鲁韵焕新记丨好“抓马”的造型！齐白石小马文创“马彪彪”火爆出圈

近日，山东美术馆齐白石特展的衍生文创“马彪彪”走红网络。这款软陶小马凭借潦草飞扬的“爆炸头”、自带不羁气场的神态，戳中无数打工人的共鸣点。“好好笑，买了！”“疯感十足，马年最适合放工位的文创出现了。”“要被山东美术馆这个文创笑死了。”“发量惊人的小马，许愿我也发量多多。”在社交平台上能看到不少网友晒出了自己在山东美术馆拍摄到的马彪彪的照片。

不仅在社交平台刷屏，订单量更是呈爆发式增长，目前已远超原定3000个的春节备货计划，可谓妥妥的“文创顶流”。

“马彪彪”的出圈密码，一半藏在它的“发型”里。作为一款主打互动性的文创，它给网友留足了DIY空间——编辫子、扎丸子头、夹小发夹……各种脑洞大开的“抓马”造型在小红书、抖音等社交平台广泛传播。更贴心的是，设计方淄博小虾米软陶工作室还配套附赠了迷你发夹和皮筋，让大家的DIY热情直接拉满。

这款“灵魂小马”的灵感，源自齐白石的经典画作《如此千里》。而它的名字，更是网友集体智慧的结晶。据淄博小虾米软陶彩塑非遗传承人王枝介绍，创作团队正是捕捉到网友“这马潦草得像上班的我”的调侃，才敲定了这个山东味儿十足“马彪彪”的名字。在山东方言里，“彪”是形容人率性憨直、不拘一格的意思，恰好契合这匹小马的气质。

2026 年是农历马年，在传统文化语境里，马象征着奔腾向前、奋发有为，“一马当先”“跃马扬鞭”的美好寓意，承载着国人对顺遂与活力的期盼。而这匹不走寻常路的“疯癫小马”，却以另一种姿态击中了当代人的心。

它的走红绝非偶然。当下的消费市场里，情绪价值早已成为文创产品的“硬通货”。快节奏的生活中，人们需要一个能释放压力、表达心声的出口，而“马彪彪”的潦草与不羁，恰好成了打工人的情绪“代言人”。它打破了传统艺术文创“高冷”的刻板印象，用萌趣、互动的方式，让齐白石的画作走出展厅，真正走进了年轻人的生活。

Recently, "Ma Biaobiao", a cultural and creative derivative from the Qi Baishi Special Exhibition at Shandong Art Museum, has gone viral online. This soft clay pony, with its messy and flamboyant "explosion hairstyle" and an uninhibited demeanor, has struck a chord with countless office workers.

"So hilarious, gotta get one!" "It's such a wild vibe—definitely the best desk decoration for the Year of the Horse." "Laughing so hard at this cultural creative product from Shandong Art Museum." "This pony has amazing hair volume, wishing I had the same." On social media platforms, many netizens have shared photos of Ma Biaobiao they took at Shandong Art Museum.

It has not only flooded social media feeds but also seen an explosive surge in orders, which have far exceeded the original Spring Festival stock plan of 3,000 units, making it a well-deserved "top-tier cultural creative product".

Half the secret behind Ma Biaobiao's popularity lies in its "hairstyle". As an interactive cultural creative product, it offers ample DIY space for netizens—braiding its hair, tying a bun, clipping on tiny hairpins, etc. All sorts of whimsical and dramatic looks have spread widely on social platforms like Xiaohongshu and Douyin. To add to the fun, the designer, Zibo Xiaoxiami Soft Clay Studio, thoughtfully includes mini hairpins and rubber bands as gifts, fully fueling people's enthusiasm for DIY.

The inspiration for this "soulful pony" comes from Qi Baishi's classic painting Such aLong Journey. What's more, its name is the collective brainchild of netizens. According to Wang Zhi, an inheritor of the intangible cultural heritage of Zibo Xiaoxiami soft clay sculpture, the creative team locked in the distinctly Shandong-style name "Ma Biaobiao" after noticing netizens' joke that "this pony looks as disheveled as me going to work every day". In the Shandong dialect, "biao" describes someone who is frank, down-to-earth, and unconstrained by conventions—a trait that perfectly captures the pony's spirited personality.

The year 2026 is the Year of the Horse in the Chinese lunar calendar. In the context of traditional culture, horses symbolize forging ahead and striving for excellence. Time-honored auspicious idioms such as "taking the lead like a galloping horse" and "spurring the steed to press forward" embody the Chinese people's aspirations for smooth progress and vitality. Yet this unconventional, "whimsical little pony" has struck a chord with modern people in a refreshingly different way.

Its viral fame is by no means accidental. In today's consumer market, emotional value has long become the "hard currency" for cultural and creative products. Amid the fast-paced hustle and bustle of life, people are in need of an outlet to release stress and voice their innermost feelings. The scruffy, uninhibited charm of "Ma Biaobiao" has perfectly made it the emotional spokesperson for office workers. It breaks the stereotypical image of traditional art-inspired cultural and creative products as lofty and inaccessible, and through its playful, interactive design, it has brought Qi Baishi's paintings out of exhibition halls and truly into the lives of young people.

无限工作室出品

策划：王静

统筹：武玮佳

文案、采访、翻译：徐明业

视频：郭笃帅

摄影：武玮佳