The communication mode of Internet new media contributes to the vigorous development of the cultural IP ecosystem. Guided by the concept of cultural IP, the Palace Museum develops a series of cultural and creative products to realize the inheritance, creative transformation, and modern expression of traditional culture, to enhance the influence and appeal of the Palace Museum culture. Taking the cultural and creative works of the Forbidden City as the case study object, this paper expounds on the common methods of creative interpretation and display of heritage cultural symbols in the contemporary context by analyzing four aspects of the cultural and creative works of the Forbidden City: abstract extraction of symbols, interactive narration, the awakening of cultural memory and integration of ancient and modern cultures. Based on the three characteristics of the main body, intermediary, and channel of cross-media communication of the cultural IP of the Forbidden City in the new era, this paper explores the practical path of "living" inheritance and communication of cultural heritage and provides ideas and references for the design of cultural and creative products of historical museums.

Li Yanyao, Li Xiaodong. Research on the Revitalization of Cultural Heritage in the Perspective of Cultural Creativity: Reinvention of the IP of the Forbidden City. International Journal of Frontiers in Sociology (2023), Vol. 5, Issue 6: 21-27. https://doi.org/10.25236/IJFS.2023.050605.

[1] Zhang Yumin. (2001) The concept and legal characteristics of intellectual property rights[J]. Modern Jurisprudence (05), 103-110

[2] Tan Xuefang. (2018) A new agenda for blockchain-based IP industry: copyright management, fan value, and ecological reconstruction[J]. Fujian Forum (Humanities and Social Sciences Edition) (12), 74-82. 

[3] Wang Yi, Ke Ping. (2017) A study on the practice of cultural and creative product development in American public libraries[J]. Library construction (09), 69-77. 

[4] Zhang Naiying. (2012) Analysis of the realization path of the value of cultural and creative products [J]. Social Science (11), 59-66. 

[5] Wu Bihu, Wang Mengting. (2018) Heritage revitalization, in situ value and presentation [J]. Journal of Tourism 33(09), 3-5. 

[6] Jiang Lu. (2017) "IP" management-an exploration of new ideas for museums to provide public cultural products and services[J]. China Museum (01), 79-88. 

[7] Wang Linsheng. (2018) Cultural IP is an important driving force for the connotative development of cities [J]. China's national conditions and Power (11), 37-39. 

[8] Li Juan, Chen Xiang. (2020) Design strategies for integrating regional cultural symbols into museum cultural and creative products[J]. Packaging Engineering 41(08), 160-165. 

[9] Zhang Su. (2018) Culture as a Practice of Meaning: Stuart Hall's Theory of Cultural Representation and its Evaluation[J]. Foreign Language Studies 35(02), 87-93. 

[10] Pan Junyao. (2021) The Social Construction of Heritage: discourse, narrative, and Memory: heritage transmission and Dissemination under the "unprecedented changes of the Century"[J]. Journal of Ethnicity 12(04), 41-51. 

[11] Li Xinyu. (2019) From the inside out: a study on communication and the shaping of the cultural IP of the Beijing Palace Museum, Unpublished master’s thesis, Shandong University, Jinan, Shandong province. 

[12] Peng Gang. (2006) Narrative, Fiction, and History: Hayden White and the Transformation of Contemporary Western Philosophy of History [J]. Historical Studies (03), 23-38. 

[13] Yang Hong, Zhang Lie. (2021) Research on the Narrative Approach of Non-Heritage Thematic Exhibitions [J]. Cultural Heritage (04), 1-7. 

[14] Ma Xiaofei. (2021) Reconstructing the logic of narrative--the dilemma and challenges of museum cultural creation [J]. Journal of Hubei Academy of Fine Arts (02), 71-75. 

[15] Zheng Dongping, Gan Xin. (2019) Research on the application of deconstructionism in the design of "national tide culture and creativity"[J]. Packaging and Design (04), 122-123. 

[16] Zhang Chaozhi, Jiang Qingyu. (2021) A review and reflection on critical heritage research [J]. Natural and Cultural Heritage Studies 6(1), 81-91. 

[17] Wang Jun. (2020) Research on the value mining and communication effect of Variety on cultural and blogging IP. Unpublished master’s thesis, Jinan University, Zhu hai, Guangdong province. 

[18] Qu Chunjing, Zhang Tianyi. (2018) The fracture and continuity of culture in the Internet era: a study of the "pop-up" phenomenon of traditional theme works on "B station"[J]. Modern Communication 40(09), 86-92. 

[19] Zeng Xin. (2019) Youthful communication in the context of museum economy - the Forbidden City IP as an example [J]. Price Theory and Practice (08), 165-168. 

[20] Wu Xingzhi, Hong Shulan. (2012) Material cultural heritage: carriers and symbols of self-representation: the example of Yunnan-Yue railroad heritage [J]. Journal of Yunnan University for Nationalities (Philosophy and Social Science Edition) 29(03), 23-27. 

[21] Zhao Yingfang. (2020) The theory and practice of cultural creative product development in Chinese museums [J]. Shandong Social Science (04), 169-176. 

[22] Jin Shoufu. Jan Assmann's theory of cultural memory[J]. Foreign Languages, 2017, 33(02), 36-40. 

[23] Xu Liping. The application of regional cultural symbols in cultural and creative product design based on psychological resonance strategy[J]. Enterprise Economy, 2018(12), 109-114. 

[24] Lee W. C. (2008) The communication interpretation of museums - reading notes on communication [J]. China Museum, 2008(03), 75-80. 

[25] Jiao Lidan. (2019) Memory space + cultural space = museum as a cultural hub [J]. China Museum (03), 7-12. 

[26] Ma Y, Tong Yun. (2019) From region to field: A reconceptualization of the relationship between culture and tourism [J]. Journal of Tourism, 2019, 34(04), 7-9. 

[27] Zeng Jingping, Zhao Jiayi. (2019) Analysis of relationship behavior and culture in WeChat friend circle [J]. Modern Communication (Journal of Communication University of China 41(11), 27-31. 

[28] Guo Haili. Research on the cultural communication of the "Digital Palace" of the Palace Museum in Beijing [D]. Hunan Normal University, 2020.