Yucheng County, Shangqiu City, Henan Province, has been named the "Hometown of Mulan in China" by the China Folk Literary and Artists Association. In order to commemorate Mulan, there are Mulan Middle School, Mulan Railway Station, Mulan Hotel, Mulan Resort, Mulan Industry Group, Mulan Militia Company, Mulan Giant Statue, etc. In Shangqiu City, Henan Province, there is also a Mulan Culture Center in Yucheng County. Shangqiu City has also set up Hua Mulan Martial Arts Association, Hua Mulan Pan Drum Team and Hua Mulan Dragon Dance Team. Every year, on the eighth day of April, Mulan's birthday, people come to offer sacrifices, and the temple fair is grand with a sea of people.
On the morning of October 26, 2009, the newly completed Mulan Cultural Square in Yucheng County was filled with gongs and drums and colorful flags. The much-anticipated China - Shangqiu Fifth International Mulan Culture Festival was held here. Mulan culture has a long history, Mulan story is a household name. The "Mulan Legend of Yucheng County" was included in the first batch of intangible cultural heritage of Henan Province in March 2007, and in June 2008, the State Council recognized the national intangible cultural heritage. In order to better promote the spirit of Mulan and national culture, Shangqiu City started to organize the Mulan Cultural Festival series of activities in 2000, which has been successfully held for five times. Now, the name of Hua Mulan, the heroine, is not only a household name in China, but also has spread all over the world due to the great influence of the cartoon "Hua Mulan" produced by Disney Company at a huge cost. U.S. news media poems praising the ancient Shenzhou Hua Mulan, on behalf of the father from the army fame; today there is a cartoon of foreign Mulan, the melting through the West, the four seas Yang. With the Shangqiu Yucheng County, "China's Mulan Township" reputation continues to spread far and wide, Mulan brand has been y rooted in people's hearts, the heroine Hua Mulan left to future generations in addition to the spiritual wealth, but also let the smart hometown people borrow the name of the ancients, sing the new era of Mulan brand theater. In recent years, with the enhancement of people's brand awareness and by Henan Linzhou cleverly playing the "Red Flag Qu channel" card, Shandong Tai'an cleverly playing the "Taishan" card of the success of the experience of the inspiration, Shangqiu Yucheng people gradually realized that "Mulan" is a household name. "The popularity and influence of this legendary household name, if used for tourism product brand will be a huge intangible assets. The county has repeatedly hired nationally renowned experts and scholars to conduct academic seminars on how to use Mulan to make articles, allocate special funds for Mulan trademark registration, vigorously publicize Yucheng as the hometown of Mulan through the People's Daily, CCTV and other news media, and promote Yucheng's Mulan products and Mulan culture, to achieve the aim of promoting Mulan to drive the publicity of Yucheng and the publicity of Yucheng's products, which has greatly increased the popularity of Yucheng both at home and abroad. Yucheng's popularity at home and abroad has been greatly improved. Farmers who have tasted the sweetness have realized the role of brand in promotion, so the county set off the agricultural products registered trademark fever. By the end of 2009, the county has more than 50 kinds of agricultural products registered "Yu Guo Hua Mulan" and "Mulan" trademark. Yucheng County, the hometown of Mulan, is quietly rising "Mulan" heat, large stores and hotels, small stores and alleys, all in the name of "Mulan", Mulan Foods Company, Mulan Hotel, Mulan Avenue, Mulan Wushu School, Mulan Snacks and other Mulan-named businesses, products and There are nearly 600 kinds of facilities. There is a happy scene that the name of "Mulan" is used to accomplish your career and mine. Digging - revitalization - bigger, and ultimately realize the culture and economy than wings fly, Mulan culture in Yucheng County, the sound of the wind and water!
Where exactly is Mulan's hometown? Historically, there have been endless debates. Xu Peng pointed out in his article "Mulan Poetry" in the 97th issue of the Chinese Loose-leaf Anthology published in 1962, "Regarding Mulan's surname and place of origin ...... some people say that she is a Qiao County person, some say that she is a Songzhou person, some say that she is a Huangzhou person, and some say that she is a Shangqiu person. " According to historical records, whether it is Qiao County, Songzhou or Shangqiu, refers to the place Xiaoweizhuang, Zhouzhuang Village, Yingkou Town, Yucheng County.
