A building of awareness

The team also opened a Douyin account, where everyone has learned to film and edit short videos.

"We need to figure out what to film to capture people's attention and how to do so from innovative perspectives," Li says.

"At the same time, the content should offer depth without being tasteless," he adds.

Li encouraged his team to communicate and speak their mind, just like they did a decade ago when they first started work on the creative cultural items.

Their efforts have paid off, as more people have got to know the museum and become interested in the history and culture of Ordos through Douyin.