High art on a mug: Art merchandise in China’s contemporary art market

This article investigates the interplay between art, commerce and democratization in the contemporary art market. It studies the roles of art merchandise, such as mugs decorated with images of high art, in the contemporary art market in China. Relying on interviews, observations and other qualitative data, this article demonstrates that the merchandising of contemporary art is legitimate in China. The generation of income and promotion of artists and contemporary art generally emerged as important roles that China’s art world participants assign to art merchandise. Art merchandise is fitting for these roles in a consumer society. The prevalence of art merchandising in China stems from a lack of state support for contemporary art, and a specific cultural and historical context that makes people more attuned to accept multiples. This article contributes to the sociology of art, the literature on the democratization of art and arts marketing literature.