最美都江堰 处处见“熊猫”

罗华婷 彭纳

1953年，一个稀疏平常的日子，因为一个“不速之客”的到来而变得意义非凡。这一天，都江堰一个小镇上的人们像往常一样出门上班，却发现一只野生大熊猫正沿着马路慢慢悠悠地散着步，这可让整个小镇沸腾了起来，随后，大熊猫被救护至成都动物园斧头山饲养场。这只大熊猫是新中国成立后第一只被救护的活体大熊猫，正是他的出现，开启了我国野放大熊猫的救护之路。也因为他的出现，让都江堰这座城市与熊猫结下不解之缘。

大熊猫好似特别钟情于邻水靠山的都江堰，此后数年间，他们便不时来这里“打卡”。2000年，一只饥肠辘辘的大熊猫闯进了都江堰龙池镇一户农家，恰逢当年也是都江堰的申遗年，这只熊猫便成了都江堰、青城山申报世界文化双遗产的形象“代言熊”，被命名为“遗宝”。2005年，国宝大熊猫更是“得寸进尺”，“大闹”都江堰市区，据悉，大熊猫最初出现在离堆公园旁，立刻遭到市民的围观，“吓”得这只熊猫一头扎进了旁边的河里，下河后的熊猫悠游自在，累了还爬到岸边树上呼呼大睡。

从野放大熊猫的救护到大熊猫的繁育再到繁育大熊猫的野化、放归监测，都江堰市是见证者也是亲历者。如今，随着成都大熊猫繁育研究基地都江堰繁育野放研究中心（熊猫谷）、中国大熊猫保护研究中心都江堰基地（熊猫乐园）、龙溪-虹口国家级自然保护区的建立，更多的大熊猫在都江堰安了家。

与中国的其他大熊猫基地不同的是，住在中国大熊猫保护研究中心都江堰基地（以下简称“基地”）的熊猫个个履历都不简单，这里的熊猫要么是出国生活多年归国的“外交功臣”，要么是出生在国外的“华裔”。

“曾旅居美国的‘宝宝’‘泰山’；旅居马来西亚归来的‘暖暖’；从奥地利回国的‘福豹’；还有从这里到韩国去的‘园欣’‘华妮’；远渡重洋在比利时安家的‘星徽’‘好好’；还有远赴芬兰的‘华豹’‘金宝宝’。”因为工作需要，经常与大熊猫打交道的都江堰市委宣传部工作人员肖桢说起他们可谓如数家珍，“住在我们这儿的熊猫，都是‘流量大明星’。”

今年7月9日，是旅美大熊猫“泰山”的生日，虽然“泰山”已经回国多年，但在大洋彼岸的粉丝却一直记挂着他。因此美国、日本等国的粉丝通过网络组织起来，在“泰山”生日的前几天便来到都江堰，为他举行了一个盛大的生日派对。“很多粉丝对熊猫的感情特别深，日本有位老太太，每个月都会专程飞到都江堰来看望熊猫，平时在家她也通过看直播，以解相思之苦。”

这些“归国”大熊猫引人注目，那些出国的“交换生”带来的影响也不可估量。

2017年4月，习近平主席对芬兰进行国事访问时，中芬双方同意开展大熊猫合作研究，深化双方多领域合作。2018年1月，“华豹”“金宝宝”从都江堰出发，作为中芬友好交流的使者，启程前往芬兰艾赫泰里动物园，开展为期15年的科研合作。这是中国大熊猫首次旅居芬兰，而这也拉开了都江堰市与艾赫泰里市友好交流的序幕。

2018年7月初，应艾赫泰里市邀请，都江堰市青少年足球代表团赴艾赫泰里市参加足球友谊赛并开展友好交流活动。2018年7月底，艾赫泰里市副市长塞波罗·卡里亚拉先生率代表团赴都江堰市交流访问，并参加“2018成都国际友城青年音乐周”。2019年1月17日，中共都江堰市委宣传部部长唐小峰率团赴芬兰开展“让世界了解都江堰——体验最美东方文化”特色旅游推介。1月19日，“海外都江堰”芬兰推广站在艾赫泰里市正式挂牌……

