2025 | Professional

MUSE Design Awards Silver Winner

Chinese National Treasure Animal Bookmark Series

Entrant Company

Sanxun Yanchuang (Dalian) Cultural & Creative Co., Ltd.

Category

Product Design - Hobby & Leisure

Client's Name

Sanxun Yanchuang (Dalian) Cultural & Creative Co., Ltd.

Country / Region

China

What if flipping open a book revealed a tiny creature adorably “flattened” between the pages? The Chinese National Treasure Animal Bookmark Series brings this delightful imagination to life—combining whimsical design, cultural symbolism, and everyday functionality. Inspired by The Monster Book of Monsters in Harry Potter, the design transforms magical fantasy into a healing, real-world experience.
Each bookmark features a 3D sculpted animal head and a flat body, creating the illusion that beloved endangered species from China—such as the giant panda, golden snub-nosed monkey, northeast tiger, and Yangtze alligator—are nestled between the pages. This humorous “flattened” form is not just adorable but intentional, representing a creative dialogue between knowledge and life. These creatures become your hidden reading companions, making every page-turn a small moment of joy.
When inserted into a book, the animal’s head peeks out above the edge while the body lays seamlessly flat, marking the reader’s place with precision and charm. Made from high-quality materials, the bookmarks are durable, lightweight, and provide a pleasing tactile experience. Whether tucked into textbooks, novels, planners, or gifted to friends, they bring a playful warmth to all who use them.
Since their launch in 2020, these bookmarks have gone viral on Chinese and international platforms, with annual sales exceeding 10 million RMB. Ranked among the top five on multiple global e-commerce sites, they have become a bestselling gift item embraced by students, office workers, book lovers, and cultural enthusiasts alike.
By fusing traditional elements with modern creativity, the Chinese National Treasure Animal Bookmark Series has redefined what a simple object like a bookmark can be—not only a tool, but also a story, a cultural symbol, and a source of everyday happiness.

Credits

General Manager /Strategy coordination and product direction
Guochao Liu
Creative Director /Design direction and lead creative
Yu Gao
Design Director / Visual style and product positioning
Yaxuan Liu
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