NPM Cultivates Novel Ideas to Vitalize Cultural Relics Asset: Sanrio Licensed to Make “Jadeite Cabbage with Insects” Biscuits And BenQ Licensed to Make LCDs Bearing Image of Famous Treasured Paintings.

　Eyeing tourists’ preference for buying souvenirs from museums, Sanrio Co., Ltd., the Japan-based corporation known for its various HELLO KITTY products, successfully obtained licensing from the National Palace Museum (NPM) and will launch sale of “Jadeite Cabbage with Insects Cookies (Chinese: 翠玉白菜)” biscuits, cell phone ornaments, and key chain products of animated version of the gem.  A variety of plastic, glazed glass and knitted items will soon follow.  BenQ, another licensee of the NPM, is to introduce two models of LCD in limited amount, each bearing the painting by Lang Shih-Ning (Giuseppe Castiglione, 1688-1766).  The output value of NPM’s licensing has increased from TWD200 million to TWD400 million over a one-year period with anticipated promising outlook.  (2006.10)

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