“How do I buy the Phoenix Crown fridge magnets?” This is the most frequently asked question in the gift shops at the National Museum of China in Beijing, and the typical answer is: “You should be able to get one if you arrive before 7:30 a.m.”

Recently, refrigerator magnets inspired by the phoenix crown of Empress Xiaoduan of the Ming Dynasty (1368-1644) have gone viral on social media, with a flood of posts sharing shopping experiences, attracting large crowds in the museum shop.

The Phoenix Crown is one of the museum’s most famous exhibits. Adorned with nine phoenixes and nine dragons and adorned with thousands of pearls and hundreds of rubies and sapphires, it was worn by Empress Xiaoduan during her visits to the ancestral temple. is listed among Chinese cultural relics prohibited from exhibition abroad.

The magnets are available in wood and metal and are delicately crafted to reflect the original design of the wreath. Upon closer inspection, they reveal subtle lines and patterns that mimic the texture of the real artifact.

Thanks to their popularity, more than 80,000 magnets were sold in just three months, contributing to merchandise sales exceeding 10 million yuan ($1.4 million), said Liao Fei of the operation and marketing department. development of the museum, according to a report from Beijing Daily.

Given the complexity of the magnets, daily production capacity has already reached its limit, Liao said. To handle the influx of enthusiastic buyers, a numbering system was put in place, with 1,300 numbers available each day and a limit of two magnets per person.

“I came here just for the magnets,” one visitor lamented after learning that all the numbers had been distributed for that day. “I have visited the museum several times, but today it was just for the magnets, not the exhibits,” she said.

While some visitors who didn’t get a magnet left disappointed, others who completed their purchases proudly presented them in photos.

“I arrived at the museum around 6:30 a.m. and received the number 150,” said a Beijing resident in her 20s who asked to be identified only with her surname Yu, while clutching her magnets . “This is my second visit and I’m here especially for the magnets.”

Inside the museum, it is common to see visitors carrying bags filled with these souvenir magnets.

“These magnets are both beautiful and meaningful, given that the artifact itself is here,” said a tourist surnamed Zhou from outside Beijing, arriving around 7 a.m.

According to gift shop staff, the magnets are not exclusive to the museum, as they are also available on various online platforms, but only in limited quantities each day.

The high demand for cultural goods is not a new phenomenon. Museums across China have introduced unique cultural and creative products inspired by their collections, with refrigerator magnets becoming the most popular item. Many magnets have gained traction across the country.

For example, the magnet based on the ceiling of the Heavenly Palace Cauldron, on display at the Museum of Ancient Architecture in Beijing, has seen sales of more than 30,000 copies, according to the museum. The complexity of its design, featuring multiple layers of miniature palaces, also limits its production, leading to frequent stock-outs.

At the Hangzhou Museum in Zhejiang province, a refrigerator magnet in the shape of a “little pink cup” has become highly sought after, with around 40,000 sold since the end of July. This magnet is inspired by a high-footed cup in dark blue glaze with red underglaze from the Yuan Dynasty (1271-1368) and reflects superior porcelain production skills.

As the popularity of merchandise draws more attention to the artifacts and to the museums themselves, the synergy between creative cultural merchandise and historical artifacts benefits both.

But it is hoped that visitors will pay even more attention to the museums and understand the deep culture behind them, rather than just waiting in line, buying cultural and creative products, taking a few photos and leaving, staff members said of the museum. said the museums.

Li Shangyi contributed to this story.