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' made its debut on CCTV on January 10 and instantly sparked nationwide attention. On April 1, it made another major premiere on Zhejiang Satellite TV's China Blue Theatre, maintaining its popularity. The series has 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 the IP authorization for 'Small Town Stories,' 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 and carefully designed multiple acrylic cultural and creative products around this IP. Behind these products lies not only the vigorous vitality of Longgang's 'millet economy' but also reflects the firm steps local traditional printing enterprises are taking 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 acrylic material adds both aesthetic appeal and collectible value. Each product carries the unique memory of the series, becoming an important medium for fans to preserve their memories of the show.
"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 closely matches 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 company with a 30-year history in Longgang, Wenzhou Qiheng Printing Co., Ltd. previously focused on producing certificates of honor. In 2024, it took advantage of the market trend to establish Wenzhou Freedom Mark Cultural and Creative Co., Ltd., specializing in the research and production of acrylic cultural and creative products.
With strong production skills 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 company 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."