Leveraging the 'A Little Red Flower' IP for cultural and creative products to go viral, highlighting the vitality of printing transformation
Starring Zhao Liying and Huang Xiaoming, 'Small Town Stories' ignited online popularity after its premiere on CCTV on January 10, and on April 1, it made another major premiere on Zhejiang Satellite TV's China Blue Theater, maintaining its high popularity. The series received high ratings and strong reviews, significantly boosting the popularity of related IP derivative products and making them highly sought after in the market.
To seize market opportunities, the Longgang City Printing and Packaging Industry Association obtained authorization for the 'Small Town Stories' IP, with 11 member companies participating in the development and sales of various derivative products. Among them, Wenzhou Qiheng Printing Co., Ltd. capitalized on the traffic trend, carefully designing multiple acrylic cultural and creative products around this IP. Behind these products not only is the vigorous vitality of Longgang's 'millet economy,' but it also reflects the determined steps of local traditional printing companies in their transformation and upgrading.
In Qiheng Printing's production workshop, the machines roared in an orderly manner as various production processes for acrylic cultural and creative products steadily progressed. Zhang Fangfei, the company's production manager, told reporters that as early as before the broadcast of 'Small Town Big Events,' the company had already made preparations, launching the design and development of cultural and creative products based on this IP. They successfully introduced more than ten products, including character keychains, card bricks, and refrigerator magnets. These products accurately replicate the expressions of the characters and the classic scenes from the show, while the natural transparency of the acrylic material adds both aesthetic appeal and collectible value. Each product carries the unique memories of the series, becoming an important medium for fans to cherish their memories.
"The cartoon-style keychains we created around the image of Mayor Li Qiuping are also paired with small accessory cards themed on 'Small Town Big Events,' connected by a lanyard. They can be hung on a backpack or used as everyday hangings. The design is simple and elegant, and the character representation is very true to the characters in the show," Zhang Fangfei explained to reporters while showing the products.
The production of acrylic cultural and creative products requires multiple meticulous processes. First, digital printing is carried out according to the design drawings to precisely print the patterns onto the acrylic sheets; then, using a cutting machine, the sheets are cut accurately according to preset dimensions to ensure smooth, burr-free edges. For the sand-flow style cultural and creative products, an additional step of creating the sand-flow cavity is required after cutting. Finally, through processes such as laminating and assembly, each delicate cultural and creative product is completed.
The hot sales of these IP cultural and creative products vividly reflect the booming economy of Longgang's Guzi (Grain) industry. In recent years, the Guzi economy has become a new track for cultural consumption. Relying on the mature printing industry foundation in Longgang, traditional printing companies have been promoted to transform into the cultural and creative field. As an established printing enterprise with a thirty-year history in Longgang, Wenzhou Qiheng Printing Co., Ltd. previously focused on the production of honor certificates. In 2024, it took advantage of the market and established Wenzhou Freedom Mark Cultural and Creative Co., Ltd., deeply engaging in the research and production of acrylic cultural and creative products.
With strong production processes and innovative design capabilities, Qiheng Printing has successfully reached deep cooperation with well-known catering brands such as Pizza Hut, Ambrosial, Guming, and popular anime IPs, smoothly completing the crossover layout from traditional printing to the cultural and creative industry. The research and production of the "Small Town, Big Events" IP cultural and creative products not only broadens the development path of the enterprise but also injects fresh vitality into Longgang's Guzi economy with high-quality products, helping this "Chinese Printing City" advance toward becoming a "Cultural and Creative City."