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24 Museums in China to Participate in the Annual Alipay “Five Fortune Card Collection” Campaign with Digital Collectibles Inspired by Tiger-Themed Culture Relics
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January 27, 2022 News

 

Alipay launched its annual “Five Fortune Card Collection” (known as “Wufu”) Campaign to celebrate the Year of Tiger.

This year, 24 museums across China participated in the campaign with their own NFT-powered digital collectibles inspired by tiger and other Chinese Zodiac-themed antiques. These digital collectibles are powered through Topnod (鲸探), an Ant Group platform for collecting, exploring and sharing digital collectibles. Topnod was previously known as ‘AntChain Fan Points’ (蚂蚁链粉丝粒) and has brought new features and better user experience along with its brand upgrade in December 2021.

The museums participating in this campaign include: The Shanxi Museum, Hebei Museum, Anhui Museum, Henan Museum, Nanjing Museum Administration, Hunan Museum and so on.

Users can now explore and buy museum-released digital collectibles through Topnod’s app and its Alipay mini program. Starting from the 25th of January, users can redeem the tiger-themed digital collectibles with virtual cards collected from the ‘Five Fortune’ campaign for free. From here, users can display their own digital collectibles in the “Personal Pavilion” section in the Topnod app.

With a rapid development in digital technologies, museums around the world are actively embracing digital transformation to better protect cultural relics, generate public awareness around cultural heritage, and attract tech-savvy younger generations.

According to the latest research report, “How Blockchain Revives Cultural Heritage in the Digital Era” by The Central University of Finance and Economics, 44.11% of cultural relics in China have been digitalised. Among more precious cultural relics, this percentage is much higher at 67.82%. For comparison, the percent of cultural relics digitalised in the Louvre Museum in France and the British Museum are at about 75% and 50%, respectively.

As of October 2021, over 2,000 museums in China have launched their own mini programs on Alipay platform. In October 2021, Ant Group launched the ‘Treasure Project’ for museums and galleries to design and release their digital collectibles using AntChain’s blockchain technology to promote traditional arts and culture. On the 29th of October last year, The Hubei Provincial Museum sold out 10,000 digital pieces of the famous ‘Sword of Goujian’, a tin bronze sword which had been owned about 2,500 years ago by the Chinese King, Goujian of the Yue Kingdom (2032 to 222 B.C.). So far, more than half of the provincial museums in China have provided their digital collectibles through Topnod.

* To learn more about how museums and artists design and produce digital collectibles, please watch this Hunan Museum video.

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