Canal News｜《天下之轴》发布 The Grand Canal Media Jointly Created The Cultural And Creative Product “Cao Xiaomiao IP”

大运河传媒讯 7月27日下午，“韶乐和天地 香火传文脉——纪念北京中轴线申遗成功两周年《天下之轴》新书发布会”在天坛公园神乐署凝禧殿举行。近百位嘉宾共聚世界遗产地天坛，参与新书发布、实习基地揭牌、非遗展示、项目交流等活动。大运河传媒联名出品文创产品。

新近装修完毕的天坛神乐署凝禧殿《天下之轴》新书发布会现场

《天下之轴——北京中轴线上看文化遗产》一书由首都师范大学北京文化带研究院负责人王铭主编，首都师范大学出版社出版。全书以“文化遗产”为视角，串联北京中轴线7.8公里及其延长线上的空间叙事，系统梳理了北京中轴线的历史演变、核心遗产构成要素及其南北延长线上的关键点位、中轴线非遗脉络及保护实践、中轴线展览与记忆等。

天坛公园党委书记、园长陈志强提出，两年前的今天，北京中轴线正式列入《世界遗产名录》。今年，神乐署历经五年修缮重新对公众开放，天坛博物馆于6月“文化和自然遗产日”之际揭牌落成。今年5月，习近平总书记同美国总统特朗普共同参观天坛，展现出天坛作为中轴线重要地标所承载的中国宇宙观与处世哲学。天坛愿持续推出兼具学术高度、文化温度与传播广度的价值阐释项目，让文物“活起来”，让遗产“醒过来”，让中轴线的文化“跑起来”。

本书主编、首都师范大学北京文化带研究院负责人王铭表示，北京中轴线与大运河交汇于万宁桥，一线一河，实连天下，是元、明、清三代将都城嵌入“天下格局”的空间坐标。此次发布会既是新书亮相，也是一次产学研媒合作的谋篇布局。

中国数字文化集团数字出版部副主任孙涛及项目团队结合北京宣传文化引导基金出版资助项目《“数说”京城大运河里的非遗》进行了交流。该数字出版项目通过专访天坛神乐署中和韶乐等各级非遗传承人，借助AI技术搭建沉浸式文化场景，再现了京城大运河与非遗文化，并展示了AI数字人“铭铭老师”讲述大运河与中轴线文化的动画片段。数字人“铭铭老师”的伴游宠物临清运河狮猫“漕小喵”卡通形象由铭铭说文遗工作室开发，与大运河传媒联名出品了“漕小喵游大运河”扑克牌。

发布会上，“首都师范大学-北京市天坛公园管理处文化遗产实习基地”揭牌，掀开了天坛公园与文化遗产专业合作的新篇章。本次活动由首都师范大学北京文化带研究院、北京市天坛公园管理处主办，亚洲文化艺术基金会联合主办，北京同球互鉴文化咨询有限公司承办，海南省沉香协会协办。中国文物学会大运河专业委员会主任委员、北京市文物局原副局长、北京市文史研究馆馆员、本书篇章作者于平，中国对外文化集团公司原董事长兼总经理张宇，中国国家博物馆原党委书记、中国国家博物馆事业发展基金会理事长单威，世界中餐业联合会会长邢颖，世界运河历史文化城市合作组织（WCCO）副秘书长、大运河传媒总编辑王晖军，北京第二外国语学院科研处处长李洪波等出席发布会。与会人员还参观了天坛博物馆神乐署中和韶乐展。

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如何让厚重的世界文化遗产走进千家万户，成为大运河文化传播需要破解的课题。

“漕小喵IP”项目正是对这一课题的回应：不做“收藏即闲置”的文创纪念品，而是打造一款真实可用的文化产品。借助深受各年龄层喜爱的掼蛋的社交属性和娱乐黏性，让大运河文化走进社区活动中心、家庭聚会、校园课堂等场景。这副牌也可在15座运河节点城市落地，配合“集牌打卡”活动和“漕小喵杯”运河掼蛋邀请赛，让文化传播从被动观看变为主动参与。项目同步规划AI智能手环，将联动漕小喵IP形象提供语音讲解、城市非遗项目介绍等沉浸式内容，覆盖文旅导览、教育研学等多元场景，推动大运河文化从“静态展示”走向“可娱乐、可社交、可智能”的全新文化体验。

据了解，“漕小喵”源自有着六百余年历史的临清狮子猫。明清时期，临清作为运河漕运的咽喉要地，设有皇家粮仓，朝廷在漕船上和仓廪中养猫护粮防治鼠患。各地商船带来波斯猫等异域品种，与当地本土猫长期繁育，选育出临清狮子猫这一珍稀品种。项目团队将临清狮子猫的经典特征融入设计，并将其设定为“一只在漕船上长大的猫”，以完整的角色性格和成长故事线，使它成为串联15座城市的叙事主角。形象本身可延展至表情包、短视频、文创周边，形成持续的传播记忆点。

Grand Canal Media News: On the afternoon of July 27, the "Shaole and Tiandi Cultural Heritage Transmission — Commemorating the Second Anniversary of the Successful World World Heritage Application of the Beijing Central Axis New Book Launch" was held at the Ningxi Hall of the Shenle Office in the Temple of Heaven Park. Nearly a hundred guests gathered at the World Heritage site of the Temple of Heaven to participate in new book launches, internship base unveilings, intangible cultural heritage displays, and project exchanges. Grand Canal Media co-branded and produced cultural and creative products.

The scene of the book launch event for “The Axis of the World” at the Ningxi Hall of the Divine Music Office in the Temple of Heaven, which had recently been renovated.

