According to the museum, among the 6.3 million visitors they received this year, over 60 percent were under 35 and approximately 59 percent were female.

Liao says they have focused the designs of products to meet female visitors' demands this year. Five months before their show The Countless Aspects of Beauty in Ancient Art featuring beautiful antiques from the collection of the National Archaeological Museum in Athens, Liao and his team began designing cultural products from the show. When the show opened in early November, many products were sold out within the first two days.

"Visitors want beautiful products, especially as they become more confident and familiar with their culture," he says.

Fu Zicheng, a 12-year-old student from a Beijing middle school, brought the crown magnet he bought from the museum's online shop to the museum with his classmates in early December.

He was first attracted by the cultural products and wanted to see the real piece. After doing some online research, he decided to visit the museum to see the relics. Fu says that he feels China's long history through the exhibits displayed in the museum.

As a volunteer guide at the museum for 10 years, Zhang Changshun notices more people doing research before visiting the museum. After viewing the exhibitions, they often buy one or two cultural products to take home. The museum has two stores on different floors that are always packed with visitors.

"More young people are visiting our museum and since the implementation of the 144-hour visa-free policy, there is an increase in foreign visitors who love to buy our cultural products, too," says Zhang.

Contact the writer at dengzhangyu@chinadaily.com.cn