Through movies and short videos.

“Hollywood has earned hundreds of millions of dollars by turning the story of Mulan into entertainment blockbusters. Water Margin, Journey to the West, and Three Kingdoms have been registered as game trademarks by dozens of companies in Japan and South Korea. Chinese companies want to develop such games. Games require huge royalties. "In fact, when it comes to the protection of traditional culture, our government is not doing nothing. It is gradually trying to collect, organize, preserve and record folk literature, traditional knowledge and intangible cultural heritage. Protect. And traditional culture sleeps in the "cradle" of the government. It wasn't until "Mulan" went to Hollywood to make a movie and "Monkey King" went to Japan to play games that Chinese traditional culture woke up from a dream: while discovering the huge commercial value it contained, it also felt painful that it had fallen into the "international trap" set by developed countries. ”, reflecting on the shortcomings of the current cultural protection and utilization mechanism. Traditional culture is the source of knowledge innovation and is spread in the form of knowledge products. Developed countries have poor traditional cultural resources, but they have strong innovation capabilities and rich knowledge products. They control the world's high-tech industries and cultural sunrise industries. Since the development of these industries benefits from high-intensity intellectual property protection, developed countries, in their leading international intellectual property conventions, are committed to maintaining the "flow" of "knowledge products" while allowing the "sources" that pollute traditional culture to form The international rule that "intellectual property rights protect innovative achievements but not intellectual sources" has been established. Under this "guise", the source of intelligence flows quietly from the East to the West, and culture moves from tradition to modernity. However, developing countries including China are still in the dark, thinking that folk songs can only be sung in the mountains, the Three Kingdoms are only divided into books, and genes are only attached to the body, so there is no commercial benefit at all. In the absence of an incentive mechanism for cultural inheritance among the people, the government has no choice but to step forward and act as a "messenger of civilization." Unfortunately, in an officialdom that advocates GDP values, no matter how bright the historical halo of the "envoy of civilization" is, it will not be a political achievement project. The government appears to be quite rational in its budget for protecting traditional culture. As a result, the "flow" of knowledge products has not been intercepted, and the "source" of traditional culture has not been preserved. It must be noted that the "solidification" of traditional culture requires administrative power, and more importantly, the oil of interests. The water of culture originates from the people and flows among the people. Only by the joint efforts of everyone driven by interests can we achieve a blowout. In other words, leveraging the power of the people to protect traditional culture depends on reasonable interest incentives. It is imperative to establish a benefit-sharing mechanism between intellectual property rights holders, inheritors of folk literature and art, and holders of traditional cultural resources. In fact, the National Copyright Administration began legislative research on the "Regulations on the Protection of Copyright of Folklore and Artistic Works" as early as 1992, and formed the first draft in 1996. However, due to the collective, regional, and generational nature of folklore and artistic works, Due to its characteristics such as dissemination, there are difficulties in the reasonable distribution of benefits, and legislative work faces huge challenges. Although this regulation has been repeatedly revised and promoted several times, it is still in a difficult state. The day of its birth is worth looking forward to. At the same time, developing countries, including China, should not fall into the "international trap" of developed countries again and repay kindness even if it is not a drop of water. In the process of concluding relevant international conventions, we must dare to compete for the right to speak, implement a benefit-sharing system, and prevent the unnecessary loss of the "source" of culture.

On the basis of "solidifying the source" of traditional culture, it is necessary to carry out reasonable "diversion". Unlike "Guyuan" which aims at protection, "Diversion" focuses on the development and utilization of traditional culture. Governments at all levels should take the implementation of the National Intellectual Property Strategy Outline as an opportunity to formulate and implement local intellectual property strategies and promote traditional culture revitalization strategies. Adopt active cultural policies, fiscal policies and industrial policies to encourage independent cultural innovation, form strong intellectual property rights, realize the industrialization of national culture, and ultimately change the "east" and "west" direction of the "flow" of knowledge products.