How China’s Palace Museum Made Itself Cool Again

The Forbidden City, also known as the Palace Museum, is one of Beijing’s best-known tourist attractions. Situated at the heart of the city, the Palace Museum was once home to emperors of the Ming and Qing Dynasties. Since 2012, the Palace Museum has seen a marked increase in popularity among Chinese citizens. The growing fascination for the Palace and its history is no coincidence as it is the result of renovations as well as marketing efforts. In this article from tech media platform PingWest, writer Wang Fei tells the story of how Palace Museum director Shan Jixiang turned a historic monument people took for granted into a beloved, respected and mesmerizing attraction once again. This is an engaging read for anyone who wants to learn more about marketing and branding for tourist locations and cultivating popular interest in history.