On August 18th, the competition of B Meng's Japanese field finally came to a close. The men's group Gilgamesh became the "burning king" of this year, and the women's team after fierce competition, Japan's first generation of Meng Wangmu's Sakura, after a lapse In 16 years, he won the title of "Meng Wang" again. We can also feel that Sakura, who returned through the new work "Magic Girl Sakura: Transparent Card" for many years, her "Meng" did not fade with time.
The first generation of "Meng Wang" woody cherry
"Magic Girl Sakura" is a magical girl comic book serialized by CLAMP since 1996 in the magazine "Nakayoshi". Woody Sakura is the hero of this cartoon. The Sakura accident was selected as the "Cullo Magic" and set foot on the road to recover the Kullo cards scattered around, and the story began. In January of this year, the new "Magic Girl Sakura: Transparent Card" is a sequel to "Magic Girl Sakura". Sakura rose from elementary school to junior high school and started a new adventure.
In the 1990s, anime works with the theme of magical girls emerged endlessly. There are some magical girls in the battles such as "Slayer of the Sorcerer", "Sailor Moon", "Magic Girl Sandy Sand", and the magical girl of love, such as "Sparkling Magic Girl" and "Santa Girl". The daily story of a magical girl like the playful little flower fairy.
In contrast, "Magic Girl Sakura", which combines many elements, is very special.
Gorgeous and numerous costumes, just the right fighting elements, warmth of the story, many popular elements, plus the theme of "love", "Magic Girl Sakura" with the cute girl painting style and people, show Positive energy, sincere, friendly and optimistic. Although the readership of Nakayoshi magazine is mainly based on primary and secondary school students around the age of 10, "Magic Girl Sakura" has attracted readers of different ages because of these special factors.
From the aspects of image, character, expression, etc., the heroine Sakura Sakura exudes a very cute personality, so "Magic Girl Sakura" has become a masterpiece of "Meng" in many people's minds, which also makes small Sakura stands out among the many girls' images and has become a "mother" in many people's minds.
In 2002, the first battle of Japan, Woody Sakura took the title of "Meng Wang" with absolute advantage.
"Meng culture" born out of social pressure
"Meng", this refers to "the bud of the birth of the grass", but in the ACG subculture, "moe" is often used to describe extreme preferences, can be understood as "individuals are born from the inside of certain characteristics of the character A burning resonance feeling."
Perhaps many people will equate "Meng" with "Cute", but in fact the meaning of "Meng" is more extensive. "Meng" is both an adjective and a verb or noun. When we talk about a thing "moem", it is not only to reflect the cuteness of things, but also the attributes of identity, image, character, language and other aspects to reflect the "emerging point" of the role, which can greatly satisfy different people. Aesthetic needs.
In fact, in Japan in the 1970s and 1980s, the "cute culture" centered on "cuteness" was already very popular. However, with the breakdown of the Japanese economic bubble, the Japanese people faced great social pressure, and people urgently needed spiritual relief and release. The simple and pure "moe" element not only satisfies people's demands for returning to the truth, but also helps people relieve their mental stress and release their suppressed emotions. Therefore, "Meng Culture" has gradually replaced the status of "cute culture".
At the beginning of the 21st century, Meng culture was popular around Tokyo Akihabara.
As a kind of spiritual flavoring, Meng culture has brought emotional comfort to many people in the stressful modern society, which has alleviated their anxiety and loneliness. Although some young Japanese people have used Meng culture as a “world†space and rejected social growth, which has aroused the vigilance of some Japanese scholars, we cannot deny that in Japan, Meng culture has gradually become an important Cultural trends are integrated into the lives of ordinary people.
Due to the prevalence of Meng culture, the term “moe†has gradually moved from the ACG cultural circle to the public view and has been loved by many ordinary people. In 2004 and 2005, “Meng†was the number one new trend in Japan. Some Japanese scholars even study the phenomenon of "moe" from the perspective of psychology, and call it "sense learning."
It can be said that it is with the rise of the budding culture of Meng culture, "Magic Girl Sakura" has become a classic representative of the cute works.
"Meng culture" spawned commercial magic
As time goes by, Meng is more and more closely connected with the lives of ordinary people. From "Meng Language" and "Meng Behavior" to "Meng Home Appliances", "Meng Shenshe" and "Meng Self-Defense Forces", "Meng" has penetrated into every aspect of Japanese daily life, and has produced a wonderful chemical reaction with the business. "It was born."
Take the "Magic Girl Sakura" full of cute elements as an example. The settings of the anime works, such as dressing up, key, Kolo, and transformation, have laid the foundation for the design and sale of derivative products. Merchants can easily find the cute spots in the works and promote the surrounding areas. And selling.
Although the target reader of "Magic Girl Sakura" is a middle school student of about ten years old, but since many years, comics and animation have accumulated a large number of fans of all ages, there are many adult-oriented designs around this work. ——Many surrounding areas have all kinds of elements of comics, and they are simple and practical. Fans of different ages and different aesthetics can be satisfied in the wide variety of derivative products of “Magic Girl Sakuraâ€.
Whether it is animation, music, movies and games, or toys, clothing, cosmetics, daily necessities and other daily necessities, "Magic Girl Sakura" seems to be magical, always maintaining a high popularity. This time after another "circle money" activity, Wu Zhiben Sakura finally got the "famous reputation" of "the most profitable primary school students."
In addition to the series of derivative products born out of Meng, IP also includes a marketing model that directly uses the “meng†image as the main propaganda tool. When consumers are tired of the boring marketing methods in the market, Meng culture seems to be a clear stream, opening the door to Meng marketing.
Kumamon, which is popular in the world, is one of the successful cases of marketing.
In 2010, the Kumamoto government created the image of Kumamon, which is obese, cute, and blushing, and launched local promotion activities, hoping to attract more tourists. The official has also greatly enhanced the popularity of Kumamon and Kumamoto through a series of marketing events such as Kumamon's business trip, finding lost blush, and using new media to spread convenience and easy to create topics.
In just one year, Kumamoto became an famous tourist attraction from an unknown area, and Kumamon also brought considerable economic benefits to Kumamoto.
This kind of Meng economy, on the basis of Meng culture, with a vivid and lovely image, has brought the distance between products, brands and consumers closer, and also increased the trust of consumers. The image of “Meng†is also more conducive to the dissemination and promotion of products and brands. If we rely on the power of the network platform, it may even become a hot cultural phenomenon. In addition to Sakura and Kumamon, hello kitty, Pikachu, lazy eggs, Japanese and Korean "hybrid" LINE FRIENDS and other images are the embodiment of Japan's Meng economy.
In fact, the Meng economy is not only suitable for Japan, but also in the Chinese market, the Meng economy is also very popular. Very famous images like Tuzki, A raccoon, uncle, and three squirrels have brought great commercial value to their respective brands at different times. In addition, the phenomenon of corporate image anthropomorphism, star selling and other phenomena can also be regarded as the perfect application of the Chinese market to the Meng economy.
According to this trend, Meng culture is likely to become a major killer in the new era of commercial markets. After all, "cute is king, Meng is justice."
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