Over the past decade, there has been a growing trend of the convergence between art and commerce. This is evident through the success of artist-brand collaborations and the integration of art in traditional retail environments. Some museum shops have also taken notice of this trend and are leveraging their potential to attract the younger demographic, promote museum education and strengthen museum branding.

Despite the increased interest in this area, there remains a lack of academic research, especially in Singapore. Therefore, this study seeks to examine the perception of museum shops among Gen Z consumers who constitute the new museum visitors in Singapore and propose strategies to realign its role with the demands of this demographic. By doing so, this paper seeks to demonstrate how museum shops can play a more significant role beyond their traditional retail function and establish this topic as a legitimate field of academic inquiry.