On the morning of June 26th, 2009, 10, the newly-built Mulan Cultural Square in Yucheng County was filled with gongs and drums and colorful flags. The fifth China Shangqiu International Mulan Culture Festival, which attracted much attention, was held here. Mulan culture has a long history, and Mulan story is a household name. The Legend of Mulan in Yucheng County was listed in the first batch of intangible cultural heritage list of Henan Province in March 2007, and was confirmed as a national intangible cultural heritage by the State Council in June 2008. In order to better carry forward the Mulan spirit and national culture, Shangqiu began to hold a series of activities of Mulan Culture Festival in 2000, which has been successfully held for five times so far. Now, the heroine Mulan's name is not only a household name in our country, but also her good reputation has spread all over the world due to the great influence of Mulan, an animated film produced by Disney Company of the United States. American news media wrote poems praising ancient Mulan in China, which made her famous because her father joined the army. Today, there is a cartoon "Magnolia", which is integrated with China and spread all over the world. With the reputation of "Hometown of Mulan in China" spread far and wide in Yucheng County, Shangqiu, Mulan brand has been deeply rooted in people's hearts. The heroine Mulan left behind not only spiritual wealth, but also clever hometown people singing the brand drama of Mulan in the new era in the name of the ancients. In recent years, with the enhancement of people's brand awareness, inspired by the successful experience of "Hongqi Canal" in Linzhou, Henan Province and "Taishan Mountain" in Tai 'an, Shandong Province, people in Yucheng, Shangqiu have gradually realized the popularity and influence of "Mulan", a well-known legend. If it is used as a tourism product brand, it will be a huge intangible asset. The county has repeatedly hired well-known experts and scholars from all over the country to conduct academic discussions on how to use Mulan, and allocated special funds for the trademark registration of Mulan. Through the People's Daily, CCTV and other news media, Yucheng was vigorously promoted as the hometown of Mulan, and its Mulan products and Mulan culture were promoted, achieving the purpose of promoting Yucheng and its products through the promotion of Mulan, which greatly improved Yucheng's popularity at home and abroad. Farmers who tasted the sweetness realized the role of brands in promotion, so there was a fever of registered trademarks of agricultural products in the county. By the end of 2009, more than 50 kinds of agricultural products in the county had registered the trademarks of "Yuguo Mulan" and "Mulan". Yucheng County, the hometown of Mulan, is quietly experiencing a "Mulan" craze, from shops and hotels to shops and alleys. There are nearly 600 kinds of enterprises, products and facilities named after Mulan, such as Mulan Food Company, Mulan Hotel, Mulan Avenue, Mulan Martial Arts School and Mulan Snack Bar. It is a gratifying sight to make a career in the name of Mulan. Excavate-revitalize-enlarge, and finally realize the cultural and economic comparison between Qi Fei and Mulan culture in Yucheng County!
Where exactly is Mulan's hometown? There has been a debate in history. Xu Peng pointed out in 1962 Mulan Poem published in the No.97 issue of Selected Works of China: "About Mulan's surname and native place ... some people say that she is from Qiaoxian, some people say that she is from Songzhou, some people say that she is from Huangzhou, and some people say that she is from Shangqiu." According to historical records, Qiao Jun, Songzhou and Shangqiu all refer to Zhuang Xiaowei in Zhouzhuang Village, Yingkuo Town, Yucheng County.
Mulan Ancestral Hall is located in Zhouzhuang Village, Yingkuo Town, Yucheng County. There are two memorials of Yuan and Qing Dynasties that recorded Mulan's life experience, and the mausoleum where Mulan died that year. According to historical records, Mulan Temple was built in the Tang Dynasty. During the reign of Jin Taihe, three halls and three offering halls were rebuilt and Mulan statues were molded. Tong Yuan rebuilt and expanded the Yuan Dynasty in two years. In the 11th year of Jiaqing in Qing Dynasty, a temple was built and a monument was erected. By the early years of the Republic of China, Mulan Ancestral Hall covered an area of more than 10,000 square meters, with more than 400 mu of ancestral halls. The original ancestral temple had three courtyards, including a south-facing gate, a hall, a memorial hall, a back building and more than 100 rooms, each with something in it. There is a statue of Mulan's boudoir in the main hall, a military statue in the dedication hall and a portrait of Mulan's family in the back building. Inside and outside the temple, there are more than 60 articles, poems, paintings, incense tables, etc. inscribed by celebrities of past dynasties. 1943, the shrine was unfortunately destroyed by the war, and there are only two historical sites left: one is the Dialectics Monument, a statue of General Xiao Lie in the Yuan Dynasty, which records Mulan's life experience, heroic deeds and the restoration of the shrine in past dynasties in detail; Yitong is a monument to "Remembering Filial Piety and Correcting Name" in Qing Dynasty, which was established in the 11th year of Jiaqing.
