WeChat is one of the most important channels for brands to reach their users, as it is the essential communication tool for almost every Chinese internet user. Now, the Van Gogh Museum in the Netherlands is also using this channel to reach out to its Chinese fan base.
As International Museum's Day approaches on May 18, Tencent has announced a deepened partnership with the Van Gogh Museum to spread Van Gogh culture through the latter's newly launched Mini Program and video live stream.
The Van Gogh Museum in Amsterdam, the Netherlands, was built in 1973 and is the world's largest collection of Van Gogh's works, housing 210 oil paintings and 704 drawings and watercolors.
The Van Gogh Museum has recently launched its official Mini Program, which digitizes 25 of Van Gogh's most famous works from its collection and brings them to the Mini Program.
The Mini Program's unique "AI Van Gogh" feature uses AI algorithms developed by Van Gogh Museum experts to create Van Gogh-style portraits from personal photos uploaded by users, allowing Chinese audiences to experience the post-impressionist master's brushstrokes and color manipulation.
WeChat is committed to promoting international cultural and artistic exchanges and the dissemination and popularization of public art education, using its powerful traffic ecology and reach capabilities to empower museums and cultural and artistic institutions.
On the evening of May 10 Beijing time, the Van Gogh Museum became the first overseas cultural institution to livestream a virtual museum tour on its official WeChat Channels account, paving the way for more cultural institutions that are looking to engage with the Chinese audience with creative digital tools.
(Vincent van Gogh, Self-Portrait with Grey Felt Hat, 1887 (Van Gogh Museum, Amsterdam, Vincent van Gogh Foundation))
(Vincent van Gogh, The Bedroom, 1888 (Van Gogh Museum, Amsterdam, Vincent van Gogh Foundation))