The National Museum of Korea Cultural Foundation, under the Ministry of Culture, Sports and Tourism, announced it will promote and sell products from its museum brand "MU:DS" at Korea House in Milan, Italy, from February 5 to 22, during the 2026 Milan Winter Olympics.
"Through the Winter Olympics, a nationwide event, we plan to showcase both the artistic value and industrial competitiveness of our cultural heritage," the ministry said.
The foundation has selected 96 products across five themes for promotion: Contemplation, Celadon, White Porcelain, Mother-of-Pearl Lacquerware, and K-Pop Demon Hunters. Among these, 19 popular items including the "Pensive Bodhisattva Miniature Mind Series," "Magpie and Tiger Badge," and keyrings will be available for on-site purchase.
Korea House, operated by the ministry and the Korean Sport & Olympic Committee, will be established at Villa Necchi Campiglio, a historic building in central Milan.
This marks MU:DS's first official entry into Europe. The brand previously gained popularity when it was featured alongside the "Lee Kun-hee Collection" special exhibition at the Smithsonian's National Museum of Asian Art in Washington, D.C.