CPC Central Committee and State Council Major National Policies: Revival of Traditional Culture
"BRANDING SIHEYUAN" by a+a anderloni associates
2017-09-18 Chinese art official website
"BRANDING SIHEYUAN" is a general alternative strategy aimed to improve, from the bottom and not from the top, the local culture and economy of the hutongareas in Beijing, in order to launch a virtuous cycle and allow the existing local reality to achieve renewed identity and better standards of life. In collaboration withWe Are Müesli (Claudia Molinari & Matteo Pozzi).
Recently, the CPC Central Committee General Office and the State Council General Office issued the Opinions on Carrying Out the Project of Inheriting and Developing the Excellent Chinese Traditional Culture (hereinafter referred to as Opinions) and issued a circular calling on all localities and departments to conscientiously carry it out in light of actual conditions.
Project curated by Fabrizio Gurrado (a+a anderloni associates) at Beijing Design Week 2015 (Baitasi ReMade Design HOP area).
With our proposal we aim to find new ways to promote and preserve hutongs culture and we show a possible different approach rather than proposing a simplerefurbishment of a special courtyard.
The basic principle
We think that what should be preserved of the hutongs is not the architecture of siheyuans themselves, but the important human relations and network that standswithin them, among their inhabitants.
The Opinion states: We must firmly grasp the orientation of the advanced socialist culture; adhere to the people-centered work orientation; persist in creative transformation and innovative development; persist in exchanging experiences and openness and inclusiveness; and maintain co-ordination and coordination to form a joint force.
People there, in a city of 30.000.000 inhabitants, live like in small villages right in the center of the town. They live there, they work there, they study and do everythingwithout even taking a car to move, in a pretty safe environment with no criminality and wher everybody knows everybody in a life model that usually belongs to thecountryside villages.
We want to amplify and give a name to this unique phenomenon and let it become a brand that can guarantee a success for hutongs future and become a reasonwhy not to cancel this special part of Beijing tradition.
The Opinion proposes that by 2025, the excellent inheritance and development system of fine Chinese traditional culture has basically taken shape, and research and analysis, education popularization, protection and inheritance, innovation and development, and communication and exchange have made concerted efforts and achieved important results. The Chinese characteristics, Chinese style, With more rich cultural products, more cultural awareness and cultural confidence, the foundation of national cultural soft power is more solidified, and the international influence of Chinese culture is obviously improved.
We propose therefore to ingenerate a territorial marketing strategy to create a new umbrella brand called 'SIHEYUAN' supporting in this way the existing localeconomy and promoting also new energies and renewed interests for this special micro economy.
The features of this new brand should be based not only on the production itself but on the quality and the recognizability of the product, possibly conforming toprecise standards that can make it appreciated in China and also around the global market.
The Opinion proposes that party committees and governments at all levels should lay stress on resolutely maintaining cultural confidence, upholding and developing socialism with Chinese characteristics, and achieving the great rejuvenation of the Chinese nation. They must earnestly place an important agenda for the transmission and development of excellent Chinese traditional culture, step up macro-guidance, Improve the degree of organization, incorporate it into the overall plan of economic and social development, incorporate it into the evaluation system, and include the important contents of teaching at Party schools and administrative institutes at all levels. We will step up financial support at all levels of the Central Government and local governments and at the same time we will integrate and integrate relevant existing funds to support the key projects for the development of outstanding Chinese traditional culture. Revised cultural relics protection law. Formulate the Law on Promotion of Cultural Industries and Law on Public Libraries and other relevant laws and make institutional arrangements for the inheritance and development of excellent Chinese traditional culture.
'SIHEYUAN' brand won't be a pure commercial brand, but starting from the bases of traditional Chinese culture it will bring it forward. 'SIHEYUAN' is a proposal forshared platform for inheritance and innovation of traditional Beijinger arts and crafts.
Blessing home New Year dividing line
We believe in fact that demolishing a recognized brand and a local successful economy is more difficult than simply demolishing wall.
Throughout national education has always been
• brand genesis
The Opinion proposes that we should follow the fundamental task of the Lide Tree people, follow the law of students' cognition and the law of education and teaching, incorporate the excellent Chinese traditional culture into the ideological and moral education in all aspects, in accordance with the principles of integration, sub-learning and orderly promotion. Cultural knowledge education, arts and physical education, social practice all aspects of education, throughout the enlightenment education, basic education, vocational education, higher education, continuing education in all fields. Focus on kindergarten, primary and middle school textbooks to build a Chinese culture curriculum and textbook system. To compile Chinese-language preschool readings and carry out a series of educational activities entitled "Youth Inheritance of Chinese Traditional Virtues" and create series of pictures, nursery rhymes, children's songs and animations. Amendment of primary and secondary school ethics and rule of law, language, history and other course materials. Promote the opening of China's excellent traditional culture and compulsory courses in philosophy and social sciences and related disciplines and courses to increase the Chinese outstanding traditional culture. We will strengthen the construction of relevant disciplines related to excellent Chinese traditional culture and attach importance to the protection and development of the "must-see" and off-topic disciplines that have important cultural values and inheritance significance. Promote the Inheritance and Innovation of National Cultures in Professional Colleges and Universities. Enrich the development of campus culture, promote drama, calligraphy, high art, and traditional sports into the campus, implement the classic Chinese recitation project, open an open class of Chinese culture, and do a good job in demonstrating traditional culture and education achievements. Study and formulate a national language education program to carry out national language education. We will step up training of Chinese culture and education for all teachers and raise their standard of teaching staff in an all-round way.
