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In the situation of insufficient subsidies for the substantive activities of museums, primarily the ones funded by the local governments, as well as low attendance of visitors, not really interested in the traditional offer of such institutions, there is an urgent need to extend it with additional elements corresponding to the expectations of a contemporary client. The observation of the thriving museums in Poland and worldwide indicates that cultural events represent such an attractive component which expands the museum offer. The article presents an attempt of explaining the role of cultural events in developing a museum product based on the analysis of a specific case of the Municipal Museum Gerhart Hauptmann’s House in Jelenia Góra-Jagniątków.

International audience; More than 30 years have passed since Doi Moi, the economic and political reforms that transformed Vietnam into a lower middle-income market from one of the world's poorest markets. This transformation brought about changes in the consumption practices of Vietnamese consumers. Despite several studies focusing on these changes, the impact of the government's politics on young Vietnamese consumers' consumption practices has been largely unexamined. This study explores how young Vietnamese consumers develop and express their self-identity through their everyday consumption practices. Our findings from in-depth interviews and participatory observation indicate that consumption fosters reflexive self-awareness concerning the young consumers' competences, body sensitivities, and distinctive tastes in response to the control exerted by the government. The findings also reveal that young Vietnamese consumers use their everyday consumption practices to achieve individualization through self-emancipation, self-enrichment, and self-actualization, and to achieve socialization through self-authentication and self-cultivation. In this way, young Vietnamese consumers reject the communist identity and lifestyles promoted by the government.