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<!DOCTYPE html><html><head><meta name="source" content="新华网"> <meta name="publishdate" content="2025-02-25"> <meta name="contentid" content="2025022562a10549a6ab4a86a4785793b85fbd06"> <meta name="subject" content=""> <meta name="catalogs" content="01002002011"> <meta name="author" content=""> <meta name="publishedtype" content="1"> <meta name="filetype" content="0"> <meta name="pagetype" content="1"> <meta name="templateId" content="d2b039de7f564c3882858a6a1655f8c1"> <meta http-equiv="Content-Type" content="text/html; charset=utf-8"> <meta name="apple-mobile-web-app-capable" content="yes"> <meta name="apple-mobile-web-app-status-bar-style" content="black"> <meta content="telephone=no" name="format-detection"> <meta http-equiv="X-UA-Compatible" content="IE=edge"> <meta content="width=device-width, initial-scale=1.0, minimum-scale=1.0, maximum-scale=1.0,user-scalable=no" name="viewport"> <div data="datasource:2025022562a10549a6ab4a86a4785793b85fbd06" datatype="content"><meta 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class="time">17:32:10</span></div> <div class="source">来源：新华社 </div> <div class="head-line clearfix"><h1><span class="title">文化中国行｜《哪吒2》登顶全球动画电影票房榜首 神话IP拉动周边文化产业共创“神话”</span> <span class="btn-audio"></span></h1> <audio id="audioDom" loop="loop" src="" class="hide"></audio> <div class="pageShare"><div class="setFont">字体： <span id="fontSmall">小</span> <span id="fontNormal" class="active">中</span> <span id="fontBig">大</span></div> <div class="share">分享到：<a href="javascript:void(0)" class="wx"></a><a href="javascript:void(0)" class="wb"></a><a href="javascript:void(0)" class="xcx"></a><a href="javascript:void(0)" class="khd"></a> <div class="wx-ewm"><img src="zxcode_2025022562a10549a6ab4a86a4785793b85fbd06.jpg"></div> <div class="xcx-ewm"><img></div> <div class="khd-ewm"><img src="//www.news.cn/2021detail/images/qrcode-app.png"></div></div></div></div></div></div> <div class="adv domMob"><div class="advCont" style="display:none"><ins data-ycad-slot="2305"></ins></div> <div class="advShow"></div></div> <div class="mheader domMobile" data="datasource:2025022562a10549a6ab4a86a4785793b85fbd06" datatype="content"><h1><span class="title">文化中国行｜《哪吒2》登顶全球动画电影票房榜首 神话IP拉动周边文化产业共创“神话”</span></h1> <div class="info"> 2025-02-25 17:32:10 <span> 来源：新华社 </span></div></div> <div class="main clearfix"><div class="main-left left"><div id="detail" data="datasource:2025022562a10549a6ab4a86a4785793b85fbd06" datatype="content"><span id="detailContent"><p><span class="pageVideo" width="359" video_width="608" video_height="1080" poster="https://vodpub6.v.news.cn/yqfbzx-original/20250225/image/3e65ba01-cec0-4c49-9883-45c934e3369e.jpg" video_src="https://vodpub6.v.news.cn/yqfbzx-original/20250225/2025022562a10549a6ab4a86a4785793b85fbd06_XxjfceC007094_20250225_CBVFN0A001.mp4"></span></p><p>  动画电影《哪吒2》自1月29日上映以来，连破多项票房纪录，已位居全球动画电影票房榜之冠，这是亚洲历史上首部获得该成绩的“非好莱坞制作”。