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Based on an analysis of the 2019 Court of Auditors’ report on The International Development of Cultural Engineering and Brands and the practices carried out by cultural institutions, this article looks at the international expansion of French museums. This expansion is characterized by the conclusion of agreements for valuable consideration. The goal of spreading French culture around the world is important but not exclusive. While playing to its soft power, France is signing agreements with other states that allow it to valorize its cultural heritage, in particular its movable heritage (the works in its collections) and its intangible heritage (the know-how of the men and women who work in its museums and the brands of its major cultural institutions).