MUSE Gold

2026

NPM Boutique — The Cross-Cultural Edition

Entrant

National Palace Museum

Category

Advertising - Online Ad (Single)

Client's Name

National Palace Museum

Country / Region

Taiwan

The Cross-Cultural Edition also unfolds from the observational perspective of Gu, a staff member at the NPM Store. The camera quietly follows an intercultural couple who met at the NPM and have walked hand in hand for over twenty years. The husband comes from abroad yet holds a deep affection for Chinese art; the wife is Taiwanese, gentle and steadfast. To Gu, their presence always carries a calm yet distinct quality—never ostentatious, yet impossible to overlook. Through Gu’s observations and inner reflections, the audience gradually pieces together the origins of their relationship. Twenty years ago, they met at the NPM through a shared love of culture. What began with admiring artifacts and discussing art slowly grew into a shared life. Time has left its marks on them, yet it has not diminished the warmth of their bond; instead, it has made their companionship feel more composed and profound. Rather than emphasizing the conflicts or differences often associated with intercultural marriage, the film chooses to portray an intimacy refined by time. NPM Store products become part of the couple’s shared language—symbols of cultural memory as well as mediums through which affection continues. For them, culture is not something to be interpreted from a distance, but an experience lived together. At its core, the film suggests that culture can transcend language and national borders, becoming a catalyst for human connection. Through the story of this couple, the film conveys that the NPM is not merely a place for preserving history, but also a space capable of nurturing relationships and holding emotion. When culture is loved with sincerity, it naturally enters life and, over time, quietly affirms the enduring value of companionship.

Credits

Producer , Director & Screenwriter/Absolute Image Studio
Huang Ziji
Installation Design / Absolute Image Studio
Tsai Meng-Hang
Production Company
Absolute Image Studio
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