文创+体验，点燃今夏新疆旅游新热度

文┃谷河青年记者：陈康莉、李瑞荃

杨昳、余佩珊

环球时报记者：张晗

“Creative cultural products, immersive experiences drive tourism boom

文创+体验，点燃今夏新疆旅游新热度

As the craze for Labubu sweeps across countries and regions, an adorable icon has captured the hearts of visitors flocking to Urumqi, Northwest China's Xinjiang Uygur Autonomous Region in its summer heat - the stuffed Nang toys inspired by Xinjiang's traditional flatbread nang, also known as naan in Central Asia.

当抢购Labubu的热潮席卷全球时，众多在炎炎夏日来到新疆的游客们则被另一种萌物“俘获芳心”，这就是以新疆传统美食“馕”为原型设计而成的“馕文创”。

At the Nang Culture Pavilion in Urumqi Grand Bazaar, many visitors carry Nang-themed backpacks and plush keychains. The stands explore the history and craftsmanship of Xinjiang's staple food through interactive displays, while many visitors seize the chance to experience the fun of nang-making. Innovative cultural product design and immersive experiences act as a dual engine driving Xinjiang's tourism boom this summer.

在乌鲁木齐大巴扎步行街的馕文化主题馆里，随处可见肩挎馕背包、手持毛绒馕挂件的旅客，他们通过展示介绍了解着新疆馕的前世今生，更有机会沉浸式体验打馕的乐趣。文创设计的“出圈”与沉浸体验的“入戏”，正成为点燃今夏新疆旅游新热度的双引擎。

Part.1

Bite-sized cuteness

文创设计：捧在掌心的特色文化

A famous Xinjiang proverb highlights the indispensable role nang plays in both daily life and local culture: "we'd rather go three days without meat than a single day without nang." In recent years, nang-inspired cultural products have become increasingly popular, emerging as Xinjiang's new cultural ambassadors.

新疆俗语称“宁可三日无肉，不可一日无馕”，足可见馕在日常生活和人们心中的重要地位。近年来，以馕为原型的周边产品爆火出圈，摇身一变成为了新疆文旅的“全新代言人”。

图1 乌鲁木齐大巴扎步行街店铺中的“馕文创”展柜

According to Wang Fei, chief of the Nang Culture Pavilion at the Grand Bazaar, two major IPs represent the local delicacy: "Nang Coming" and "Nang family," with products ranging from accessories and magnets, to stress-relief toys.

据馕文化主题馆负责人王飞介绍，目前大巴扎推出的馕文化产品主要有“馕来了”和“阿凡提馕家族”两大ip，其产品涵盖配饰、冰箱贴和解压玩具等多种类型。

The superstar of the NangComing series is "Nang Xiao Bao" with its distinctive large forehead and beady eyes. Meanwhile, the rising star NangFamily features a diverse and extensive cast of Nang cartoon characters, each featuring its own unique personality.

“馕来了”作为第一个以馕为原型进行周边文创设计的品牌，主推具有大额头和豆豆眼的“馕宝宝”形象；而“阿凡提馕家族”作为后起之秀，则通过设计了多种各具特色的馕卡通形象构成庞大的馕家族。

Li, a tourist from East China's Jiangxi Province, purchased two plush toys as souvenirs: Nang Xiao Hua, shaped like a blossom, and Wo Wo Zai, modeled after traditional dimpled flatbread.

来自江西的李女士挑选了来自“馕家族”的两只毛绒玩偶作为此次新疆之旅的纪念品，分别是形似花朵的馕小花和以窝窝馕为原型的窝窝崽。

"My boyfriend is a big fan of Jellycat. These Nang toys incorporate local culture but give out the same adorable vibe as Jellycat's," she said.

她表示，“我男朋友特别喜欢jellycat的毛绒玩具，新疆的这个馕文创很有设计感，不仅有当地特色，还给我一种jellycat的感觉。”

When travelers manage to snatch a ticket to the really popular Xinjiang Uygur Autonomous Region Museum, they often seek the many cultural and creative products designed after the national treasures housed at the museum.

当游客参观当地的另一热门景点新疆博物馆时，也往往不会错过其中售卖的以文物为原型的文创产品。

Guan Yi, head of the cultural and creative department at the Xinjiang Museum, said that the products they design tell the stories of cultural relics in a subtle and engaging way. "We aim to present a fusion of ancient artifacts with contemporary art, breathing new life into historical treasures."

新疆博物馆文创部负责人关懿表示，“新疆博物馆做文创，是希望以润物细无声的方式讲述文物故事，旨在展现古代文物与现当代艺术的碰撞，让古代文物焕发新活力。”

Data from the museum shows that since 2024, the sales of the museum's cultural and creative products have increased 36 percent year-on-year, reflecting growing market enthusiasm. Among the bestsellers are magnets, scarves and bags inspired by the highlight treasure called "Five stars rise in the East, benefiting China brocade armband," and stuffed toys inspired by silk paintings of Fuxi and Nüwa, ancestors of the human race in Chinese mythology.

