羅華婷 彭納

1953年，一個稀疏平常的日子，因為一個“不速之客”的到來而變得意義非凡。這一天，都江堰一個小鎮(zhèn)上的人們像往常一樣出門上班，卻發(fā)現(xiàn)一只野生大熊貓正沿著馬路慢慢悠悠地散著步，這可讓整個小鎮(zhèn)沸騰了起來，隨后，大熊貓被救護至成都動物園斧頭山飼養(yǎng)場。這只大熊貓是新中國成立后第一只被救護的活體大熊貓，正是他的出現(xiàn)，開啟了我國野放大熊貓的救護之路。也因為他的出現(xiàn)，讓都江堰這座城市與熊貓結下不解之緣。

大熊貓好似特別鐘情于鄰水靠山的都江堰，此后數(shù)年間，他們便不時來這里“打卡”。2000年，一只饑腸轆轆的大熊貓闖進了都江堰龍池鎮(zhèn)一戶農(nóng)家，恰逢當年也是都江堰的申遺年，這只熊貓便成了都江堰、青城山申報世界文化雙遺產(chǎn)的形象“代言熊”，被命名為“遺寶”。2005年，國寶大熊貓更是“得寸進尺”，“大鬧”都江堰市區(qū)，據(jù)悉，大熊貓最初出現(xiàn)在離堆公園旁，立刻遭到市民的圍觀，“嚇”得這只熊貓一頭扎進了旁邊的河里，下河后的熊貓悠游自在，累了還爬到岸邊樹上呼呼大睡。

從野放大熊貓的救護到大熊貓的繁育再到繁育大熊貓的野化、放歸監(jiān)測，都江堰市是見證者也是親歷者。如今，隨著成都大熊貓繁育研究基地都江堰繁育野放研究中心（熊貓谷）、中國大熊貓保護研究中心都江堰基地（熊貓樂園）、龍溪-虹口國家級自然保護區(qū)的建立，更多的大熊貓在都江堰安了家。

與中國的其他大熊貓基地不同的是，住在中國大熊貓保護研究中心都江堰基地（以下簡稱“基地”）的熊貓個個履歷都不簡單，這里的熊貓要么是出國生活多年歸國的“外交功臣”，要么是出生在國外的“華裔”。

“曾旅居美國的‘寶寶’‘泰山’；旅居馬來西亞歸來的‘暖暖’；從奧地利回國的‘福豹’；還有從這里到韓國去的‘園欣’‘華妮’；遠渡重洋在比利時安家的‘星徽’‘好好’；還有遠赴芬蘭的‘華豹’‘金寶寶’?！币驗楣ぷ餍枰?jīng)常與大熊貓打交道的都江堰市委宣傳部工作人員肖楨說起他們可謂如數(shù)家珍，“住在我們這兒的熊貓，都是‘流量大明星’。”

今年7月9日，是旅美大熊貓“泰山”的生日，雖然“泰山”已經(jīng)回國多年，但在大洋彼岸的粉絲卻一直記掛著他。因此美國、日本等國的粉絲通過網(wǎng)絡組織起來，在“泰山”生日的前幾天便來到都江堰，為他舉行了一個盛大的生日派對?！昂芏喾劢z對熊貓的感情特別深，日本有位老太太，每個月都會專程飛到都江堰來看望熊貓，平時在家她也通過看直播，以解相思之苦。”

這些“歸國”大熊貓引人注目，那些出國的“交換生”帶來的影響也不可估量。

2017年4月，習近平主席對芬蘭進行國事訪問時，中芬雙方同意開展大熊貓合作研究，深化雙方多領域合作。2018年1月，“華豹”“金寶寶”從都江堰出發(fā)，作為中芬友好交流的使者，啟程前往芬蘭艾赫泰里動物園，開展為期15年的科研合作。這是中國大熊貓首次旅居芬蘭，而這也拉開了都江堰市與艾赫泰里市友好交流的序幕。

2018年7月初，應艾赫泰里市邀請，都江堰市青少年足球代表團赴艾赫泰里市參加足球友誼賽并開展友好交流活動。2018年7月底，艾赫泰里市副市長塞波羅·卡里亞拉先生率代表團赴都江堰市交流訪問，并參加“2018成都國際友城青年音樂周”。2019年1月17日，中共都江堰市委宣傳部部長唐小峰率團赴芬蘭開展“讓世界了解都江堰——體驗最美東方文化”特色旅游推介。1月19日，“海外都江堰”芬蘭推廣站在艾赫泰里市正式掛牌……

