The National Museum of China has reached an extraordinary milestone with its Phoenix Crown refrigerator magnet, inspired by the crown of Ming Dynasty Empress Xiaoduan. Announced on Tuesday, sales of the magnet have surpassed 1 million units, propelling the entire Phoenix Crown merchandise line to generate over 1 billion yuan (approximately $137.8 million) in revenue.
This achievement sets a new sales record for both individual items and cultural product series in the museum’s nearly two-decade history. To commemorate this success, the museum presented a special 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, the crown is adorned with over 100 rubies and sapphires, as well as more than 4,000 pearls, exemplifying imperial craftsmanship and aesthetics.
Visitors are captivated by the crown’s historical significance and exquisite artistry, often lining up to capture a photo alongside it. Recognizing the public’s fascination, the museum transformed the essence of the crown into a lifestyle-friendly product, allowing people to forge a tangible connection with history.
Building on the magnet’s success, the museum expanded the Phoenix Crown collection to include over 20 related cultural items, such as notebooks, plush toys, skirts, ice cream, and more. This diverse product line aims to amplify the influence of the original artifact, engage a broader audience, and create a sustainable cycle where cultural heritage continues to inspire modern consumers.
