(Yicai Global) July 22 -- The Palace Museum in Beijing is shedding its fusty, musty image and hooking up with Internet giants Alibaba Group Holding Ltd. and Tencent Holdings Ltd. to develop innovative cultural products, such as virtual reality and online gaming with a Forbidden City-theme.
Museums are important intellectual property with a Chinese cultural identity. Attracting young people to the Forbidden City is an important precondition for promoting traditional Chinese culture, said Mr. Su Yi, Deputy Director of the information department of the Palace Museum.
Co-operation between the Forbidden City, Alibaba and Tencent is only the start of the use of museum collections as 'super intellectual property,' Xinhui Capital founder Mr. Xu Hui told Yicai.
An innovation contest called NextIdea will be jointly organized by the museum and Tencent in the second half of next year. It will include cartoons, literature and even mini-films, according to Mr. Feng Nai'en, vice president of the Palace Museum
"Cooperation between Tencent and the Palace Museum will cover social media, mega-entertainment and technology," said Mr. Pony Ma, Tencent's Board Chairman and Founding Director of the Palace Museum Conservation Foundation.
Tencent is to also release a Forbidden City edition of its classic mobile game 'Tian Tian Ai Xiao Chu' and the company will continue to hold Forbidden City-themed smiley and mobile game design competitions.