A new wave of culture-driven consumption is reshaping China's marketplace, as products and experiences rooted in traditional Chinese culture are becoming hits among young people. Museum artifacts once sitting quietly behind glass have become top-tier IP with sales exceeding 100 million, and century-old theaters are reinventing themselves as chic landmarks for a new generation. CGTN host Xu Qinduo and Prof. David Moser of Capital Normal University visit the National Museum of China and Jixiang Theater to examine how Beijing is transforming its profound cultural heritage into a new economic growth driver that is both communicable, consumable and accessible through creative design and experience upgrades.