Hua Mulan’s character culture

Yucheng County, Shangqiu City, Henan Province was named the "Hometown of Mulan in China" by the Chinese Folk Literature and Artists Association. In order to commemorate Mulan, people have built Mulan Middle School, Mulan Railway Station, Mulan Hotel, Mulan Resort, Mulan Industry Group, Mulan Militia Company, Mulan Giant Statue, etc. in Yucheng County, Shangqiu, Henan. Shangqiu City has also established the Mulan Martial Arts Association, the Mulan Drum Team, and the Mulan Dragon Dance Team. Every year on the eighth day of April, Mulan's birthday, people come to worship her. There are huge crowds of people and the temple fair is grand.

On the morning of October 26, 2009, the newly completed Mulan Cultural Plaza in Yucheng County was filled with gongs and drums and colorful flags. The much-anticipated 5th China Shangqiu International Mulan Cultural Festival was grandly held here. Mulan culture has a long history, and the story of Mulan is well-known to every household. "The Legend of Mulan in Yucheng County" was included in the first batch of intangible cultural heritage in Henan Province in March 2007, and was recognized as a national intangible cultural heritage by the State Council in June 2008. In order to better promote the Mulan spirit and national culture, Shangqiu City has held a series of activities of the Mulan Cultural Festival since 2000, and has been successfully held for five sessions. Nowadays, the name of the heroine Hua Mulan is not only well-known in our country, but also due to the huge influence of the cartoon "Mulan" produced by the American Disney Company, which cost a lot of money, her reputation has spread all over the world. The American news media wrote poems praising the Chinese Mulan in ancient times, which was famous for joining the army in place of its father; today there is the cartoon Mulan, which has spread all over the world. As the reputation of Shangqiu Yucheng County as the "Hometown of Mulan in China" continues to spread far and wide, the Mulan brand has been deeply rooted in the hearts of the people. In addition to spiritual wealth, the heroine Hua Mulan left to future generations has really allowed smart people in her hometown to borrow the name of the ancients. Mulan brand drama that sings the new era. In recent years, with the enhancement of people's brand awareness and inspired by the successful experiences of Linzhou, Henan and Tai'an, Shandong, people in Shangqiu and Yucheng have gradually become aware of the "Mulan" brand. The popularity and influence of a well-known legendary figure will be a huge intangible asset if used as a tourism product brand. The county has repeatedly hired nationally renowned experts and scholars to conduct academic discussions on how to use Mulan, allocated special funds for Mulan trademark registration, and vigorously promoted Yucheng as the hometown of Mulan through the People's Daily, CCTV and other news media. , to promote Yucheng’s Mulan products and Mulan culture, achieving the purpose of promoting Yucheng and promoting Yucheng’s products through the promotion of Mulan, and greatly improved the popularity of Yucheng at home and abroad. Farmers who have tasted the benefits have realized the role of brands in promotion, so the county has launched a craze for registered trademarks of agricultural products. By the end of 2009, more than 50 agricultural products in the county had registered the "Yuguo Hua Mulan" and "Mulan" trademarks. The "Mulan" craze is quietly rising in Yucheng County, Mulan's hometown. Shops and hotels, as well as small shops and alleys, are all named after "Mulan". Mulan Food Company, Mulan Hotel, Mulan Avenue, Mulan Martial Arts School, Mulan Snack Shop, etc. There are nearly 600 companies, products and various facilities named after Mulan. It is a gratifying sight to use the name of "Mulan" to achieve your and my career. Excavate - revitalize - expand, and finally realize the coexistence of culture and economy. Mulan culture is making a splash in Yucheng County!

Where is Mulan’s hometown? There have been endless debates throughout history. Xu Peng pointed out in the article "Poetry of Mulan" in the 97th issue of "Chinese Loose-leaf Anthology" published in 1962: "As for Mulan's surname and place of origin... some people say she is from Qiaojun, some say she is from Songzhou. Some people say she is from Huangzhou, and some people say she is from Shangqiu. "According to historical records, whether it is Qiaojun, Songzhou or Shangqiu, they all refer to Xiaoweizhuang, Zhouzhuang Village, Yingkuo Town, Yucheng County.

