Lady Guoguo's digital spring outing

The digital collectible based on Lady Guoguo's Spring Outing was officially released on Jan 25. Interest surged almost immediately. After going online on Jan 17, subscriptions exceeded 10,000 in a single day and have since approached 50,000.

The digital launch has had an unexpected effect: drawing visitors back to the physical museum.

"The subscription numbers really surprised us," Zhou says. "Lady Guoguo's Spring Outing is already a top-tier masterpiece — widely regarded as one of China's most famous surviving paintings and also the signature treasure of our museum. With the current exhibition bringing it back into the spotlight, the popularity naturally followed."

In Zhou's view, the response reflects a simple truth. "Good cultural content always has a market. Its appeal doesn't fade with time."

Since last year, the museum has launched 38 digital collectibles, each attracting fresh waves of attention. Zhou believes part of the appeal lies in the strength of the museum's collection. Many of its artworks, especially classical paintings, are widely recognized cultural icons.

Equally important, she adds, is the museum's approach to the digital format.

"We don't treat digital collectibles as something to release once and forget," she says. "There is a systematic plan and rhythm behind them. We adjust the pace according to user feedback and evolving demand, and continue operating them with users at the center."

In fact, digital collectibles are not merely an experiment but part of the museum's broader digital strategy. High-definition data capture, online exhibitions and interactive experiences all belong to the same effort to bring cultural heritage closer to the public.

Selecting which artifacts to digitize requires careful thought. The team considers whether a work contains compelling historical stories or cultural symbolism, and whether its aesthetic qualities can be effectively expressed through digital technology.

For calligraphy and painting, the digital format offers particular advantages.

"Our paintings from the Tang and Song dynasties have survived for more than a thousand years," Zhou explains. "Because of conservation requirements, they cannot remain on display for long periods. Digital collectibles allow audiences to appreciate them in ways that would otherwise be difficult."