At the Gansu Provincial Museum, young visitors can choose their favorite plush “spicy hot pot” ingredients for a fun cooking experience, while at the Suzhou Museum, they can bundle adorable plush “hairy crabs” to take home, taking advantage of the autumn crab season.
During the National Day holiday, 95-year-old Liao Weiduo was taken aback by the familiar conversations typically heard outside hot pot shops: “A skewer of broccoli, a skewer of cabbage… Would you like your ingredients crispy? How spicy do you want it?” Making her way through the Gansu Provincial Museum, she was pleasantly surprised to find this playful vibe. With a variety of plush vegetables and meat skewers neatly arranged, Liao quickly received her own version of spicy hot pot. “This cultural creativity and interactive experience are just so much fun!” she shared her “treasures” on social media, quickly garnering many likes and comments.
According to the National Cultural Heritage Administration, during the 2024 National Day holiday, museums across the country welcomed 74.88 million visitors. Museums have become essential stops for many young travelers, whose must-have shopping lists now include creative cultural products, such as the Phoenix Crown refrigerator magnets from the National Museum of China, Suzhou Museum’s “Chubby Treasure Sword,” and the Gansu Provincial Museum’s “Green Horse.” What makes these museum souvenirs so irresistible to the youth?
Creative and Engaging Products Win Hearts
Many consumers share a common sentiment about the Gansu Provincial Museum’s merchandise: they find it to be “unique” and “engaging.” Some even travel specifically to the museum just to purchase the “Green Horse” and the spicy hot pot plush.
The “Green Horse” is inspired by the museum’s treasure, the “Bronze Galloping Horse,” while the hot pot toy reflects the local hot pot culture from Tianshui, Gansu. “These are rich in local character and represent something different from other cultural products,” Liao remarked.
Highlighting regional characteristics is also a design focus for the Gansu Provincial Museum’s creative products. Cui Youxin, head of the museum’s cultural creation center, told reporters, “Museums serve as cultural hubs for their regions, showcasing not only artifacts but also local cultural nuances. Our ‘cultural specialties’ series features local delicacies, hoping visitors will recognize Gansu’s rich offerings when they see these adorable products.”
In addition to regional charm, the playful designs are also a significant draw for consumers. Posts about the museum’s “Green Horse” and the Suzhou Museum’s “Chubby Treasure Sword” frequently mention terms like “ugly-cute” and “abstract.” In an era where sleek, polished designs are the norm, why do these quirky styles resonate more with young audiences?
Bu Xiting, a research fellow at the Communication University of China, believes that this “cute” design approach bridges the gap between cultural heritage and youth. He emphasizes that in order for historical artifacts and their cultural narratives to resonate with young people, they must be made accessible and relatable. “Designs for cultural products should respect history while translating traditional culture in a contemporary way that incorporates the language of the youth,” he added.
“Traveling to a city just for a museum” is becoming a popular choice among young vacationers. The National Cultural Heritage Administration reported that last year alone, museums welcomed 1.29 billion visitors, reaching a historic high. This year during the National Day holiday, tickets to several popular museums sold out quickly on their first day of availability.
“As more young people step into museums, creative cultural products serve as a vivid bridge between audiences and museums. We hope that through these products, everyone can see that museums can be youthful, lively, and approachable,” Cui remarked.
“Creative products that engage and entertain are more appealing and encourage me to learn about the stories behind artifacts,” said Liao Weiduo. After enjoying the “Bronze Galloping Horse” and purchasing her plush “Green Horse,” she made a special trip to the artifact’s origin in Wuwei. “Regardless of the form, anything that makes cultural heritage popular among youth is a positive thing. Content that resonates with us is key.”
Collecting Cultural Creations as a Hobby
Unlike Liao’s spontaneous purchasing style, many young people are turning the collection of museum cultural products into a habitual hobby, forming their own communities. Wang Nanxing, a 95-born collector, has amassed a substantial collection in just over a year.
“I have collected hundreds of items, most being refrigerator magnets and decorative pieces,” Wang shared, explaining that collectors like him prioritize the craftsmanship and historical accuracy of these products. “I love visiting museums; seeing artifacts evokes a deep sense of history. Just having them on display gives a profound sense of connection to the past.”
