MU:DS, the museum merchandise brand of the National Museum of Korea Cultural Foundation, is now targeting the Japanese market.
The foundation announced it will showcase MU:DS products featuring the beauty of Korean cultural heritage at the Tokyo National Museum, coinciding with a special exhibition commemorating the 60th anniversary of Korea-Japan diplomatic normalization opening on January 10. This marks the brand's second official export to an overseas museum, following the Smithsonian National Museum of Asian Art in the United States.
The market entry is linked to the special exhibition "Treasure Box of Korean Art: Masterpieces from the National Museum of Korea," running from January 10 to April 5 at the Tokyo National Museum. The exhibition is an exchange program responding to "Japanese Art: Four Perspectives" held at the National Museum of Korea last year. Both national museums are jointly organizing this flagship cultural exchange to mark the 60th anniversary of bilateral diplomatic ties.
The foundation will introduce 24 museum products reflecting the beauty of Goryeo celadon and Joseon-era court attire, aligned with exhibition themes "Goryeo: Beauty and Faith" and "Court Culture of the Joseon Dynasty." The lineup includes celadon plate sets, handkerchiefs, pouches, bags, and keyrings, selected based on practicality and local consumer preferences.
The exhibition-related merchandise will be available at the Tokyo National Museum's museum shop. "This is the first official sale of MU:DS in Japan and will serve as an important milestone in showcasing the planning capability and design competitiveness of our museum products on the global stage," the foundation said.