Personally, I think the IP of the Palace Museum is the most widely known. The combination of IP of the Palace Museum and domestic brands such as China has made more young people understand traditional culture, which is no longer limited to knowledge, but closely related to life. We can see the positive collision between traditional culture and brand, and the influence of the combination of advantages and disadvantages.

Also, the cross-border cooperation between Liangzhu Ancient City with a history of 5,000 years and Zhang Xiaoquan, a domestic brand, has been seen in the news before. By skillfully combining Liangzhu culture IP with Zhang Xiaoquan products, the classic elements of Liangzhu are innovatively added in the design of scissors, kitchen knives, nail clippers, tableware, hardware and other products, so that the beauty of Liangzhu culture can be integrated into modern life and people can feel the charm of traditional culture from the tools of daily life. It is one of the representative examples of traditional cultural innovation.