Hunan Museum Honored as “2024 Museum of the Year for Innovative Cultural Tourism Communication on Weibo”
On the evening of June 20, at the “2025 Weibo Tourism Night” held in Luoyang, Henan Province, multiple 2024 Weibo Cultural Tourism Awards were presented. The Hunan Museum was honored with the title of “2024 Museum of the Year for Innovative Cultural Tourism Communication on Weibo”. The event was hosted by the Office of the Cyberspace Affairs Commission of the CPC Henan Provincial Committee, the Culture and Tourism Department of Henan Province, and the Luoyang Municipal People’s Government, among others. It was organized by the Cyberspace Affairs Office of the Luoyang Municipal Committee, the Luoyang Municipal Culture, Radio, Television and Tourism Bureau, and the Luoyang Cultural Tourism Group.
“2025 Weibo Tourism Night”, one of Sina Weibo’s annual flagship events, presented multiple awards for 2024, including the Most Discussed Domestic Scenic Spot on Weibo, the Most Influential Domestic Tourism City, the Most Influential Domestic Destination, and the Museum for Innovative Cultural Tourism Communication. The Hunan Museum was honored with the title of “2024 Museum of the Year for Innovative Cultural Tourism Communication on Weibo”. Other institutions receiving the same accolade include the Anhui Museum, the Nanchang Relic Museum for Haihun Principality of Han Dynasty, the Henan Museum, the Hubei Provincial Museum, the Jinsha Site Museum, the Luoyang Museum, the Sichuan Museum, the Suzhou Museum, and the Tianjin Museum.
In recent years, the Hunan Museum has continually explored the unique appeal of its collection and pioneered fresh outreach strategies, breathing new life into precious cultural heritage for the digital age. In 2024, the museum’s official Weibo account published 1,204 posts, which received a total of 21,000 reposts, comments, and likes, and garnered 26.4 million views. Several of its hashtags were warmly received by its followers. This April, the account was also awarded the titles of “2024 Outstanding Weibo Account for Innovative Application and Communication” and “2024 Gold Medal Editor-in-Chief for Government Affairs”.
2024 marks the 50th anniversary of the archaeological excavation of the Mawangdui Han Tombs. To promote the immersive digital exhibition, The Art of Life: Multimedia Exhibition of Mawangdui Han Culture and the accompanying international academic symposium, the Hunan Museum’s official Weibo account teamed up with the account of Weibo Heritage to kick off the hashtag Digital Museum Journey, inviting institutions nationwide to join a shared cultural adventure and showcase their latest digital initiatives. By the end of December 2024, the hashtag had garnered 29.742 million views. The museum also collaborated with the accounts of Weibo Heritage and Guangdong Museum, and over 50 other museum accounts to release video series such as “Timeless Mawangdui” and “A Day in the Life of a Western Han Noblewoman”, while launching the hashtag Mawangdui 50 Years, which reached 11.722 million views.
Through the hashtags A Motif For Every Solar Term and Hunan Museum Wallpapers, the museum showcased exquisite patterns from 24 treasured artifacts in its collection and highlighted 12 cultural relics from the special exhibition “Fan Painting and Beyond: Fan Paintings from the Hunan Museum”. These elements were turned into elegant graphic posters, offering the public a fresh and engaging way to connect with ancient cultural heritage and inspiring deeper interest and enthusiasm for historical artifacts.
In 2025, the Hunan Museum will center its efforts on the theme “Hunan Charm, New Beginnings”, embracing digital and interactive innovation to revitalize how it tells its stories. Through multifaceted outreach and engaging narrative approaches, the museum seeks to broaden its cultural influence and respond proactively to the challenges facing museums in a rapidly evolving society, ensuring that precious cultural heritage remains vibrantly alive in the modern era.
