SEOUL, Feb. 14 (Korea Bizwire) — Cultural heritage-inspired museum merchandise, known as “muds” – a portmanteau of “museum” and “goods” – has achieved record-breaking sales exceeding 20 billion won for the first time, the National Museum Foundation of Korea announced on February 13.
The foundation reported that muds sales reached approximately 21.28 billion won in 2024, marking a 42% increase from the previous year’s 14.97 billion won. This milestone represents the highest sales figures since the foundation’s establishment in 2004.
“Last year, people from around the world encountered muds through various channels, including online and offline stores and corporate bulk purchases,” a foundation representative said, noting the historic achievement.
Sales have shown consistent growth in recent years. From 3.76 billion won in 2020, revenues rose to 6.59 billion won in 2021, before surpassing the 10 billion won mark with 11.69 billion won in 2022 and 14.97 billion won in 2023.
The merchandise has particularly resonated with younger consumers. Among domestic purchasers at museum shops, 36.6% were in their 30s, followed by those in their 20s at 17.4%, 40s at 17.3%, and those 50 and above at 17.1%.
Among the bestselling items, the “Three Drunken Scholars Color-Changing Cup” has emerged as a standout product. Based on the Joseon-era painting “Pyeongan Gamsa’s Hyangyeondo” attributed to artist Kim Hong-do, the cup features scholars’ faces that turn red when cold beverages are poured in. The product generated approximately 1.5 billion won in revenue, with about 60,000 sets sold last year.
Other popular items included miniature replicas of the Pensive Bodhisattva statue – which gained attention after BTS member RM was reported to own one – and illuminated reproductions of the UNESCO World Heritage site Seokguram Grotto in Gyeongju.
International visitors have shown increasing interest in muds products. Foreign purchases at museum shops grew from 5.9% of total sales in 2020 to 16.8% in 2023. In October, the foundation launched an international online shop (www.muds.kr) offering 50 signature items, including the Pensive Bodhisattva miniatures, to over 220 countries.
The foundation is preparing to mark the 20th anniversary of the National Museum of Korea’s relocation to Yongsan with redesigned merchandise and commemorative products.
“We will continue our efforts to promote the value, excellence, and beauty of our cultural heritage to the world through muds,” said Choung Yong-suk, CEO of the National Museum Foundation of Korea.
Image credit: Korea Heritage Service, Ministry of Environment, Yonhap / photonews@koreabizwire.com
Rightly so. In times where Temu and Amazon sell things to essentially just throw away, museum shops around the world are the best places to buy quality products. They are curated with care by highly qualified and passionate people. I always head straight for the Museum Shop. Korean shops have improved a lot and there is still room to imporve much more. I am excited when I think about going to the museum this weekend!