The book "The Axis of the World—Viewing Cultural Heritage from Beijing's Central Axis" is edited by Wang Ming, head of the Beijing Cultural Belt Research Institute at Capital Normal University, and published by Capital Normal University Press. The book adopts the perspective of "cultural heritage," connecting the spatial narratives along the 7.8-kilometer Beijing Central Axis and its extension, systematically reviewing the historical evolution, core heritage components, key points along the north-south extension, the intangible cultural heritage context and protection practices along the central axis, exhibitions and memories along the central axis, and more.

Chen Zhiqiang, Party Secretary and Director of the Temple of Heaven Park, proposed that two years ago today, the Beijing Central Axis was officially inscribed on the World Heritage List. This year, after five years of restoration, the Kagura Agency reopened to the public, and the Temple of Heaven Museum was inaugurated on the occasion of "Cultural and Natural Heritage Day" in June. The Temple of Heaven wishes to continuously launch value interpretation projects that combine academic height, cultural warmth, and broad dissemination, bringing cultural relics to life, heritage to "wake up,"^ and bringing the culture of the Central Axis to life.

Wang Ming, the chief editor of this book and the person in charge of the Beijing Cultural Belt Research Institute at Capital Normal University, stated that the Beijing Central Axis meets the Grand Canal at Wanning Bridge. This intersection of the axis and the river effectively connects the entire world, representing the spatial coordinates through which the Yuan, Ming, and Qing dynasties embedded their capitals into the global political landscape. The launch event is not only the debut of the new book but also an initiative aimed at fostering collaboration among academia, industry, research institutions, and the media.

Sun Tao, Deputy Director of the Digital Publishing Department at China Digital Culture Group, along with the project team, engaged in discussions regarding the publishing support project funded by the Beijing Publicity and Cultural Guidance Fund, titled “Exploring the Intangible Cultural Heritage along the Grand Canal of Beijing.” This digital publishing initiative featured in-depth interviews with inheritors of intangible cultural heritage at various levels, such as those associated with the Shao music performed at the Temple of Heaven. By leveraging AI technology to create immersive cultural experiences, the project brought to life the connection between the Grand Canal of Beijing and this intangible cultural heritage. It also included animated segments in which the AI digital character “Teacher Mingming” explained the significance of the Grand Canal and its relationship to the city’s central axis. The cartoon character of “Cao Xiaomiao” – a lion-cat associated with the Linqing section of the Grand Canal and designed by Teacher Mingming’s studio – was used to co-produce a set of playing cards titled “Cao Xiaomiao’s Journey along the Grand Canal” in collaboration with Grand Canal Media.

At the press conference, the "Capital Normal University - Beijing Temple of Heaven Park Management Office Cultural Heritage Internship Base" was unveiled, opening a new chapter in professional cooperation between Temple of Heaven Park and cultural heritage. This event was hosted by the Beijing Cultural Belt Research Institute of Capital Normal University and the Beijing Temple of Heaven Park Management Office, co-organized by the Asia Culture and Arts Foundation, organized by Beijing Tongqiu Mutual Learning Cultural Consulting Co., Ltd., and co-organized by the Hainan Agarwood Association. Yu Ping, Chairman of the Grand Canal Professional Committee of the Chinese Cultural Relics Society, former Deputy Director of the Beijing Municipal Bureau of Cultural Heritage, member of the Beijing Institute of Literature and History, and author of this chapter; Zhang Yu, former Chairman and General Manager of China Foreign Culture Group; Shan Wei, former Party Secretary of the National Museum of China and Chairman of the National Museum Development Foundation; Xing Ying, President of the World Catering Federation; Wang Huijun, Deputy Secretary-General of the World Historic and Cultural Canal Cities Cooperation Organization (WCCO) and Editor-in-Chief of Grand Canal Media, Li Hongbo, Director of the Research Department at Beijing International Studies University, and others attended the press conference. Participants also visited the Temple of Heaven Museum's Kagura Department Zhonghe Shao Music Exhibition.

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How to bring the profound world cultural heritage into thousands of households has become a challenge that must be solved for the dissemination of Grand Canal culture.

The "Cao Xiao Miao IP" project is a response to this issue: instead of making cultural souvenirs that are "collectable or idle," it aims to create a truly usable cultural product. Leveraging the social attributes and entertainment stickiness of Guandan, which is loved by all age groups, Grand Canal culture has entered community activity centers, family gatherings, campus classrooms, and other settings. This card can also be implemented in 15 canal node cities, coordinating with the "Card Collection Check-in" event and the "Cao Xiao Miao Cup" Canal Guandan Invitational, transforming cultural dissemination from passive viewing to active participation. The project also plans an AI smart wristband, which will link with Cao Xiao Miao's IP image to provide immersive content such as voice explanations and introductions to urban intangible cultural heritage projects, covering diverse scenarios such as cultural tourism tours and educational study tours, promoting Grand Canal culture from "static display" to a new cultural experience that is "entertaining, socializing, and intelligent."

It is understood that the "Cao Xiao Meow" originated from the Linqing Lion Cat, which has a history of over 600 years. During the Ming and Qing dynasties, Linqing was a key strategic hub for canal grain transport, with royal granaries established. The court raised cats on grain boats and warehouses to protect grain and prevent rodent infestations. Merchant ships from various regions brought exotic breeds such as Persian cats, and long-term breeding with local cats led to the rare Linqing Lion Cat. The project team incorporated the classic features of the Linqing Lion Cat into the design, setting it as "a cat raised on a canal boat," with a complete character personality and growth storyline, making it the narrative protagonist connecting 15 cities. The image itself can extend to memes, short videos, and cultural merchandise, creating lasting memory points.

（大运河新闻热线：18611735190）

制作 曹宇

编校 延晨 徐蓉

一审 桂艳 张莉

二审 肖东 董明

三审 晖军