Hunan Museum’s Weibo Official Account among Top 10 in China
On August 14, the “2025 H1 Report on Governments’ Weibo Account Influence,” initiated by Weibo, was officially released. The official Weibo account of Hunan Museum ranked second among museum Weibo accounts in China, with a total score of 65.23.
The 2025 H1 Governments’ Weibo Account Influence Ranking was produced by Weibo, with academic support from the Public Opinion Data Center of People’s Daily Online. The evaluation covered all verified official Weibo accounts of institutions nationwide. The assessment system included four dimensions: communication capacity, interactivity, credibility, and guiding power. The statistical period was from January 1 to June 30, 2025.
In the first half of 2025, centering on exhibitions, International Museum Day, and other major occasions, the Hunan Museum’s official Weibo account continuously explored new forms and content of institutional communication. It worked to build social consensus, improve service efficiency, and contributed significantly to cultural transmission and public opinion guidance. In total, the account released 542 posts and managed 20 major hashtags, with 11.253 million views.
In 2025, to celebrate International Museum Day and Cultural and Natural Heritage Day, the museum launched a series of activities with the theme of “A New Birth of Hunan Charm”. On May 16, it co-hosted a thematic press conference with several organizations and enterprises, releasing its annual achievements from three dimensions, deepening research, digital revitalization, and innovation in communication and services, attracting 103,000 livestreaming views. On May 18, the museum launched a large-scale livestream titled “A New Birth of Hunan Charm – National Treasure Protection Plan,” featuring a live demonstration of the craftsmanship behind one of the museum’s collections, Yuan Dynasty Blue-and-White Porcelain Vase with Figures. The related hashtag #RenewHunanCharmbyProtectingNationalTreasures# achieved 11.284 million views.
The Art of Life: Multimedia Exhibition of Mawangdui Han Culture was originally scheduled to close on February 16, 2025. To better meet public demand, the exhibition was extended until May. Running from June 8, 2024, to May 18, 2025, it received about 630,000 visitors in total. To promote the exhibition, the museum’s official Weibo account, in collaboration with @WeiboCulturalHeritage, launched the hashtag #MuseumDigitalJourney#, inviting viewers nationwide to join a cultural adventure. The hashtag reached 29.992 million views, while the exhibition-specific hashtag #TheArtofLifeMultimediaExhibitionofMawangduiHanCulture# achieved 5.825 million views.
The documentary Creative Hunan, co-produced by Hunan Museum and Hunan Zhiliao Youth Culture Co., Ltd., was officially released on March 25. Rooted in Hunan culture, the documentary presented the integration of intangible cultural heritage craftsmanship and contemporary design. Through eight episodes, it highlights innovative practices that bring cultural relics and intangible cultural heritage to life. The associated hashtag #RevitalizeRelicsinHunanMuseumthroughICH# accumulated 8.734 million views.
In March, the museum’s official Weibo account collaborated with China Women’s News on a theme centered on women’s strength, launching the hashtag #HerPowerFromAncientTimestoToday#. Drawing on the story of Lady Xin Zhui, the owner of a Mawangdui Han Tomb, it highlighted the transmission of women’s wisdom across time, reaching 4.243 million views. Together with @WeiboCulturalHeritage, @ChinaCulturalHeritage, @ChinaCultureDaily, and @MuseumsCircle, the museum account also launched the special column “I Am Lady Xin Zhui,” inviting the public to engage in a dialogue across time and space. A related hashtag #WhatDidAncientBeautyInfluencersUse# invited modern beauty influencers to recreate Han Dynasty makeup styles, generating 1.528 million views.
In addition, during the first half of 2025, Hunan Museum released wallpapers inspired by the traditional Chinese solar terms, featuring works from the museum’s collection by artist Zou Chuan’an. Ten wallpapers were produced and published on schedule at each solar term, receiving widespread acclaim. The hashtag #HunanMuseumSolarTermStories# reached 2.467 million views.
The Hunan Museum’s Weibo account received several honors in the first half of 2025. In April, at the “High-Quality, New Integration, Strongest Voice” 2024 Government Accounts Influence Conference, the museum’s account was awarded “2024 Outstanding Weibo Account for Innovative Application and Communication” and “2024 Gold Medal Government Weibo Editor.” In June, at the “2025 Weibo Tourism Night”, the museum received the title of “2024 Innovative Cultural Tourism Communication Museum on Weibo.”
In the second half of 2025, Hunan Museum will focus on the theme “A New Birth of Hunan Charm.” Through digitalization and interactive engagement, it will innovate communication methods and enhance storytelling about the museum to expand its cultural influence through diversified publicity. With these endeavors, it will work to integrate culture and technology and build a world-leading digital museum. In the future, the museum will stay committed to the goal of becoming a “world-class museum with Chinese characteristics,” comprehensively improving both overall strength and global influence.
