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street view. Image © Qingshan Wu Ziyang Street used to be the main commercial zone of Linhai. Still retaining the ancient urban pattern of Tang and Song Dynasties, it has many notable century-old shops until now. However, in terms of its severe narrowness for traffic and the pre-modern and seemingly boring style of the ancient buildings, this old street, surrounded by and in contrast to the flashy and bright modern city, has been increasingly unattractive, declining and even weird in the eyes of the public. In 2014, an article named Yongzheng : I Feel Myself Lovely went viral on the Internet in China. By virtue of depicting the ancient history in a modern and fashionable way, this new pattern of “Cultural IP + Popular elements” remarkably revitalized the old Forbidden City with a long history of more than 600 years, and thus became popular among the young, giving a rise to an incredible huge wave of new cultural and creative industries across the country. The phenomenon deeply

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