Mulan Temple is located in Zhouzhuang Village, Yingkuo Town, Yucheng County. There are two memorial steles from the Yuan and Qing Dynasties that record Mulan’s life experience, as well as the mausoleum where Mulan died. According to historical records, the Mulan Temple was built here in the Tang Dynasty. During the reign of Jin Taihe, three main halls and three dedicated halls were rebuilt, and a magnolia statue was built. It was rebuilt and expanded in the second year of Yuantong in the Yuan Dynasty. In the eleventh year of Jiaqing in the Qing Dynasty, the temple was built and a monument was built. By the early years of the Republic of China, Mulan Temple had occupied an area of ??more than 10,000 square meters, and another 400 acres of temple land. The original temple had three courtyards, including a north-south gate, a main hall, a dedication hall, a back building, and more than 100 east-west rooms in each courtyard. between. There is a statue of Mulan sitting in boudoir clothes in the main hall, a statue in military uniform in the front hall, and a statue of Mulan's family in the back building. Inside and outside the ancestral hall, there are more than 60 articles, poems, calligraphy and paintings, and incense steles written by celebrities from past dynasties.

Unfortunately, the temple was destroyed by war in 1943. There are two surviving monuments: one is the Yuan Dynasty "Dialectical Notes on the Statues of General Xiaolie Temple", which records Mulan's life experience, heroic deeds and temple repairs in the past in detail; the other is the Qing Dynasty. The stele "Record of Correcting Names in the Shrine of General Xiaolie" was erected in the 11th year of Jiaqing.

A large amount of historical data proves that Mulan’s hometown has long been recognized by everyone in Yucheng. The "Chinese Dictionary of Famous Places" published in 1981 included Mulan Temple as an entry and indicated that it was in Yucheng. The "China Surveying and Mapping Atlas" published in 1990 marked: Mulan Temple 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, promote the Mulan spirit, build a cultural brand, and explore the road to "revitalizing the county through culture" through cultural protection and promotion. In 2007, Yucheng was officially named the "Hometown of Mulan in China" by the Chinese People's Political Consultative Conference, and the "China Mulan Culture Research Center" was established; Mulan Temple was included in the "Chinese Dictionary of Famous Places"; in June 2008, "Legend of Mulan" was listed It is included in the national intangible cultural heritage list. Yucheng actively transforms characteristic culture into the "engine" of economic development, turning the former national-level poverty-stricken county into "China's Steel Tape City", "China's Most Potential County for Private Economy, Best Investment County", "National Advanced Science and Technology Progress" County", "Top 20 Apple-Producing Counties in the Country", National Grain Advanced County, Henan Province's "Advanced County in Soft Environment Management", "Advanced County in Safe Construction", "Key County for Opening to the Outside World", "County with the Most Investment Value in the Central Plains". The land of Yucheng, where Mulan's spiritual blood flows, has truly realized the coexistence of culture and economy!

Enhance cultural strength

“In recent years, while Yucheng County has vigorously developed its industrial economy, it has firmly grasped the advantages of cultural resources as the ‘Hometown of Mulan’, and through Formulate a cultural industry development plan, hold high-standard Mulan Cultural Festival, economic and trade fairs, academic seminars and other activities, strengthen the protection and utilization of cultural resources, and continue to sing the 'Mulan' cultural brand," said He Zhenling, Secretary of the Yucheng County Party Committee. .

Over the years, Yucheng has regarded building the Mulan cultural brand as a long-term and systematic project, established the concept of protecting the traditional national culture, and is committed to building the Mulan cultural brand.

The Mulan Temple, located in Zhouzhuang Village, Yingkuo Town, Yucheng County, was built in the early years of the Tang Dynasty. It is a magnificent temple built with donations from local people in memory of Mulan. It covers an area of ??more than 10,000 square meters and has more than 200 rooms such as main hall and dedicated hall. Inside and outside the ancestral hall, there are more than 60 articles, poems, calligraphy and paintings, and incense steles written by officials and celebrities from past dynasties. Unfortunately, the temple was destroyed by war in 1943. There are still extant stele "Records on the Correlation of the Statues of the Shrine of General Xiaolie" of the Yuan Dynasty and "Records of the Correlation of the Statues of the Shrine of General Xiaolie" of the Qing Dynasty.

