On August 15, 2025, the third National Ecology Day, the first off-site museum store of the Natural History Museum of China (NHMC) starts a trial operation at the Tianqiao Station of Beijing Subway Line 8. Though small in size, , the store, exquisitely designed, resembles a microscopic treasure house of nature, where a dazzling array of creative museum products are displayed, showcasing natural life in its diverse and vibrant forms. It also serves as a poetic oasis of culture and creativity, inviting those wandering in the city to pause their hurried steps, take a breath, and reconnect with the nature amid the hustle and bustle of urban life.

 A new move for the development of creative cultural products

As the only national and comprehensive natural history museum in China, the NHMC shoulders the mission of preserving, researching, collecting, interpreting and exhibiting natural heritage as well as the objects of historical, scientific and artistic values arising in the development course of human society. It’s a major preserver and communicator of the natural science and cultural heritage of China. During the process of building Beijing into a “city of museums”, the NHMC, tapping its geographical location of being part of the city’s central axis cultural belt, integrates all of its resources, empowers culture with technology, and converts scientific research outcomes into engaging and immersive cultural experiences for the public. This marks a trial of practicing the concept of building “a city-wide ecosystem of dynamic museums”.

In terms of creative culture derivatives, the NHMC, upholding the operation philosophy of popularizing scientific knowledge and serving the public, has built a diverse product line covering popular science education, artwork collection, and daily consumption. From themed products like the mammoth coffee cups and the Chinese dinosaur figurine models, to the highly popular “Into the Depths” creative product series launched in 2025, the NHMC has developed an iconic matrix with ancient creatures and the promotion of ecological protection as the most important part of its core IP series. The derivatives based on Into the Depths, a science film produced by the NHMC, aim to explain profound scientific research content as valuable cultural carriers. This development mode, which puts equal emphasis on academic rigor and artistic beauty, not only helps reveal the unique charm of the creative cultural derivatives of the NHMC, but also represents a major direction for the development of creative natural history museum products.  

A new scenario in subway space that closes the gap between nature and culture

To align with the requirement of “advancing the integration of museums into urban public space” as provided in the Regulations of Beijing Municipality on Museums, the NHMC officially established a themed museum store at Tianqiao Station of Subway Line 8 in August 2025. As a core stop of Subway Line 8, with massive passenger flows, Tianqiao Station is adjacent to the Tianqiao Citizen Square and the western gate of the Temple of Heaven Park, with the geographical location perfectly aligned with the target of museums in terms of science communication. More than an innovation in the spatial form, the cooperation is also an exploration of cultural service modes, where a new-type cultural consumption scenario that combines commuting, culture and science popularization is built by embedding the educational function of museums into urban transport networks.

The museum store mainly offers creative cultural products of the NHMC. Established outside the NHMC, this retail outlet makes it possible for citizens to buy various kinds of officially designed and developed creative cultural products without entering the museum. Rich in variety, from postcards with vivid fish patterns and badges with cute sea turtle patterns to bag charms shaped like lovely whale patterns, the highly creative nature-themed products allow daily commuters to experience the profound culture and joy conveyed by the NHMC.

Opening celebrations to unveil a trip into nature

To celebrate the opening of the museum store at the subway station, the NHMC has designed a series of activities themed “Pulse of City, Echo of Nature”, inviting the public to join the cultural event.

① Stamp collecting

(August 15-October 15)

Any customer who buys any merchandize at the store, takes photos of the store and posts them on social platforms like WeChat Moments, Douyin, Weibo and Xiaohongshu can get an exquisite folder (limited to one participation per customer), as well as a chance to collect a unique thematic stamp.

② Creative Cultural Product Promotion Month

(August 15-October 15)

Any customer who spends RMB199 or more at the store can get a complimentary custom tote bag worth RMB69. Gifts are limited in quantity and available only while supplies last.

③ Coupon for creative cultural products

(August 15-October 15)

Visitors who purchase a ticket for the film Into the Depths at the NHMC can enjoy a  discount of 12% off on the Into the Depths cultural product series at the subway museum store by presenting the ticket payment screenshot. The products are limited in quantity and available only while supplies last.

Conclusion

From a hall of science to the bustling subway station, the NHMC will keep breaking the physical boundary of science communication. Going ahead, the NHMC will further integrate the museum with the city, and illuminate the city with the light of natural science through more crossover cooperation and innovative moves. The NHMC invites everyone to the Tianqiao Station of Subway Line 8, to embark on a trip into nature along urban rails!

Natural History Museum of China

August 15, 2025

Kind reminder:

Store address: Inside the subway passage near Exit B of Tianqiao Station (Subway Line 8), next to the Passenger Service Center

Business hours: 10:00-19:00