最近，以中国国家博物馆馆藏文物“明孝端皇后九龙九凤冠”为原型设计的文创产品“凤冠冰箱贴”火了，不仅引发排队抢购热潮，还带动了相关系列文创的销售，被网友称为“当下最想拥有的北京文创产品之一”。

Recently, fridge magnets inspired by the phoenix coronet of Empress Xiaoduan from the Ming Dynasty (1368-1644) have gone viral on social media, with a flood of posts sharing purchase experiences, attracting large crowds to the museum shop.

图源：中国日报

因为设计精美新颖、宜赏宜藏，国博7月一推出“木质凤冠冰箱贴”，首批3000件产品一天半内就售空。9月底，国博推出“AR金属凤冠冰箱贴”，再次受到观众青睐，开售当天2小时就售出2300件。

The magnets come in both wood and metal styles, and are delicately crafted to reflect the coronet's original design. Upon closer inspection, they reveal subtle lines and patterns that mimic the texture of the real artifact.

左图为木质凤冠冰箱贴，右图为AR金属凤冠冰箱贴（中国国家博物馆供图）

有网友分享了购买冰箱贴的经验：“一定要早！我第一次去国博的时候，出了地铁开始排队是早上七点半，那时候我还胜券在握，觉得我一定能抢得到。但完全出乎意料，建议大家如果想买冰箱贴，顺便看展的话，一定要在7点之前到，然后排队。”

"How can I buy the fridge magnets of the phoenix coronet?" This is the most frequently asked question at gift shops of the National Museum of China in Beijing, and a typical response is, "You should be able to get one if you arrive before 7:30 am."

国博文创商店。图源：央广网

据报道，这款凤冠冰箱贴上市三个月，卖了近8万个，带火同系列文创销售总额突破1000万元。

Thanks to their popularity, over 80,000 magnets have been sold within just three months, contributing to merchandise sales exceeding 10 million yuan ($1.4 million), said Liao Fei from the museum's operation and development department, according to a report in Beijing Daily.

国博经营开发部副主任廖飞也没想到这款产品如此受欢迎，他们多次和代工厂联系，不断提高产量。但由于产品精细，比如木质“凤冠”要做出类似金属的光泽，冠上镶嵌的“红蓝宝石”需要纯手工粘贴，想要保证质量，目前的产量已经达到极限。

廖飞表示：“凤冠冰箱贴的爆火是我们始料未及的。目前，在保证产品质量的基础上不断提高产量，木质冰箱贴日产量已从1000件增加至2000件，预计下周能达到2500件；金属冰箱贴从日产量3000件增至5000件。”

The museum has taken multiple measures to guarantee the quality of the phoenix coronet fridge magnet due to its complex production processes. "The production capacity has been ramped up to about 3,000 pieces per day," Liao said.

鉴于产品供不应求，早从8月13日开始，国博采取每日限量发售措施，随生产销售情况动态调整。不断提升产能的同时，出台限购措施也是防“黄牛”倒卖的一种手段。

Given the intricacy of the magnets, the daily production capacity has already reached its limit, Liao said. To combat scalping and ensure fair access, the museum has implemented daily purchase limits both online and offline starting Aug 13. And to manage the influx of eager buyers, a numbering system has been implemented, with 1,300 numbers available each day and a limit of two magnets per person. 

廖飞告诉记者，去年文创团队注意到许多人在社交媒体上晒出自己和孝端皇后凤冠的合影。他们判断，这款文物有“红”的潜质，随即开始了紧锣密鼓地研发。廖飞说，凤冠冰箱贴之所以火爆，是因为它的设计基于观众喜爱的文物。

“我们找到了观众喜爱的点，许多人认为是冰箱贴把凤冠带火了，但并非如此。从去年开始，就有很多人到展厅和凤冠的展品拍照，我们及时捕捉到了这个信息，然后开始不断开发和凤冠相关的周边产品。”

The idea began when the design team noticed visitors frequently posting selfies with the original phoenix coronet exhibit on social media last summer, which led to the fast-tracked development of cultural and creative products related to the coronet.

According to Liao, the design team, which consists of seven members including himself, often watches exhibitions and follows popular topics on social media platforms to seek inspiration.

明孝端皇后九龙九凤冠。图源：东方IC

孝端皇后的这件凤冠，前部饰有九条金龙，下有八只点翠金凤，后部也有一金凤，共九龙九凤。此冠共嵌未经加工的天然红宝石百余粒，珍珠5000余颗，造型庄重，制作精美，采用的工艺有花丝、点翠、镶嵌、穿系等。该冠于2002年被国家文物局列入首批禁止出国（境）展览文物目录。

The phoenix coronet is one of the museum's most famous exhibits. Adorned with nine phoenixes and nine dragons and embellished with thousands of pearls and hundreds of rubies and sapphires, it was worn by Empress Xiaoduan during visits to the ancestral temple. Notably, it is listed among the Chinese cultural relics forbidden to be exhibited abroad.

网友购买的孝端皇后凤冠冰箱贴及其他文创。图源：小红书@凯蒂猫的猪

凤冠效应能否复制？廖飞说：“我们也不确定。但可以肯定的是，凤冠文创促进了消费，带动了就业，代工厂员工人数已经增长了约50%。我们期待更多类似效应可以呈现。”

Cultural and creative products related to the phoenix coronet have even created a ripple effect on employment, with partner factories increasing their workers by approximately 50 percent to meet the huge demand.

文创产品的持续热销，进一步拉近了文物与观众之间的距离，吸引越来越多观众走进博物馆，一睹文物本身的风采。

廖飞说，国博将持续推动展览工作与文创开发协同发力，充分满足观众在参观展览之余“把博物馆带回家”的美好愿望，让大家在日常生活中感受中华优秀传统文化的深厚内涵和美学价值。

As the popularity of merchandise draws greater attention to the artifacts and the museums themselves, the synergy between creative cultural merchandise and historical artifacts benefits both.

"This cultural phenomenon is both encouraging and challenging," Liao said, adding that it demonstrates the huge potential in the market for cultural and creative products.

编辑：弓玥琪

来源：中国日报 央视新闻 人民日报 新华社 央广网 北京日报 中国国家博物馆