Recently, two kinds of refrigerator magnets released by the National Museum of China have become a sales sensation. Despite months of popularity and a daily limit of 3,000 items, the National Museum's phoenix crown magnets remain in high demand. Similarly, the Heavenly Palace Caisson magnets, launched by the Beijing Ancient Architecture Museum, have also gained iconic status, with buyers needing to reserve slots three days in advance. These magnets have risen to become the undisputed "top stars" in China's cultural and creative industry.

In recent years, China's finely crafted museum cultural products have frequently become bestsellers. "These products are highly sought because they offer unique cultural value that caters to consumer demands for cultural experiences," said Sun Ming, Vice President of the Academy of Contemporary China and World Studies. "Additionally, their modern design and practicality make them trendy and functional. Moreover, these products possess significant social attributes, enabling consumers to showcase their cultural taste and aesthetic preferences through purchase and sharing."

Exquisite creations in high demand

Museums across China have developed cultural products based on their collections, introducing diverse and exquisite items that allow consumers to "bring national treasures home".

For instance, in July, the wooden phoenix crown magnet sold out its first batch of 3,000 units in just a day and a half. In September, the National Museum released an AR-enabled phoenix crown magnet, selling 2,300 pieces within two hours on the launch day. Meanwhile, the Heavenly Palace Caisson magnet gained traction following the successful World Heritage listing of Beijing Central Axis, as evidenced by long lines of eager shoppers.

During the Fifth Yangtze River Delta International Cultural Industries Expo in Shanghai, museum cultural products garnered both attention and revenue. The expo achieved on-site sales of 54.45 million yuan and signed contracts worth over 1.2 billion yuan. Among exhibitors, Shanghai Museum's cultural products recorded sales of 70,000 yuan on the first day. Anhui Museum showcased more than 210 products across 10 series, drawing significant visitor interest.

"Anhui Museum is committed to 'bringing relics to life'," said Zheng Daochun, Vice Curator of Anhui Museum. "Leveraging our cultural resources during the integration of the Yangtze River Delta, we aim to present traditional culture in innovative ways to audiences both domestically and abroad."

Why are refrigerator magnets featuring national treasures so popular? Sun Ming attributes the popularity of these items to their successful transformation of relics into attractive IPs. Many hit products use iconic artifacts as design elements, embodying deep historical and cultural significance. By blending innovative design and modern aesthetics, these artifacts are revitalized, forming unique IPs that cater to young consumers' dual pursuit of style and culture.

Collaborative development opens new paths

As museum cultural products flourish nationwide, a key challenge emerges: how to create items that resonate with consumers, especially the younger demographic, while showcasing Chinese culture's charm.

Anhui Museum has actively explored this path. Zheng shared that the museum leverages permanent exhibitions and a rich collection to develop product series, enhances brand partnerships to boost influence, and continues to release digital cultural products. Additionally, Anhui Museum integrates "cultural products + intangible cultural heritage", diversifying offerings and outreach to amplify its impact.

On an industry-wide scale, collaboration is also expanding. In October, the National Alliance of Cultural Creative Museum Products was established in Beijing to foster the growth of the cultural and creative industry. This alliance, comprising 15 museums - Yinxu Museum, China Archaeological Museum, and Liangzhu Museum - alongside four scholars, two intangible cultural heritage inheritors, and three research institutions, aims to build a comprehensive industrial chain encompassing enterprises, universities, research institutes, suppliers, sellers and publicity organs, and establish exquisite platforms for museum cultural products.

Lu Jiansong, a professor at Fudan University's Department of Cultural Heritage and Museology, supports collaborative development. "The creation of cultural products involves design, production, logistics, and marketing, all of which rely on funding and talent," Lu explained. Through art licensing and third-party collaborations, museums can tap into external capital and expertise, accelerating the development of cultural products, according to Lu.