Chinese coal-mining companies are apparently investing in films, museums and restaurants — in fact almost anything other than their core business.

The Shanxi statistics bureau says that in 2014, over CNY 30bn ($5bn) was poured into tourism alone by coal miners.

Zhang Haiying from Shanxi province sold off his coal company and is next month set to open a “red memory” museum to celebrate the founding of the People’s Republic of China in 1949, according to the China Business Journal.