A large number of historical data prove that Mulan's hometown has long been recognized by all people in Yucheng. 198 1 The Dictionary of China Scenic Spots has included Mulan Ancestral Temple as an entry and indicated it in Yucheng. 1990 The Atlas of Surveying and Mapping in China is marked as Mulan Ancestral Hall in the southwest of Yucheng.
The influence of "Mulan Culture" lies in its profound "Mulan Spirit". In the early 1990s, Yucheng took the lead in trying to excavate and develop Mulan culture, publicize Mulan spirit, launch cultural brands, and explore the road of "revitalizing the county with culture" in the process of cultural protection and promotion. In 2007, Yucheng was officially named "Hometown of Mulan in China" by China People's Association, and "China Mulan Culture Research Center" was established. Mulan Ancestral Hall was included in China Dictionary of Places of Interest; In June 2008, The Legend of Mulan was listed in the national intangible cultural heritage list. Yucheng actively transforms the characteristic culture into the engine of economic development, making the past state-level poverty-stricken counties become "China Steel Tape City", "China Private Economy's Most Potential County, Best Investment County", "National Science and Technology Progress Advanced County", "National Top 20 Apple Production County", National Grain Advanced County, Henan Province's "Soft Environment Management Advanced County", "Safe Construction Advanced County" and "Key County for Opening to the Outside World". Yucheng, with Mulan's spiritual blood flowing, is truly on a par with Qi Fei's culture and economy!
Enhance cultural strength
"In recent years, while vigorously developing the industrial economy, Yucheng County has firmly grasped the advantages of the cultural resources of' Mulan's hometown', strengthened the protection and utilization of cultural resources by formulating cultural industry development plans, holding high-standard Mulan cultural festivals, economic and trade fairs, academic seminars, etc., and constantly sang the' Mulan' cultural brand." He said, secretary of Yucheng County Party Committee.
Over the years, Yucheng has taken building Mulan cultural brand as a long-term systematic project, established the concept of protecting national traditional culture, and devoted itself to building Mulan cultural brand.
Mulan Ancestral Temple, located in Zhouzhuang Village, Yingkuo Town, Yucheng County, was built in the early years of Tang Dynasty. This is a magnificent temple donated by the local people in memory of Mulan. Covering an area of 10000 square meters, there are more than 200 houses such as Daxiong Hall and Dedication Hall. There are more than 60 official positions, famous artists, poems, calligraphy and paintings, incense tables and so on inside and outside the temple. 1943, the shrine was unfortunately destroyed by war, and there are two existing monuments, namely the memorial to General Xiaozong in Yuan Dynasty and the memorial to General Xiaozong in Qing Dynasty.
The restoration and reconstruction of this historic building is of great significance for studying and propagating Mulan spirit, educating future generations and influencing society. The county party committee and government raised more than 3 million yuan to start the restoration project of Mulan ancestral hall on 1992. Mulan Park, Mulan Cemetery and Mulan Memorial Forest have been built one after another. Thanks to the unremitting efforts of successive county committees and governments, Mulan Ancestral Hall Scenic Area now covers an area of 7,000 square meters. There are Mulan Ancestral Hall, Mao Zedong's "Mulan Poetry Wall", Liu Danzhai's "Mulan Joining the Army", and a calligraphy forest inscribed by famous contemporary generals, writers and painters in China to praise Mulan spirit. To build a Mulan cultural platform, the county invested 30 million yuan to build a Mulan cultural park, covering an area of 200 mu, designed by Tongji University Design Institute. The main landscapes are the Mulan cultural landscape wall, Mulan ci landscape wall, historical and cultural landscape wall, Mulan large statue and other buildings designed and produced by Professor Zhang Dasheng, the master of the Central Academy of Fine Arts. Among them, the central stand is located in the center of the cultural square. Mulan Cultural Wall is 3.05 meters high and located behind the stands. The story of Hua Mulan's joining the army is reproduced by 16 relief. Historical and cultural landscape walls are located on both sides of the east-west axis of the Cultural Square, and historical celebrities and important cultural events in Yucheng are displayed through four landscape walls. Invested 6,543,800 yuan to complete the installation of 60 square meters outdoor color large screen. Invested 2.85 million yuan to complete the ancillary facilities construction project of Mulan Grand Theatre. Invest 2 million yuan in the maintenance and greening of Mulan ancestral hall. Invest more than 40 million yuan to build a new four-star "Mulan International Hotel". Invest 8 1 10,000 yuan to maintain and afforest urban roads and roads that pass during festivals.
