Migu uses technologies to promote cultural heritage

Migu, the digital content unit of China Mobile, is leveraging soccer to promote China's national intangible cultural heritage.

The company produced a short video called Pass the ball, transfer the culture, which has mixed traditional Chinese cultural elements such as the Zhangzhou glove puppet show, the Guangdong lion dance and southern Fujian's Gaojia Opera.

The move is part of Migu's broader push to leverage cutting-edge digital technologies to promote traditional Chinese culture.

For instance, Migu also partnered with the National Cultural Heritage Administration to leverage 5G technologies to offer a full-scenario service experience of museums online and offline, and to help promote the inheritance of culture through new technologies and new applications.

To meet the growing demand for offline exhibitions, Migu has developed a one-stop reservation platform for museums, which can help people learn about ticketing and exhibition information for more than 100 museums, including the Palace Museum, the National Museum of China, the Capital Museum and the Nanjing Museum.