All-around efforts to build up the museum’s brand

In December 2022, Prince Kung’s Palace Museum, in collaboration with China Daily, revamped its English website, setting the stage for its 40th-anniversary series of events. The website featured a traditional line drawing front page, rich content, and authentic language expression.

At the beginning of 2023, Prince Kung’s Palace Museum, in collaboration with Beijing News, Tencent’s Neo-Culture Creativity Research Institute, and Tencent News, jointly launched a campaign to convey their heartfelt New Year blessings. This initiative leveraged the trend of integrated media communication to promote traditional Chinese culture.

The museum’s “Little Fu (Blessing) Family” cartoon images, designed combining the institute’s cultural genes and elements, have given rise to a series of emojis and hand-drawn webtoons, and have been disseminated through new media platforms such as Weibo, WeChat and Douyin (China’s most downloaded video-sharing platform).

The acclaimed series of caricatures, featuring former palace owners like Yonglin, Princess Hexiao, and Yixin as the protagonists, allowed readers to engage with their life stories in an entertaining manner.

The short video series released by the museum on Douyin focused on various museum collections and their rich historical and cultural significance. Through this new form of communication, experts employed modern internet language and gave vivid presentations on the artifacts.