Wang admires the heavy sense of history that artifacts carry and hopes to see the same quality in cultural creations. “While these items can’t fully replicate the actual artifacts, if they feature fine detail, like copper oxidation or texture, they can resonate strongly with history.” He has even crafted a display cabinet at home with lights to recreate a museum-like exhibition. “I aim to replicate the presentation of artifacts as closely as possible,” he laughed. “I can’t take home the real items, but having these mini replicas brings me a lot of joy.”
Wang’s passion has led him to make numerous like-minded friends. When new cultural product news arises in their chat group, they enthusiastically discuss every detail, from the quality of a Phoenix Crown refrigerator magnet to the size of a bronze vessel decoration. Museums continually innovate, balancing different interests in craftsmanship and texture, enabling cultural products to connect with diverse young audiences.
Wang believes whether it’s the lively plush toys from Gansu or the delicate refrigerator magnets from the National Museum, they all represent an “art form” — a gateway to museums. “As long as these products attract attention and make people curious about cultural artifacts, they are successful.”
Among the enthusiasts is Song Nuo from Shanghai, whose collection spans from the Neolithic period to the late Qing dynasty, featuring iconic artifacts from various dynasties. She has arranged her fridge magnets on a board according to dynasty and named it “10,000 Years of China.” It gained significant popularity on social media, receiving nearly 100,000 likes, with comments labeling it “the Ultimate Fridge Magnet Collection.”
To assemble such a display takes considerable investment, even for magnets, but Song considers it “a spiritual enjoyment.” “Cultural creations serve as a means to popularize artifacts, allowing museums to generate revenue for improving exhibition facilities and hosting special events, benefiting us museum enthusiasts as well,” she explained.
The Social Aspect Fuels Cultural Products’ Popularity
Examining the recent success of various cultural products, it’s clear that many possess a “social element” amplified by social media. This “flow” comes from both museum marketing and grassroots sharing among young people.
Cui Youxin noted that the Gansu Provincial Museum has focused on cultural product design for over a decade, initially emphasizing cultural attributes before integrating practicality and fun to effectively engage young audiences.
Now, merely possessing the aforementioned attributes is insufficient. “Only products with social appeal can break through and gain traction,” Cui added. Young consumers who find something interesting often share it online, while museums actively build a presence on multiple platforms to bridge the gap between themselves and younger visitors, leading to enhanced marketing success.
Complementing the social element is the experiential engagement young people experience when purchasing cultural products, fostering history and cultural discussions.
At the Gansu Provincial Museum, visitors can select their favorite plush “spicy hot pot” items for a cooking experience; at the Suzhou Museum, they bundle plush “hairy crabs” to take home. The appealing designs and meticulously crafted purchasing rituals significantly contribute to their popularity.
Bu Xiting explains that this element of participation offers consumers a deeper experience and emotional value. “Purchasing scenarios with stories, plotlines, and rituals stimulate richer emotional connections, making cultural memories easier and creating a sense of shared experience,” he noted. This, in turn, enhances the vibrant perception of cultural products, making them more shareable and impactful.
For traditional cultural product enthusiasts, the social aspect’s influence is equally widespread. Items like the Emperor Dowager Cixi’s Crown refrigerator magnets and magical ceiling icons have become sought-after treasures on social platforms, often creating a buzz among collectors.
Song Nuo explained that her popular “10,000 Years of China” fridge magnet display has also sparked discussions and interactions around related topics. Several friends have reached out, saying since they started collecting cultural products, they’ve enjoyed new experiences each day.
Continuously evolving cultural products, whether quirky or refined, maintain a balance of innovation and tradition. By incorporating cultural symbols and language that resonate with young people, they capture attention and find their way into their shopping carts and hearts. “Behind this is the fertile ground of our culture, which steadily nourishes the innovative growth of cultural creativity and tourism industries, pushing them out of museums and into homes,” Bu concluded.
(Note: The name “Song Nuo” is a pseudonym as per the interviewee’s request.)
