Kintetsu City Plaza, Putuo District, announced that after being certified by Guinness World Records, the museum has officially become the museum with the largest collection of matchbox stickers in the world. This achievement not only witnesses the profoundness of collection culture, but also arouses widespread concern among citizens for cultural inheritance and innovation.
A dazzling collection of over 200,000 unique items
Recently, reporters walked into the Changfeng Trademark Poster Collection (hereinafter referred to as the collection) located in Kintetsu City Plaza, and their eyes were drawn to the patterns hanging on the walls and display cases. Occupied by various matchbox stickers. Appreciating them carefully, some of them are old and bear the traces of time; others are full of design, showing the coordinates and stories of Shanghai city.
It is reported that matchbox stickers have a beautiful name in the collection circle - sparks, also known as match trademarks or phosphorus stamps. It is both a small advertising poster and a pocket-sized art promotional material.
"To simply understand, it is the trademark pattern printed on the surface of the matchbox in the 20th century when citizens used matches as a tool for production and living." Fan Xia, director of the Changfeng Trademark Poster Collection, told reporters in detail that there are a wide range of spark themes, in addition to In addition to displaying the name of the production plant, it also focuses on various social, economic, cultural and other fields at that time, covering almost every aspect and every corner of the world.
Currently, there are more than 200,000 unique matchbox stickers in the collection, which the museum has carefully collected from all over the world over the years. There is a unique story behind each sparkle, and together they have witnessed the changes in history and culture. inheritance. Fan Xia told reporters that she considers one of the "treasures" in the collection to be the matchbox stickers from the 1930s - "Trademark Styles of Member Factories of the All-China Match Traders Federation" sparkle book (forty-two pages in total), with stickers 233 sparks.
Part one of the contents of "Trademark Styles of All Manufacturers of Members of the All-China Match Trade Federation"
"In the 1820s, foreign matches accounted for more than 80% of the Chinese market. Foreign match manufacturers relied on the low cost of their products to reduce prices and dump them in an attempt to squeeze them out. China's national industry. At that time, the "match king" Liu Hongsheng was determined to fight against the foreign match dealers to the end. In 1928, he united the match companies run by national entrepreneurs to jointly resist the invasion of foreign matches. The history of national industrial capital uniting sincerely and daring to compete with foreign capital,” said Fan Xia, pointing to the yellowed stickers decorated in front of the booth.
"Witness the culture of China and the world at that time"
Although it was a working day, during the visit, I met many citizens who were also interested in these matchbox stickers. They either stopped to admire it, took photos, or whispered to each other about their findings. It can be seen that the protection and inheritance of traditional culture have attracted more and more attention and love from citizens.
"I think the stickers are very realistic in the 'square inch'. Not only can you feel the modern development history of our country, but you can also learn about the customs and customs of many other countries from the pictures." Ms. Sang, a white-collar worker who works at Kintetsu Plaza said in surprise.
"Although the picture is very small, through this small picture, I can actually see the coordinates of many scenic spots that I have checked in before, as if I am immersed in it." Recalling his previous travel experience, classmate Li repeatedly praised Matchbox Stickers.
Citizens see patterns and pictures that are fresh, but for Li Yongjin, a long-time collector of matchbox stickers, he sees matchbox stickers as an "encyclopedia" that reflects the politics, economy, and geography of that time. and history. Li Yongjin said with emotion: "Although modern matches have basically withdrawn from ordinary people's lives. But matches were once an important position in the struggle between China's national industry and foreign enterprises. Both old and young people can learn knowledge from 'Sparks' with strength."
Li Yongjin (left) explains the matchbox stickers
In Li Yongjin's description, he believed that for the Chinese at that time, the creativity of matchbox stickers was unique and advanced with the times. He said, "For example, this group of Shanghai Hua The Match Factory's "Agriculture, Forestry, Animal Husbandry, Sideline Fishing" works vividly reflected the important tasks of the development of agricultural production in our country at that time by "seeing the big from the small." In an era when information was underdeveloped, matchboxes were an important way to spread information, bearing witness to the culture of China and the world at that time. "
"Agriculture, Forestry, Animal Husbandry, Sideline Fishing"
Looking forward to gaining more attention through the "World Record"
According to reports, since its establishment, the Changfeng Trademark and Poster Collection has been committed to the collection, arrangement and protection of cultural heritage such as trademarks and posters. The matchbox stickers in the museum are not only large in number, but also diverse in variety, covering the cultural characteristics of different historical periods and regions. They are vivid slices of history and are precious information for studying social history and cultural changes.
are not known to the public. Familiarly, the matchbox stickers currently on display in the venue actually account for only 2% of the entire collection. In the warehouse of the poster collection hall, the reporter saw more collections that have not been displayed due to venue reasons. Carefully packed in kraft paper boxes.
It is precisely because of the collection that has been exhibited and the large number of collections in the warehouse that the Changfeng Trademark Poster Collection was able to launch the application for the Guinness World Record for the largest collection of matchbox stickers. After preliminary review, expert review and on-site acceptance of the collection items on March 20, 2024, the challenge was finally successful!
Guinness World Records Certificate
Fan Xia said that the matchbox stickers, old The collection and arrangement of trademarks, movie posters and other collections are only the first step in the museum's work. They cooperate with universities, primary and secondary schools and kindergartens to carry out various museum-school integration activities such as second classrooms and study experiences, allowing more people to , especially young people, can understand and appreciate these precious trademark collections. At the same time, they also hope that through this opportunity to obtain the Guinness World Records title, more people can feel the charm of domestic products and the power of China, and further enhance the nation. Confidence and cultural self-confidence.
"A single 'spark' is thin, but when a large number of 'sparks' come together, we can clearly feel the flow of history. "Fan Xia warmly welcomes the public to come and enjoy.
Reporter's postscript: Before leaving the collection hall, I once again looked back at this charming world of matchbox stickers. As a unique and niche collection, they may be just a small The decoration on the matchbox, but behind the "little flame" is carrying endless history and culture. I believe that these precious matchbox sticker collections, like other museums and exhibition halls in Shanghai, will attract more Shanghai citizens to visit. Matchbox stickers and understanding of sparks have become our cultural memory and precious heritage.
Venue information
Come to the museum directly from 10:00 to 15:00 every Tuesday to Friday, no reservation is required (the above dates are not open on holidays)
Address: Exit 2, Zhenbei Road Station, Metro Line 13, No. 1325 Jinshajiang Road, Putuo District, Shanghai
Source: Shanghai Putuo
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