创意新春范儿：中国年轻人的别样年味儿

Year 2021 became year 2022, and Year of the Ox became Year of the Tiger. Each Spring Festival stands for a new start. When traditional customs meet with the lifestyles of the young, many new ways of celebrating a new year are generated. Traditional “Nian” beast is now a popular IP; gourmet dumplings, cute panda animates, the ancient Chang’an street view being recreated, tiger dolls likened to pottery figurines from Han Dynasty, cartoon books that tell children stories about the Spring Festival… The youngsters are connecting to the traditions in their own way, interpreting, recreating and vitalizing the time-honored traditions. They’re letting the new styles of the Chinese New Year entering more people’s lives.

从2021到2022，从牛年到虎年。春节代表着新的起点，传统的习俗伴随着新一代年轻人们的成长，慢慢也衍生出了许多“新”年!方式。传统年兽变成潮玩IP，美食饺子与萌系熊猫动画，还有传承至今的长安年景，脱胎于汉代陶俑的小老虎，给孩子们讲故事的新春绘本……年轻人们用自己的方式传承传统、解读传统、再现传统、玩转传统……让“新”春走进Z世代，走进更多人的生活。

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