The National Museum of Korea's official merchandise brand MU:DS has shattered previous records by surpassing 40 billion won in annual sales for the first time in its history. This milestone, equivalent to approximately $30 million, reflects the explosive global interest in Korean traditional culture that has been building throughout 2025. According to provisional data released by the National Museum Foundation of Korea, cumulative sales of MU:DS products exceeded the 40 billion won threshold in December, marking an unprecedented achievement just two months after the brand crossed the 30 billion won mark in October. The foundation confirmed that this represents the highest sales figure since its establishment in 2004, underscoring the remarkable commercial success of cultural heritage-based products in the contemporary marketplace.

The brand's sales trajectory reveals a dramatic acceleration that began in the summer of 2025. Monthly revenues, which had maintained a steady average of around 2 billion won during the second quarter, more than doubled to approximately 4.95 billion won in July before climbing further to 5.27 billion won in August. Industry analysts attribute this remarkable surge to the worldwide success of Netflix's animated film "KPop Demon Hunters," which premiered in June and sparked renewed fascination with Korean heritage among international audiences. The momentum proved sustainable through the autumn months, with monthly sales consistently reaching between 4 and 5 billion won from September through November. December is projected to maintain this strong performance with figures expected to remain above 4 billion won, though foundation officials note that final year-end totals could climb even higher once revenue from offline museum stores, online shops, and royalty income is fully accounted for.

MU:DS, whose name cleverly combines the words "museum" and "goods," was conceived as a product line that draws inspiration directly from the National Museum of Korea's vast collection of artifacts. The brand's most popular items demonstrate a sophisticated blend of historical authenticity and modern design sensibility. These include exquisitely crafted jewelry modeled after the golden crowns of the Silla dynasty, elegant lamps shaped to evoke the iconic Seokguram Grotto, and a miniature replica of the Pensive Bodhisattva sculpture that has gained particular fame among fans of the global K-pop sensation BTS, as the piece is known to be owned by group member RM. The cultural resonance of these products has contributed significantly to museum attendance, with visitor numbers surpassing 6 million as of 2 p.m. on December 11, 2025—the highest recorded figure since the museum's founding in 1945.

The popularity of MU:DS has generated a unique cultural phenomenon within South Korea, with so-called "open-run" scenes becoming commonplace at museum shops. Enthusiastic customers now regularly rush through the doors as soon as they open to secure limited-edition items and popular merchandise before they sell out. This trend reflects a broader shift in how younger generations engage with cultural heritage, transforming traditional artifacts into desirable lifestyle accessories and conversation pieces. The success demonstrates that historical objects can be reimagined in ways that resonate with contemporary consumers while maintaining their educational and cultural significance. Rather than remaining static displays behind glass, these artifacts have found new life as tangible connections to the past that people can incorporate into their daily lives.

Recognizing the brand's international potential, the National Museum Foundation has aggressively expanded MU:DS beyond domestic borders. The brand made its international debut at the Osaka-Kansai Expo in Japan in May 2025, testing foreign market receptivity to Korean cultural products. Building on this success, MU:DS established its first permanent promotional space at the Korean Cultural Center in Hong Kong in October 2025, creating a dedicated venue for international customers to experience the merchandise firsthand. Looking ahead to 2026, the foundation has announced an ambitious collaboration to commemorate the 140th anniversary of diplomatic relations between Korea and France. This joint project with GrandPalais Rmn, an affiliate of the French Ministry of Culture, will carry the theme of "smile" and feature products inspired by iconic cultural treasures from both nations, including Leonardo da Vinci's Mona Lisa from the Louvre Museum and the Pensive Bodhisattva from the National Museum of Korea.

The record-breaking performance of MU:DS represents more than just commercial success; it signals a paradigm shift in how cultural institutions can achieve financial sustainability while fulfilling their educational missions. For the National Museum Foundation of Korea, which has operated since 2004, this milestone validates two decades of effort to bridge the gap between cultural preservation and contemporary relevance. As the brand continues to expand its global footprint through strategic partnerships and innovative product development, it serves as a potential model for museums worldwide seeking to engage younger audiences and generate revenue without compromising their core values. The convergence of Korean cultural content, savvy marketing, and authentic heritage storytelling has created a formula that appears poised for continued growth in the evolving landscape of cultural consumption.