Recently, the summer museum craze combined with the Olympic Games has driven cultural and creative peripheral products to become a rapidly growing popular category on shopping platforms. From cultural relics ice cream to archaeological blind boxes, from using museums as places to make wishes to "collecting stamps for travel", young people have become the biggest contributor to breaking through the boundaries of cultural and creative industries, combining offline visits, online purchases, social media dissemination and communication through multiple channels. At present, "rushing to a city for museums" has become a new phenomenon for young people to travel, and the "fancy" cultural and creative activities of museums around the world are also popular. In the past week, the transaction volume of Shanghai Museum stores increased by 465% year-on-year. The reason why Shanghai Museum is mocked by netizens as the "King of Scrolls in Museums" this summer is precisely because there were Persian pure gold exhibits in the past, and later Egyptian pharaohs arrived in Shanghai, making it difficult to obtain tickets for related special exhibitions to this day. As a result, the cultural and creative products of the Egyptian exhibition at the Shanghai Museum were sold out four times a month, and the Egyptian cat keychain, black and white cat cushion, Egyptian exhibition canvas bag, mummy pendant, and other items were restocked five times. The latest popular new product "Spicy Hot Pot" series in Gansu Museum is the prototype of Tianshui Spicy Hot Pot, which is composed of six plush toys, such as crab sticks, rice cakes, mushrooms, etc. The "dishes" can be lovely. After the on-site customers have selected, the staff will inquire about their taste, apply the "secret sauce", and patiently "cook" before the final step is checkout. The brand new gameplay has made this cultural and creative product even more popular than the previously launched "Horse Treading on Flying Swallows" by the museum, and it sold out immediately upon launch. In the past week, this item has attracted nearly 200000 people to rush into online stores to buy, with a year-on-year increase of 343% in store transactions. Therefore, Ganbo has launched an emergency stock adjustment. At the Nanjing Museum, TOI Tuyi Jigsaw Shop has newly opened, and the inspiration for the plum vase puzzle comes from the "treasure of the museum" of the Nanjing Museum - Xiao He Yue chasing Han Xin's blue and white plum vase. There is still half of the space in the store for customers to experience on-site, creating a comfortable cultural and creative experience space. Currently, many museums have formed professional teams for cultural and creative research and development, bringing cultural relics to life through cross-border cooperation of cultural and creative products across multiple formats. It is inevitable that homogenized competition is intensifying, and the cultural and creative market is becoming increasingly "saturated". Museum cultural and creative industries compete for creativity and culture, and interactive and immersive cultural and creative industries further enhance consumer participation and maximize emotional value. Many people fell in love with the "Little Pink Stove", a young girl's heart artifact at the Nanjing Museum, at first sight. What young people are chasing after to buy is this hibiscus stone coiled Chi ear stove refrigerator sticker, which is often out of stock. At the same time, the bronze mecha from the National Museum of China, the fun refrigerator sticker from Wu Gou Chonghui at the Suzhou Museum, and the Palace Museum's portable mirror have all become popular items on the internet. Cultural and creative products that integrate historical and cultural elements into their unique designs not only become a reason for tourists to visit museums, but also stimulate consumer vitality. The collection of cultural relics is the foundation of cultural and creative industries. The museum relies on its rich collection resources and develops a series of popular cultural and creative products around exhibition themes and characteristics. For example, the Nanjing Museum has created cultural and creative products such as the "Ancient Greek Civilization" series, the "Endless Collection" series, the "Chen Zhi Buddha Flower and Bird" series, and the "Bo Qu Play" series, making cultural relics enter thousands of households in a more intimate and vivid way. Cultural and creative industries are the "last exhibition hall" of museums, allowing visitors to travel through time and space, from the past to the future, continuing the cultural experience of museums, and better integrating museum culture into daily life. Some consumers have also reported that cultural and creative products that follow the trend are often disliked after the trend has passed, and they have been "eating dust" at home for a long time. Therefore, cultural and creative industries must be closely connected with modern life, emphasizing the combination of traditional culture and modern design, in order to create cultural and creative products that have both historical heritage and modern aesthetics. The cultural and creative industry is the inheritance, dissemination, and exploration of beauty, and its connotation should be strengthened and enriched. By focusing on emotional value to attract attention, but in the long run, cultural and creative products need to surpass the limitations of emotional consumption in order to achieve sustainable development. (New Society)