Overseas firms take the online route for growth

Apart from the well-known Chinese museum intellectual property, some established foreign IPs have also found the Chinese culture and art market promising.

From T-shirts printed with an adorable version of the Gayer-Anderson Cat to aprons inspired by the Book of the Dead of Hunefer from ancient Egypt, for any museum savvy person, the British Museum's souvenir shop is always a delight to conclude a careful exploration of one of the best museums in the world.

However, not everyone in China has the luxury of being able to visit the museum in person when they want. But they can have easy access to the museum's IP products through Taobao since it started an online shop on the platform last July.