For museums with fewer well-known treasures, history, intangible cultural heritage and architecture can also be sources of inspiration.

The first to start an online store on Taobao, the biggest online shopping platform in China, the Suzhou Museum has developed thousands of cultural products since 2011.

"The collections we have in the museum are limited compared with other big museums. However, the city of Suzhou has a profound history and young consumers. We want our creative products to be modern, young, fun and artistic," said Jiang Han, manager of the cultural creative products department of the museum.