How to regard the evolution of traditional culture in the new generation and how to convey the development of oriental aesthetics to the world that keeps pace with the times are the most concerned topics among the new generation of Chinese art practitioners. As more and more Chinese brands have moved to the world stage in the past decade, the breadth and depth of Chinese cultural innovation has reached an unprecedented level.
With the inheritance of traditional art and the exploration of unknown fields, Zhang Yunlei, a well-known young Chinese crosstalk comedian, opted to have his first crossover in the field of jewelry design, bringing the aesthetics and spirit of the new generation of Chinese young people through a new media in a more affirmative way and transmitting the energy to the whole society. Yunlei and K-Media works together to launch the 【Golden Words】collaboration series.
The topic of #Golden words. The power of one sentence# has aroused heated discussions among the public. Only 3 days after the hashtag topic release, nearly 50 million people has been attracted to participate in the discussion. On the first day of the online product launch, sales reached ***. As the marketing promotion team behind this popular event, K-Media also demonstrated the profound ability of “telling stories that belong to Chinese people”, meanwhile, the team’s insight into current Chinese social topics and the pulse of entertainment is clearly visible.
K-Media has been deeply involved in the young idol industry in China, aiming at Zhang Yunlei’s unique traditional cultural characteristics with a unique perspective, and as a bridge connecting him with the beloved independent designer brand daartemis, creating this “wearable happiness”. The three items in【Golden Words】series: rings, bracelets, and necklaces are all inspired by the traditional musical instrument jade board, which once again substitutes traditional culture into young people‘s lives through jewelry as a medium, and gives it a new aesthetic understanding and artistic vitality.
In the mean time, the trendingsubject “Golden words. The power of one sentence”has also ignited online. As a public call for all, eight ordinary people with different professional identities have generated eight dialogue-style posters, with good words and appreciations to every community, which reached and hyped up in different market segmentsand the entertaining interaction also showed the positive spiritual outlook of contemporary Chinese youth.
In addition to the effective access to online content, the offline IP exhibition of the same name at Hengshan·Heji Bookstore, which is a favorite picture-taking site of KOLs, was also held as scheduled. The network content was switched to the real space, and participants could share information about themselves through picture-taking interaction. “The power of one sentence” has allowed more people to re-examine the fragility and energy of language in different cultural contexts.