Funny red envelope covers, colorful online classes, innovative cultural and creative products... As the Spring Festival approaches, many museums have launched online activities, with the active participation and happy interaction of netizens, and the excellent traditional Chinese culture has been integrated into daily life, glowing with new brilliance. What are the images and materials of the auspicious beasts crouching in front of the gate of the Palace Museum? How closely do they relate to Chinese culture? The online Spring Festival course of "The Gate Watcher in the Forbidden City" at the Palace Museum decrypts the stories behind these "magical animals". It is understood that the "Palace Museum Knowledge Class" Spring Festival live broadcast activity will take netizens to explore the numerous types of auspicious doorkeepers, exquisite ancient bridges and picturesque rocks in the Forbidden City. In addition, the "Digital Duobao Pavilion" of the Forbidden City has released new high-definition three-dimensional cultural relics, and the "Digital Cultural Relics Library" and "Records of Famous Paintings of the Forbidden City" have also launched the Spring Festival theme, bringing more flavor to netizens. To welcome good luck in the New Year, people are very careful in choosing the New Year symbols such as the character of blessing and the Spring Festival couplets. "Stickers with beautiful meanings are pasted on the computer, which is full of ritual and New Year's atmosphere" "These cultural creations look so prosperous, beautiful, happy and cultural"... In the online shop of the Palace Museum, netizens can see a variety of cultural and creative products for the Spring Festival. For example, the "Fu Lu Spring Festival Couplet Set" includes horizontal banners, couplets, Fu characters, window decorations, red envelopes, stickers, etc., of which five Fu characters are written by five emperors of the Qing Dynasty, implying "five blessings at the door". According to the history of the Ming and Qing dynasties, "The Forbidden City Celebration of the New Year · Game Collection" has made seven interesting hand games from the seven customs of the New Year in the Forbidden City from the winter solstice to the Lantern Festival, suitable for the whole family to play together. The National Museum has prepared cultural and creative products with collection elements in online stores. For example, the Spring Festival gift box of the National Museum collects the auspicious meaning of eight cultural relics in the collection, and draws the head of the national treasure rabbit as a cartoon bunny with Chinese style. "I hope that the lively and lovely rabbit can bring new vitality and hope to the next year," said a consumer in an online message. In recent years, various museums have used their own cultural tourism resources to develop various cultural and creative products, better meet people's diverse cultural consumption needs, and open up new ways and new prospects for cultural communication. Cultural and creative products related to the Spring Festival let more people feel the strong flavor of the year and deepen their understanding of Chinese cultural heritage. "China-Chic Cultural and Creative" Qi unveiled the "Green Horse" plush toy in Gansu Provincial Museum, the Flying Moon Canvas Bag in Dunhuang Museum, and the "Rui Rabbit Embroidery · 2023 Spring Festival Gift Bag" in Suzhou Museum... More than 20 museums across the country jointly held the first "Cultural and Creative New Year's Day · Celebrating the New Year in the Museum" activity with Tiktok E-commerce. Through short video and live broadcast, he led netizens to go deep into the museum's "archaeological" cultural relics stories, At the same time, many cultural and creative products appeared in a centralized manner. "There are more and more people who love traditional culture. People like to nourish their hearts with traditional culture. With the help of short videos, the continuous and stable output of valuable content has become an important way for museums to spread traditional culture." Ye Rong, curator of Jiangxi Provincial Museum, said that online shopping has become an important way of people's daily consumption. Using the Internet platform to promote and sell cultural and creative products can cover more people and more