This spring, CGTN host Xu Qinduo and Prof. David Moser of Capital Normal University wandered the grand halls of the National Museum of China in Beijing—but this wasn’t a routine history lesson.
Instead, they explored interactive exhibits, immersive AR displays, and a lineup of cultural merchandise that has propelled once-silent artifacts into top-tier IP, with sales exceeding 100 million this year alone. These figures underscore a new wave of culture-driven consumption sweeping the Chinese mainland.
Just a few blocks away, the century-old Jixiang Theater has shed its traditional façade for a sleek, Instagram-friendly redesign. With themed performances, pop-up cafes, and modern light installations, the theater has become a chic landmark for young urbanites seeking both heritage and novelty.
From museum gift shops to revamped performance venues, creative design and digital upgrades are at the heart of this transformation. By blending storytelling with data-driven insights—think QR codes that unlock deep dives into artifact histories and limited-edition merchandise—Beijing’s cultural institutions are making heritage both consumable and accessible.
As the Chinese mainland’s creative economy gathers momentum, it offers a model for turning centuries of culture into tomorrow’s growth engine. For young global citizens and entrepreneurs alike, Beijing’s mix of tradition and innovation is a powerful reminder: historic roots can fuel forward-looking markets.
Reference(s):
cgtn.com
