From Folk Customs To Cultural Creation:A Study On The Inheritance And Innovation Of Jinan "Rabbit King"

The custom of sacrificing the moon on the Mid-Autumn Festival stems from folk worship of nature,and gradually evolved into the folk legend and image of "the king of rabbits" in combination with the fairy tales such as "the jade rabbit pounding medicine" in folk legends.The "Rabbit King" in Jinan is not only a ritual item for the Mid-Autumn Festival,but also a toy for children.With the evolution of modern civilization and the degradation of the custom of worshipping the moon during the Mid Autumn Festival,the handicrafts of the "Prince of Exemption" have also gone from prosperity to decline,and their functional attributes have gradually transitioned from folk goods to tourism souvenirs,cultural and creative products,etc.Against the backdrop of national policies such as the revival of traditional culture,the revitalization of traditional craftsmanship,and the protection of intangible cultural heritage,this topic explores the difficulties faced by Jinan’s "Rabbit King" and the path of inheritance and innovation.After a series of research,literature analysis,and other research work,it was found that Jinan’s "Rabbit King" mainly adopts a family inheritance model,and began to enter the campus for inheritance and move towards mass inheritance.At present,Jinan’s "Rabbit King" is facing a shift in demand,with problems such as relatively single product types,low income for employees,and weak awareness of intellectual property protection.IInheritance is the foundation of the development of handicrafts,innovation is the driving force for integrating traditional handicrafts into contemporary life,and dissemination and promotion are the lifeline for the sustainable development of handicrafts.All three are indispensable.Based on research questions,combined with national policies and public needs,the article believes that a new path of inheritance and innovation should be taken.Firstly,the government,inheritors,and schools should participate in building a comprehensive inheritance and development model.The government should play a guiding role,implement relevant policies,and create new models.While inheritors protect Jinan’s "Rabbit King",they also need to innovate the image of the Rabbit King and carry out cultural and creative design.The school promotes the integration of intangible cultural heritage into the classroom and aesthetic education courses,allowing primary and secondary school students to understand relevant culture and skills.Secondly,with Jinan’s "Rabbit King" as the IP image,we will strengthen regional characteristics,increase the cultural uniqueness of our products,enrich product functional categories and interactivity,and combine the concept of "metaverse" to create digital products.Finally,promote the development of Jinan’s "Rabbit King" through dissemination.Jinan "Rabbit King" integrates into cultural tourism and expands its dissemination space.Carry out multi-level experience and research activities,focusing on experiencing economic consumption.Develop brand IP and expand cross-border cooperation.Establish a sales model that integrates media technology to achieve a win-win situation between communication and sales.