Farewell to the old and welcoming the new，Wild Sweet Boy · Popular Top · Ding Zhen Pearl，brings us his stage debut！At Sichuan Satellite TV’s New Year’s Eve party，He sang and danced "Litang on Horseback" with 20 Kham men from different walks of life - look at the picture，Ding Zhenkezhu、Ding Zhen Ta Xing、Isn’t Luorong Nyima quite handsome?？

Following the popular short film "The World of Ding Zhen"，The travel content giant "Jet Lag Island" and Ganzi Cultural Tourism released a new video "Ding Zhen New Year"，Genie Snow Mountain、Hailuogou、Twin Lakes、Red Rock Beach...this time，Landscapes all have names。The "Ding Zhen Effect" continues，When the media takes stock of the “big cultural and tourism events of the year”，This sentence is indispensable，Said this is “what the cultural and tourism industry needs”，Just the right amount of heat”。

December 23，At a press conference held by the State Council，Shan Gangxin, head of the Resource Development Department of the Ministry of Culture and Tourism, talks，Ding Zhen、He Jiaolong, Deputy County Magistrate of Zhaosu, Ili, Xinjiang、Du Bo, director of the Tahe County Culture and Tourism Bureau in the Daxinganling forest area of ​​Heilongjiang, and other Internet celebrity tourism spokesmen on local tourism development、Both poverty alleviation and rural revitalization have played a positive role。New media marketing has indeed effectively expanded the customer source channels of rural tourism，Can help increase the income of poor villages。Over the years，Information technology 188bet sports betting app download in rural tourism booking、Transaction、Visit all aspects，Used more and more widely。

When we praise a place as good，Always say that "beautiful mountains and rivers and beautiful people are even more beautiful"，In traditional tourism promotion，The artistic conception of landscape is almost making people tired of aesthetics，Characterization of people，But it often only shows a pale face。To say that "culture and tourism integration" is a general trend is also a difficult proposition，The expression of this culture，Which heat is worse？

I think it is “people and people’s stories” that are needed，Narrating history or folklore，If there is no vivid inheritor or spokesperson，It is difficult to connect the emotions between the expresser and the audience。The emergence of “local idols” like Ding Zhen，One step further than this，Because he is a "happening" story，Even stories about everyone “getting involved”，So the projection of emotions is stronger，Just need to emphasize，Ding Zhen，Ding Zhen from Litang County, Garze Prefecture，This kind of psychological connection between loving the house and the bird，It’s easy to achieve (ah！Look at the readings of these hot searches that have made celebrities silent and marketers cry after reading them)。

Today we discuss “Local Idol”，The main thing is not to talk about Ding Zhen，Let’s talk about another example—Japanese Ama。2013，Japanese NHK TV station launched the morning drama "Ama"，The protagonist "Xiaoqiu" is played by the pure and lively kawaii Reina Nonen。

Xiaoqiu was born in Tokyo，Is an introverted and ordinary high school student on a big city campus。A summer vacation，My mother took her back to her hometown, Kitasanriku Coast, Iwate Prefecture，She was moved by the simple and natural atmosphere here，Become cheerful and laugh。And under the inspiration of grandma，Became the latest generation of heirs to the haenyeo profession。

Ama，It is an ancient occupation in Japan and South Korea，188bet sports betting app download Refers to without assisted breathing device、Dive into the seabed with bare hands to catch sea urchins、Abalone、Women who sell conch and other seafood。In the past, this was how people on the seaside made a living，In modern times, it has become a “performance” that serves tourism。

Someday，The guy from the local tourism association (Xiao Qiu’s secret admirer)，Publish the cute video of her first fishing for sea urchins online，An unexpected hit，Triggered a large number of otakus to flock to Kitasanriku to "chasing stars"，Bringing the declining small town tourism industry back to life。

Kitasanriku，It is a place with very ordinary tourism resources，Short coastline、A lighthouse、Ama、Sea urchin bento、Amber，And an old Northern Railway train，That’s all the features you can use to attract customers。

Seeing that the “people-oriented” publicity strategy brought a huge crowd of tourists，The local tourism association then organized a small local talent show，Form a girl group with champion Yui (Xiaoqiu’s best friend) and Xiaoqiu，Named "Tide of Memories" - this is the title of the theme song of a famous old movie that was filmed locally。

The association also uses them as prototypes，Designed comic poster，Make the image of this girl group visible everywhere in Kitasanriku，It makes people feel more and more friendly。

