New Palace Museum. Heart Connection: Southern Branch of the National Palace Museum and Cultural Arts Partners Set Off Together

The Southern Branch of the National Palace Museum held a distinctive "Linking Cultural Arts Partners, Savoring Cultural Travel" media meet-and-greet on the 12th, with Museum Director Lin Cheng-yi personally taking the stage to offer new perspectives, a new image, and angles on life and locality, bringing the public to refocus on the Southern Branch of the National Palace Museum. Director Lin Cheng-yi also sincerely offered a proposal connecting culture and life, announcing that the Southern Branch of the National Palace Museum would launch large-scale cultural arts exhibitions and performances with monthly highlights starting immediately, and had successfully pursued cross-industry dual-brand cooperation with the quality lifestyle brand McDonald's Taiwan, as well as that in the future it would more actively join hands with local cultural arts partners to build the "Southern Branch of the National Palace Museum Prosperity Circle," recommending the Southern Branch of the National Palace Museum as the top choice for cultural travel, and inviting people across Taiwan to come experience everyday aesthetics and co-create beautiful lives and memories.

Since taking office, Director Lin Cheng-yi has vigorously promoted the "New Palace Museum Movement #NEWNPM Link to you." At the opening of the press conference, he first explained the new image of the "New Palace Museum," stating that by expanding participation by the public and all sectors of society, it would create "new" and "heart" connections between the Southern Branch of the National Palace Museum and the local area, striving to bring the Southern Branch of the National Palace Museum into life and deep into the locality, providing the public with approachable everyday aesthetics and diverse cultural experiences.

Director Lin Cheng-yi further revealed that the Southern Branch of the National Palace Museum would take "culture taking root, art entering life" as its policy guideline, and would expand four major action strategies: "linking art and life," "linking culture and education," "linking local culture," and "linking museum undertakings." At the venue, he also previewed the imminent launch of the "Art into Life Project," the "Youth Art Excursion Project (Youth Art in Motion in summer, Asian Art Festival in autumn)," the "Million Students Visit the Palace Museum (Southern Branch) Project," the "Local Cultural Tourism Industry Connection Plan," the "Museum Cluster Cooperative Marketing Plan," and the "Taiwan Museum Cultural Relics Maintenance System Construction Plan," which were expected to open a new chapter at the Southern Branch of the National Palace Museum.

The purpose of the press conference was to convey that the Southern Branch of the National Palace Museum, as a museum, faces the developmental needs of contemporary and future society and actively responds to them, and that in the future it would work harder to integrate and drive cultural, lifestyle, and tourism resources. Therefore, the event also recommended themes such as a tour of the Southern Branch's architecture and public art, cultural "light/youth" travel, and "everyday life aesthetics classes," echoing the museum's new image with everyday life at its core, returning from "life" to "history," connecting historical scenes and objects through the language of a new era, and leading the public to discover that "different eras, the same everyday." This would let the Southern Branch of the National Palace Museum truly enter people's lives and become a chronicle of the era carrying the past, present, and future. The Southern Branch of the National Palace Museum hopes that through an integrated communication and promotion plan shaping a new image and managing community relations, it can develop potential target audiences, and with practical action plans proactively and actively connect with the local community, humanities, and tourism industries around the Southern Branch, forming a synergy of shared economic and artistic resources.