• a short selecion, as advertisings, of local products made in the hutongs that could be included under the 'SIHEYUAN' umbrella brand.
In-depth analysis of the essence of culture
• a collection of furniture designed in exclusive for this Beijing design week edition by www.aplus.archi a+a anderloni associates branded SIHEYUAN, based on amodular system inspired by the hutongs and courtyards.
The Opinion proposes: It is necessary to strengthen the compilation and revision of the history of the party history and related archives, do a good job in the compilation of local history records, consolidate the achievements in exploring the origin of Chinese civilization, correctly reflect the history of civilization in the Chinese nation, and launch a batch of research results. The implementation of the census of Chinese cultural resources project, build accurate and authoritative, open and shared Chinese cultural resources public data platform. Establish a system of national cultural relics registration. We will establish a strategic repository for national documents, a catalog of revolutionary cultural relics and a large database. The implementation of the national ancient books protection project, improve the national list of precious ancient books and national key protection units of ancient evaluation system, strengthen the compilation and editing of Chinese culture classics and publishing work. Improve the intangible cultural heritage, the collection of cultural relics archive system.
• a game designed by a+a anderloni associates to represent an utopist city made by siheyuans.
Protect the heritage of cultural heritage
• a collaborative video game designed for this Beijing design week edition by We Are Müesli as a representation of the importance of humans relations andcollaborations within hutongs.
The "Opinions" put forward the following suggestions: sticking to the principle of "protecting first, rescuing first, rationally utilizing and strengthening management", doing a good job in the protection of cultural relics, rescuing and protecting endangered cultural relics, implementing the plan of rehabilitating the cultural relics in the collection, and strengthening cultural relics in the process of new urbanization and new rural reconstruction protection. We will strengthen the protection of historic and cultural towns and villages, historic and cultural blocks, the protection of the former residences and the management of urban features, and the implementation of the traditional Chinese village conservation project. We will do a good job in the protection of traditional houses, historic buildings, revolutionary cultural monuments, agricultural heritage and industrial heritage. Vigorously promote and standardize the use of national languages, to protect the heritage of dialect culture. We will carry out cultural and ethical protection of ethnic minorities, strengthen the protection and dissemination of minority languages and classics, and do a good job in translating and publishing the classic documents of the ethnic minorities and the Han nationality. The implementation of Chinese folk music publishing project, Chinese folk literature publishing project. Promote the national traditional sports project finishing research and protection heritage.
brand genesis 品牌创造
Promote the cultural exchange between China and foreign Kam
People, buildings and the environment have constant interactions and mutual influences.Courtyard is just not a residential building shape, but contains a profoundcultural connotation, melted with people and Chinese traditional culture
The Opinion proposes that we should step up cultural exchanges and cooperation with foreign countries, innovate humane exchanges, enrich cultural exchanges and continuously raise the level of cultural exchanges. Support Chinese medicine, Chinese cooking, Chinese Wushu, Chinese classics, Chinese artifacts, Chinese gardens, Chinese festivals and other traditional Chinese cultural projects to go out. We will strengthen national cultural exchange and cooperation along the "Belt and Road". Encourage the development of foreign cultural and trade, so that more reflect the characteristics of Chinese culture, with strong competitiveness of cultural products to the international market. We will promote international exchange of Sinology and the cooperation between Chinese and foreign think tanks, strengthen the international promotion and dissemination of Chinese publications, support sinologists and overseas publishers to translate and publish Chinese books, and overseas Chinese, celebrities of culture and sports, personnel who leave China in various fields, Funded enterprises, friendly cooperation agencies with me and Chinese restaurants all over the world. They are good at telling Chinese stories, spreading good Chinese voices, interpreting good Chinese characteristics and displaying good images of China.
Culture is the blood of the nation and the spiritual home of the people. Cultural self-confidence is a more basic, deeper and more lasting power. The unique concept, wisdom, grace and charm of Chinese culture have added confidence and pride to the hearts of the Chinese people and the Chinese nation. For the construction of a strong socialist culture, enhance the country's cultural soft power, and realize the great rejuvenation of the Chinese nation's dream of China, the following is the opinion on implementing the project of inheriting and developing Chinese excellent traditional culture.
First, the importance and general requirements