Mulan Ancestral Hall is located in Zhouzhuang Village, Yingkou Town, Yucheng County, Yucheng County, there are records of Mulan's life of the Yuan and Qing Chronicle two monuments, and there is a mausoleum where Mulan resigned that year. According to historical records, Mulan Temple was built here in Tang Dynasty. During the reign of Jin Taihe, the main hall and the dedication hall were rebuilt with 3 rooms each, and the statue of Mulan was molded. In Yuan Dynasty, the temple was rebuilt and expanded in the second year of Yuan Tong. In the 11th year of Jiaqing in Qing Dynasty, the temple was repaired and a monument was erected. To the early years of the Republic of China, Mulan Ancestral Temple already covers an area of more than 10,000 square meters, another shrine land of more than 400 acres, the original ancestral temple of three sections of the courtyard, there is a north-south gate, the main hall, the Hall of Dedication, the back building and the courtyard east and west side of the house and so on more than a hundred rooms. Inside the main hall, there is a sitting statue of Mulan's girlfriend, and in the dedication hall, there is a military statue, and in the back of the building, there is a statue of Mulan's whole family. Inside and outside of the temple, there are more than 60 monuments of celebrities' writings, poems, paintings, calligraphy and incense. 1943 the temple was destroyed in the war, and now there are two surviving monuments of the temple: one for the Yuan Dynasty, "the filial piety martyrdom of the General Ancestral Shrine like dialectical record" monument, the inscriptions detailed records of Mulan's life, heroism, and successive repair of the temple; a "filial piety martyrdom of the General Ancestral Shrine for dialectical errors and corrected the name of the record" monument, in the eleventh year of the Jiaqing Dynasty.
A large number of historical materials prove that Mulan's hometown in Yucheng has long been recognized by everyone. 1981 published the "Dictionary of Famous Places in China" Mulan Ancestral Shrine as an entry has been included in it, and noted that it is in Yucheng. 1990 published the "Atlas of China Mapping," in the southwestern part of the Yucheng labeled: Mulan Ancestral Shrine.
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 the spirit of Mulan, make a cultural brand, and explore the road of "cultural development of the county" in cultural protection and promotion. 2007, Yucheng was formally named "Hometown of Mulan in China" by the Chinese National Association, and established the "Hometown of Mulan in China", which is the most important cultural center in the country. In 2007, Yucheng was officially named as "China Mulan Hometown" by the Chinese National Association, and set up "China Mulan Culture Research Center"; Mulan Ancestral Shrine was included in "Dictionary of Famous Scenic Spots in China"; and in June, 2008, "The Legend of Mulan" was included in the list of intangible cultural heritage of the national level. Yucheng actively transforms the characteristic culture into the "engine" of economic development, making the past national poverty-stricken county become "China Steel Tape Measure City", "China's Private Economy Most Potential County, Best Investment County ", "the national advanced county of scientific and technological progress", "the top 20 counties in the country apple production", the national advanced county of grain, Henan Province, "advanced county of soft environment governance "Advanced County of Soft Environment Governance", "Advanced County of Peaceful Construction", "Key County of Opening Up to the World", "Most Valuable County of Investment in the Central Plains". Flowing with the Mulan spirit of blood Yucheng earth, the real realization of the culture and economy than the wings to fly!
Enhancing Cultural Strength
"In recent years, Yucheng County, while vigorously developing industrial economy, has grasped the advantage of cultural resources of 'the hometown of Hua Mulan', and strengthened its support for cultural industries by formulating development plans for cultural industries, organizing high-profile Mulan Cultural Festival, economic and trade fairs and academic symposiums. academic seminars and other activities, strengthen the protection and utilization of cultural resources, and continuously sing the 'Mulan' cultural brand." He Zhenling, secretary of Yucheng County county party committee, said.
Over the years, Yucheng has taken the building of Mulan cultural brand as a long-term, systematic project, established the concept of guarding the national traditional culture, and devoted itself to the shaping of Mulan cultural brand.