Restoring and rebuilding this historical building is of great significance for learning and promoting Mulan spirit, educating future generations and influencing society. The county party committee and government raised more than 3 million yuan from various sources and launched the Mulan Temple restoration project in 1992. Mulan Park, Mulan Cemetery, Mulan Stele Forest, etc. were built one after another. Through the unremitting efforts of successive county committees and governments, the Mulan Temple Scenic Area currently covers an area of ??7,000 square meters. The scenic area includes the main hall of Mulan Temple, a wall of poems written by Mao Zedong's "Mulan Poems", and a mural of "Mulan Joins the Army" by the famous contemporary painter Liu Danzhai. , my country’s contemporary famous generals, writers, calligraphers and painters inscribed calligraphy tablets and other scenic spots to praise Mulan’s spirit. To create a Mulan cultural platform, the county invested 30 million yuan to build the Mulan Cultural Park. The park covers an area of ??200 acres and was designed by the Design Institute of Tongji University in Shanghai. The main landscape includes the Mulan Cultural Park designed by Professor Zhang Dasheng, an art master from the Central Academy of Fine Arts. Landscape walls, Mulan Ci landscape walls, historical and cultural landscape walls, large Mulan statues and other buildings. Among them, the central grandstand is located in the middle of the Cultural Square. The 3.05-meter-high Mulan Cultural Wall is located on the back of the stand. It reproduces the story of Mulan joining the army through 16 reliefs. The historical and cultural landscape walls are located on both sides of the east-west axis of the Cultural Square. The four landscape walls display Yucheng's historical celebrities and important cultural events. An investment of 1 million yuan was invested to install a 60-square-meter outdoor color screen. An investment of 2.85 million yuan was completed to complete the construction project of ancillary facilities of Mulan Grand Theater. An investment of 2 million yuan was made to repair and green the Mulan Temple. More than 40 million yuan was invested in the new four-star "Mulan International Hotel". 81 million yuan was invested to repair and green urban roads and roads during the festival.

The restored Mulan Temple is a key cultural relic protection unit in Henan Province, a patriotism education base in Henan Province, a national defense education base in Henan Province, and one of the first tourist attractions listed by the Henan Provincial Government. It is visited here every year. There was an endless stream of people watching and paying homage.

Since 2005, Yucheng has invested a total of 150 million yuan to build Mulan Cultural Park, Mulan Grand Theater and other infrastructure, highlighting the theme of Mulan culture, with strong cultural expression, impact and shocking power. and a comprehensive cultural perspective, vividly and intuitively interpreting the connotation and significance of Mulan culture.

In 2004, the key cultural project of Henan Province and the large-scale situation musical "Mulan Psalm" sang Mulan culture at home and abroad in a high-grade artistic form. The American cartoon "Mulan" was a hit around the world. It also makes this classic legend fully show its cultural charm. In Mulan's hometown, in order to build Mulan's cultural brand, a series of massive external publicity campaigns were also launched. The State Post Bureau issued special commemorative stamps "Mulan Joins the Army" in 2000. In 2004, a collection activity was launched to collect calligraphy works praising Mulan's spirit from hundreds of generals across the country, and a forest of calligraphy steles was built. On November 30, 2007, a press conference for the awarding of the "Hometown of Mulan in China" and the launch of the Mulan Cultural Industry Project was successfully held at the Great Hall of the People in Beijing. On September 22, 2009, at the "Mulan Summit Forum" held in Beijing, experts and scholars fully affirmed the achievements of Yucheng County in protecting and inheriting Mulan culture.

The Yucheng County Party Committee, County Government and Beijing Starlight International Media jointly invested 120 million yuan to produce the movie "Mulan". At the end of last year, the Yucheng County Government and Henan Film and Television Group initially reached a cooperation intention to jointly produce 50 episodes of the TV series "Legend of Mulan". From October to November 2011, Yucheng held a series of activities called "Mulan Culture Beijing Tour". In addition, activities such as the "Miss Mulan" selection and selection and the "Mulan Entrepreneurship Star" selection were held successively.

