Aside from traditional Chinese cultural events, related gifts and products will also be put on display on luxury ships, according to Shang Jixiang, the museum’s director. (Photo : www.royalcaribbean.com)
In order to increase its international promotion efforts, The Palace Museum in Beijing will host an array of traditional cultural events in luxury cruises operated by Royal Caribbean International, according to a report by China Daily.
Aside from traditional Chinese cultural events, related gifts and products will also be put on display on luxury ships, according to Shang Jixiang, the museum's director.
Experts on Chinese culture and more will also be invited to give guest lectures about the Palace Museum's history, collections, and to instill an overall appreciation of Chinese art.
The museum's new plan will first be implemented on the Ovation of the Seas, Royal Caribbean's new ship. Launched in the United Kingdom in April last year, the Ovation of the Seas will be based in Tianjin starting June.
Museum officials are not worried about declining visitor numbers. In fact, the number of Palace Museum guests have doubled in the past two decades. With only half of the museum's collection on public display, Shan said that the museum wants to promote its treasures to an even wider audience. Staging shows and cultural events aboard luxury cruise lines is one way to boost interest.
"The cooperation is a win-win situation for everyone, as it means more audiences around the world can be introduced to Chinese culture while on board," Shan said in an interview with China Daily.
For Royal Caribbean, the joint project with the Palace Museum is more than just a mere promotion. According to Liu Zinan, the company's president for China and North Asia, it will help cultural development, which it hopes will be carried out on the whole fleet.
"We are sure the museum's culture will be welcomed on board, judging by the response already to lectures given on Quantum of the Seas by our staff last year," said Liu.
