Phoenix Coronet Fridge Magnets from National Museum Spark Cultural Fervor in China

Fridge magnets launched by the National Museum of China have become a cultural sensation, captivating consumers and boosting confidence in Chinese culture. Inspired by the phoenix coronet of Empress Xiaoduan from the Ming Dynasty (1368-1644), these magnets have rapidly become one of the “most wanted cultural and creative products” among Chinese internet users.

The phoenix coronet, a delicate and ornate headdress worn by empresses, is considered a priceless cultural relic and is forbidden to be exhibited abroad. The museum’s fridge magnets, crafted in both wood and metal styles, meticulously replicate the intricacies of the original coronet’s design. Some versions even incorporate augmented reality (AR) special effects, allowing consumers to virtually “wear” the coronet by scanning a QR code.

This innovative approach has led to impressive sales figures. According to Liao Fei, deputy head of the museum’s operation and development department, approximately 80,000 magnets have been sold within just three months, contributing to merchandise sales exceeding 10 million yuan (about $1.4 million). “We noticed that many visitors were drawn to the phoenix coronet exhibit, so we developed products related to it,” Liao explained.

The surge in popularity reflects a broader trend in China, where consumers show a strong interest in cultural and creative products. A recent report by the Shanghai-based Mob Research Institute indicated that over 95% of respondents are willing to purchase such products, with 74.1% buying them for collection purposes. The emotional and cultural value embedded in these items significantly attracts consumers.

Liao clarified a common misconception, emphasizing that the fridge magnets did not bring fame to the phoenix coronet but rather capitalized on its existing popularity. “We never expected the products to be so popular,” he admitted. To meet the soaring demand, the museum is increasing production, with the daily output of wooden magnets set to reach 5,000 pieces, and metal ones to rise from 3,000 to 5,000 pieces.

The success of the phoenix coronet fridge magnets underscores a growing appreciation for Chinese cultural heritage. By transforming historical artifacts into accessible keepsakes, the National Museum of China fosters a deeper connection between the public and the nation’s rich history, enhancing cultural confidence and identity.

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