Client: Museum Odense S/I (Odense City Museums)
Local subsidiary: Andersen Food Company
Investor: Hengsheng Group

___

Museum Odense S/I, based in Odense, Denmark, is dedicated to preserving and promoting the legacy of Hans Christian Andersen. As the rightful owner of the commercial rights to Andersen's name, signature and silhouette, the museum has successfully leveraged this iconic brand in various commercial ventures, including collaborations in the watch and chocolate industries.

The challenge

Museum Odense wanted to expand its market presence in China and diversify its revenue streams through new product innovations and local partnerships. The key challenge was to effectively enter the Chinese market while maximising the potential of the Hans Christian Andersen brand.

The solution

Working closely with Museum Odense, we developed a go-to-market model and conducted an in-depth planning and assessment process. We facilitated an investment partnership with Hengsheng Group, a prominent Chinese investor, which led to the establishment of Andersen Food Company in Suzhou, west of Shanghai.

The implementation

Hengsheng Group invested RMB 2,000,000 (EUR 264,000) in the test phase, focusing on product development and business set-up. Andersen Food (Suzhou) Company obtained its business licence in 2024 and partnered with a Shanghai-based manufacturer to produce licensed food products.

In this arrangement, Museum Odense has no specific operational role. Instead, the company is organised with Hengsheng Group as the investor and partner - and with our company acting as the local representative, overseeing operations, ensuring alignment with Museum Odense's interests and managing the distribution of all intellectual property rights for the Hans Christian Andersen brand within specific food categories in China.

The status

Andersen Food Company received its business licence in autumn 2024, with full rights secured by early 2025. The company has since assembled a local team and partnered with a food manufacturing company in the Shanghai area to produce licensed products. Online marketing, sales initiatives and partnerships are in the early stages of implementation.

Andersen Food Company's first year sales target has been set at RMB 50,000,000 (EUR 6,590,000). After achieving this milestone, Hengsheng Group plans to invest an additional RMB 100,000,000 (EUR 13,180,000) to establish its own production facility and further expand its business operations.

Importantly, the agreement includes a safeguard for Museum Odense: if the sales targets are not met, the museum retains the right to withdraw all intellectual property rights at no additional cost and to explore alternative partnerships or strategies.

Value contribution

By leveraging the timeless appeal of Hans Christian Andersen, the project not only opens up new revenue streams, but also strengthens the global presence of this iconic cultural brand. With a clear roadmap and safeguards in place, Museum Odense is well positioned for long-term success while ensuring flexibility and control over its intellectual property.