"How can I buy the fridge magnets of the phoenix coronet?" This is the most frequently asked question at the gift shops in the National Museum of China (NMC), in Beijing. Since 2024, fridge magnets, inspired by the phoenix coronet of Empress Xiaoduan, from the Ming Dynasty (1368-1644), have been a sensational hit with visitors. The magnets have attracted large crowds within the museum.
The Nine-Dragon and Nine-Phoenix Coronet, the artifact that spurred the creation of the magnets, is one of the museum's most-famous exhibits. The fridge magnets have been delicately crafted to reflect the coronet's original design. Behind the success of the magnets is the creativity of the women who work in NMC Art Workshop's R&D department.
Unlocking Possibilities
Employees in the R&D department follow a rigorous design process: Relic sorting, product positioning, design-scheme creation, revision and selection through discussions, and sample testing and modification. Each step embodies the department's dedication. "At the beginning of the design process, we ask three questions: 'Does a product, based on this relic, exist in the same category?' 'Is there a more suitable category for the design?' and, 'How many similar products are currently on the market?'" says Zheng Zhongyunzi, one of the department's employees.
Understanding cultural relics is the first step in cultural and creative product R&D. Designers shuttle between their offices and the museum's exhibition halls, repeatedly, as they study the physical relics and consult reference materials. They draw inspiration from the shapes, craftsmanship and cultural connotations of the relics, and they ensure every design has cultural roots.
The phoenix coronet has been the most inspiring relic for the employees. "The coronet represents the pinnacle of imperial jewelry craftsmanship during the Ming Dynasty. Crafts like filigree work, inlaying, kingfisher-feather inlay and stringing showcase the ultimate ingenuity of ancient artisans, while aligning with modern aesthetics. More importantly, its auspicious symbolism resonates across eras, reflecting people's yearning for a better life," says Zheng Yiyi, another department employee.
The phoenix coronet fridge magnets have sold well, beyond expectations; since they launched in 2024, more than two million fridge magnets have been sold. While continuing to develop the phoenix coronet series, the department faces both opportunities and higher creative demands. "The phoenix coronet, as a highly regarded relic, brings attention to our products, but consumers also have higher expectations for designs based on it," admits Gao Xuan, another department member, and a senior designer. Since the fridge magnets became a hit, the department has launched more than 30 derivative products, including stationery, toys, wearable items and decorations. Of those items, hair accessories, press-on nails and horse-faced skirts have caught the fancy of women.
The department has dedicated considerable effort to designing hair accessories that embody the spirit of the traditional phoenix coronet, yet which remain practical for everyday wear. By distilling its core elements, they centered the design around the iconic phoenix motif, crafting a style that features a phoenix with outstretched wings clutching a pearl. For durability, copper was selected for the hairpins, while lightweight alloys were used for the hair clips (to enhance comfort). After extensive revisions, prototyping and testing, the final version of the hairpin achieves a seamless blend of elegant aesthetics and functional usability.
The design of the press-on nails has been particularly ingenious. To replicate the coronet's splendor, the employees insisted on using hand-drawn patterns and ornaments. They created a 17-piece, press-on nail set, with nail guards. "This allows us to incorporate as many elements from the coronet as possible. The personalized styles, which can be paired or used individually, are suitable for daily wear or formal events," Zheng Zhongyunzi explains.
"Phoenixes in Harmony," product manager Liu Yanan's design of a horse-faced skirt, has transformed traditional cultural elements into a wearable art form. "This skirt deconstructs and reorganizes elements, like 'dragons and phoenixes,' 'pearl flowers,' and 'clouds' from the coronet. We revived the gold-weaving and pattern-weaving techniques, threading gold threads into the fabric to create a shimmering effect in sunlight. This skirt allows traditional culture to be inherited through women's daily wear," Liu says.
By converting the historical and cultural value of relics into emotional and social value, through creative designs, the employees make culture accessible to the public, and they enable young visitors to interact — in new ways — with history and culture. "The success of the phoenix coronet series lies in our understanding of consumers' emotional needs, liberating national treasures from display cases, and transforming them into wearable, playable and shareable 'companions,'" Gao says.
Forging Ahead, with Passion
The designers' R&D journey is also a journey of personal growth. Zheng Zhongyunzi recalls her first independent design: An auspicious, movable-type printing press, inspired by the painting, New Year's Offering (created in 1918). The product inherits Chinese people's tradition of sending blessings during festivals. Looking back on the project, she offers some new insights. "It aligns with the mild emotional expression of Chinese people, but it lacks direct presentation of key relic images. Balancing the expression of cultural connotations and the display of relic images has become the focus of my subsequent designs," says Zheng Zhongyunzi.
Gao, a senior designer, joined the department in 2010. Throughout the years, her growth has mirrored the department's development. "From initially visiting factories, to understand craftsmanship and create simple graphic designs, to now developing AR and AI products, and from asking factories to help us produce products, to now having manufacturers actively seek cooperation, we have achieved solid progress," Gao says. The phoenix coronet fridge magnet is the most precious achievement of Gao's 15-year career. It not only affirms her work, but also motivates her to continue breaking new ground.
Gao believes women have an edge in developing cultural and creative products. "Most of our consumers are women, so women designers can better understand their needs and expectations," she says. Additionally, women's cultural sensitivity and multitasking abilities allow them to excel in relic research, design creation and team communication, making them highly sought-after talents in the cultural and creative industry.
Gao also believes passion and professionalism form the foundation that allows women to thrive in the industry. "Passion is an important starting point for entering this field. Whether you are professionally trained, or not, you can cultivate cultural and creative thinking, with passion for cultural creativity and pursuit of beauty. Professional knowledge underpins designers' long-term development. By thoroughly studying the history of cultural relics, understanding their stories, mastering design tools and expanding knowledge in operations and copyright, a designer can grow into a well-rounded cultural and creative R&D professional," Gao says.
Staff in the R&D department share the vision of "letting relics speak, making history vivid and inheriting civilization." The designers say that in the future, they will continue to devote their craftsmanship and passion to developing every cultural and creative product. They will listen carefully to consumers' feedback, help more museum collections "step out of display cases" to become tangible, heartwarming companions, which become integrated into people's daily life.
Video by Pei Zhaoyue
Photos from Interviewees and Zhang Jiamin
(Women of China English Monthly March 2026)
Editor: Lei Yang
