The Palace Museum's IP unit recently partnered with the low-cost retailer Miniso Corp, in order to provide more than 100 products designed with colours and patterns provided by the museum.

Wang Fei, the director of the Palace Museum, claimed that this collaboration is effective in allowing the younger generation to reconnect with their traditional cultural heritage. Moreover, this initiative will encourage young customers to get involved in designing and producing products relevant to their daily lives. Meanwhile, Wang Guagyong, Miniso’s branding director, believes that this collaboration is part of a concerted effort to boost Miniso’s sales.