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The National Gallery Continues Expansion into China

The National Gallery Continues Expansion into China

The National Gallery Company Ltd, with Master Licensee Alfilo Brands, continues to raise awareness and expand their reach to new audiences in China. 

There are over 5,800 KFC restaurants in over 1,200 cities in China with Millennials, Generation Z and Young Adults being their main consumers and with a loyalty base of over 180 million members.

This promotional licensing collaboration with the National Gallery and KFC included the launch of limited edition family buckets and ice creams with Impressionist themed packaging designs. The campaign runs from March to August 2020.

Other activity has included Impressionists themed dessert stores and promotional accessories. 

Judith Mather, Buying and Merchandise Director, National Gallery Company Ltd, commented “We are continuing to expand significantly to new audiences in China. Through this collaboration we are able to raise awareness of how relevant and flexible images of our world-famous paintings can be for youth and young adult markets, that also have such a wide reaching and dedicated loyal base”. 

Carrie Gong, VP of Marketing and Strategy, Alfilo Brands commented “As the  National Gallery Master Licensee in Greater China, Alfilo is pleased to have formed the collaboration with KFC. We brought Impressionist masterpieces to the dining table; people can enjoy art visually while having their meals. Additionally, bringing art into people’s daily lives through their favourite restaurant, has helped provide some comfort during the pandemic.”

The National Gallery houses the national collection of paintings in the Western European tradition from the 13th to the 19th centuries.     

The collection contains over 2,300 works including many famous works such as van Eyck’s The Arnolfini Portrait, Velázquez’s The Rokeby Venus, Turner’s The Fighting Temeraire and Van Gogh’s Sunflowers. All major traditions of Western European painting are represented from the artists of late medieval and Renaissance Italy to the French Impressionists.    

With a commitment to free admission, a central and accessible site, and extended opening hours the Gallery ensures its collection can be enjoyed by the widest public possible.    

The National Gallery Company Limited is owned by the National Gallery Trust; the primary purpose of the Company is to generate income for the Trust and the National Gallery, through a number of commercial operations.     

The main business is to run the Gallery Shops in store and online at, produce a range of commercial publications, products and services including licensing images and venue hire, to both enhance the experience of visitors to the Gallery and effectively reach markets beyond the Gallery.     

Every purchase from the shops and restaurants generates valuable revenue for the Gallery to ensure that future generations are able to enjoy the paintings as we do today.     

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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