China's museums are turning to trendy, Instagram-worthy merchandise to solve their money problems—think cute dolls, quirky stationery, and other collectibles that young shoppers can't resist. Inspired by the wild success of brands like Pop Mart (known for those addictive Labubu blind box toys), cultural institutions are now designing their own viral-worthy souvenirs. Some, like Beijing’s National Museum of China, are already seeing big wins, proving that history and art can cash in on the "emotional consumption" craze.

Editor’s Note: Museums everywhere struggle with funding, but China’s approach—leveraging the same hype that fuels toy frenzies—shows how cultural spaces can stay relevant (and solvent) by meeting consumers where they are: scrolling, shopping, and craving connection. It’s a clever pivot that blends tradition with modern retail therapy.