K-culture Brand MU:DS Makes First European Debut at Milan Olympics
Creatrip Team
a month ago
South Korea’s National Museum Cultural Foundation is promoting and selling its museum product brand MU:DS at the Korea House in Milan during the 2026 Winter Olympics (Feb 5–22). The foundation selected 96 items across five themes—SAYU (Buddhist contemplative art), celadon (cheongja), white porcelain (baekja), lacquer mother-of-pearl inlay (najeon), and K-pop Demon Hunters—to showcase Korea’s cultural and industrial creativity. Nineteen popular items, including miniature Banjasayusang (seated Buddha) from the “maeum (mind) series”, a magpie-tiger (kkachi-horangi) badge, and keyrings will be sold on-site. The Korea House is set up in the historic Villa Necchi Campiglio in central Milan, marking MU:DS’s first official entry into Europe after previous exposure at the Smithsonian’s National Museum of Asian Art in Washington, D.C.
