Chongqing - Madame Tussauds Chongqing, the first of its kind in Southwest China, closed on May 7 after nearly nine years in operation. Located in Changjiahui Shopping Park along Nanbin Road, it was the fifth branch in China, marking a pause in the iconic European wax museum’s push into the country’s western region.

On May 13, the site of Madame Tussauds Chongqing was surrounded by barriers featuring the brand of Sisyphe Books, a chain bookstore in China. (Photo/Zheng Ran)

Madame Tussauds' site will be taken over by Sisyphe Books & Up Coffee, a Chongqing-based chain with over 400 stores nationwide that blends books, coffee, and cultural creativity. A source close to the business district operator said the handover is being finalized, with the transition set to be completed by the end of May.

With a 200-year history, Madame Tussauds is renowned for its lifelike wax figures of global icons in politics, entertainment, sports, and fashion. Owned by Merlin Entertainments, the world's second-largest leisure group after Disney, it has become a symbol of craftsmanship in the industry.

Madame Tussauds entered China in 2000, opening its first branch in Hong Kong. To show cultural affinity, it has relied on wax figures of local celebrities, primarily popular entertainment stars with massive fan bases, along with some overseas Chinese figures to attract visitors.

The exact reason behind the closure of its Chongqing branch remains unclear. A source close to the business district where the museum is located said that Madame Tussauds Chongqing failed to maintain its early popularity.

Waning public interest may be a factor. Online searches show recent coverage has focused on other Madame Tussauds in China, featuring new figure unveilings and collaborations. In contrast, the Chongqing outlet saw little activity, with its last notable update being the debut of China's new generation star Jackson Yee’s wax figure in December 2024.

On August 8, 2017, the world's first wax figure of Chinese singer Zhang Jie was officially unveiled at Madame Tussauds Chongqing. (Photo/Madame Tussauds Chongqing)

Some social media users also criticized the museum for its high ticket prices and for failing to stay attractive in the age of short videos and social media. The company has yet to respond to requests for comment.

The Madame Tussauds in Chongqing was located at Changjiahui Shopping Park, a prime commercial hub renowned for its vantage point overlooking the confluence of the Yangtze and Jialing Rivers. The wax museum's closure stands in contrast to Chongqing's booming tourism economy, where new consumption trends continue to emerge.

Changjiahui Shopping Park. (Photo/Zheng Ran)

According to the Chongqing Municipal Commission of Culture and Tourism Development, in 2024, Chongqing hosted 470 million domestic tourists, generating 500 billion yuan (about 69.41 billion USD) in tourism spending. The city also saw 1.27 million inbound visitors, a 183.6% year-on-year increase. The city's total retail sales grew by 3.6%, placing it at the top of China's five pilot cities for international consumption centers.

In addition, Chongqing continues to attract major international brands, with Nanbin Road hosting events like the Louis Vuitton hard case exhibition and Lululemon activities, positioning the city as a key player in brand presence. 

Win Data, a commercial real estate site selection platform, revealed that in 2024, 74 cities in China saw over 7,000 new first stores, with Chongqing ranking among the top 10 "most favored cities for first stores" for three years.