The museum has logged over 760,000 visits this year. Beyond the exhibition halls, the museum's souvenir shops buzz with energy. “People buy souvenirs not just for the novelty,“ Han said, “but out of a deep sense of connection and pride in the civilization these artifacts represent.“

　　That day, the fridge magnet replica of the museum's iconic Sun and Immortal Bird Gold Ornament sold out.

　　“This piece gleams with such brilliance, and its symbolism struck me. It captures humanity's eternal pursuit of light,“ said Li Xinting, a first-time visitor from Shanxi Province. “We should keep the heritage alive.“

　　Jinsha's popularity is growing in tandem with the Sanxingdui Ruins, its “sister site“ in the ancient Shu civilization lore, which has gained global recognition for its mysterious yet magnificent bronzes, such as the Sacred Tree and enigmatic masks. Sanxingdui's new museum building attracted nearly 10 million visitors last year, with cultural merchandise sales reaching 196 million yuan (about 27 million U.S. dollars), nearly 60 percent of its ticket revenue.

　　Industry observers attribute the museum craze to a deliberate effort to harness rich cultural heritage as a way to open up new avenues for consumer spending.

　　“True cultural innovation must resonate with contemporary values,“ said Ren Ge, director of the Chengdu Museum. “When creations reflect people's aspirations, they embrace them passionately.“

　　Enthusiasm for ancient culture is also boosting the garment and dining industries. At Chengdu's revitalized industrial complex, “Eastern Suburb Memory,“ a restaurant aims to redefine the dining experience.

　　Ancient melodies fill the air as diners, many dressed in Hanfu robes, are transported back to the dynastic era. Staff, adorned in period costumes, serve dishes inspired by different historical contexts.