Located in Zhouzhuang Village, Yingkou Town, Yucheng County, the Mulan Shrine was built in the early years of the Tang Dynasty, and it is a grand shrine built by the local people in honor of Mulan. It covers an area of more than 10,000 square meters, with more than 200 houses such as the main hall and the dedication hall. Inside and outside the temple, there have been generations of officials, celebrities writing, inscriptions, poems, paintings and incense monuments, such as more than 60 passes. 1943, the shrine was unfortunately destroyed in the war, the existing Yuan Dynasty "filial piety martyrs General Ancestral Shrine like defense of the record" monument, the Qing Dynasty "filial piety martyrs General Ancestral Shrine defense of the error of the record of the right name" monument.
Restoring and rebuilding this historical building is of great significance for learning and publicizing the spirit of Mulan, educating the descendants and influencing the society. The county party committee and the county government raised funds of more than 3 million yuan, and in 1992 launched the restoration project of Mulan Shrine. Mulan Park, Mulan Mausoleum and Mulan Monument Forest were built one after another. Through the unremitting efforts of successive county party committees and county governments, at present, the Mulan Ancestral Temple scenic spot covers an area of 7,000 square meters, and within the scenic spot, there is Mulan Ancestral Temple Hall, Mao Zedong's handwritten "Mulan Poetry" Poetry Wall, the contemporary famous painter Liu Danzhai's "Mulan from the army" mural, China's contemporary famous generals, writers, painters and calligraphers to sing the praises of the spirit of Mulan and the calligraphy monument forest, and other attractions. Mulan is a famous general, writer, calligrapher and painter in China, who have given inscriptions in honor of the spirit of Mulan. To build Mulan cultural platform, the county invested 30 million yuan to build the Mulan Cultural Park, the park covers an area of 200 acres, by the Shanghai Tongji University Design Institute is responsible for the design, the main landscape including the Central Academy of Fine Arts designed and produced by the master of art, Professor Zhang Dasheng, Mulan culture wall, Mulan landscape wall, history and culture wall, Mulan large statues and other buildings. Among them, the central grandstand is located in the middle of the cultural square. The Mulan Cultural Wall, 3.05 meters high, is located at the back of the grandstand, reproducing the story of Mulan's military service through 16 bas-reliefs. Historical and cultural wall is located on both sides of the east-west axis of the Plaza, showing the historical celebrities and important cultural events of Yucheng through four walls. Invested 1 million yuan to install 60 square meters of outdoor color screen. Invested 2.85 million yuan to complete the Mulan Theater annex facilities construction project. Invested 2 million yuan to repair and green the Mulan Shrine. Invested more than 40 million yuan to build a new four-star "Mulan International Hotel". Invested 81 million yuan to repair and green the roads in the city and the roads passed during the festival.
After the restoration and reconstruction of Mulan Temple, it is a key cultural relics protection unit in Henan Province, a patriotic education base in Henan Province, a national defense education base in Henan Province, and one of the first tourist attractions listed by the government of Henan Province, which is visited by a lot of people every year.
Since 2005, Yucheng has invested a total of 150 million yuan, and built the Mulan Cultural Park, Mulan Theater and other infrastructures, highlighting the theme of Mulan culture, with a strong cultural expression, impact, shock and comprehensive cultural perspective, vividly and intuitively interpreted the connotation and meaning of Mulan culture.
In 2004, the key cultural project of Henan Province, the large-scale situational musical "Mulan Psalm" sang Mulan culture at home and abroad in a high-grade art form, and the American cartoon "Hua Mulan" was shown in the world, which also made this classic legend show its cultural charm. In Mulan's hometown, a series of powerful publicity campaigns have been launched to promote Mulan's cultural brand. In 2000, the State Post Bureau issued the special commemorative stamps of "Mulan in the Army", and in 2004, it carried out the collection of calligraphy works of 100 generals in praise of the spirit of Mulan, and built the Calligraphy Monument Woods. 2007, November 30, the awarding of "Hometown of Mulan in China" was successfully held in the Great Hall of the People in Beijing, and the press conference for the launching of the cultural industry project of Mulan. 2009, Mulan hometown also launched a series of powerful publicity campaign. 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.