After restoration and reconstruction, Mulan Ancestral Hall is a key cultural relic protection unit in Henan Province, a patriotic education base in Henan Province, a national defense education base in Henan Province, and one of the tourist attractions listed by the Henan provincial government in the first phase. Every year, an endless stream of people come here to pay their respects.
Since 2005, Yucheng has invested a total of 654.38+0.5 billion yuan to build infrastructure such as Mulan Cultural Park and Mulan Grand Theatre, highlighting the theme of Mulan culture, and vividly and intuitively interpreting the connotation and significance of Mulan culture with strong cultural expression, impact, shock and comprehensive cultural perspective.
In 2004, Mulan Poetry, a major cultural project and large-scale sitcom in Henan Province, sang Mulan culture at home and abroad in a high-grade artistic form, and the global screening of American cartoon Mulan also made this classic legend show its cultural charm. In Mulan's hometown, in order to launch Mulan's cultural brand, a series of massive external publicity offensives have also been launched. The State Post Bureau issued a special commemorative stamp for Mulan's military service in 2000. In 2004, a collection of calligraphy works by 100 generals praising Mulan spirit was launched, and a calligraphy forest was built. On June 30th, 2007, 165438+ successfully held the press conference of awarding the "Hometown of Mulan in China" and launching the Mulan cultural industry project in the Great Hall of the People. On September 22, 2009, at the "Mulan Summit Forum" held in Beijing, experts and scholars fully affirmed Yucheng County's achievements in protecting and inheriting Mulan culture.
Yucheng County Party Committee and County Government and Beijing Starlight International Media jointly invested 65.438+0.2 billion yuan to make the film Mulan. At the end of last year, Yucheng County Government and Henan Film and Television Group initially reached a cooperation intention to jointly shoot 50 episodes of TV series "The Legend of Mulan". 20 1 1 to 1, Yucheng held a series of activities "Mulan Culture in Beijing". In addition, "Miss Mulan" and "Star of Mulan Entrepreneurship" were also held one after another.
20 1 1 In September, Yucheng cooperated with Shangqiu Henan Opera Theatre to carefully rehearse Mulan, a new large-scale costume Henan opera. During the "Cross-Strait Opera Exhibition Week", the drama went to Taiwan Province Province to perform, which made Mulan culture and Henan Opera popular on the island of Taiwan Province Province. These publicity activities have made the "hometown of Mulan" famous far and wide.
In order to better explore and preserve Mulan culture and cherish this precious cultural resource, the Yucheng County Party Committee and the county government have organized and established the "Mulan Culture Research Association" since 1993, which has carried out research work on Mulan's life, hometown, spiritual connotation, social influence and historical relics, and has published Mulan Literature Grand View, Mulan Heroine and Mulan Heroine.
The image of Mulan reappeared through screen and drama shows the cultural connotation of Mulan in the new period, and combines the spirit of Mulan with the style of Yucheng era. These fine products have become the "image endorsement" of Yucheng Mulan culture, and let the business card of "China Mulan Hometown" go to the world.
Expand industrial brands
The first sentence of Mulan Ci is the cultural origin of Mulan's hometown textile industry. Yucheng County, as the hometown of Mulan, integrates Mulan culture and Mulan spirit into the textile industry. Through the implementation of cultural brand strategy, the support for cultural construction has been strengthened, the influence of Mulan culture has been continuously improved, and the advantages of cultural resources have been transformed into industrial advantages, thus achieving the county economy and Mulan culture comparable to Qi Fei. Li Ruihua, county magistrate of Yucheng County, said.
The Yucheng County Party Committee and the county government set up a leading group for brand revitalization, invited many well-known experts and scholars from all over the country to conduct academic discussions, and allocated special funds for Mulan trademark registration. The State Trademark Office registered the county's first agricultural product trademark "Yuguo Mulan" for Red Fuji Apple. In the year of trademark registration, it not only solved the problem of fruit selling, but also increased the income of fruit farmers by more than 300 thousand yuan, and apples were exported to more than 20 countries and regions. Yucheng County has formulated a number of preferential policies to guide the transformation of cotton processing into textile industry, and has successively built more than a dozen large textile enterprises such as Mulan Textile, HSBC Cotton, Huaxin Cotton, Huixin Cotton and Hengxin Cotton. Yucheng County has therefore been recognized as "the key cotton textile gathering base in Henan Province" by the Provincial Department of Industry and Information Technology and other relevant departments.
