Video | Beijing: More Than Meets the Eye - Museum of Confucian Temple and the Imperial College


The "More Than Meets the Eye" short videos is an international communication project launched by the Beijing Municipal Bureau of Culture and Tourism in 2021. The video creates a new way of visual expression for international communication through "culture plus tourism scenes", with the intention of evoking a sense of longing in overseas audiences when they see Beijing's beautiful scenery and fine art.

In the first season of "More Than Meets the Eye" series short videos, 9 videos were released, which won unanimous praise from domestic and foreign audiences and gained nearly 10 million exposures in domestic and foreign media.

In 2022, "More Than Meets the Eye— New Shougang Park" won three awards in the TV category of the 2nd National Excellent Works of Tourism Public Service Advertising Competition. In 2023, "More Than Meets the Eye" was taken as one of the top ten classic cases of art and tourism integration selected by China Tourism Academy. After the broadcasting of the videos on "Visit Beijing", the official overseas social media account of Beijing Municipal Bureau of Culture and Tourism, many overseas audiences expressed that Beijing must be regarded as their ideal tourist destination.

The second season of "More Than Meets the Eye" series short videos was officially launched in September, 2023.

Museum of Confucian Temple and the Imperial College is a national second-grade museum of China, housing over 2,000 cultural relics in collection. The Imperial Academy, also known as "Tai Xue" or "Guo Xue," was established in 1287.

In the Yuan, Ming and Qing dynasties, it served as the highest educational institution and administrative body for national education. With a history of over 700 years, it stands as the only site that has maintained the complete layout of an ancient high education institution.

The Beijing Confucian Temple is an important place for royal sacrifices to Confucius in the Yuan, Ming, and Qing dynasties and is the highest-ranked Confucian Temple in China after the Confucian Temple in Qufu City, Shandong Province. The Confucian Temple and the Imperial College are important symbols of ancient Chinese culture and education and important places to understand ancient Chinese culture and Confucian culture.

In the third episode, the melodious sound of the Dizi plays, and Zhang Weiliang, a renowned Dizi and Xiao player, performs the classic Chinese ancient tune "Plum Blossom Melody in Three Variations".

Track Information

"Plum Blossom Melody in Three Variations"

Dizi and Xiao Player Zhang Weiliang