Museum Brand 'MU:DS' Earns 21.8 Billion Won in H1 as Heritage Goods Become Everyday K-Culture
Creatrip Team
21 days ago
MU:DS, the museum product brand run by the National Museum Heritage Foundation, reported 21.8 billion won in sales in the first half of the year, a roughly 90% increase from last year. The brand has turned cultural heritage items into practical everyday goods and gifts, helping expand their appeal beyond souvenirs. The miniature 'Banggasa yu-sang' (Buddha in deep thought) led growth with about 12,000 pieces sold in H1 and over 61,000 total to date. Other popular items included the multicolored 'dancheong' keyboard (traditional decorative paintwork), the Yi Sun-sin helmet wine stopper, a moon jar door chime, and color-changing cups tied to an exhibition. Collaborations with major Korean brands like HYBE (BTS) and Kakao Friends boosted sales and accessibility, and foreign tourist purchases at the National Museum reached about 1 billion won in H1. MU:DS has also showcased products abroad—at Milano events, the Korea House at the Winter Olympics, and a Los Angeles exhibition—while planning premium, artisan collaborations to increase collectibility and global reach.
