爆火！年轻人涌入博物馆

Core Viewpoint - The article discusses the innovative collaboration between Shanghai Museum and the popular IP "Zhou Tongxue" created by Jay Chou, aiming to attract younger audiences to museums through a blend of traditional culture and contemporary art [5][10][24]. Group 1: Event Overview - The art show "The Amazing Ancestors - Zhou Tongxue's Time Travel Adventure" opened on September 30, attracting many young visitors to the Shanghai Museum [5][12]. - This event marks the first time a celebrity IP has entered a national museum, showcasing a new approach to engage younger audiences with cultural heritage [5][10]. - The show features various interactive elements, including a "time tunnel" and exhibits that combine ancient artifacts with modern technology [6][10]. Group 2: Audience Engagement - The art show aims to make traditional culture appealing to younger generations, with the average age of visitors to Shanghai Museum now below 30 [17][19]. - The "Qinghua Martial Arts" unit, featuring a humanoid robot performing Wing Chun, has become particularly popular among young attendees [12][14]. - The museum's strategy is to create a vibrant cultural space that resonates with youth, moving away from the traditional perception of museums as serious and formal [19][22]. Group 3: Company Performance - Giant Legend, the company behind "Zhou Tongxue," reported a 32.99% year-on-year revenue increase to 354.476 million RMB for the first half of 2025, with new consumption business revenue growing by 91.60% [25][28]. - The company plans to enhance its new consumption business and expand its IP self-operated products, including robot stores and physical IP shops [28]. - The focus on emotional value in new consumption is seen as a key driver for connecting with younger audiences, with "Zhou Tongxue" serving as a bridge between tradition and modernity [28].