In September 2011, Yucheng cooperated with Shangqiu Henan Theater to carefully rehearse the new large-scale ancient costume Henan opera "Mulan". During the "Cross-Strait Opera Performance Week" event, the play went to Taiwan to perform, making Mulan culture and Henan Opera have become popular in the treasure island of Taiwan. These promotional activities made the "Land of Mulan" famous.

In order to better discover and preserve Mulan culture and cherish this precious cultural resource, the Yucheng County Party Committee and County Government have organized and established the "Mulan Culture Research Association" since 1993. From Mulan's life, Research work has been carried out in various aspects such as hometown, spiritual connotation, social influence, and historical relics. It has published books such as "Mulan Literature Survey", "Heroine Mulan", "Mulan Cultural Festival Materials Collection", "Golden Juyuan Mulan Issue", etc. A certain research scale has been formed.

The image of Mulan reproduced on the screen and in the form of opera demonstrates the cultural connotation of Mulan in the new era that combines the spirit of Mulan with the style of the Yucheng era. These exquisite products have become the "image endorsement" of Yucheng's Mulan culture, making the business card of "China's Hometown of Mulan" spread all over the world.

Strengthening the industrial brand

"Chirp again chirp, Mulan is weaving at home - the first sentence of "Mulan Ci" is the cultural origin of the textile industry in our hometown of Mulan, Yucheng County as a The hometown of Mulan has integrated Mulan culture and Mulan spirit into the textile industry. Through the implementation of cultural brand strategies, it has increased support for cultural construction, continuously improved the influence of Mulan culture, turned cultural resource advantages into industrial advantages, and achieved county economic development. Let’s fly together with Mulan culture,” said Li Ruihua, the head of Yucheng County.

The Yucheng County Party Committee and the county government established a leading group for brand development in the county. They have invited nationally renowned experts and scholars to conduct academic seminars and allocated special funds for the registration of the "Mulan" trademark. The State Trademark Office registered the county’s first agricultural product trademark “Yuguo Hua Mulan” for the Red Fuji Apple. In the year when the trademark was registered, it not only solved the problem of difficulty in selling fruit, but also increased the income of fruit farmers by more than 300,000 yuan. Apples are 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 the textile industry, and has successively established more than a dozen large-scale textile enterprises such as Mulan Textile, Huifeng Cotton, Huaxin Cotton, Huixin Cotton, and Hengxin Cotton. As a result, Yucheng County has been recognized as a “key cotton spinning cluster base in Henan Province” by the Provincial Department of Industry and Information Technology and other relevant departments.

Based on its own industrial advantages, Yucheng County has listed textile and clothing as one of the leading industries for the development of industrial clusters and vigorously promoted it.

Up to now, Chenlong Textile with a spinning capacity of 300,000 spindles, Huifeng Textile with a scale of 200,000 spindles, Jiuzhou Textile with a scale of 200,000 spindles, Chunyu Textile with a scale of 100,000 spindles have been built in the industrial cluster area, and there are also three factories under construction Huashang Textile with a scale of 200,000 spindles, Weilan Textile with a scale of 300,000 spindles and Bailong Color Textile with a scale of 200,000 spindles are planned to enter the park and will soon start construction. It is expected that by the end of next year, the spinning scale in the Yucheng County Industrial Cluster Area alone will reach 1.5 million spindles. At the same time, on the basis of continuously expanding the scale of the spinning industry, Yucheng County focuses on cultivating the textile and clothing industry chain and industrial clusters, and has basically formed a complete industrial chain of "spinning-weaving-printing and dyeing-clothing". At present, the county has more than 30 spinning enterprises above designated size, 3 weaving enterprises, 1 printing and dyeing enterprise, 25 garment processing enterprises, 8 home textile enterprises, 4 sewing thread, leather goods and other related supporting enterprises, with an annual output of There are 60 million meters of clothing fabrics, 300,000 tons of home textile products, and more than 100 million pieces (sets) of various types of clothing. In May this year, Yucheng County was awarded the "Henan Garment Industry Promotion Award" by the 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 Yucheng's traditional cultural products. The craftsmanship is exquisite, but most of them are run by family families in the workshop style. The product sales are narrow and the market competitiveness is not strong. With the promotion of Mulan culture, related cultural products based on Mulan's image and Mulan story have also become popular, becoming a new star in Yucheng's cultural industry. At the same time, Yucheng County established Mulan Culture Communication Co., Ltd. to integrate the dissemination, publicity and management of Mulan culture to form an industrial chain. A series of cultural and tourism industry projects such as Mulan Temple Scenic Area, Mulan's Former Residence, Mulan Memorial Hall, and Mulan Cultural Park have gradually made Mulan culture bigger and stronger.

