Historic treasure transformed into a record-breaking bestseller

The National Museum of China announced a remarkable milestone on Tuesday: sales of its Phoenix Crown refrigerator magnet, inspired by the crown of Ming Dynasty Empress Xiaoduan, have surpassed 1 million units. This success has propelled the entire Phoenix Crown range to surpass 1 billion yuan (about $137.8 million) in revenue, setting the museum's sales record for both individual and cultural product series in nearly two decades.

To mark this achievement, the museum presented a special commemorative edition of the Phoenix Crown fridge magnet and a certificate to the buyer of the millionth unit.

The original artifact, Empress Xiaoduan's crown, is a national treasure and one of the first artifacts prohibited from overseas exhibitions. Dating back to the Wanli reign of the Ming Dynasty, it is adorned with more than 100 rubies and sapphires, as well as over 4,000 pearls, epitomizing imperial aesthetics.

The artifact's historical significance and exquisite craftsmanship continue to draw visitors to the museum, with many lining up just to capture a photo next to it. Recognizing this cultural phenomenon, the museum transformed the artifact’s essence into a lifestyle-friendly product, catering to the public's growing demand for historical and cultural connections.

Riding on the success of the fridge magnet, the museum swiftly expanded the Phoenix Crown IP into a diverse range of products. So far, over 20 related cultural items have been developed, including notebooks, plush toys, skirts, ice cream, and more. This expanding product line aims to further amplify the influence of the original artifact, engage a broader audience, and foster a sustainable cycle in which cultural heritage continues to inspire and resonate with modern consumers.