This presentation critically examines the evolving role of museum shops within the creative industry, specifically positioning them as a key feature in the "Museum as Mall" paradigm. It explores how museum shops can be reconceptualized as a highlight of the museum business in ASEAN. Theoretically, the presentation delves into the interplay between production and consumption culture and its impact on museums' financial sustainability. Practically, it highlights the potential of museum shops to enhance museum revenues and foster the development of creative products and services, thereby boosting museum tourism in the region.

   ShawHong Ser, DBA., is currently the Vice-Chairman of Strategic Communication Management program at Faculty of Communication Arts, Chulalongkorn University (Thailand). He received a D.B.A. in Design Management from UITM (Poland), E.M.A. in Museology from IULM University (Italy), M.A. in Cultural Management from Chulalongkorn University (Thailand), B.F.A. in Communication Design from University of Tasmania (Australia). ShawHong Ser is an accomplished educator, and expert cultural management university professor with more than two decades of experience teaching within the higher education institutions in Asia. Apart from his academic career, ShawHong Ser is also a multi-awards winning designer with extensive experience in identity design.