Private museums increasingly under spotlight

High expenses

Many private museums with licenses also struggle to make ends meet.

"Almost none make a profit from ticket sales," Yao said. "They have to find other ways to support themselves."

He charges 40 yuan for admittance to his museum, which receives more than 10,000 visitors a year. "But it's still not enough to cover all our expenses, such as the electricity bills and salaries for the workers," he said.

Xisan Neihua Museum is one of 11 government-backed private museums in Shijiazhuang, capital of Hebei province. Among its exhibits are exquisite snuff bottles.

As it is free to enter, the attraction occasionally sells exhibits "so we have enough money to keep running", said a staff member who spoke on condition of anonymity.

Wang Xisan, who opened the museum in 2010, said his goal is not to make money but to focus on education and promote the culture of private museums.

Li Pengchu, a teacher at Shijiazhuang No 40 Middle School, said she has taken students to a number of museums, saying they like to experience different themes, and private museums are often good options.

"But I'm afraid there are more Jibaozhai out there, which will mislead students," she said. "The government needs to take measures to clean up the industry."

China has about 535 licensed private museums, accounting for 15 percent of all museums, according to the State Administration of Cultural Heritage.

The target is to increase the number to 20 percent of all museums by 2020.

The authority estimated there are roughly 1,000 illegally operated museums and said a new round of checks on private attractions is running through July and August.