作為中國文化一張閃亮的名片，熊貓吸引著世界的目光，許多人因為熊貓知道了中國，進而了解四川，對于其帶來的流量效應，肖楨也感受明顯。

“這幾年，我們組織的熊貓研學活動非常受歡迎。”所謂的熊貓研學，就是給熊貓“粉絲”一次近距離接觸、了解熊貓的機會?！靶茇堁袑W是面向家庭，以親子為主題開展的活動，通過網(wǎng)上征集，許多家庭報名參加?！庇行冶贿x中的家庭來到都江堰，當起了志愿者，到這里當志愿者可不是走走過場，他們每天都需要打掃熊貓圈舍、劈竹子、給熊貓做愛心便當。“別看有些小志愿者年紀不大，干起活來從不叫苦叫累，還戲稱自己是熊貓的‘鏟屎官’。”每天收集到的熊貓糞便會被送往一個特殊的地方，在這里，參加熊貓研學的家庭可以學習到如何用熊貓糞便造出紙張?！巴ㄟ^這樣的活動，孩子度過了一個難忘的暑假不說，還能在協(xié)同工作中促進親子的關系?！?/p>

這幾年，類似的活動在都江堰頻繁舉辦，形成了以熊貓為主題的旅游效應。而在一家名為木子尹的木藝工作室里，熊貓帶來的則是文創(chuàng)上的無限靈感。

一走進工作室，木質(zhì)特有的香味撲面而來，展示臺上，吃著火鍋的熊貓鮮活生動，熊貓U盤、熊貓杯墊，這里充盈著太多關于熊貓的元素。“都江堰是個底蘊深厚、人杰地靈的地方，這里的山山水水、一草一木都是我們汲取靈感的源泉，熊貓則是我們開發(fā)最多的一個元素?！惫ぷ魇邑撠熑死顙I告訴記者?！安粌H如此，在我們參加過的大大小小無數(shù)次展會上，與熊貓相關的文創(chuàng)也頗受歡迎?！崩顙I拿出了此前參加展會設計的一個木制的熊貓包，“本來包包只是拿去參加展覽的，結果一亮相就被搶購?！弊詈螅顙I的展臺變空了，熊貓包也一個沒帶回四川。

熊貓帶來的效應也引起了都江堰市委、市政府的關注，如何利用這個流量打造文化IP，成為了都江堰市每一個部門都在思考的問題。

“要打造熊貓IP，就要講好熊貓故事?！弊鳛槎冀呤袑ν庑麄鞯摹皞髀曂病保?都江堰市委宣傳部在這方面做了太多的嘗試。

“我們?yōu)槊恳恢淮笮茇垖懥怂麄冏约旱墓适隆！毙E拿出一本精美的畫冊，這里記錄著所有生活在都江堰的大熊貓的檔案和故事。而與全球熊貓流量最大平臺——央視熊貓頻道、新華社熊貓社區(qū)等的合作，則是希望利用媒體、互聯(lián)網(wǎng)等手段讓熊貓更接近大眾。一系列諸如“都江堰代言熊的粉絲見面會”等活動的相關資料已經(jīng)占滿了肖楨的工作文件柜?！扒喑巧绞堑澜痰陌l(fā)源地，黑白的太極八卦與熊貓黑白的外形正好契合，我們也在思考將太極和熊貓結合在一起，營造出1+1>2的品牌效果。”

在采訪中，肖楨也透露，對于熊貓文化和熊貓IP的內(nèi)涵，一直是困擾大家的問題，“沒人能完全說清楚熊貓文化和熊貓IP是什么?！睘榇耍冀邔⒃谙掳肽晖ㄟ^對熊貓文化專家開展深度訪談，共同探討熊貓文化的內(nèi)涵。

在都江堰市，其他部門也行動起來，紛紛參與到這場從流量到IP的打造和挖掘中。由都江堰龍虹局牽頭，全球首發(fā)了大熊貓文化教材。教材如今已經(jīng)走進都江堰的各個小學，通過學習，現(xiàn)在都江堰的每一名學生都變成了義務講解員，他們隨口就能告訴你熊貓有多少個腳指頭、幾歲開始著色、幾歲開始長牙齒、每天吃多少竹子、排多少糞便等有趣的知識。更讓人意想不到的是，都江堰市人民檢察院在2018年7月，與成都市人民檢察院、崇州市人民檢察院等共同發(fā)布了“崇州宣言”，宣言旨在通過法律手段，嚴懲對熊貓以及所有野生動物的盜獵行動。

