‘We’ve faced immense new pressures’: Shanghai museum director on the challenges—and benefits—of going free entry

Shanghai’s Rockbund Art Museum (RAM) became one of the only private museums in China to offer free admission in May 2025, marking its 15th anniversary. The move initially required pre-booked timed entry via WeChat, but after city-wide guidance encouraged removing barriers, the museum eliminated the booking system, leading to long wait times and visitor complaints on social media. One visitor reported receiving an inappropriate response from the museum’s official account, prompting apologies from both the museum and its executive director and chief curator, X Zhu-Nowell. A hybrid system of day-ahead reservations and same-day walk-ins was later implemented.