数据显示，2024年以来，新疆博物馆文创产品的销售额同比增长了36%，展现出持续上升的市场热度。其中，表现最抢眼的是围绕镇馆之宝“五星出东方利中国”锦护臂和“伏羲女娲图”而设计的相关产品。

Part.2

Stories coming to life

沉浸体验：活在眼前的新疆故事

Located in the Shuimogou district in east of Urumqi, "The Silk Road show" is an immersive cultural complex that combines stage performances, interactions with performers dressed as historical figures, local cuisine, and cultural heritage. Since its official opening in early 2025, the venue has attracted visitors from across the country with its innovative format and engaging storytelling.

坐落于乌鲁木齐水磨沟区的“丝路有戏”是一个集戏剧、体验、美食、文化于一体的沉浸式演绎街区，自2025年正式开始运营以来，以其独特的互动模式吸引着八方来客。

Drawing inspiration from the history of the 36 states in Western Regions along the ancient Silk Road, the creative team of the operator has crafted six stories including the rise and fall of Loulan state and the ancient diplomatic missions to the Western Regions. Over 20 performers dressed as historical characters roam the streets of the complex, inviting visitors to accomplish small tasks to obtain bonuses and engaging tourists in fun conversations, offering a multidimensional encounter with Silk Road culture.

为了更好地让游客了解西域故事，项目组以西域36城历史背景为主线，编排了有关楼兰兴衰和出使西域等主题相关的6大主题剧目，并设置20多个NPC角色与游客进行拍照、对话、游戏等互动，将丝路文化立体化呈现。

According to Shen Li, executive director of "The Silk Road has a show" project, "These performances break away from the traditional fixed-seating theater model. Audiences move through the performance space, becoming both spectators and actors. This dynamic format allows traditional culture to resonate more deeply with modern audiences," he explained.

据“丝路有戏”的项目执行导演申理介绍，“这些剧目打破了传统戏院固定座位观演的模式，让游客在行进中观演，他们既是观众，也是演员。”在他看来，只有与当代审美和娱乐方式对接，传统文化才能真正入人心。

One such performance is the Night Banquet of the Qihan Festival - a Kucha (one of 36 states) ritual praying for heavy winter snow and abundant water in the coming year. This immersive show left a deep impression on Liao, a tourist from Central China's Hunan Province.

其中一个剧目名为《乞寒夜宴》，讲述了观众受邀参加龟兹国为祈祷寒冬天降大雪、来年风调雨顺的乞寒节仪式的故事。这个表演给来自湖南的廖女士留下了深刻的印象。

The experience begins in a museum setting and quickly unfolds into a fantasy journey, as celestial dancers emerge from ancient murals and guests are invited to join the Qihan Festival of Kucha. From shamanic rituals to water-screen dances, the audience is invited to travel back in time to the golden era of the Western Regions. "It was my first time experiencing a performance like this," said Liao. "The stage design and acting were truly breathtaking - I was completely immersed."

该演出以参观博物馆为引，随着壁画中飞天舞女的复苏，观众受邀参与龟兹古国的乞寒节仪式，观看萨满祭祀与水幕舞蹈，仿佛穿越千年来到龟兹古国的辉煌岁月。廖女士表示，“这是我第一次观看这种类型的表演，舞美和演员表现都很精彩，让我被深深震撼到了。”

Interactions with performers dressed as historical figures also enrich the visitors' experience. Zou, a tourist from Jiangxi, encountered an actor impersonating wandering monk Xuanzang upon entering the complex. The well-known character explained the rules and ways to explore the complex. "It helped us understand the setting in a more vivid way and made the whole experience more real," she shared.

除了沉浸式互动剧目，游客们还有可能会在逛街时偶遇NPC“搭讪”。来自江西的邹女士刚刚和小伙伴进入街区，便被一位“玄奘”拦住了去路，并为他们解读了接下来游玩体验的方式和规则。据邹女士所说，“这种互动对于我们体验整个街区非常有帮助，能更让我了解故事背景，带来身临其境的感觉”。

图2 游客们在新疆博物馆体验互动织锦装置

At the Xinjiang Uygur Autonomous Region Museum's national treasure exhibition featuring the brocade armband, children crowded in front of an interactive weaving machine that allows visitors to make a virtual armband by moving a shuttle back and forth in front of a digital screen.

在新疆博物馆中华锦绣——“五星出东方利中国”锦护臂国宝展中，孩子们挤在一台互动式织布机前，参观者可以通过在数字屏幕前来回移动梭子来体验制作织锦的过程。

Xinjiang's recent innovations in cultural tourism have made its rich history more approachable. Urumqi is third in place on Trip.com's 2025 list of top summer travel destinations in China, only after Beijing and Shanghai. Thanks to innovation and upgrade, the unique stories of Xinjiang have become lasting memories cherished by travelers.

新疆近年来在文化旅游方面的创新，使其丰富的历史更加平易近人。在携程网发布的2025年中国夏季旅游目的地排行榜上，乌鲁木齐位列第三，仅次于北京和上海。这些旅游体验上的创新升级，也使得独具特色的“新疆故事”，化作了能被各地旅客珍藏心中的“新疆记忆”。

编者注：

原文发表在环球日报英文版（Global Times）客户端，原标题为“Creative cultural products, immersive experiences drive tourism boom”（链接：https://enapp.globaltimes.cn/article/1339200 ），现经媒体授权发表于谷河青年平台，略有删改和编辑。

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编辑 | 陈康莉

排版 | 欧阳淑桢

初审 | 毛万熙

复审 | 钟智锦

终审 | 郑军庆