An Executive Voices Blog by Yizan He, Founder & CEO of ARTiSTORY

The museum licensing landscape in Asia is witnessing a significant transformation. As the region embraces the integration of art and culture into everyday life, the museum licensing market is growing rapidly in response. This surge is marked by innovative licensing programs, particularly in China, which has been an early adopter of museum IP licensing.

China continues to spearhead the Asian market with its robust museum licensing programs. A notable bright spot is the British Library’s licensed touring art display project, which is essentially Location-Based Entertainment (LBE). Located in shopping malls in various cities, this licensed touring art display typically spans 1,000 to 1,500 square meters and features official reprints, replicas, interactive fixtures, and immersive digital content. Since its inception in July 2021, the British Library art display has grown to reach 20 venues and attracted over 1.2 million visitors. The success of these types of art-focused LBE offerings has encouraged other prestigious institutions to enter the Chinese market. This includes the Cambridge University Museum and Botanic Garden, which will see its first LBE licensing agreement in the region launch in summer 2025.

Beyond China, other Asian countries are also exploring creative museum licensing projects. A notable example is the Fairmont Hotel in Singapore, which successfully introduced a series of four afternoon tea programs inspired by several unique themes. For instance, the “Rhapsody of Modernism” afternoon tea at the Fairmont Hotel’s ANTI restaurant features a Piet Mondrian-inspired menu. This collaboration with the Museum of Fine Arts in Boston celebrates Mondrian’s geometric and vibrant designs, bringing modern art into everyday life through themed culinary experiences. In addition to connecting with new demographics and reaching new categories, these partnerships allow consumers to experience art in delightful and unique ways.

This growing focus on museum licensing in Asia is expanding at an unprecedented pace, driven by a large and growing middle class with a burgeoning interest in art and culture. While traveling to Western countries remains a luxury for many, there is a strong demand among Asian consumers for museum-licensed products and experiences. Whether it’s visiting a British Library touring exhibition or meeting friends for a Mondrian-inspired afternoon tea, these unique offerings are highly sought after. This trend underscores Asia’s fertile ground for innovative museum licensing programs.

As a result, encyclopedic museums like the MET and large museum groups covering various collections—such as the Smithsonian and Cambridge University Museum and Botanic Garden—have significant potential for successful licensing programs in the region. Additionally, specialty museums, such as the Van Gogh Museum, have also demonstrated success in the licensing arena. This is in part thanks to a strong foundation, as the Van Gogh Museum started its licensing programs in China as early as 2016.

Another route to success is understanding that certain product categories are particularly well-suited for museum licensing. These include items with large surfaces for prints, such as fashion goods and paper products. Emerging categories with high growth potential include mobile games and LBE.

Museums are also selective in choosing licensing partners. Because of this, brands with unique product designs and strong storytelling abilities are highly sought after. These brands excel in conveying the design inspiration behind the licensed products, enhancing their appeal to consumers and building favorable interaction between the consumers and museums.

Additionally, Asian consumers place a high value on co-branding, preferring products that prominently feature the museum logo alongside the manufacturer brand. This co-branding offers a sense of authenticity and enhances the perceived value of the products. In contrast, Western brands do not exhibit the same level of demand for co-branding, highlighting regional differences in consumer preference.

Moving forward, licensing will be essential for museums to broaden their engagement with a global audience. Licensing enables museums to leverage the product design, manufacturing, and retail networks of their licensees to reach a wider audience while generating royalty income. Proactive efforts in seeking out and building licensing partnerships can significantly enhance a museum’s outreach and financial sustainability.

The museum licensing landscape in Asia is vibrant and full of potential. By embracing innovative licensing strategies and leveraging digital technologies, museums can connect with new audiences and create meaningful cultural experiences. The future of museum licensing in Asia looks promising.

Founded in Singapore, with offices in China, the U.K., and the U.S., ARTiSTORY is a premier art and cultural IP licensing specialist. ARTiSTORY transforms museum collections into innovative products and experiences, fostering global engagement through creative partnerships and storytelling. www.artistorybrands.com