Christmas All Year Round: A Conversation with Felicitas Hoeptner, Director of the German Christmas Museum in Rothenburg

Rothenburg ob der Tauber, a picturesque medieval town in Northern Bavaria, is known for its charming streets, half-timbered houses, and winding alleys. But for Christmas lovers around the world, Rothenburg holds an even more magical allure: it is home to the German Christmas Museum, a place where the spirit of Christmas is celebrated 365 days a year. Behind this enchanting destination is Felicitas Hoeptner, the passionate and dedicated director of the museum and public relations lead for the Käthe Wohlfahrt Company.

In a recent conversation, Felicitas invited us into the heart of this holiday wonderland, sharing her journey from childhood Christmas memories to the fascinating world of curating holiday magic for people all over the globe.

From Childhood Magic to Museum Director

Felicitas’s love for Christmas started in her childhood. “I remember standing in front of the Christmas tree with my parents, singing Christmas carols and feeling the joy of the season. It was such a special time,” she recalls with a smile. While many children may experience similar holiday traditions, Felicitas’s connection to Christmas runs deeper. Although she didn’t initially think she would work in the world of Christmas, her passion for the holiday found a home when she was hired as the director of the German Christmas Museum in 2000.

Born just 30 kilometers from Rothenburg, Felicitas’s path eventually led her back to her hometown after studying art history. “It was an incredible moment for me, to return to the place I grew up and work in a field that I truly love. I never imagined working with Christmas decorations and history, but it feels like fate,” she shares.

The Magic of Rothenburg and the German Christmas Museum

The German Christmas Museum is more than just a holiday shop—it’s a living history of Christmas traditions, celebrations, and decorations. “Our shop is open all year round, and it’s a place where visitors can experience the magic of Christmas at any time of the year. We have over 20,000 articles in the shop, ranging from classic ornaments to modern, innovative designs,” Felicitas explains.

The museum, located above the shop, is dedicated to the history of Christmas decorations and the evolution of holiday traditions in Germany. Visitors can explore a vast collection of vintage ornaments, handcrafted pieces, and historical exhibits that trace the roots of many beloved Christmas customs. For Felicitas, the best part of her job is not just curating these exhibitions, but also connecting with the diverse visitors who flock to Rothenburg from all over the world.

“Rothenburg is a Christmas town all year round. We have the Christmas market in December, of course, but our town is filled with holiday spirit throughout the year,” says Felicitas. “Tourists from all over the globe come to experience our unique Christmas atmosphere. It’s magical.”

The Challenge of Curating Christmas Traditions

Curating a museum dedicated to Christmas presents unique challenges. On one hand, Christmas is a deeply traditional holiday, with customs that span generations. On the other hand, it’s also a time of constant evolution—new trends, new decorations, and new ways to celebrate. “We try to balance the traditional with the modern. Most of the Christmas decorations you see today were invented in Germany, so we have a strong base in tradition,” Felicitas explains.

At the same time, she and her team innovate to keep the museum’s offerings fresh and appealing to younger generations. “We incorporate modern themes into traditional decorations. For example, while a light arch might have once been simply a scene with figurines, now we can have something more interactive, like a bakery scene under the arch, bringing a new twist to the old traditions.”

For Felicitas, this mix of tradition and innovation is the heart of her work. “Christmas is a timeless tradition, but we need to adapt it to the times while keeping the core essence intact,” she says.

A Global Christmas Family

What makes the German Christmas Museum and the Käthe Wohlfahrt Company unique is their ability to blend local heritage with global appeal. “We have several shops and Christmas markets around the world, including in England, Italy, and the U.S. I travel to these locations to meet our customers and share the magic of Rothenburg,” says Felicitas.

Despite the museum’s global reach, she is deeply connected to her roots in Rothenburg. “There’s something about being back in my hometown that makes it all feel even more special. I’m welcoming people to a place that holds so many personal memories for me, and that adds to the magic,” she shares.

Her deep connection to the holiday season, combined with her love for art and history, has made Felicitas a beloved figure in Rothenburg. “People come from all over the world to experience our Christmas museum, and I’m always thrilled to show them the magic we have here.”

The Future of Christmas

As for the future, Felicitas remains committed to sharing the timeless beauty of Christmas while embracing the changes of the modern world. “Our goal is to continue innovating while preserving the traditions that have made Christmas special for centuries. The future of Christmas will always have a place for both the old and the new,” she says.

And for Felicitas, working in a place where Christmas never ends is a dream come true. “I get to live in the world of Christmas every day,” she says with a twinkle in her eye. “What could be better than that?”

As we wrap up our conversation, Felicitas leads us through the Christmas museum, and the walls seem to shimmer with the holiday magic she so lovingly curates. Whether you visit in the dead of winter or in the middle of summer, Rothenburg’s German Christmas Museum offers a timeless experience of joy, history, and holiday wonder.

A Destination for Christmas Lovers Worldwide

Rothenburg ob der Tauber and its German Christmas Museum are a global destination for anyone who loves Christmas. Whether you’re visiting for the first time or returning to experience the magic again, it’s a place where the spirit of the season is alive year-round, and where Felicitas Hoeptner and her team continue to share their passion for this most cherished time of the year.

Come for the Christmas decorations, stay for the magic—and don’t forget to take a piece of Christmas home with you.

Humans of the World Season 10, Episode 2 – Schneeballen, Gemütlichkeit & Christmas All Year is now streaming on Britalians TV.