Museum merchandise has reached new heights of popularity, with people queuing from 6 AM and some traveling across the country just to purchase specific items. Even with soaring resale prices, demand continues to outstrip supply. Recently, a refrigerator magnet inspired by the Nine Dragon and Nine Phoenix Cornet for Empress Xiaoduan from the National Museum of China has become virtually "impossible to obtain," propelling museum merchandise to trending topics across major social platforms.
For today's young people, taking photos, collecting stamps, and purchasing cultural creative products have become the essential "urban check-in trilogy." Some even travel to different cities specifically to buy certain items. How have simple refrigerator magnets captured young people's hearts so firmly? Why do museum merchandise consistently strike such a deep chord with the public?
Museum refrigerator magnets: A cultural phenomenon
The National Museum's cornet-inspired magnet, the latest "viral sensation" in museum merchandise, has sold nearly 80,000 units in just three months. The entire product line, including badges, bookmarks, and keychains, has generated sales exceeding 10 million yuan.
Once merely overlooked souvenirs at tourist sites, refrigerator magnets have evolved into sought-after collectibles. As younger generations show growing interest in cultural consumption and museums embrace innovation, the magnet market has become increasingly competitive. The Beijing Ancient Architecture Museum offers a five-layer separable refrigerator magnet featuring Heavenly Palace Caisson Ceiling pattern, while the Temple of Heaven's 24 Solar Terms refrigerator magnet includes a snow-falling effect. Creative collectors have even developed new ways to combine different magnets, such as placing the Sanxingdui bronze mask magnet beneath the phoenix cornet magnet.
On one social media platform alone, magnet-related posts have exceeded 2.6 million. Users showcase intricate details of these museum magnets, praising their craftsmanship and authentic representation of cultural relics. "The pieces are exquisitely made, embodying classical beauty - one look and you're hooked!" commented one enthusiast.
Some collectors share photos of their magnet collections, which resemble miniature museums. "It's the perfect tangible memory of your visit!" "These affordable, portable souvenirs make thoughtful travel mementos," note social media users.
Young people increasingly view museums as gateways to immersive cultural experiences. Meanwhile, cultural and creative products are expanding beyond museum and tourist sites to become integral parts of daily life. These thoughtfully designed and innovative products not only bridge the gap between museums and visitors but also generate both social and economic benefits.
According to a report by Intelligence Research Group, China's cultural merchandise market reached $16.38 billion in 2023, marking a 13.09% year-on-year increase.
Unofficial statistics show that by 2023, several major museums - including the Sanxingdui Museum, the Palace Museum, Shanghai Museum, the National Museum of China, and Suzhou Museum - each achieved annual revenues exceeding 100 million yuan. For some large museums, cultural merchandise sales now account for two-thirds or more of their total revenue.
Museum merchandise sales have seen explosive growth this year. The Shaanxi History Museum, for instance, reported that by July, its off-site and online sales had already significantly surpassed the previous year's total. The museum projects a 234% annual growth rate in total sales.
The making of viral museum merchandise
Museums have developed sophisticated approaches to merchandise development. They employ various strategies including periodic independent development, collaborative research, consignment sales, procurement, and IP licensing. These institutions partner with suitable manufacturers or artisans for production and distribute products through both physical museum stores and online platforms.
How do museums select specific cultural elements from their vast collections to create flagship merchandise?
Take the National Museum's wildly popular crown magnet for example. While its viral success might seem unexpected, it represents countless hours of creative brainstorming and careful planning by the museum's merchandise team.
Before the refrigerator magnet series launched, the Nine Dragons and Nine Phoenixes Cornet exhibit consistently drew crowds. Visitors would willingly queue for half a circuit around the gallery just for a few seconds of close-up viewing and photo opportunities. Recognizing this enthusiasm, the museum's creative team initiated the cornet magnet project, subsequently releasing multiple magnet designs.
"Museum merchandise development should align with exhibitions, essentially serving as an extension of the display - a second gallery that carries cultural significance," explains Xue Jian, Director of the Beijing Ancient Architecture Museum. "Visitors not only preserve a memory of their museum experience but also recall the cultural significance and stories behind the artifacts whenever they see these products."
