Museum alliance opens new chapter for cultural creativity

Friday marked the official establishment of a museum cultural and creative industrial alliance at the China Grand Canal Museum in Yangzhou, Jiangsu province.

With 147 inaugural member institutions and 150 cooperation agreements, the alliance marks a new stage in the coordinated development of the museum's cultural and creative industry.

At the launch ceremony, the founding members, inaugural membership, and rotating chair units were announced. The 147 inaugural members comprise 23 founding units, 59 museums, seven higher education institutions, and 58 enterprises.

The membership also includes museums, academic institutions, intangible cultural heritage inheritors and self-media studios, bringing together a diverse range of players from across the sector.

The Nanjing Museum, China Grand Canal Museum in Yangzhou, and Suzhou Museum will serve as the alliance's rotating chair units, each for a one-year term.

The event reviewed the alliance convention and issued an initiative outlining its development goals. Guided by the principles of "co-construction, resource sharing, co-creation, and mutual benefit", the alliance aims to balance social and economic benefits, break down institutional barriers, integrate the industrial chain, and build a brand characterized by "cultural depth, artistic appeal, youthful vitality, everyday warmth, and international flair".

The alliance plans to expand "cultural and creative plus" application into fields such as digital technology, financial services, apparel and accessories, food and beverage, film and television entertainment, and diversified business sectors. It will also establish mechanisms for brand communication, research and design, legal services, and competitions.

Shi Feng, director of the Jiangsu Provincial Cultural Heritage Bureau, said the alliance responds to the needs of the times, by bringing together the strengths of the cultural and museum sectors and driving innovation in the industry. He said its goal is to enrich people's spiritual and cultural lives through high-quality cultural and creative products and services, while giving fresh impetus to high-quality economic and social development.

Shi called for closer collaboration to create effective channels for breaking down regional and industrial barriers and connecting resources across the industry chain. He also called for cultural and creative elements to be incorporated into all aspects of cultural tourism consumption, helping build a complete industry chain spanning cultural exploration, creative design, production, manufacturing and marketing.

He also stressed the importance of mutually beneficial cooperation, calling for deeper collaboration among alliance members, stronger intellectual property protection and legal support, and mechanisms that allow all participants to share the benefits of development and grow together.