Shortlisted for British Council A&B International Award, 2009
The opportunity
Making the headlines in Japan is not something you would expect a British cultural organisation to do. Yet through its long term partnership with leading Japanese newspaper Asahi Shimbun (with a circulation of 12 million), the British Museum does just that. Asahi Shimbun’s main objective is to promote cultural exchange and mutual understanding around the world. This is demonstrated in its exclusive touring partnership with the BM and the sponsorship of the Asahi Shimbun Displays in London. The BM’s motto to be a ‘Museum for the World’ is reflected in the nature of this enduring international relationship.
The impact
The rotating Asahi Shimbun Displays, highlighting an area or an object from the prestigious permanent collection at the front of the museum, opened at the British Museum in 2005 and have attracted 2.5 million visitors to date. This programme was renewed for a further three years in 2008, testament to its success. The exhibitions which have toured to Japan and the AS Displays in London enable the Museum to realise its ambition of making the collection accessible to a truly global audience. Asahi Shimbun’s support of the BM reinforces its own brand of excellence on an international scale.
"This is cultural exchange at its very best – Asahi brings treasures of the British Museum to a whole new audience in Japan while highlighting the very best of its collections in London. And all the while both institutions’ reputations for excellence and innovation are being enhanced." Ms. Tomoko Machida, Director, Cultural Projects Division, The Asahi Shimbun