With the animation IP "Tangniu" jointly developed by the Shaanxi History Museum and Xi'an Johere Comic Technology Company as an example, the work aims to analyze the strategies of incubating animation IPs in museums and promoting cultural dissemination in the context of digital media. By research methods such as cross-research and case analysis, the trajectory of the animation IP "Tangniu" from birth to "becoming widely known" is sorted out and its industrialization path in the era of cultural and tourism integration is explored. The animation IP "Tangniu" has provided valuable experience for museums to activate their collection resources and empower the Silk Road cultural and creative design through its successful practice. In the development of museum animation IPs, the focus should be placed on the context value of collection cultural relics, so as to build role connotation through content creation, enrich content expression with multiple carriers, enhance communication and interaction through dynamic operation, and expand the communication scope through co-branded derivatives.