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Sanxingdui Museum partners with Tencent to promote IP

The Sanxingdui Museum in Deyang has teamed up with Tencent to integrate its intellectual property (IP) and grow its brand in China.

Sanxingdui Museum

The Sanxingdui Museum in Deyang, China has signed a cooperation agreement with Tencent to promote its cultural IP through games, music and online literature (via Jing Culture & Commerce).

The Sanxingdui Museum exhibits Bronze Age artefacts dating back 3,000 years from the ancient state of Shu Han. Sanxingdui recently applied to become a UNESCO World Heritage Site.

Tencent, the world’s largest video games company by revenue, is the creator of major esports titles including Ring of Elysium and League of Legends. WeChat, a Chinese messaging and social media app, was also developed by Tencent.

Sanxingdui Museum growing brand

Through the collaboration with Tencent, the Sanxingdui Museum will use technology, gaming and youth culture to grow its brand in China and internationally.

“The goal is to create Chinese cultural symbols with global influence by using IP,” said Dai Bin, vice general manager at Tencent Interactive Entertainment. “Sanxingdui is a brilliant label of ancient Shu civilization and early Chinese civilization.”

“We are looking forward to working with Sanxingdui Museum to bring new possibilities for the expansion and promotion of Sanxingdui’s cultural IP through games, online literature, music, and animation,” he added.

The partnership involves connecting with China’s younger generations through livestreaming, gaming, online literature, music and animation. The Sanxingdui Museum was one of the first museums to create blind box figurines using its IP.

Tencent games, music and literature

Sanxingdui will work with TiMi Studios to put its IP in titles including Honor of Kings and GKART, with features such as landscapes and buildings created using the site’s archaeological features.

It will work with QQ Music to host promotions including song competitions, and with the QQ Reading app and publishing network to promote works related to Sanxingdui culture.

Tencent is also looking to expand its presence with a billion-dollar esports arena in China, and previously teamed up with Universal Beijing Resort (UBR) to integrate its IP.

Image: Sanxingdui Museum

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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