The e-retailer is using historical artifacts and and art to inspire millennial-friendly products that help cultural institutions to drive engagement

Online Chinese marketplace Taobao is helping museums and heritage centers stay relevant through customer merchandise design. This partnership will strive to connect these pillars of Chinese culture with today's millennial consumers through targeted products designed for the institution in question, recommending partners and designers to work with.

The merchandise created through this partnership will be inspired by and based on art and artifacts from these cultural centers. This partnership is both playing off of the recent rise in popularity of museums among Chinese youths as well as bolstering it by making the art they are seeing more relevant in their everyday  lives. Some of the products due out at the launch range from terracotta warrior desk figures to Sichuan Opera facial masks.

Taboo's director of marketing explains that driving engagement involves making history feel relevant to consumers in ways that they understand, and believes using creativity to design products that resonate with them will achieve this end. The retailer plans to expand this network from art into areas like food and electronics, adding 100 new partners to this program over the next three years.


Lead image: stock photos from Anton_Ivanov/Shutterstock

Online Chinese marketplace Taobao is helping museums and heritage centers stay relevant through customer merchandise design. This partnership will strive to connect these pillars of Chinese culture with today's millennial consumers through targeted products designed for the institution in question, recommending partners and designers to work with.

The merchandise created through this partnership will be inspired by and based on art and artifacts from these cultural centers. This partnership is both playing off of the recent rise in popularity of museums among Chinese youths as well as bolstering it by making the art they are seeing more relevant in their everyday  lives. Some of the products due out at the launch range from terracotta warrior desk figures to Sichuan Opera facial masks.