Special cultural brands add to the charm of attracting investment. Many investors said: "We came to invest in Yucheng because of the brand "Mulan's Hometown". It not only has a good location advantage, but also has a profound cultural heritage." The cultural brand has greatly improved Yucheng's international and domestic popularity. It has established a good image of opening up to the outside world and added great charm to attract investment. Domestic and foreign merchants have come in droves. In recent years, Yucheng has used the brand "Hometown of Mulan in China" to attract more than 10 billion yuan in investment, promoting the county's economic development and the construction of a harmonious society.

Improve brand effectiveness

Wang Huimin, member of the Standing Committee of the Yucheng County Party Committee, Minister of the Propaganda Department and Deputy County Magistrate, told reporters that Yucheng County regards the cultural brand "Mulan" as a "soft brand". "Strength" has improved the comprehensive strength and competitiveness of Yucheng's economy and society. Through various measures, cultural brand advantages have been transformed into economic development advantages, and Yucheng, a large agricultural county, has begun to undergo major changes and development. "Mulan Culture" has become a stimulant for the regional economic development of Yucheng.

In recent years, Yucheng County has firmly grasped the advantages of this cultural resource and strengthened the protection and utilization of cultural resources by holding activities such as the "Mulan Cultural Festival", economic and trade fairs, and academic seminars. , cultivate and sing the "Mulan" cultural brand. The completion of Mulan Grand Theater has further improved the county's cultural development level and enriched the cultural life of the people. Various sports activities such as Mulan Boxing, Mulan Dance, Mulan Gymnastics, and Mulan Waist Drums have been widely carried out throughout the county, and various mass sports and cultural organizations such as Mulan Pangu Team, Mulan Yangko Team, and Mulan Martial Arts Team have been organized and established. Collate and publish historical materials, legends, calligraphy and paintings and other books and periodicals about Mulan culture to protect and organize Mulan culture. The County Mulan Culture Research Society has successively published books with more than one million words, including "Mulan Documents", "Mulan Festival Cultural Materials Compilation", and "Mulan Calligraphy and Painting Collection". The County Elderly Association has edited and published the publication "Mulan Culture", which mainly reflects Mulan culture. "Golden Chrysanthemum Garden", and the County Federation of Literary and Art Circles edits and publishes the literary magazine "Mulan Literature". Mulan statues and image slogans have also been built in important places throughout the county, so that the image of Mulan can be displayed everywhere in the county and everything is filled with the spirit of Mulan.

Yucheng County holds a large-scale discussion on emancipating the mind among government officials every year, calling on the county’s cadres to learn from Mulan’s spirit of sacrifice, indifference to fame and fortune, competition and innovation, and facing difficulties, and strengthen party members and cadres to emancipate their minds. , keep pace with the times, innovate and work hard, and develop by leaps and bounds. With the propaganda and education of the Mulan spirit, we have improved the style of cadres in leading agencies, and formed a cohesive force in the county to face difficulties, work hard, and unite, as well as an honest and diligent government, The atmosphere of selflessness, fearlessness, and integrity promotes the overall progress of various social undertakings.

