The Egyptian Adventure Pop-Up Store is on a tour of eastern China. It is currently installed at the Suzhou Centre Mall through June 30, which follows a successful run at Chengdu’s Qiyi International Plaza.
The London-based attraction also sells items on Alibaba’s e-commerce platforms Tmall and Taobao, and livestreams its collections to China. The most recent attracted more than 300,000 Chinese visitors.
The Metropolitan Museum of Art launched a flagship store on Tmall in 2019, following the British Museum’s successful offering on the Alibaba platform.
The Egyptian Adventure Pop-Up Store is a crossover between two popular IPs in China, the British Museum and Hello Kitty, and is a physical extension of the museum’s online strategy.
British Museum growing brand in China
In addition, it includes replicas of the British Museum’s Egyptian collection, including the Gayer-Anderson cat, pharaoh sculptures and the Rosetta Stone.
The store is also selling British Museum x Hello Kitty merchandise, such as phone cases, mugs, stationery and miniatures.
Jing Culture & Commerce, which is part of the Jing Group, recently released a report exploring cultural livestreaming in the wake of COVID-19.