Region - Educational Research and Reviews

In the new era of cultural and creative industries, the prominence of technological development is increasingly evident. The cultural industry must leverage "Internet+" as a pivotal entry point to accelerate the transformation and upgrading of traditional cultural industries. As a treasure of Chinese traditional culture, Shaoxing Opera, also known as Yue Opera, should seize opportunities for cultural inheritance and industrial development. This paper investigates the development status of Yue Opera within the new cultural and creative landscape, focusing on IP-based cultural production. It analyzes the factors hindering Yue Opera's development and elaborates on the current status of developing Yue Opera IPs, taking into account the characteristics of "IP-ization". The study aims to explore multiple pathways for the IP-based development of Yue Opera to create a distinctive Yue Opera cultural industry chain, expand the dissemination of Yue Opera culture, unearth its diverse cultural values, and address the development bottlenecks of Yue Opera culture.