Bringing Cultural Treasures to Life
Bringing Cultural Treasures to Life
Scan with
wechat to share
The National Museum of China (NMC) announced Tuesday that its cultural creative product—the Phoenix Crown fridge magnet—has surpassed 1 million units sold, propelling total sales of the Phoenix Crown-themed product series beyond 100 million RMB (approximately $14 million USD). This milestone marks the museum’s most successful cultural creative product launch in two decades, blending historical reverence with modern innovation.
Li Yafei, visitor from Shandong Province to the NMC, is the buyer of the millionth Phoenix Crown fridge magnet ever sold at the museum.
Inspired by the Ming Empress Xiaoduan’s “Nine Dragons and Nine Phoenixes Crown,” a 16th-century imperial treasure adorned with over 100 gemstones and 4,000 pearls, the fridge magnet has become a symbol of China’s creative cultural vitality. The original artifact, permanently displayed at the NMC and banned from overseas exhibitions, draws crowds eager to capture its splendor. Capitalizing on this enthusiasm, the museum’s creative team transformed the crown’s intricate design into a stylish, everyday item, bridging the gap between ancient art and contemporary lifestyles.
“This isn’t just a product—it’s a gateway to history,” said an NMC spokesperson. The team celebrated the 1 millionth sale by presenting the buyer with a commemorative edition fridge magnet and certificate, underscoring their commitment to public engagement.
Phoenix Crown IP Creative Series.
The Phoenix Crown’s popularity has catalyzed a thriving cultural creative industry. Over 20 derivative products, including traditional mamianqun skirts (traditional Chinese pleated skirt featuring “horse-face” panels), plush toys, and music boxes, have expanded the IP’s reach, turning it into a lifestyle brand. The project has also generated over 1,000 jobs across design, production, and marketing sectors, demonstrating how cultural heritage can fuel sustainable economic growth.
Behind the success lies a deeper mission: Over 90% of NMC visitors explore the museum’s “Ancient China” exhibition, where the original Phoenix Crown is displayed. To further connect audiences with history, the NMC will launch a new series of cultural creative products on International Museum Day (May 18), all designed to “bring the museum home” through innovative storytelling.
Visitors admire the Ming Empress’s Phoenix Crown at the National Museum’s Ancient China exhibition.
Looking ahead, the NMC pledges to continue unearthing stories behind historical artifacts, transforming them into products that resonate globally. As the Phoenix Crown fridge magnet proves, even the smallest items can carry the weight of centuries—sparking curiosity, pride, and a renewed appreciation for China’s cultural legacy.