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ICBC Joined Hands with the Palace Museum to Promote the “Celebrating the Spring Festival in the Forbidden City” Exhibition

On January 7, 2019, the three-month exhibition themed “Celebrating the Spring Festival in the Forbidden City” presented by the Palace Museum officially kicked off in Beijing. As the exclusive partner for promotion, ICBC will launch the Museum-themed products such as credit cards, debit cards, precious metal and holiday-themed deposit certificates and spread the Palace Museum culture via online and offline channels including online banking and business outlets. The exhibition involves the largest quantity of cultural relics in the largest exhibition area for a single exhibition in the Museum’s history.

ICBC President Gu Shu expressed in the speech that “Celebrating the Spring Festival in the Forbidden City” is intended to present more Chinese people with a chance of experiencing Chinese culture amid family union and having a special Chinese New Year in a strong cultural atmosphere. ICBC, as the exclusive partner for promotion, will actively put into play its advantage in channel and fully utilize the force of finance to launch a series of themed activities in order to promote the culture with eternal charm and modern value in popular ways.

The exhibition is the first major themed campaign positioned as “culture + finance + technology” cooperatively presented by ICBC and the Palace Museum since the two parties recently signed the strategic cooperation agreement. At the press conference, ICBC officially launched the world’s first ICBC and the Palace Museum co-branded credit card with logo of the latter. Design of the card face is inspired by the imperial jade seals of Ming and Qing Dynasties, which are Chinese cultural treasures cherished by the Palace Museum, especially three that reflect traditional Chinese culture and spirit of the great ages, namely, “Harmony”, “Unity” and “Self-improvement”. Impression of the seals are extracted and integrated with traditional cultural elements of the Palace Museum to refine the design. During this year’s Spring Festival, ICBC will also select some featured imperial customs to hold “Celebrating the Spring Festival in the Forbidden City” activities and decorate its 1,500 outlets nationwide with Palace Museum-themed “Fu” character, palace lanterns and Spring Festival couplets to celebrate the festival with customers. Besides, fans of the Palace Museum can resort to online and offline channels such as ICBC outlets, official WeChat, Weibo and the Palace Museum Hall at ICBC Mall to vividly experience the traditional culture of the Museum.

ICBC will subsequently deepen the strategic cooperation with the Museum to jointly build up the new ecosystem of finance and culture creativity. It will resort to rich financial products, broad channels and diversified application scenarios to promote traditional Chinese culture to be carried forward and developed and build an all-round cultural and financial service system covering cultural creativity, inheritance, consumption and industrial upgrade. For instance, ICBC will launch more Museum-themed co-branded credit cards and activate AR at ICBC credit card App ICBC e-Life, so that the card holders can experience the Palace Museum culture anytime anywhere and feel the new vigor of traditional culture.