"We have the most engaged social media fan base of any museum in the world, and in 2019, 5 percent of our daily visitors were from China," a museum representative told China Daily.

"Recently, we did a livestream on our WeChat account, and we have collaborated with Chinese brands like Peacebird and Meet-Lady on van Gogh-themed products.

"Intellectual properties are the source of artworks and graphics that licensees use on products and packaging, which are in great demand. When people travel again, we hope this will encourage them to come back here."

In recent years, another way of meeting global demand to see van Gogh's works has been traveling experiences, using digital technology to allow art lovers inside the mind of the genius.

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