The typical Chinese State Museum is a monumental edifice occupying considerable downtown real estate, and they might seem unlikely to follow the tastes of Millennials and Gen Zers, however, they have proven remarkably adept at using youth subcultures.
Chinese Museums continue to prioritize young audiences by, for instance, the craze for blind boxes, a practice of packaging adult collectables in opaque boxes.
JT spoke to Wang Xuesong, Director of YAH Lab at Hylink, to learn his thoughts on the booming practice of creating niche cultural products among Chinese museums. This is the second part of the interview.
Wang Xuesong said that the advantages of cultural institutions using their intellectual Property (IP) depends on the definition of IP in a Chinese context. Both cultural and commercial organizations hope to create toys and run off products, these can range from video games to electronics and daily goods, which each having its own advantages. She also talked about that trends happen in mind, and if the cultural creativity of museums can bring more pleasure to our daily lives and allow us to experience a greater diversity of beauty, then this trend can be said to be truly valuable. Blind boxes, for example, are only one way of communication, one popular form. True cultural creativity not only depends on understanding the root and depths of culture, it’s also about recognizing what has value in contemporary society, what is worth communicating. Museums might ask themselves, if they are whether making blind boxes for the sake of making blind boxes or using them as an inspiration, a way to understand the popular culture of young people. If the goal is inspiration, blind boxes need to be innovative.
Finally, she mentioned that museums preserve history, they are not something that can be consumed, like fast food. If this type of thinking is missing, the type of products created in the name of museums will only ever be cultural garbage. That's why ancient cultures don’t need to be completely revived today, what’s important is that museums offer young people a sense of identity, a place to find essential, innovative resources.
Link to the original article:
https://jingculturecommerce.com/how-chinese-museums-create-identity-through-cultural-products/
(Part 2 of 2)
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