Yucheng County Committee, the county government and Beijing Starlight International Media jointly invested 120 million yuan, filming the movie "Mulan". At the end of last year, Yucheng County government and Henan Provincial Film and Television Group reached a preliminary agreement to jointly shoot 50 episodes of television drama "Legend of Mulan" cooperation intention. 2011 October to November, Yucheng held a "Mulan culture Beijing line" series of activities. In addition, "Miss Mulan" and "Mulan Entrepreneurial Star" were also held in succession.
In September 2011, Yucheng cooperated with Shangqiu Yu Theater to rehearse a new large-scale costume Yu opera "Hua Mulan", in the "cross-strait opera exhibition week" activities, the show went to Taiwan, so that the Mulan culture and the Yu opera together with the popularity of Taiwan's treasure island. These publicity activities make the "Mulan township" reputation far and wide.
In order to better explore and preserve Mulan culture and cherish this valuable cultural resource, Yucheng County Party Committee and county government have organized and set up the "Mulan Culture Research Association" since 1993, and carried out researches on Mulan's life, hometown, spiritual connotation, social influence, historical relics and so on. Mulan Literature", "Heroine Hua Mulan", "Mulan Cultural Festival Compendium", "Golden Chrysanthemum Garden Mulan Special Issue" and other books, forming a certain scale of research.
The image of Mulan reproduced through the screen and opera forms manifests the connotation of Mulan culture in the new period combining the spirit of Mulan and the style of Yucheng era. These high-quality products have become the "image spokesman" of Mulan culture in Yucheng, making the business card of "Hometown of Mulan in China" go to the whole world. Cultural brand strategy, increase the support for cultural construction, and constantly enhance the influence of Mulan culture, turn the cultural resource advantages into industrial advantages, and realize the county economy and Mulan culture fly in tandem." Yucheng County Governor Li Ruihua said.
Yucheng County Commission, the county government set up a brand county work leading group, repeatedly hired nationally renowned experts and scholars to conduct academic seminars, and allocated special funds for the "Mulan" trademark registration. The State Trademark Office registered the first agricultural trademark "Yu Guo Hua Mulan" for red Fuji apples in the county. Trademark registration that year, not only solved the problem of difficult to sell fruit, but also make the fruit growers to increase income of more than 300,000 yuan, apples are exported to more than 20 countries and regions. Yucheng County to develop a number of preferential policies to guide the cotton processing to the textile industry transformation, one after another built the Mulan Textile, Huifeng Cotton, Huaxin Cotton, Huixin Cotton, Hengxin Cotton and more than a dozen large-scale textile enterprises, Yucheng County, Yucheng County, therefore, by the Provincial Department of Industry and Information Technology, and other relevant departments identified as the "key cotton textile cluster base in Henan Province".
Yucheng County, according to its own industrial advantages, the textile and clothing as an industrial clusters focus on the development of one of the leading industries to promote. Up to now, the industrial clustering area has been built 300,000 spindles of spinning scale Chenlong Textile, 200,000 spindles of scale Huifeng Textile, 200,000 spindles of scale of the Kyushu Textile, 100,000 spindles of scale of the Chunyu Textile, as well as 200,000 spindles of scale of the Huashang Textile in the construction, there has been planning into the park is about to start construction of 300,000 spindles of scale of the Weilan Textile, 200,000 spindles of scale of the Bailong color spinning, and so on. It is expected that by the end of next year, the scale of spinning in Yucheng County industrial clusters can reach 1.5 million spindles. At the same time, Yucheng County in constantly expanding the scale of the spinning industry on the basis of focusing on cultivating the textile and garment industry chain and industry clusters, basically formed a "spinning - weaving - printing and dyeing - clothing" perfect industrial chain. At present, the county has more than 30 large-scale spinning enterprises, 3 weaving enterprises, 1 printing and dyeing enterprises, 25 garment processing enterprises, 8 home textile enterprises, sewing thread, leather goods and other related supporting enterprises 4, with an annual production capacity of 60 million meters of clothing fabrics, 300,000 tons of home textile products, all kinds of clothing and apparel more than 100 million pieces (sets). In May of this year, Yucheng County was awarded the "Henan Garment Industry Promotion Award" by the Henan Provincial Garment Association.
