The Memorial Hall of the First National Congress of the Communist Party of China (CPC) in Shanghai stands as a testament to the country’s patriotic fervor. Revered as one of the top destinations for “red tourism” – a blend of sightseeing and cultural education rooted in patriotism – the site has witnessed an influx of tourists throughout the year. During the National Day holidays this year, over 140,000 visitors thronged its premises.
Adjacent to this historical landmark, a store selling memorial-themed merchandise has been enjoying similar popularity. Here, long queues of customers eagerly wait to purchase unique cultural products inspired by the hall’s significance.
The memorial serves as a beacon, illuminating the CPC’s early 20th-century history and ethos. As with many other red tourism destinations in China, it has evolved to cater to the younger generation’s predilections, ensuring that the essence of the past melds seamlessly with contemporary tastes.
Ruan Jun, deputy director of the memorial, expressed the site’s educational aspirations, emphasizing the role of imaginative merchandising. “Creative cultural products,” he stated, “are a defining element of our patriotic education.”
On a typical mid-October day, the merchandise store bustles with activity. Ruan highlighted several best-selling items, such as a milk candy gift box designed in the style of a Shikumen – a classic Shanghai architectural design. These candy boxes evoke memories of the house where the CPC’s initial congress convened in 1921. A scan of the QR code on the box provides historical insights into the pioneers who laid the foundation of the Party.
The candies and their packaging are steeped in symbolism. Each box contains 21 candies, representing the year 1921, and is priced at 28 yuan, mirroring the 28-year journey culminating in the establishment of New China in 1949.
Another popular item is a calligraphy book containing the CPC’s Constitution. Aimed especially at teenagers, this product offers a dual experience: refining calligraphy skills while imbibing the Party’s principles.
The memorial’s product range has been critically acclaimed, bagging industry awards and receiving customer appreciation. Ruan revealed that their merchandise sales reached a commendable 26.34 million yuan in 2022, placing them among the top ten Chinese museums and memorials in terms of revenue.
However, designing merchandise that captures the essence of the “red spirit” remains a formidable challenge. The memorial’s objective, Ruan noted, is not just to create tangible items but to encapsulate the spirit of the CPC’s foundation and the ethos of patriotic culture.
Keeping the younger demographic in mind, designers need to blend historical reverence with modern tastes. For instance, an ice cream product range was introduced, incorporating the popular “blind box” concept to entice Gen Z consumers.
The memorial began introducing these red-themed products in 2021, coinciding with the CPC’s centenary. These items have played a pivotal role in propagating the hall’s legacy.
Besides merchandise, the memorial is also venturing into modern avenues like red-themed cafes and a metaverse platform. This digital platform, previewed at the World Artificial Intelligence Conference, promises online tours, cultural education, and a digital exhibition, further enhancing the reach and impact of the memorial’s message.
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