作为中国文化一张闪亮的名片，熊猫吸引着世界的目光，许多人因为熊猫知道了中国，进而了解四川，对于其带来的流量效应，肖桢也感受明显。

“这几年，我们组织的熊猫研学活动非常受欢迎。”所谓的熊猫研学，就是给熊猫“粉丝”一次近距离接触、了解熊猫的机会。“熊猫研学是面向家庭，以亲子为主题开展的活动，通过网上征集，许多家庭报名参加。”有幸被选中的家庭来到都江堰，当起了志愿者，到这里当志愿者可不是走走过场，他们每天都需要打扫熊猫圈舍、劈竹子、给熊猫做爱心便当。“别看有些小志愿者年纪不大，干起活来从不叫苦叫累，还戏称自己是熊猫的‘铲屎官’。”每天收集到的熊猫粪便会被送往一个特殊的地方，在这里，参加熊猫研学的家庭可以学习到如何用熊猫粪便造出纸张。“通过这样的活动，孩子度过了一个难忘的暑假不说，还能在协同工作中促进亲子的关系。”

这几年，类似的活动在都江堰频繁举办，形成了以熊猫为主题的旅游效应。而在一家名为木子尹的木艺工作室里，熊猫带来的则是文创上的无限灵感。

一走进工作室，木质特有的香味扑面而来，展示台上，吃着火锅的熊猫鲜活生动，熊猫U盘、熊猫杯垫，这里充盈着太多关于熊猫的元素。“都江堰是个底蕴深厚、人杰地灵的地方，这里的山山水水、一草一木都是我們汲取灵感的源泉，熊猫则是我们开发最多的一个元素。”工作室负责人李娅告诉记者。“不仅如此，在我们参加过的大大小小无数次展会上，与熊猫相关的文创也颇受欢迎。”李娅拿出了此前参加展会设计的一个木制的熊猫包，“本来包包只是拿去参加展览的，结果一亮相就被抢购。”最后，李娅的展台变空了，熊猫包也一个没带回四川。

熊猫带来的效应也引起了都江堰市委、市政府的关注，如何利用这个流量打造文化IP，成为了都江堰市每一个部门都在思考的问题。

“要打造熊猫IP，就要讲好熊猫故事。”作为都江堰市对外宣传的“传声筒”， 都江堰市委宣传部在这方面做了太多的尝试。

“我们为每一只大熊猫写了他们自己的故事。”肖桢拿出一本精美的画册，这里记录着所有生活在都江堰的大熊猫的档案和故事。而与全球熊猫流量最大平台——央视熊猫频道、新华社熊猫社区等的合作，则是希望利用媒体、互联网等手段让熊猫更接近大众。一系列诸如“都江堰代言熊的粉丝见面会”等活动的相关资料已经占满了肖桢的工作文件柜。“青城山是道教的发源地，黑白的太极八卦与熊猫黑白的外形正好契合，我们也在思考将太极和熊猫结合在一起，营造出1+1>2的品牌效果。”

在采訪中，肖桢也透露，对于熊猫文化和熊猫IP的内涵，一直是困扰大家的问题，“没人能完全说清楚熊猫文化和熊猫IP是什么。”为此，都江堰将在下半年通过对熊猫文化专家开展深度访谈，共同探讨熊猫文化的内涵。

在都江堰市，其他部门也行动起来，纷纷参与到这场从流量到IP的打造和挖掘中。由都江堰龙虹局牵头，全球首发了大熊猫文化教材。教材如今已经走进都江堰的各个小学，通过学习，现在都江堰的每一名学生都变成了义务讲解员，他们随口就能告诉你熊猫有多少个脚指头、几岁开始着色、几岁开始长牙齿、每天吃多少竹子、排多少粪便等有趣的知识。更让人意想不到的是，都江堰市人民检察院在2018年7月，与成都市人民检察院、崇州市人民检察院等共同发布了“崇州宣言”，宣言旨在通过法律手段，严惩对熊猫以及所有野生动物的盗猎行动。

如今，在都江堰的街头走一走，熊猫出租车、熊猫公交、街边的熊猫提示牌、熊猫样式的糕点；在这里，有全球首个以熊猫为主题的巷子——“熊猫小巷”；在这里，除了与大熊猫亲密接触外，还能在城市的每一个角落感受大熊猫文化的魅力。

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.