"When selecting artifacts for creative adaptation, I focus on their cultural expression," says Jiang Han, Head of Cultural Products at Suzhou Museum. "Our goal is to convey multiple values - aesthetic, historical, scientific, and symbolic - through creative products. A viral product can benefit both the specific artifact and the entire museum."
Yang Ao from the Shaanxi History Museum's Creative Department emphasizes that flagship products should combine deep cultural significance and representational value while reflecting the museum's core values. They must also be commercially viable, appealing to consumer habits and having broad market potential.
When it comes to understanding young consumers' preferences, smaller, younger creative companies seem to have unique insights.
Han Rui, a creative designer focusing on regional characteristics, believes product differentiation and strong local themes are essential elements for viral success.
According to Han, successful cultural merchandise must stand out from common market offerings. Creative interactive elements - such as light effects, mechanical features, or modular designs - can encourage social media sharing and viral spread. Additionally, products should maintain strong connections to local culture and characteristics.
As a craftsman from Xinjiang, Na Dinghao created the "Naan Bread Uncle" series, giving the traditional Naan bread (a local flatbread) an endearing "ugly-cute" image with a carefree personality. One licensed product features interchangeable accessories and movable eyebrows, making it particularly appealing. "Heartwarming" and "relatable" are the most common feedback he receives from fans.
"We release new products twice weekly during peak seasons and once weekly during off-seasons, yet customers still eagerly await updates," Na says. He hopes to use the approachable "Naan Bread Uncle" character to attract more people to explore Xinjiang's scenery, specialties, and culture. The series has become one of the best-selling items at the Xinjiang Uygur Autonomous Region Museum, often requiring customers to queue for purchase.
"Cool" reflections amid the cultural product "heat"
While young consumers show tremendous enthusiasm for increasingly sophisticated cultural merchandise, their aesthetic preferences and communication patterns are also evolving.
According to Jiang Mingwei, Deputy Director of Collections at the China National Arts and Crafts Museum and China Intangible Cultural Heritage Museum, younger generations' preference for "Chinese-style" aesthetics has provided market momentum for museum merchandise development.
This demographic is also more inclined to share on social platforms, with museum "check-ins" becoming a trend among youth, further stimulating the market's growth.
Jiang notes that changes in mass communication have catalyzed viral phenomena. In recent years, with the rapid development of livestreaming, short videos, and social media, a single influencer's share, trending topic, or even wordplay can trigger viral spread and create instant hits.
The frequent "sold-out" status of popular items reflects consumers' pursuit of premium quality merchandise.
Contrary to speculation, stock shortages aren't a marketing strategy. Xue Jian, Director of Beijing Ancient Architecture Museum, explains that their Heavenly Palace Caisson Ceiling magnet's complex craftsmanship limits production capacity to maintain quality standards.
He reveals that the museum has added two production lines to the original three, currently in the testing phase. While maintaining quality, they're increasing output and switching from weekly to multiple shipments. An online reservation system has been implemented, limiting daily sales to 400 pieces per person to alleviate queuing issues.
However, as viral products proliferate, some market players have fallen into the trap of prioritizing commercial success over cultural significance, resulting in homogenized designs lacking deeper cultural exploration.
Jiang Han, Cultural Products Director at Suzhou Museum, emphasizes that cultural transmission remains their primary mission. While products can be innovative, they shouldn't lose their role as cultural carriers. Sustainable design inspiration comes from better cultural exploration. For instance, their "The Four Talented Scholars in Central Wu Area" series conveys the lives of Jiangnan scholars, while the "Mr. Wenhengshan's Hand-planted Vine Seeds" symbolizes Suzhou's cultural heritage.
Addressing industry imitation issues, Guo Wanchao, Director of the Media and Public Opinion Research Institute at Beijing Academy of Social Sciences, suggests tackling the problem at its roots. "We need to strengthen intellectual property protection, allowing excellent creative designs to emerge naturally. Additionally, we should enhance the artistic quality of cultural products and improve designers' skills through various channels. Furthermore, we must better utilize quality IP resources, perfect the industry chain, and introduce more creative derivatives," says Guo.
