Almost a century on, the Red Mansion, a landmark of China’s New Culture Movement, still attracts hoards of young people. Built in 1918, the four-story red brick building was once home to Peking University library, school of arts, president’s and dean’s offices. It housed many academic and revolutionary pioneers, including Cai Yuanpei, Hu Shi, Li Dazhao, Chen Duxiu and Lu Xun, who made history in the early 20th century. Now, creative cultural products are bringing it back to life.
Creative industries are flourishing in China’s culture-sphere. Just in 2015, the Palace Museum in the Forbidden City had over 8,700 branded souvenirs and sold more than 1 billion yuan’s worth of them. In March last year, the State Council said China should “develop the creative cultural industry,” with sensitivity, practicality and originality.