For centuries, China has stood as a central focus for the distinguished British Museum. Home to arguably one of the most extensive and refined collections of Chinese artifacts outside China, the museum annually welcomes tens of millions of Chinese visitors.

In 2023, recognizing the need for a fresh understanding in the wake of three years of pandemic, the British Museum entrusted us with the task of revitalizing their knowledge of the Chinese audience and market. Our research and training initiatives, centered on navigating China's escalating nationalistic sentiment, were geared towards facilitating effective communication and interaction between the British Museum and an evolving China.