Based on the extensive activities of citizen moral construction and spiritual civilization creation, the "Modern Yucheng People Image" was launched based on Mulan's spirit of loyalty to the country, love for her family and respect for her elders, self-improvement, and selfless dedication. Shaping the project activities has established a sense of ownership in the county that "Yucheng is my home, and construction depends on everyone" and "everyone is the image of Yucheng". The whole county takes Mulan as a model and cares for their hometown with a strong sense of responsibility. In the vast rural areas and communities, with Mulan's "filial piety" of respecting the elderly, "kindness" of caring for the young and "love" of loyalty, extensive family virtue education is carried out to promote the healthy development of rural social customs. In government agencies, especially window industries and law enforcement departments, with the themes of "Learn Mulan, Love Hometown" and "Love Yucheng, Serve the Public", we strengthen team building, improve quality, change styles, enhance service awareness, and create a good government image and public image. Yucheng has been rated as an advanced county in provincial and municipal soft environment construction for consecutive years.

There are many "Mulans" in Mulan's hometown, and the rapid development of the textile and clothing industry has caused a gorgeous change in the identity of adult girls in rural Yucheng. Gao Meili, a female farmer from Zhanji Town, was selected as a representative of migrant workers to attend the National Day ceremony celebrating the 60th anniversary of the founding of the People's Republic of China and was elected as a representative of the 18th National Congress of the Communist Party of China. Her original wiring technique reduced the "empty spindle" rate to zero and increased the output from the original per The monthly production capacity increased from 200 tons to 280 tons, which alone increased the company's revenue by nearly 200,000 yuan per month. The successful operation of her cam reverse installation not only reduced the number of broken ends per thousand spindles from 58.3 to 29.7 per hour, but also reduced the number of cams that could be operated by one person to two. On June 28, 2012, he was elected as a representative to attend the 18th National Congress of the Party at the provincial party representative meeting. As a representative of the Farmers’ Labor Party, he appeared on the stage of history for the first time. Starting from working at the age of 17, Cui Huihui, who comes from Mulan's hometown of Li, has integrated her youth into the hot land of Cixi City, Zhejiang Province. From a simple "foreign girl", she became a national "May 1st Labor Medal" winner. And won the title of "Top Ten Migrant Workers Most Impressed in Zhejiang", thus becoming the pride of women in Mulan's hometown.

Human resources are the biggest advantage in attracting investment. A large number of skilled female workers in textile technology have become Yucheng’s famous business card in attracting investment. Since the beginning of this year, Yucheng County has successfully introduced 6 large-scale textile and apparel projects such as Last Lin Clothing with an investment of 1.5 billion yuan and Weilan Textile with an investment of 1 billion yuan, and has reached 13 investment intention projects, with a total investment of more than 10 billion yuan.

"Mulan" has become the spiritual pillar of the people of Yucheng and has penetrated into the hearts of millions of people. The cohesion, creativity and combat effectiveness generated by Mulan culture have become the spiritual support and driving force for the comprehensive development of economic, political and social undertakings in Yucheng County.

Mulan Culture is leading Yucheng to achieve a grand blueprint for leapfrog development in the new era! In December 2009, the Chinese film Zhao Wei's version of "Mulan", produced by Starlight International, achieved both box office and word-of-mouth success, attracting the attention of domestic and foreign media, and innovating traditional culture to create new trends. Not only did it successfully face the siege of many imported American Hollywood blockbusters during its domestic release, it also performed well in overseas markets and achieved "going global." The film was released nationwide on November 27 last year. As the first domestic blockbuster for the Lunar New Year in 2009, "Mulan" relied on the double insurance of national themes and cast, holding high the banner of national themes, and was surrounded by many Hollywood blockbusters when it was released. Under this, we have created impressive results. Since its release in mainland China, Hong Kong, Taiwan, Singapore, Malaysia and other Asia-Pacific regions, the box office has exceeded 110 million. "Mulan" regains its popularity overseas and is a hit at the box office during its first weekend in South Korea. The Chinese-language film "Mulan" was released in South Korea on September 2. It topped the box office charts in its first week and became a hit at the box office. On the evening of September 7, at a film seminar participated by the China Film Bureau, ten domestic films that had made outstanding contributions to the "Going Out" project in recent years and had a huge international impact were commended on the spot. "Flower" Excellent films such as "Mulan", "Red Cliff" and "The Founding of the People's Republic of China" are among them.