Pan Yuhui

Xi'an FanYi University

Abstract：

The excellent traditional Chinese culture is time-honored, extensive and profound, which is the wisdom crystallization of Chinese civilization and the cultural source of the development of the digital industry. The application of digital technology and IP development to the development of traditional culture witnesses the deep integration of cutting-edge technology and traditional culture with contemporary demands, which is in line with the value aesthetics of today's era and activates the vitality of traditional culture. Traditional cultural IP, empowered by digital technology, not only achieves diverse transformations of content forms but also builds a new cultural production and communication ecology. From the subversive reconstruction of the mythology IP in Dynasty Mystery Story: Westward Journey game carrier in digital technology and IP development. This article analyzes multiple dimensions to reveal how digital technology injects new Kinetic energy into traditional culture, how IP development constructs a collaborative system of cultural and commercial value, and explores the sustainable development path of traditional culture in the digital age. However, in the process of combining the two, there are problems such as high technology application costs, difficulties in IP copyright protection, and talent shortages. In response to these issues, this article proposes strategies such as reducing technology application costs, strengthening IP copyright protection, and cultivating compound talents to promote digital technology and IP development to better assist the inheritance and innovation of traditional culture and activate its new vitality. 

Key Words：

digital technology; traditional culture; new vitality