Mulan culture has led to the development of related cultural industries. Folk handicrafts paper-cutting, porcelain carving, root carving, shell carving, etc. is Yucheng traditional cultural products, exquisite craftsmanship, but most of the workshop-type family business model, narrow product sales, market competitiveness is not strong. With the promotion of Mulan culture, the image of Mulan and the Mulan story as the content of the related cultural products are also popular, and become a new talent in Yucheng cultural industry. At the same time, Yucheng County set up Mulan Culture Communication Co., Ltd. to integrate the dissemination, publicity and operation of Mulan culture into one, forming an industrial chain. A series of cultural and tourism industry projects such as Mulan Ancestral Scenic Spot, Mulan Residence, Mulan Memorial Hall, Mulan Culture Park, etc. make Mulan culture bigger and stronger gradually.
Specialized cultural brands add charm to attract investment. Many investors said: "We are looking at the "Mulan hometown" brand to invest in Yucheng, where not only good location advantages, and cultural heritage." Cultural brand greatly increased Yucheng in the international and domestic visibility, set up a good image of opening up to the outside world, adding a great charm to attract investment, domestic and foreign businessmen come in droves. In recent years, Yucheng has utilized the brand of "Hometown of Mulan in China" to attract investment of more than 10 billion yuan, which has promoted the economic development of the county and the construction of a harmonious society.
Enhancing the effectiveness of the brand
Wang Huimin, Standing Committee of Yucheng County Party Committee, Minister of Propaganda Department and Deputy County Mayor of Yucheng County, told the reporter that Yucheng County has taken Mulan as a cultural brand as a kind of soft power, which improves Yucheng County's comprehensive economic and social strength and competitiveness. and competitiveness. Through a variety of initiatives, the cultural brand advantages into economic development advantages, so that Yucheng this agricultural county began to have a big change, big development, "Mulan culture" has become a stimulant for the development of Yucheng regional economy.
In recent years, Yucheng County has grasped the advantages of this cultural resource, and strengthened the protection and utilization of cultural resources, cultivated and sung the "Mulan" cultural brand by organizing the "Mulan Cultural Festival", economic and trade fairs and academic seminars. Mulan" cultural brand is cultivated and sung. The completion of Mulan Grand Theater further enhanced the cultural development level of the county and enriched the cultural life of the masses. Mulan Boxing, Mulan Dance, Mulan Gymnastics, Mulan Waist Drums and other sports activities were widely carried out in the county, and various mass sports and cultural organizations such as Mulan Pan Drum Team, Mulan Yangge Team and Mulan Wushu Team were set up by the organization. Organize and publish books and magazines about Mulan culture, such as historical materials, legends, paintings and calligraphy, to protect and organize Mulan culture. The County Mulan Culture Research Society has published books with more than one million words, such as "Mulan Literature", "Mulan Festival Cultural Information Compilation", "Mulan Calligraphy and Painting Collection", etc. The County Elderly Association edited and published the publication "Golden Chrysanthemum Garden" mainly reflecting the culture of Mulan, and the County Literature Federation edited and published the literary publication "Mulan Literature". Also in the county's important places to shape the Mulan statue, set the image of slogans, etc., so that the county everywhere to show the image of Mulan, everything overflowing with the spirit of Mulan.
Yucheng County every year in the cadres to focus on the activities of emancipation of the mind, calling on the county cadres to learn Mulan's courage to sacrifice, indifferent to fame and fortune, competition and innovation, and face up to the difficulties of the spirit of strengthening the party members and cadres to emancipate the mind, advancing with the times, innovation and pragmatic, across the development of the concept of the spirit of Mulan propaganda and education, to improve the style of the leading cadres and the cadres of the county to form the county up and down to meet the challenges, The cohesion and integrity of the government, selflessness, and a clean and upright atmosphere, and promote the overall progress of social undertakings.
