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The Beijing location of a renowned European wax museum featuring lifelike figures of celebrities and historical icons is set to permanently close once its lease ends on October 1, due to strategic brand realignment. Most of the wax figures will be relocated to other sites across the country, while some will be retired and carefully preserved. Visitors can still experience the exhibitions in Shanghai, Wuhan, and Hong Kong.
Opened in 2014, this museum in Beijing was the first international entertainment venue on Qianmen Commercial Street, a popular pedestrian area near Tiananmen Square. The creation of wax figures is a highly intricate and costly process, according to industry insiders. Additionally, since the venues are typically situated in high-rent prime locations, operational and maintenance costs are substantial. Revenue mainly comes from ticket sales and related merchandise, both heavily dependent on tourist volume.
However, as entertainment preferences evolve, wax museums are gradually losing visitors to other attractions due to their limited interactive features. Compared to popular theme parks owned by major entertainment companies like Disney and Universal Studios, sales of peripheral products at wax museums tend to be lower, insiders explained.
The wax museum in Chongqing closed in May after nearly nine years of operation.
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