The first trendy IP settles in the Shanghai Museum. Mega Star Legend creates the "Mr. Chou" themed art show | Frontline
36Kr learned that in order to support the 36th Shanghai Tourism Festival, an art show titled "The Amazing Ancestors - The Time - Space Adventure of Zhou Classmate" was inaugurated at the People's Square branch of the Shanghai Museum on the afternoon of September 29. This art show is guided by the Shanghai Municipal Administration of Culture and Tourism, jointly hosted by the Shanghai Museum and Star Legend Group, and co - organized by Jiushi Culture Communication. Mr. Fang Wenshan is specially invited as the cultural and creative consultant.
The art show takes Jay Chou's official 2D IP image "Zhou Classmate" as the main line. By integrating technological means such as digital light and shadow, holographic projection, robot interaction, and NFC digital card - drawing, it showcases twelve precious cultural relics from the Shanghai Museum, creating an immersive cultural experience. This is also the first time that the Shanghai Museum has attempted to promote traditional culture in a trendy way after collaborating with IPs such as the anime "Sketchbook of the Hundred Sceneries of Jiangnan" and the game "Genshin Impact".
As an important operator of Jay Chou's IP, Ma Xinting, the chairperson of Star Legend Group, pointed out that this cooperation is not just a simple combination of the IP and cultural relics. Instead, it leverages the narrative ability of "Zhou Classmate" to make traditional culture more accessible to the younger generation.
Chu Xiaobo, the director of the Shanghai Museum, said that he hopes that through a more youthful expression, cultural relics such as jade wares, bronzes, blue - and - white porcelain, and famille - rose porcelain can break out of the display cases and resonate with contemporary audiences emotionally. The art show not only presents the beauty of cultural relics but also explores their new vitality in the modern context.
In recent years, the Shanghai Museum has been continuously promoting the "activation of cultural relics". It has successively cooperated with multiple popular culture IPs, such as co - producing cultural and creative products and holding digital exhibitions, gradually breaking down the cognitive barriers between the museum and young people. The introduction of "Zhou Classmate" further expands the museum's possibilities in content expression and audience interaction.
It is understood that the art show features multiple themed exhibition areas, including "Meeting the Future with Jade", "Bronzes Across Eras", "Blue - and - White Martial Arts School", and "Famille - Rose Romance". Each unit creatively interprets specific cultural relics. For example, the jade figure of a divine being is given a futuristic design, the patterns on bronzes are incorporated into the mech design, blue - and - white porcelain elements are applied to kung - fu robots, and famille - rose cultural relics are combined with Jay Chou's iconic pink theme to create a romantic atmosphere.
The exhibition also has interactive areas such as the "Trendy Code" print area, the "Immersive Space of Jay Chou's Travelogue", and the "Fantasy Island of the Carnival". It also offers a VR cultural relic restoration experience, where visitors can act as restorers, collect cultural energy in virtual scenarios, and complete interactive tasks.
The exhibition is a paid event with various types of tickets, including full - price tickets, weekday tickets, concession tickets, and VR experience tickets. Preferential policies are available for the elderly, students, children, military personnel, etc. Visitors can purchase tickets through the official mini - program of the Shanghai Museum and the Ctrip APP. In addition, the art show is also linked with the city - wide event "Explore Shanghai and Find Zhou Classmate", with six landmark check - in points set up in Shanghai to further bridge the gap between culture and the public. This event will last until October 12, 2025.