On the basis of extensive civic moral construction and spiritual civilization activities, to Mulan allegiance to the country, love and respect for the family, self-improvement, selfless dedication to the spirit of the main theme of the "modern image of Yucheng people" shaping project activities, in the county to establish "Yucheng is my home, construction relies on everyone", "the construction of the county is my home", "the construction of the county relies on everyone", "the construction of the city of Yucheng is my home". Construction depends on everyone", "everyone is the image of Yucheng" sense of ownership, the whole county to Mulan as a model, with a strong sense of responsibility to care for their hometown. In the vast number of rural areas and communities, with Mulan's "filial piety" to honor the elderly, love for the young "charity" and loyalty and unswerving "love", a wide range of family virtues education, promote the healthy development of rural social customs. The family virtues are widely taught to promote the healthy development of social morals in rural areas. In the authorities, especially the window industry and law enforcement departments, to "learn Mulan, love their hometown", "love Yucheng, service to the public" as the theme, to strengthen the team building, improve the quality, change the style of work, enhance the sense of service, and shape a good image of the government and the image of civil servants. The image of civil servants. Yucheng has been awarded the provincial and municipal soft environment construction advanced county.
Mulan hometown "Mulan" more than the rapid development of the textile and clothing industry, so that the identity of Yucheng rural adult girls gorgeous change. Station set town peasant girl high beautiful was elected as a representative of migrant workers to participate in the 60th anniversary of the founding of the National Day ceremony and was elected to the party's eighteen delegates, her original wiring method, so that the "empty spindle" rate reduced to zero, so that the output from the original 200 tons per month to 280 tons, only this one every month for the company to improve earnings of nearly more than 200,000 yuan. The successful operation of her cam reverse loading, not only to make the original thousand ingots per hour broken head 58.3 reduced to 29.7, the original one person to operate a car for the current one person minimum operation of two cars. 2012 June 28, the province's party delegates meeting was elected to attend the party's eighteen delegates. As a migrant worker party delegate, first appeared on the stage of history. From the age of 17 work, from the hometown of Mulan Li Lao hometown of Cui Huihui, Shaohua youth into the hot land of Cixi City, Zhejiang Province, by a simple "foreign sister", become the national "May Day Labor Medal" winner, and won the "Ten Most Moving Zhejiang". The title of "Top Ten Civilian Workers Most Moved by Zhejiang", thus becoming the pride of women in the hometown of Mulan.
Human resources is the biggest advantage of investment, a large number of textile technology skilled female workers has become the Yucheng investment resounding business card. This year, Yucheng County has successfully introduced a 1.5 billion yuan investment in last Lin clothing, investment of 1 billion yuan of Weilan textile and other large-scale textile and clothing projects 6, to reach the investment intention of 13 projects, two total investment of more than 10 billion yuan.
"Mulan" has become the spiritual pillar of Yucheng people and has penetrated into the hearts of millions of people. Mulan culture produces cohesion, creativity and combat effectiveness, has become Yucheng County, economic, political and social undertakings of the overall development of the spiritual support and driving force.
Mulan culture is leading Yucheng to realize the grand blueprint of leapfrog development in the new period! In December 2009 by the Starlight International led the production of the Chinese film Zhao Wei version of "Mulan" has achieved a double harvest of box office and word of mouth, attracting domestic and foreign media attention, innovation and traditional culture tree new wind. Not only did the film successfully face the siege of many imported American Hollywood blockbusters when it was released domestically, but it also performed well in the overseas market, realizing "going out". The film was released on November 27 last year, as the first domestic blockbuster in 2009 New Year's Eve, "Mulan" by virtue of the national theme and the double insurance of the cast, holding high the flag of the national theme, the release of many Hollywood blockbusters in pursuit of the blockbusters, to create a proud achievement. Since its release in Mainland China, Hong Kong, Taiwan and Singapore, Malaysia and other Asia-Pacific regions, the box office has exceeded 110 million. Mulan" overseas again, South Korea's first weekend box office red Chinese film "Mulan" since September 2 in South Korea, the first week of box office ranked the top of the box office list, box office red. September 7 evening, in the China Film Bureau to participate in the film seminar activities, the scene commended in recent years in the "go out" project has made outstanding contributions in the international impact of the ten films In the evening of September 7, in the movie seminar activity with the participation of China Film Bureau, ten domestic movies with great influence on the international scene were honored for their outstanding contribution in the project of "going out" in recent years, and excellent movies such as Mulan, Red Cliff, and Founding of a Nation were among them.