Treasure Hunt Relay Project Successfully Concludes

On September 14, the livestreaming project "Treasure Hunt Relay: Global Museum Director's Choice" initiated by the National Museum of China concluded successfully. The event last nine days since September 6, and 16 museums showcased their cultural charm to the world through splendid online live broadcast, which enabled the global audience to feel the power of culture at home. More than 20 platforms provided live broadcast service to 200 million global audience who closely followed the project, and relative Weibo topics attracted more than 190 million clicks.

The event officially opened at the National Museum of China at 8 p.m. on September 6. Hu Heping, Minister of Culture and Tourism of the People's Republic of China sent a congratulatory letter. The letter stated that as the COVID-19 pandemic still raged around the world, the international community needed solidarity, cooperation and inspiration more than ever. At this moment, the National Museum of China launched the global initiative, which was passionately echoed by 16 museums at national levels from five continents. Sixteen directors introduced their featured collections during the online relay and elucidated the humanistic spirit and historic value they embodied. The emerging technology entitled the audience to appreciate not only individual treasures but also the essence of world civilizations at home.


At 8:30 p.m., as the initiator and the first runner of the global relay, the National Museum of China joined hands with China Media Group to present a 60-minute exclusive program shot and produced in 5G+8K technology and AR animation, which was displayed on big screen. The program also featured cross-border bilateral and multilateral video communication, multilingual interviews with museum directors and multi-platform live broadcast in China and abroad. The exclusive show has brought an immersive experience to the audience. During the live broadcast, Wang Chunfa, Director of the National Museum of China presented five treasures cordially and vividly to its global audience: Eagle-shaped Pottery Tripod, Rhinoceros-shaped Bronze Wine Vessel (zun) Inlaid with Gold and Silver Cloud Design, Painting of Fuxi and Nuwa, Bronze Figure Model for Acupuncture and Moxibustion and Porcelain Jar with Swallows and Gold-painted Design. In the program, Director Wang Chunfa also answered questions from netizens online.


Starting from September 7, two museums were featured in their respective 60-minute programs on average every day. The program included a cross-border video interaction between the director of the National Museum of China and an international museum director, while the latter presented his or her "Diretor's Choice". The 15 national-level participating museums were as follows: Members of the International Alliance of Museums of the Silk Road: State Historical Museum, Russia, National Museum of the Republic of Kazakhstan and Liechtenstein National Museum. National Museum in Warsaw, National Museum of Slovenia, the DITSONG: National Museum of Cultural History, South Africa, National Museum of Australia, National Museum of Fine Arts, Argentina, Virginia Museum of Fine Arts, U.S., Freer Gallery of Art and Arthur M. Sackler Gallery (the Smithsonian's National Museum of Asian Art, U.S.), National Museum of Korea, Asian Civilizations Museum, Singapore, National Museum Bangkok, Thailand, the National Museum, Sultanate of Oman and the British Museum. The brilliant "Director's Choices" led the public into the treasure vault of world cultures to experience the essence of world civilizations.

On the evening of the September 14, 8 directors from the participating museums attended an online multilateral meeting to share their thoughts after the live broadcast ended. Director Wang from the NMC offered three points of suggestion for global museums to show the strength of solidarity, connect people and spread confidence, with an aim to implement the concept of a human community with a shared future and provide a powerful impetus for the progress of human civilization. In his opinion, the museum community should accelerate its pace of reform in terms of communication methods, focus on deepening exchanges and cooperation with exhibitions at the core and promote a normalized and institutionalized cooperation mechanism between alliance members.


Directors of the participating museums gave high praise for the event. They believed that the online relay, as a new model for international exchange and cultural promotion, could provide new ideas for the long-term and win-win cooperation of global museums in the post-pandemic era. The director of the National Museum of Slovenia, Barbara Ravnik said that she was very honored to participate in the relay. She pointed out that the global spread of the COVID-19 pandemic has made us realize the truly important things in life – friendship and cooperation. Mathew Trinca, Director of the National Museum of Australia said that the value of museums to the world had never been more thoroughly revealed. Such activity initiated by the National Museum of China demonstrated the power of cultural ties and exchanges between countries, which should be the focus of the present time.

Source: National Museum of China