In recent times, Chinese Gen-Zers have shown an unprecedented enthusiasm for museums, with a notable increase in online and offline visits. A 2023 museum data report by Douyin reveals this trend, with significant attention given to prominent institutions like the Palace Museum, the National Museum of China (NMC), and Emperor Qinshihuang’s Mausoleum Site Museum.
This surge in museum interest among the youth has translated into impressive visitor numbers. The National Cultural Heritage Administration reported a total of 66 million museum visitors nationwide, with about 10 million visits to well-known museums during the National Day holidays alone. Gen-Zers are now the driving force behind this museum renaissance, indicating a deeper cultural engagement and appreciation.
The Palace Museum, a revered cultural landmark in China, experienced overwhelming demand, with tickets being exceptionally hard to secure during peak seasons. Similarly, the China National Silk Museum in Hangzhou, Zhejiang Province, witnessed a remarkable attendance boom, particularly for its exhibitions related to Dunhuang and the Silk Road.
Such trends are not just limited to the Palace Museum or the Silk Museum. Across the nation, museums have been drawing in younger crowds eager to explore China’s rich history and cultural heritage. This phenomenon reflects a growing sense of cultural confidence among Chinese youths, who are increasingly drawn to their nation’s traditional culture and history.
Wang Yingxiang, curator at the Hangzhou Museum, observes that the ‘museum fever’ is a manifestation of the growing interest in China’s outstanding traditional culture. This trend is also seen in the enthusiastic response to public archaeological lectures at the NMC, as noted by David Symington, deputy director of the Story of China Studies Institute.
Moreover, museums have been innovating to make cultural relics more accessible and engaging. For instance, the NMC has produced its first original stage play, “Joyful Songs in Flourishing Age,” which brings ancient artifacts to life through modernized traditional performing arts. The China National Silk Museum hosts annual fashion exhibitions that meld traditional silk culture with contemporary artistic expressions.
To cater to the increasing demand, many museums have extended their operating hours and even offer night tours, adding a new dimension to the museum experience. These initiatives align with President Xi Jinping’s vision of making cultural relics collected in museums come alive, bridging the past, present, and future.
The museum craze in China also coincides with a growing call for the return of looted relics. Recent comments by Greek Prime Minister Kyriakos Mitsotakis about the British Museum returning the Parthenon Marbles have resonated strongly with Chinese netizens, further fueling discussions about cultural heritage and its repatriation.
In summary, the growing interest of Chinese Gen-Z in museums marks a significant shift in cultural engagement. This trend not only underscores the youth’s deepening connection with their heritage but also reflects a broader cultural renaissance, where the fusion of history and modernity creates a vibrant tapestry of learning and appreciation.
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