近日，以国画大师齐白石笔下小马为灵感设计的文创IP“马飙飙”意外走红，迅速在社交平台“火出圈”。该形象源自齐白石晚年创作的一幅水墨小马图，原作线条简练、神态灵动，充满童趣与生活气息。设计师在保留原作风格的基础上，通过拟人化处理和现代视觉语言，赋予小马活泼、自信、略带“酷感”的性格特征，使其更贴近年轻受众的审美。“马飙飙”不仅推出毛绒玩偶、盲盒、文具等实体产品，还联动短视频、表情包、数字藏品等多种媒介形式，构建起立体化的IP生态。其成功之处在于巧妙融合传统文化与当代潮流，让百年艺术以轻松有趣的方式“活”起来。不少网友表示，“原来齐白石的小马这么可爱！”“传统文化也可以很潮！”这一现象也反映出当下消费者，尤其是Z世代对兼具文化内涵与创意表达产品的强烈需求。齐白石的艺术不再只是博物馆里的静态展品，而成为可触摸、可互动、可分享的生活符号。“马飙飙”的出圈，正是传统文化IP现代化转型的一次成功实践。
Recently, ‘Ma Biaobiao’—a cultural and creative IP inspired by the little horse painted by renowned Chinese ink painter Qi Baishi—unexpectedly went viral on social media. The character is based on a whimsical ink painting of a small horse created by Qi in his later years, known for its simple lines, lively expression, and childlike charm. Designers retained the original artistic style while adding anthropomorphic features and modern visual elements, endowing the horse with a playful, confident, and slightly ‘cool’ personality that resonates with younger audiences.‘Ma Biaobiao’ has expanded beyond plush toys and blind boxes to include stationery, digital collectibles, short videos, and emoticons, forming a multi-dimensional IP ecosystem. Its success lies in the seamless fusion of traditional Chinese art with contemporary pop culture, bringing century-old masterpieces to life in fun and accessible ways. Many netizens have commented, “I never knew Qi Baishi’s little horse could be so adorable!” and “Traditional culture can actually be trendy!”This phenomenon reflects the growing demand—especially among Gen Z—for products that blend cultural depth with creative expression. Qi Baishi’s art is no longer confined to museum displays; it has become a tangible, interactive, and shareable symbol in everyday life. The breakout popularity of ‘Ma Biaobiao’ marks a successful example of how traditional cultural IPs can be revitalized for the modern era.
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