The Shanghai Museum's latest exhibition, Top of the Pyramid: The Civilization of Ancient Egypt, has not only mesmerized visitors with its remarkable artifacts but has also ignited a craze for creatively designed merchandise inspired by ancient Egyptian culture.

The exhibition has witnessed a surge in demand for its themed products, resulting in rapid buying both online and in-store, with enthusiasts eagerly splurging thousands of yuan on several coveted items.

This showcase has prompted one of the museum's most extensive creative product development initiatives to date. The museum's design team has introduced over 1,000 items inspired by various facets of ancient Egyptian culture. The diverse range of products includes clothing, shoes, 3C electronics, home decor, designer toys, and stationery, with highlights such as customizable papyrus drawings featuring visitors' names in Egyptian hieroglyphs.

Visitors swarm the Shanghai Museum's shop, attracted by the merchandise inspired by ancient Egyptian culture. [Photo by Lai Xinlin/Jiefang Daily]

The merchandise's innovative designs have garnered acclaim for their creativity and meticulous attention to detail. Standout items like the refrigerator magnet shaped like a cat with a removable ancient Egyptian-style mask have gone viral, while pendants featuring iconic symbols such as the Sphinx and the Eye of Horus have become customer favorites. These products not only boast exquisite craftsmanship but also feature hidden surprises like intricate ancient Egyptian paintings or blessings inside the pendants, adding to their allure.

Visitors like Zhou, who found herself enthralled by the exhibition, expressed delight at the quality and uniqueness of the museum souvenirs, leading to impromptu shopping sprees.

However, not all museum merchandise has enjoyed the same level of success, with some items struggling to attract buyers, as reported by online stores of popular museums.

Industry insiders note that many museums face resource constraints when developing merchandise, often partnering with external companies to create products. While this approach can be cost-effective, it sometimes prioritizes sales over cultural authenticity, potentially diluting the significance of the products.

The triumph of the ancient Egypt exhibition at the Shanghai Museum underscores the importance of resonating with cultural significance to engage younger audiences effectively. To complement the exhibition, the museum has introduced immersive experiences like the virtual reality show Horizon of Khufu, offering visitors a captivating journey through space and time to explore the Pyramid of Giza, a testament to Egypt's ancient history.

Experts suggest that future museum souvenirs could benefit from integrating with cultural tourism and city branding, evolving beyond traditional souvenirs to offer a more diverse array of products. They say, museums, as custodians of human civilization and local heritage, possess the potential to enrich the cultural identity of cities and foster deeper connections with audiences through innovative and culturally resonant offerings.

Source: Jiefang Daily