British Museum souvenirs a smash hit on Tmall

Industry experts pointed out that the British Museum's foray into Tmall aims to tap the burgeoning demand from the Chinese market, where similar cultural and creative products from Chinese museums have already gone viral.

More than 10 Chinese museums, including the Palace Museum in Beijing and the Emperor Qinshihuang's Mausoleum Site Museum in Xi'an, Shaanxi province, have developed similar products, and many of the museums have opened shops online.

The products have brought huge profits to the museums.

According to Qianzhan.com, a technology research platform, cultural and creative products from the Palace Museum brought the museum 1.5 billion yuan in revenue last year.