The National Museum of Korea announced Thursday that it has signed a comprehensive memorandum of understanding with the National Museum Foundation of Korea and entertainment giant Hybe to promote Korea's rich cultural heritage on a global scale. The groundbreaking partnership aims to bridge the gap between Korea's traditional heritage and modern entertainment industry, creating new opportunities to showcase Korean culture worldwide.

The ambitious collaboration outlines several key initiatives designed to make Korean cultural treasures more accessible to international audiences. These plans include developing innovative merchandise that combines traditional elements with contemporary appeal, expanding overseas sales through Hybe's extensive global distribution network, and launching joint promotional campaigns specifically designed to highlight the museum's impressive collections.

"Sharing our traditional culture – the root and wellspring of K-culture – around the world is a central mission of the National Museum of Korea," explained You Hong-june, director general of the museum. He emphasized the strategic importance of this partnership, stating, "Through this collaboration with Hybe, we hope to bring the beauty of Korean heritage to global audiences, while broadening the horizons of K-culture by bridging tradition and modernity."

Hybe Chairman Bang Si-hyuk expressed strong enthusiasm for the partnership, highlighting his company's commitment to promoting Korean culture internationally. "Hybe has long sought to elevate K-culture on the world stage through music, artists and content," Bang said. "We will devote our full infrastructure and passion to sharing Korea's cultural pride with audiences everywhere."

The collaboration particularly focuses on expanding the reach of MU:DS, the museum's innovative cultural product line that transforms treasures from the museum's collection into contemporary items for modern consumers. This product line has experienced growing demand as it successfully reimagines historical artifacts as accessible, contemporary merchandise while maintaining their cultural significance.

Choung Yong-suk, CEO of the National Museum Foundation of Korea, also welcomed the initiative with optimism about its global potential. "We look forward to seeing MU:DS products reach more people across global markets," he said. "We will continue working to share the beauty and significance of our heritage, ensuring that K-heritage and K-culture grow together as an enduring presence worldwide."

The partnership builds on previous successful collaborations, most notably the highly popular Dalmajung series created in partnership with global superstars BTS in both 2022 and 2024. These collections drew inspiration from iconic Korean artifacts, including the renowned gilt-bronze pensive bodhisattva and the traditional moon jar, transforming these cultural treasures into merchandise that resonated with fans worldwide. The success of these previous collaborations has demonstrated the significant potential for combining Korea's traditional heritage with contemporary entertainment appeal, setting the stage for even more ambitious projects under this new comprehensive partnership.