电影热映的同时带动其IP衍生产品热销，神话IP正在拉动周边文化产业共同创造新的“神话”。</p><p><img style="margin: 0 auto; display: block; float: none;" src="2025022562a10549a6ab4a86a4785793b85fbd06_e76f215c7ec14508bf40d7b4b43de4b8.jpg"></p><p>  <span style="color: #000080;"><strong>■周边产品销售火爆 订单猛增数百倍</strong></span></p><p>  “天雷滚滚我好怕怕，正月里订单笑哈哈。”近日来，“哪吒”的Q版模型、挂件、徽章等周边产品掀起抢购热潮，网友戏称，“抢完电影票还要继续抢周边”。</p><p>  从有着“中国潮玩之都”之称的广东省东莞市，到湖南湘潭，连日来，这里的多家玩具制造企业的生产车间都是一番忙碌的景象。这些企业经品牌授权，通过巧妙构思、精湛工艺将“哪吒”等形象从银幕搬至现实。</p><p><img style="margin: 0 auto; display: block; float: none;" src="2025022562a10549a6ab4a86a4785793b85fbd06_ad98d1a260cf4571a9e459b02bfce136.jpg"></p><p>  记者了解到，《哪吒2》已经规划并推出十余种衍生产品，其中潮玩盲盒、收藏卡牌、毛绒产品等较为畅销。在销售模式上，主要以联名销售和众筹项目为主。</p><p>  <span style="color: #000080;"><strong>■非遗跨界合作 古老技艺焕发活力</strong></span></p><p>  从火爆银幕到货架售空，《哪吒2》的“溢出”效应全方位显现。</p><p>  精美的古建筑、传统服饰，富有寓意的神话符号，侗族大歌、唢呐、呼麦等民族配乐……《哪吒2》里丰富的中国文化元素也被人们津津乐道，也吸引不少观众在观影之后对传统文化持续关注。</p><p><img style="margin: 0 auto; display: block; float: none;" src="2025022562a10549a6ab4a86a4785793b85fbd06_df2390da6e474cf1a7d6caa79349b396.jpg"></p><p>  正如《哪吒》系列电影导演饺子所说，“中国文化是动画电影创作的巨大宝藏。动画电影需要结合中华优秀传统文化，也需要呈现出创新的年轻化表达。”更多的传承者们也在思考如何找到与当代生活、年轻人兴趣的结合点，用更轻松有趣的方式传播和推广中华优秀传统文化。</p><p><img style="margin: 0 auto; display: block; float: none;" src="2025022562a10549a6ab4a86a4785793b85fbd06_76ae12b9a6a341fa87c77d319f58e1ab.jpg"></p><p>  <span style="color: #000080;"><strong>■热门IP蕴藏商机 千亿级产业赛道崛起</strong></span></p><p>  随着中国原创IP“圈粉”世界，IP衍生市场也在蓬勃发展。</p><p>  专家指出，从“哪吒”周边产品的“一吒难求”，到资本市场相关概念股的集体涨停，再到近年来多个超级IP的强势崛起，IP经济正在千亿级赛道上疾驰。</p><p><img style="margin: 0 auto; display: block; float: none;" src="2025022562a10549a6ab4a86a4785793b85fbd06_fa4a78b914a446e49b3831ca77e1ae63.jpg"></p><p>  从市场规模来看，中信证券研报称，2025年，国内IP衍生市场规模有望突破5000亿元。另据深圳中商产业研究院有限公司预测，2025年国内年度授权商品零售额将达到1467亿元。</p><p><img style="margin: 0 auto; display: block; float: none;" src="2025022562a10549a6ab4a86a4785793b85fbd06_105012024101600008371.png"></p><p>  综合新华社记者报道</p><p>  编导：于跃</p><p>  新华社音视频部制作</p></span> <div id="articleEdit"><span class="tiyi1 domPC"><a href="javascript:void(0);" class="advise">【纠错】</a> <div id="advisebox01" class="tiyi01" style="display:none;"><div><iframe id="jc_link1" border="0" marginwidth="0" framespacing="0" marginheight="0" frameborder="0" noresize="noresize" scrolling="no" vspale="0" style="width:600px;height:350px;float:left;"></iframe></div> <div class="tiyi03"><div id="jc_close1" style="cursor:pointer;"></div></div></div></span> <span class="editor"> 【责任编辑:刘子丫】 </span></div></div> <div class="columBox relatedNews" data="datasource:2025022562a10549a6ab4a86a4785793b85fbd06" datatype="content"> <div class="col-cont"><ul></ul></div></div> <div class="nextpage clearfix" style="display:none;"><div class="nextpage-tit">阅读下一篇：</div> <div class="nextpage-cont"><a href="#"></a></div></div> <div class="ad_right domPC" 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