‘Fit for China’ Digital Showcasing Project

Culture24 and the British Council, partnered with Storythings, on a collaborative project to develop relevant and engaging UK online cultural content for international audiences with a focus on China. We worked with 10 UK arts or heritage organisations who have (or have access to) existing collections of digital assets and have ambitions for repurposing these assets to create engaging digital content for Chinese audiences.

Find out more about what happened here.


Download the ‘Fit for China’ report into the needs of Chinese audiences online

If you are a cultural organisations interested in shaping online arts and heritage content for Chinese audiences you can download our specially commissioned research report into the needs of Chinese audiences online. 

Fit for China report pic smaller


Who took part?

Ten arts and heritage organisations participated in the project:

The Barbican

Wales National Opera

Waddesdon Manor

National Galleries Scotland

Royal Pavilion and Museums, Brighton

National Theatre Wales

The Place

Victoria and Albert Museum

Historic Royal Palaces

Royal Shakespeare Company


Fit fro China group picture

What’s involved?

Over the course of two collaborative workshops and a 5-10 day period of development time, spread over five months, we worked with these organisations to create a piece of online cultural content, repurposing some of their existing digital assets to meet the needs of Chinese audiences.

We contributed up to £1,000 towards development of their ideas, expertise in helping them shape it, provide any relevant language translation and the opportunity to showcase it on UKNOW, the British Council’s arts platform in China and/or any related Chinese social media channels if appropriate.



The British Council through its Digital Showcasing programme is working to take more great arts and culture content from UK organisations direct to audiences online around the world. This is currently piloting in China with the intention to scale the programme for audiences globally.

Culture24 have been leading a dynamic series of collaborative action research projects called ‘Let’s Get Real’ since 2011. It has been helping UK arts and heritage organisations get better at reusing and reshaping their digital content in order to meet the changing needs of audiences online.

Storythings have been inputting their expertise into recent Let’s Get Real projects specifically advising on how to use digital storytelling tactics to meet changing audience attention patterns and behaviours.

This project will build on this work and learning by helping organisations create, shape and showcase UK digital cultural content suitable for Chinese audiences.


The British Council

British-Council-stacked-positive-rgb v2

The British Council is the UK’s international organisation for cultural relations and educational opportunities. We create international opportunities for the people of the UK and other countries and build trust between them worldwide.

We work in more than 100 countries and our 7,000 staff – including 2,000 teachers – work with thousands of professionals and policy makers and millions of young people every year by teaching English, sharing the arts and delivering education and society programmes.

We are a UK charity governed by Royal Charter. A core publically-funded grant provides less than 25 per cent of our turnover which last year was £781 million. The rest of our revenues are earned from services which customers around the world pay for, through education and development contracts and from partnerships with public and private organisations. All our work is in pursuit of our charitable purpose and supports prosperity and security for the UK and globally.

Our work in Arts seeks to create stronger creative sectors across the world that are better connected with the UK. We do this by sharing UK arts work with the world; fostering collaboration; developing skills and livelihoods; building resilience and creative responses to crisis; and shaping policy.

For more information, please visit: www.britishcouncil.org/arts. You can also keep in touch through twitter.com/BritishArts




Storythings is a company established to experiment with new ways of telling stories, through consultancy and production on major projects with new and established talent; through events and annual conferences looking at storytelling in a wide range of contexts and media; and through a series of objects and publications produced with some of the most innovative storytellers around.