Yucheng county, according to its own industrial advantages, vigorously promotes textile and clothing as one of the leading industries in the key development of industrial clusters. At present, Chen Long Textile with a spinning scale of 300,000 spindles, HSBC Textile with a spinning scale of 200,000 spindles, Kyushu Textile with a spinning scale of 200,000 spindles, Chunyu Textile with a spinning scale of 654.38+10,000 spindles, China Textile with a spinning scale of 200,000 spindles under construction, Wei Lan Textile with a spinning scale of 300,000 spindles and Blum Color Spinning with a spinning scale of 200,000 spindles are expected to reach 6.5438+0 by the end of next year. At the same time, on the basis of expanding the scale of textile industry, Yucheng County pays attention to cultivating textile and garment industrial chain and industrial cluster, and basically forms a perfect industrial chain of "spinning-weaving-printing and dyeing-clothing". At present, there are more than 30 textile enterprises above designated size, 3 weaving enterprises, printing and dyeing enterprises 1 household, 25 garment processing enterprises, 8 home textile enterprises, 4 sewing thread, leather goods and other related supporting enterprises in the county, with an annual output of 60 million meters of garment fabrics, 300,000 tons of home textile products and more than 654.38 billion pieces (sets) of various garments. In May this year, Yucheng County was awarded the "Henan Garment Industry Promotion Award" by Henan Garment Association.
Mulan culture has driven the vitality of related cultural industries. Folk handicrafts such as paper-cutting, porcelain carving, root carving and shell carving are traditional cultural products in Yucheng, but most of them are workshop-style family business models, with narrow sales and weak market competitiveness. With the popularization of Mulan culture, related cultural products with Mulan image and Mulan story as the content also became popular and became a rookie in Yucheng cultural industry. At the same time, Yucheng County established Mulan Culture Communication Co., Ltd., which integrates the communication, publicity and management of Mulan culture and forms an industrial chain. A series of cultural tourism industry projects, such as Mulan Ancestral Hall Scenic Area, Mulan Former Residence, Mulan Memorial Hall and Mulan Cultural Park, have gradually made Mulan culture bigger and stronger.
Characteristic cultural brands have added the charm of attracting investment. Many investors said: "We just took a fancy to the brand of' Mulan Hometown' to invest in Yucheng, which not only has a good location advantage, but also has a profound cultural heritage." Cultural brands have greatly improved Yucheng's international and domestic popularity, established a good image of opening to the outside world, and increased the great charm of attracting investment. Domestic and foreign merchants are pouring in. In recent years, Yucheng used the brand of "Hometown of Mulan in China" to attract investment of more than 654.38+000 billion yuan, which promoted the great development of county economy and the construction of harmonious society.
Improve brand efficiency
Wang Huimin, member of the Standing Committee of Yucheng County Committee, Minister of Propaganda Department and Deputy County Magistrate, told the reporter that Yucheng County regarded the cultural brand "Mulan" as a kind of "soft power", which enhanced Yucheng's comprehensive economic and social strength and competitiveness. Through various measures, the advantage of cultural brand has been transformed into the advantage of economic development, and Yucheng, a large agricultural county, has undergone tremendous changes and development, and "Mulan culture" has become a stimulant for the regional economic development of Yucheng.
In recent years, Yucheng County has firmly grasped the advantage of this cultural resource, and strengthened the protection and utilization of cultural resources by holding "Mulan Cultural Festival", economic and trade fairs, academic seminars and other forms, and cultivated and sang the "Mulan" cultural brand. The completion of Mulan Grand Theatre has further improved the cultural development level of the county and enriched the cultural life of the masses. Various sports activities such as learning Mulan Boxing, Mulan Dance, Mulan Gymnastics and Mulan Waist Drum have been widely carried out in the county, and various mass sports and cultural organizations such as Mulan Pangu Team, Mulan Yangko Team and Mulan Wushu Team have been organized. Organize and publish historical materials, legends, paintings and other books and periodicals about Mulan culture, and protect and organize Mulan culture. The County Mulan Culture Research Association has published more than one million words of books, such as Grand View of Mulan Literature, Collection of Cultural Materials of Mulan Festival and Collection of Mulan Painting and Calligraphy. The County Association for the Aged edited and published the publication Jin Ju Yuan, which mainly reflected Mulan culture, and the County Federation of Literary and Art Circles edited and published the literary publication Mulan Literature. Statues of Mulan are carved in important places in the county, and image slogans are set up, so that the image of Mulan is displayed everywhere in the county and the spirit of Mulan is everywhere.
