Miniatures of the Pensive Bodhisattva are on display at the National Museum of Korea in this Aug. 20, 2025, file photo. (Yonhap)
SEOUL, Oct. 31 (Korea Bizwire) — South Korea’s National Museum of Korea has reached a historic milestone this year, surpassing 5 million visitors for the first time — and setting a new record in cultural merchandise sales along the way.
According to the National Museum Foundation on Friday, sales of its signature product line, MU:DS, totaled an estimated 30.64 billion won (about $22 million) from January through October, the highest since the foundation’s establishment in 2004. The figure marks the first time annual revenue has exceeded 30 billion won, reaching the target two months earlier than projected.
The MU:DS brand, a blend of “museum” and “goods,” features products inspired by the museum’s renowned artifacts and exhibitions. Among its bestsellers are a miniature statue of Pensive Bodhisattva, famously owned by BTS member RM, and a magpie-and-tiger badge that drew attention for its resemblance to characters from the Netflix animated film K-Pop Demon Hunters.
Sales have surged sharply in the second half of the year, doubling from an average of around 2 billion won per month in spring to 4.95 billion won in July and 5.27 billion won in August.
Visitors take a look at museum souvenirs at the National Museum of Korea in this Oct. 17, 2025, file photo. (Yonhap)
The summer months alone accounted for more than 10 billion won in revenue, boosted by a global wave of interest in Korean traditional culture following the success of K-Pop Demon Hunters, released in June.
Officials say the foundation is now eyeing 40 billion won in total sales by year’s end, citing growing demand among younger Koreans and foreign tourists. The foundation has also launched new collections commemorating the 20th anniversary of the museum’s Yongsan relocation and the Asia-Pacific Economic Cooperation (APEC) summit underway in Gyeongju.
“The MU:DS brand is gaining strong traction among the younger generation, and international visitors are increasingly enthusiastic about Korean cultural products,” a foundation official said.
To celebrate its achievements, the foundation is also staging a special performance titled Sa-yu (Contemplation) at the Theater Yong through November 2.
The show draws inspiration from the museum’s Room of Contemplation, which houses two national treasures—bronze Pensive Bodhisattva statues—accompanied by a musical score composed by pianist and PyeongChang Olympic music director Yang Bang-eon under the theme “From Reflection to Transcendence, From Transcendence to Comfort.”
Lina Jang (linajang@koreabizwire.com)
