TikTok Strategy to Bring Culture, Classical Art, and Museum Lovers Closer

TikTok continues to change the way people discover culture, creativity, and education. From reviving classical artworks with a modern twist to offering virtual tours of the world’s most famous museums via TikTok LIVE. Culture and Education Partnerships Lead at TikTok, Karen Kang, said cultural institutions have always had the power to spark curiosity, and now they have the opportunity to reach people who share that curiosity. ‘The growth of #MuseumTok also proves that when museums appear in the digital space where people are already actively engaging, new audiences connect,’ she said in a statement on Thursday, 21 May 2026. To mark International Museum Day, observed on 18 May, TikTok, together with several institutions and renowned creators, is launching a series of programmes and educational resources, including a new global programme from TikTok LIVE, museum reports, and various other exciting initiatives. Over the past year, several leading museums have leveraged TikTok LIVE to interact with audiences in new ways, while rekindling interest in history and artworks that are popular. In March this year, The Metropolitan Museum of Art in New York City, United States, presented a three-day LIVE-tour series guided by creators and curators. Meanwhile, the Grand Egyptian Museum in Giza, Egypt, managed to turn a national cultural event into a global moment by broadcasting the museum’s opening ceremony LIVE in November. Overall, the two LIVE sessions reached nearly five million viewers worldwide. This demonstrates how TikTok LIVE can continue to broaden access to cultural institutions and educational content. Recently, TikTok launched Comes Alive as the latest global programme from TikTok LIVE, providing year-round access for users to enjoy a range of LIVE content covering education, cuisine, travel, and other interesting topics. Launched on 18 May, the programme began with Museums Comes Alive, a series of official TikTok LIVE broadcasts in collaboration with various museums around the world. Its aim is to give viewers behind-the-scenes access to a number of renowned cultural institutions.