Research On The Application Of Qi Culture Elements In Cultural And Creative Products Under The Background Of Generation Z

Qilu culture has the characteristics of both "Qi culture" and "Lu culture".It has gradually evolved from regional culture into mainstream culture,which has both the nationality of art and the transcendence of region.It plays an important role in the inheritance and development of Chinese civilization.As an important component of Qilu culture,Qi culture has injected extraordinary cultural heritage,superb artistic level,new creative thinking,and profound aesthetic standards into the Chinese nation with its unique thinking style of Qi literati.Across the ages,Generation Z,as a new consumer group,has brought about new consumption trends.It is the constant pursuit of Generation Z to constantly explore the cultural identity behind traditional and regional metaphors,inherit excellent traditional culture and innovate contemporary cultural and creative design.Cultural and creative products,as a powerful carrier of cultural dissemination,studying the application of Qi cultural elements in cultural and creative products is conducive to stimulating the vitality of Qi culture and meeting the understanding and internalization of traditional culture by Generation Z.This article starts from the background of Generation Z,with the application of Qi cultural elements in cultural and creative products as the core,guided by cultural and creative theory and combined with innovative practice,to explore its application paths in cultural and creative product design.At the theoretical level,this article provides a systematic overview and characteristic analysis of aligned cultural elements;At the practical level,combined with the background of Generation Z in China,study its application status in cultural and creative design,and create the feasibility of cultural and creative product design in Qi region.Continuously exploring the design practice of Qi cultural elements in cultural and creative products under the new generation environment,creating cultural and creative products and cultural IPs that meet the aesthetic needs of the current generation Z,and further exploring the connotation and heritage of Qi cultural elements in regional culture,deepening cultural inheritance and innovation,and showcasing the charm of Qilu regional culture.The basic purpose of this study is to provide a systematic overview of traditional Qi cultural elements and their artistic characteristics,combine the design and aesthetic needs of Generation Z in the new era,deeply cultivate traditional Chinese culture,and cultivate cultural and creative designs with unique era thinking of Generation Z.