With the continuous development of the digital economy, transmedia storytelling has become a crucial approach in brand IP development. Drawing upon Henry Jenkins' theoretical perspectives on transmedia storytelling, this paper examines the Palace Museum's cultural and creative products as a case study in "national trend" dissemination. It explores concrete methods for traditional cultural IPs to achieve modern transformation in the contemporary context.Research reveals that the success of the Palace Museum's cultural and creative initiatives follows an inherent logic: it commences with the "modern reinterpretation of cultural symbols" as the foundational starting point. Subsequently, it leverages "multi-media narrative synergy" to continually expand the breadth of its dissemination reach. Concurrently, it establishes a virtuous value-circulation system through "audience participation, interaction, and emotional connection".This operational mechanism broadens the application scope of transmedia storytelling theory within traditional cultural IPs while providing a practical framework and theoretical basis for other cultural brands seeking innovative communication approaches.
Liu Yuhan (Wed,) studied this question.