What is a blind box? Perhaps you can use the lines in “Forrest Gump” to describe-“Life is like a box of chocolates, you never know what the next one will taste.”
Blind box culture is popular in Japanese fashion, which means that a variety of products are randomly placed in the box, and consumers do not know the specific style and model when they buy it. The core of Blind Box is to play with a sense of surprise. Story, quality, and freshness are combined into a phenomenon-level carnival.
Bubble Mart, which started the era of domestic fashion retail with “blind box games”, has a market value of nearly 100 billion so far. This once unknown person stepped on the trend of “happy games for older children”, which also allowed the blind box culture to succeed in the whole circle. “Everything can be a blind box”, this ridicule is not groundless. Many industries that have nothing to do with trendy play have also begun to launch blind boxes with brands and IPs. For example, Tencent QQ’s Golden Mouse Goose blind box, Liu Kanshan’s blind box known by the Q&A community, and Bilibili’s small TV blind box… Innovative design and brand influence, through the “blind box fever”, it is easier to enter the public’s vision.
Since the blind box can become a carrier for the brand to spread its own values, can it also become a new way of traditional cultural communication?
On March 12, 2021, Bama Tea Industry launched a tea blind box, creating the first tea blind box product in the tea industry. As a national non-genetic inheritor to create a brand, Bama Tea has always adhered to the promotion of Chinese tea culture. In inheriting and carrying forward the traditional culture, it is the first to launch the blind box, which not only allows the majority of tea lovers to experience the joy of opening a box, but also I want to promote the cultural spirit behind the construction of tea ware through the blind box trend.
Gorgeously built cups show demeanor, surprise with tea cups
Jianzhan has a long cultural history. The Jianzhan built for tea in the Song Dynasty was written by Song Huizong in the “Daguan Tea Theory” as an excellent art for tea tasting, for the world to know and use the tea. It was also appointed by Song Huizong in the “Classic Tea Book”. Classic teaware”. One color in the kiln, and a variety of colors out of the kiln. The traditional Jianzhan is loved by the world because of its unique firing technology and colorful glaze. The artistic appeal it causes is unmatched by ordinary porcelain. Under the influence of the kiln change, each Jianzhan is a unique “limited edition”. The appreciation of building a cup coincides with the novelty of satisfying users in the blind box culture.
With the theme of “Song Huizong’s Mind”, the Bama Tea Industry’s Jianzhan Blind Box is specially invited to carefully fired by craftsmen who have been in the Jianzhan industry for many years. After nearly a year of brewing and polishing, ten models were finally selected. Different glazed build blind boxes.
Since Jianzhan Blind Boxes went on sale, there has been a wave of demolition in Bama stores across the country and the entire tea industry. Many tea clubs make appointments with friends, bring family members, and go out together to experience the fun of dismantling a cup. It is reported that the concealed model built in this blind box of Bama is a 3,000-yuan piece of a cup produced by the national non-genetic inheritor Lu Jinxi. Lu Jinxi, the representative inheritor of the Yaobian burning technique intangible cultural heritage project, and the world’s first restorer of the Yaobian burning technique. As a well-deserved master of Jianzhan in modern times, his works have great collection value and artistic value. This also gives users who buy Bima Jianzhan Blind Boxes more expectation that they can obtain works of non-genetic inheritors. Demolition is more like an “encounter” with traditional culture than ordinary figures. Let the tea lovers taste the profound tea culture in the dismantling of the cup, and watch the unique charm of the “universe in the cup” of the built cup. “Tradition” is connected with “Fashion”, “Mind” and “New Idea” are blended Jianzhan bears the memory of a prosperous era in Chinese history, and now Jianzhan has entered the vision of the whole people in a younger way. This blind box of mind uses an innovative inheritance method to collide with the young trend culture with the ancient craftsmanship of building a cup, so that the traditional tea utensils will become a kind of young faith by riding the trend of the wind. Inheritance is a relay race, and the fire is passed down from generation to generation. The cover of Blind Box’s illustration is childish and innocent, but quite interesting. Its author is a young tea friend who is only 11 years old. She fell in love with the tea culture under the influence of her parents’ tea ceremony, and then drew her “Song Huizong” in her mind. Ba Ma combines the paintings of the new generation with traditional tea utensils, which not only gives the new generation a lot of love and stage, but also looks forward to the roots of the cultural genes of Jianzhan for tomorrow’s children. (11-year-old Xiaochayou researches books and painting manuscripts of the Song Dynasty) Eight Horses always regards “taking tea as the carrier to promote the national quintessence” as the social responsibility shouldered by a tea company, and it is implementing it step by step. Cultivating young people to understand and inherit the tea culture and the Chinese spirit behind it is a long and meaningful road. The launch of Jianzhan Blind Box originated from the acceptance and integration of young cultures by the Eight Horse Tea Industry, and it also demonstrates the company’s unremitting efforts and bold innovations in promoting tea culture. In the selection of teaware products, Bama Tea Industry takes the concept of “Heart chooses the world’s beauty products”, and constantly seeks new ideas from traditional utensils, so that more people can enjoy the health and happiness of tea, and at the same time, they can feel China. The elegance of culture and the beauty of artifacts with thousands of years of history. The blind box activity is only a small step taken by the Eight Horses tea industry in the spread of tea culture, but with its unique creativity, it has caused a wave of tea lovers to dismantle the tea cups and aroused the competition of the tea industry. It can be seen that the “out of the circle” of teaware culture requires tea enterprises to seek innovation and change in the inheritance of traditional culture
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