如今，在都江堰的街頭走一走，熊貓出租車、熊貓公交、街邊的熊貓?zhí)崾九啤⑿茇垬邮降母恻c；在這里，有全球首個以熊貓為主題的巷子——“熊貓小巷”；在這里，除了與大熊貓親密接觸外，還能在城市的每一個角落感受大熊貓文化的魅力。

In 1953， a normal day became memorable because of the arrival of an unexpected guest. On this day， as people in a town of Dujiangyan City went out to work as usual， they spotted a wild panda sauntering along the road， which caused a sensation in the whole town. Later， this panda was rescued and sent to the Futou Mountain Feeding Farm of Chengdu Zoo. This is the first living panda rescued after the establishment of People’s Republic of China. Its appearance marks the beginning of the rescue of wild pandas in China and heralds the bond between Dujiangyan and pandas.

Pandas seem to favor the picturesque Dujiangyan very much. In the following years， they have frequently shown up here. A hungry panda broke into a farm house in Longchi Town， Dujiangyan in 2000， which is also the year of Dujiangyan’s application for World Cultural Heritage. So this panda became the “Spokespanda” for the application of Dujiangyan and Qingcheng Mountain for the World Cultural Heritages and acquired the name of“Yibao”（literally means Heritage and treasures）. In 2005， a precious panda was even bolder to appear in the downtown of Dujiangyan. It was reported the panda first appeared near the Lidui Park and was immediately surrounded and watched by passers-by. The panda was scared to plunge into nearby river and relaxed in it. At last the exhausted panda climbed to a tree on the riverbank to sleep.

Dujiangyan witnesses the rescue， breeding， feralization and reintroduction monitoring of pandas.With the establishment of Dujiangyan Breeding and Wild-release Research Center of Chengdu Research Base of Giant Panda Breeding（Panda Valley）， Dujiangyan Base of the China Conservation & Research Center for the Giant Panda（Panda Park） and Longxi-Hongkou National Nature Reserve， more and more pandas have settled in Dujiangyan.

Dujiangyan Base of the China Conservation & Research Center for the Giant Panda （hereinafter referred to as the “Base”） is different from other panda bases in China that pandas living here have remarkable experience. They are either diplomatic heroes who have lived abroad for many years， or Chinese pandas born abroad.

Baobao and Taishan once lived in the USA； Nuan’nuan returned from Malaysia； Fubao returned from Austria； Yuanxin and Hua’ni went to South Korea from here； Xinghui and Haohao lived in Belgium；Lived in Huabao and Jinbaobao went to Finland.” Because his work is related to pandas， Xiao Zhen， a staff from Publicity Department of Dujiangyan， is familiar with them. “Pandas here are all super stars with a huge fan base.”

July 9 of this year is the birthday of Taishan， a panda returned from the USA. Although it has been long since Taishan returned home， wonderful memories of overseas fans of this cute baby never fade. Therefore， fans from the USA， Japan and other countries planned through the internet to arrive at Dujiangyan several days before Taishan’s birthday to hold a grand birthday party for it. “Many fans love pandas very much. An old lady from Japan flied to Dujiangyan to visit pandas every month， and watched live broadcasts about pandas at home to relieve her lovesickness.”

Although overseas returnees are eye-catching， the influence of those pandas abroad is also immeasurable.

During President Xi Jinping’s state visit to Finland in April 2017， China and Finland agreed to carry out cooperative research on giant pandas and promote multi-field cooperation. In January 2018， Huabao and Jinbaobao set out from Dujiangyan to Finland’s Ahtari Zoo as the ambassador of friendly exchanges between China and Finland for a 15-year scientific research cooperation. This is the first time for Chinese pandas to live in Finland， which serves as a prelude of friendly exchanges between Dujiangyan and Ahtari.

In early July 2018， at the invitation of Ahtari， Dujiangyan Youth Football Delegation went to Ahtari to take part in the football match and carry out friendly exchange activities. At the end of July 2018， Mr. Seppo Karjala， Deputy Mayor of Ahtari， led the delegation to visit Dujiangyan and participated in the “2018 Chengdu International Sister Cities Youth Music Festival”. On January 17， 2019， Tang Xiaofeng， head of the Publicity Department of the Dujiangyan Municipal Committee of the Communist Party of China， led a delegation to Finland to launch a tourism promotion activity： “Let the World Know Dujiangyan-Experience the Most Beautiful Oriental Culture” On January 19， Finland’s “Overseas Dujiangyan”. Promotion Station officially opened in the city of Ahtari …

As a shining symbol of Chinese culture， pandas attract the attention of the world. Many people know China and Sichuan because of pandas. Xiao Zhen is obviously aware of the influence of pandas.