Every year, Yucheng County concentrates on the discussion of emancipating the mind among government officials, calling on the county cadres to learn Mulan's spirit of being brave in sacrifice, indifferent to fame and fortune, competitive and innovative, and facing difficulties directly, strengthening party member's concept of emancipating the mind, advancing with the times, being innovative and practical, and leaping forward in development, and improving the style of leading cadres with the publicity and education of Mulan's spirit, thus forming a cohesive force of facing difficulties, struggling with heavy burdens, unity, honesty and diligence, selflessness and fearlessness.
On the basis of extensive civic moral construction and spiritual civilization creation activities, the project of "Shaping the image of modern Yucheng people" is carried out with Mulan's spirit of loyalty to the country, love for the family and respect for the elderly, self-improvement and selfless dedication as the main purpose, and the sense of ownership of "Yucheng is my home, construction depends on everyone" and "everyone is the image of Yucheng" is established in the county. The whole county takes Mulan as an example and cares for their hometown with a strong sense of responsibility. In the vast rural areas and communities, Mulan's "filial piety", "kindness" and "unswerving love" are widely used to educate family virtues and promote the healthy development of rural social customs. In government agencies, especially the window industry and law enforcement departments, with the theme of "learning Mulan, loving hometown" and "loving Yucheng and serving the public", we will strengthen team building, improve quality, change work style, enhance service awareness and shape a good image of the government and civil servants. Yucheng has been rated as an advanced county for soft environment construction in provinces and cities for many years.
There are many "Mulan" in Mulan's hometown. With the rapid development of textile and clothing industry, the status of adult girls in Yucheng rural area has undergone gorgeous changes. Gao Meili, a peasant woman from Zhan Ji Town, attended the 60th National Day ceremony of New China as a representative of migrant workers, and was elected as the representative of The 18th National Congress of the Communist Party of China. Her original wiring method reduced the "empty ingot" rate to zero and increased the output from 200 tons to 280 tons per month. This alone increased the company's income by nearly 200,000 yuan per month. The successful operation of her cam reverse loading not only reduced the number of broken spindles per hour from 58.3 to 29.7, but also reduced the number of broken spindles per hour from one person operating one car to two cars per person. On June 28th, 20 12, the provincial party congress was elected as the representative to attend the 18th Party Congress. As the party representative of migrant workers, it is the first time to enter the historical stage. Since 17 years old started to work, Cui Hui, from Mulan's hometown, Li Lao's hometown, has integrated Shao Hua's youth into this hot land of Cixi City, Zhejiang Province. From a simple "foreign girl", she became the winner of the National "May 1 Labor Medal" and won the title of "Top Ten Migrant Workers who Most Moved Zhejiang", which became the pride of Mulan's hometown women.
Human resources are the biggest advantage of attracting investment, and a large number of skilled female textile workers have become a resounding business card for attracting investment in Yucheng. Since the beginning of this year, Yucheng County has successfully introduced six large-scale textile and garment projects, including Last Lin garments and textiles, with an investment of 654.38+05 billion yuan, and reached 654.38+03 investment intention projects with a total investment of more than 654.38+00 billion yuan.
Mulan has become the spiritual pillar of Yucheng people and penetrated into the hearts of millions of people. The cohesion, creativity and fighting capacity of Mulan culture have become the spiritual support and motivation for the all-round development of economy, politics and society in Yucheng County.
Mulan culture is leading Yucheng to realize the grand blueprint of leaping development in the new period! From June, 5438 to February, 2009, the China film Mulan Zhao Wei, which was led by Starlight International, achieved both box office and word of mouth, which attracted the attention of domestic and foreign media, innovated traditional culture and established a new style. Not only did it successfully face the siege of many imported Hollywood blockbusters in China, but it also performed well in overseas markets and achieved "going out". The film was released nationwide last year1October 27th, 165438. As the first domestic blockbuster in 2009, Mulan holds high the banner of national theme with the double insurance of national theme and cast. When it was released, it created a proud achievement under the siege of many Hollywood blockbusters. Since its release in China, Hongkong, Taiwan Province, Singapore, Malaysia and other Asia-Pacific regions, the box office has broken through 1. 1 billion. Mulan's overseas reputation has risen again. The China film Mulan, which hit the box office in South Korea in the first weekend, has been released in South Korea since September 2, and the box office in the first week ranks among the top in the box office list. On the evening of September 7th, at the film seminar held by China Film Bureau, ten domestic films that have made outstanding contributions to the "going out" project in recent years and have great influence in the world were commended on the spot, among which Mulan, Red Cliff, Founding the People's Republic of China and other outstanding films were among them.