From now on，Xiaoqiu goes to the sea to catch sea urchins，Still with Yui every weekend，Perform a simple but energetic song and dance on the Northern Railway train，Interact with tourists，And sell sea urchin bento；Even opened a "Haenyeo" themed cafe on the beach。Two girls have truly taken on the responsibility of promoting local culture and tourism。

Shortly afterwards，A talent scout came to the town (played by Ryuhei Matsuda, who I dubbed "Japanese Ma Huateng")，The artist management company he works for is packaging local idol groups that feature local tourism/products。

I won’t go into details about Xiaoqiu’s story after she entered the entertainment industry，188bet online sports betting But the interesting thing that must be mentioned is，This local idol group in the drama，I actually appeared in the 2013 Japanese "Red and White Song Festival"，Sung the group's hit song "Go Home"，It can be said that the plot "comes to light"。

The morning drama "Ama" has a total of 156 episodes (each episode is 15 minutes，It happens to be 8:00 in the morning so that Japanese housewives can take some time to recharge their batteries)，I have never been very patient with TV series and I actually finished watching it！The reason，I think there are two items:

First, sincere emotions——Xiaoqiu’s family and the residents of the town，Everyone has their own vivid personality，Like our own family、Neighbors and colleagues。Xiaoqiu’s character is not a perfect Mary Sue，But naturally stupid、Silly persistence，Something that makes people both love and hate。

The second is the clever details - such as "嗟嗟嗟" in the Kitasanriku dialect (probably equivalent to the "Oh my god" in the Northeastern accent to express exclamation)，Recurring in the play，Stupid and brainwashed。There is also a prop sand table from the Tourism Association，Very meticulously done，The audience cannot believe it after seeing it，This is a team that is really working hard for the development of local tourism。

Exit the plot now，Let’s take a look at what the Kitasanriku Tourism Association (approximately equivalent to the local cultural and tourism bureau) has done right in promoting cultural tourism？

1、Seize opportunities keenly，Use IP characters to attract visitors’ attention and sense of connection，Let tourists and locals realize "energy exchange"。

2、Continue the local culture by connecting the past and the future。Chengqian，The girl group that is making the world famous，Combined with the classic work "Tide of Memories" that carries the emotions of the previous generation。

Qihou，I’m not talking about the association in the play，It is the credit of the "Cultural and Tourism Bureau" of the real location: after 188bet app the TV series "Haenyeo" became popular，The cartoon characters in the play are still used in reality，There is actually a haenyeo cafe operating locally。The dividends of film and television are projected into the real industry。

The following is a real haenyeo fishing for sea urchins，After landing，Pry it open and eat it when it’s fresh。Ah！It made me drool！I’m so greedy that I’m dying...

mentioned before，Kitasanriku in the play is a place with very poor tourism resources，And many counties and towns in China，The innate conditions are much better than those of Kitasanriku，But there are few examples of making oneself popular through active communication。

——Although our country also has destinations that are popular with movies, TV shows or variety shows，For example, "Three Lives Three Worlds Ten Miles of Peach Blossom" made Puzhehei popular，"The Twelve Hours of Chang'an" made Xi'an famous，But it is often an accidental phenomenon，Not entirely intentional。

Why is it that such natural and realistic TV series that can boost the local economy are not common in China？

Is it a generally hot chick of film and television standards?？Yes too，But this is not the focus of today’s discussion。The focus is that the story of contemporary Chinese dramas takes place in "Beijing, Shanghai, Guangzhou and Shenzhen"，It’s a fictional city，There are very few topics to choose from when talking about small places。It seems that only life in first-tier cities is fashionable，It is enough to have a label for small town youth and small town life，Appearing in the news and CCTV-7 "Getting Rich" is enough，It is not worth spending the efforts of literary and artistic creators to portray a vivid image in the great era。

Behind this situation，There may be two other causes；In other words, we need to reverse this situation，You may also need two prerequisites: First, you need firm cultural self-confidence in small places，The second is the need for a team of creative talents coming from small places。For example, in 188bet online sports betting "Ama"，The dialect accent of "嗟嗟嗟" is heartily praised as cute by everyone，It is the cultural confidence that the whole society gives to small places。The trendy toy brand molly even has a blind box with the image of Aenyeo，This shows the popularity of this local culture，And its degree of “competence”。

Although short video content makes the cuteness of many small places well known，But if one day，Mainstream TV series titled "No Tears in Ma'anshan", "Huludao Women's Illustrated Book" and "Liupanshui Love Story"，The popular titles are "Dian Flower Farmer" or "Sichuan Ear Picker"。I think，The era of decentralization has truly arrived。

In our current environment，How do you feel?？