“In recent years， panda research activities organized by us have been very popular.” The socalled panda research is to give panda fans an opportunity to closely contact and understand pandas. “Panda research is a family-oriented activity themed by parent-child relationship. Through online application， many families participated in it.” The chosen families can come to Dujiangyan to be volunteers. Being volunteers here is never easy， they need to clean panda pens， chop bamboos and cook meals for pandas every day. “Although some volunteers are young， they never complain about their work and call themselves the pandasitters.” The panda excrement collected every day will be sent to a special place where families attending panda research can learn how to make paper from it. “Children can spend an unforgettable summer vacation in these activities and the parent-child relationship can be enhanced in cooperative work.”

In recent years， similar activities have been held frequently in Dujiangyan， forming a panda-themed tourist effect. A wood art studio called Muziyin draws infinite cultural and creative inspiration from pandas.

Upon entering the studio， the particular fragrance of wood will greet you. On the display table， there are vivid hot-pot-eating pandas， panda-like USB flash disks， panda-like cup mats. This is a place filled with creative elements of pandas. “Dujiangyan is a place with profound culture and outstanding people. We draw inspiration from everything here from mountains and water to grass and trees， especially pandas.” The head of the studio Li Ya told the reporter. “We attended numerous exhibitions and found that pandas-related cultural and creative products were also popular.” Li Ya took out a wooden panda bag designed for an exhibition， “the bags were originally designed for the exhibition， but were sold out as soon as they appeared.” At last， her booth was snapped up and none of the panda bags were left to be brought back to Sichuan.

Panda effect attracts the attention of the CPC Dujiangyan Municipal Committee and Dujiangyan Municipal People’s Government. How to make use of it to create a cultural IP is pondered by officials of every government department of Dujiangyan.

“In order to create a panda IP， we need to be good at storytelling pandas.” As the mouthpiece of Dujiangyan’s publicity， the Publicity Department of the CPC Dujiangyan Municipal Committee has made too many attempts at this.

“We wrote stories for every panda.” Xiao Zhen took out an exquisite picture album， which records the files and stories of all the pandas in Dujiangyan. By cooperating with the largest panda platforms in the world - CCTV Panda Channel and Panda Community of Xinhua News Agency， we hope to make pandas enter the life of the public by means of media and the internet. The materials of a series of activities such as “Fans Meeting of Dujiangyan Spokespanda” have occupied the filing cabinet of Xiao Zhen. “Qingcheng Mountain is the birthplace of Taoism. The color of Tai Chi Bagua matches that of panda， so we are thinking of combining Tai Chi and panda to create a brand effect of being greater than the sum of its parts.”

In the interview， Xiao Zhen also said that the connotation of panda culture and panda IP has always confused everyone， “no one can exactly explain what panda culture and panda IP are.” To solve this problem， Dujiangyan will hold an in-depth seminar with experts to discuss the connotation of panda culture in the second half of this year.

In Dujiangyan， other departments also took action to participate in the activity of “from super stars to IP”. Led by Dujiangyan Longxi-Hongkou National Nature Reserve Administration Bureau， the world’s first panda cultural textbooks have been issued. The textbooks have now entered all the primary schools in Dujiangyan. After studying them， every student in Dujiangyan has now become a volunteer interpreter. They can tell you lots of interesting knowledge about pandas， such as how many toes pandas have， when they start coloring， when they start growing teeth， how many bamboos they eat and how much excrement they discharge every day. What is even more unexpected is that the Dujiangyan People’s Procuratorate， the Chengdu People’s Procuratorate and the Chongzhou People’s Procuratorate jointly issued the “Chongzhou Declaration” in July 2018， aiming to severely punish the poaching of pandas and other wildlife by legal means.

Now， when taking a walk in the streets of Dujiangyan， you will see panda taxis， panda buses， panda signs on the streets， panda-style cakes； Here， there is even the world’s first panda-themed alley-“Panda Alley”； Here， you can not only closely watch giant pandas， but also feel the charm of giant panda culture at every corner of the city.