SEOUL — MU:DS, the official cultural product brand of the National Museum of Korea, is poised to record its highest-ever annual sales, marking a milestone in Korea’s museum retail industry.

According to the Korea National Museum Foundation on October 10, MU:DS generated approximately 21.7 billion KRW (about USD 15.8 million) in sales from January to August 2025—already surpassing last year’s full-year figure of 21.3 billion KRW. This achievement represents the highest performance since the foundation’s establishment in 2004.

The brand’s growth trajectory has been striking: from 6.1 billion KRW in 2016 to 21.3 billion KRW in 2024, a 3.5-fold increase. If the current pace continues, MU:DS is projected to reach 30 billion KRW by the end of this year.

From Museum Halls to MZ Generation Icons
MU:DS, a blend of the words “museum” and “goods,” reimagines national treasures as contemporary cultural products. The brand’s bestsellers include a miniature of the “Pensive Bodhisattva”—a piece famously owned by BTS leader RM—and a color-changing teacup that blushes red when cold drinks are poured, symbolizing a playful twist on Korea’s scholarly heritage.

A recent catalyst for MU:DS’s soaring popularity came from Netflix’s hit animation “K-Pop Demon Hunters.” Fans rushed to buy the “Magpie Tiger” badge, inspired by a character in the series, leading to frequent sellouts and even “open-run” lines at the museum store—proof that Korea’s traditional motifs are capturing MZ-generation enthusiasm.

Between January and August 2025, over 564,000 customers purchased MU:DS products—an all-time high. Of these, 123,120 were online shoppers, nearly six times more than in 2016, reflecting the brand’s expanding digital footprint.

Going Global: Hong Kong to Washington, D.C.
To further extend its global reach, the foundation will open a permanent MU:DS showcase at the Korean Cultural Center in Hong Kong starting October 11. The exhibition will feature 74 items inspired by Korea’s iconic artifacts such as the Pensive Bodhisattva, Gilt-bronze Incense Burner of Baekje, and Celadon.

Coinciding with Hong Kong’s largest Korean cultural festival, “K-Square 2025,” the launch will also unveil limited-edition merchandise celebrating the APEC Summit in Gyeongju later this month.

The foundation also plans to strengthen its foothold in North America and Europe. In November, MU:DS will debut a special collection at the Smithsonian’s National Museum of Asian Art in Washington, D.C., aligning with the special exhibition of artworks donated by the late Samsung Chairman Lee Kun-hee.

 
With a unique blend of heritage, design, and pop-culture appeal, MU:DS is redefining what museum goods can be—transforming national icons into global lifestyle products that bridge the ancient and the contemporary.

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