CHU PHOENIX TRANSFORMATION : FROM TRADITION TO INNOVATIVE SOUVENIR
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This study investigates the transformation of traditional Chu phoenix motifs into modern souvenir design, with a focus on appealing to younger consumers and promoting cultural innovation. The research analyzes the symbolic meaning, spiritual connotations, and visual characteristics of the Chu phoenix artifacts in history, exploring how these elements can be integrated into contemporary design. The study employed a mixed-methods approach, combining a literature review, field research at museums and souvenir shops, and consumer surveys to gather comprehensive insights. Firstly, the analysis revealed that the Chu phoenix carries profound symbolic meanings and spiritual connotations, embodying themes of auspiciousness, ancestral reverence, and cultural identity. Second, eight key factors were identified as essential for effectively integrating traditional Chu phoenix elements into modern souvenir designs through the survey. The simplification and abstraction of patterns, modernization of colors, and diversity of materials are identified as the most critical factors in innovative souvenirs through 97 questionnaires. This research offers valuable insights for future cultural product development.
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