Museum Foundation Chief Aims to Build MU:DS Into Korea's Premier Cultural Brand

"The first thing I did after taking office was to set up a website to sell MU:DS overseas. I will grow MU:DS, which commercializes our cultural heritage, into a cultural product brand representing Korea."

Jung Yong-seok, president of the National Museum of Korea Cultural Foundation, told The Seoul Economic Daily on Feb. 27 that "there is much to do this year" and pledged to "expand MU:DS's overseas presence." MU:DS, a portmanteau of Museum and Goods, refers to cultural products made from heritage items in the collections of the National Museum of Korea and other institutions. "I hope MU:DS becomes a cultural product brand representing Korea," Jung said. "When someone thinks of a gift representing Korea, I want MU:DS to come to mind first."

The momentum is already building. President Lee Jae-myung recently visited the gift shop at the National Museum of Korea after viewing the "Our Yi Sun-sin" special exhibition. The president examined various MU:DS products including the Pensive Bodhisattva Miniature (Mind Series), the Color-Changing Drunken Scholar Trio Glass Set, and the Dowonhaengju Folding Fan and Fabric Bag. He reportedly told Jung, "The products are ingenious and the content is excellent."

The National Museum of Korea Cultural Foundation is a public institution under the Ministry of Culture, Sports and Tourism responsible for selling cultural products and operating performance halls and food courts at the National Museum of Korea. Established in 2004 as the National Museum of Korea Cultural Foundation, it was renamed to its current title in 2011. Initially, the foundation sold souvenir-type items such as postcards and stationery with lukewarm response. The first "collectible item" befitting a museum was the Pensive Bodhisattva Miniature, released in 2021. It gained attention alongside the museum's newly opened "Pensive Bodhisattva Room of Contemplation." Interest surged when BTS member RM posted a photo of the miniature on his social media. The confirmed commercial viability of cultural heritage led to the creation of the MU:DS brand in 2022.

Jung assumed the presidency in June 2024, but his ties to the foundation go back years. Originally working in exhibition planning, he was a partner of Réunion des Musées Nationaux (RMN), which handled cultural products for French national museums. While supplying RMN products domestically, he developed connections during the foundation's establishment. He also planned special exhibitions when the National Museum of Korea relocated to Yongsan, Seoul in 2005. He later organized the Korea Art Exhibition Planners Association and served as its first chairman. In 2023, he joined the government as senior administrative officer at the Presidential Secretariat's Office of Culture and Sports Secretary before being appointed foundation president in 2024.

Rising global interest in K-culture last year boosted MU:DS's popularity. "The Netflix animation 'K-Pop Demon Hunters' had a major impact on MU:DS's success," Jung said. After the show aired in June last year, rumors spread that the Magpie Tiger Badge resembled the show's messenger characters—the magpie "Seo-ssi" and tiger "Duffy"—drawing crowds. Notably, the badge was selected through a public contest. The foundation both develops MU:DS products internally and selects them through contests. The Magpie Tiger Badge was chosen in a contest and released in July 2024. As MU:DS gained popularity, contest participation has grown significantly—from 1,500 applicants in 2024 (140 selected) to 3,100 in 2025 (90 selected).

With MU:DS gaining international traction, Jung has been busy overseas. Recently, the foundation supplied MU:DS to the National Museum of Asian Art under the Smithsonian Institution in Washington, D.C., which hosted a touring exhibition of the Lee Kun-hee Collection, and to the Tokyo National Museum's gift shop for a special exhibition marking 60 years of Korea-Japan diplomatic normalization. At the Korea House for the Winter Olympics in Milan, Italy, he personally sold MU:DS products and established a permanent exhibition space at the Korean Cultural Center in Hong Kong. "We supplied about 100 million won worth of MU:DS to the Smithsonian and sold 65 million won worth at the Milan Korea House," he noted.

Getting foreigners with different cultural tastes to purchase Korean heritage products is no easy task. "One of the first things I did upon taking office was setting up a website to sell MU:DS overseas," Jung recalled. He is also focusing on collaborations with major companies and institutions. In 2024, the foundation partnered with CASETiFY to create smartphone cases featuring traditional Korean paintings. The "Dalmajung" (Moon Greeting) product released with BTS that year was a major hit. Collaborations followed with Korea Minting and Security Printing Corporation, Starbucks, Shinhan Card, Orion, Korea Baseball Organization, and APR. "MU:DS is evolving beyond simple museum products into a lifestyle brand and becoming a key driver for spreading cultural value," he emphasized.

Sellouts of heritage products have become common. The Magpie Tiger Badge sold approximately 90,000 units last year, ranking first among MU:DS products. Total MU:DS sales reached 41.3 billion won last year, up 94% from 21.2 billion won in 2024. Sales in 2023 were 14.9 billion won. "This year is also going well. MU:DS sales for January-February reached 7.5 billion won (preliminary), up 126% year-on-year," Jung said. At this pace, annual sales of 50-60 billion won are achievable.

"This year, we will pursue premiumization of MU:DS," Jung said. Currently, most MU:DS products are priced between 30,000-50,000 won. Going forward, the foundation plans to produce and sell premium products featuring high-end craft works by Korean artisans, broadening the MU:DS range.

The overseas expansion will proceed on two tracks. First, the foundation plans to supply MU:DS to gift shops at major overseas museums with "Korea Galleries"—starting with venues already familiar with Korean culture. "We confirmed our MU:DS competitiveness in Washington, D.C., Tokyo, and Milan," Jung said. The foundation will also promote MU:DS through Korean Cultural Centers in Hong Kong and elsewhere.

This year, the foundation is also considering showcasing MU:DS at foreign artifact exhibitions held at the National Museum of Korea. For example, for the "Thai Art" special exhibition scheduled for June, the foundation could import Thai goods or sell MU:DS products created in collaboration with Thai artifacts. Tangible results are expected. Ngo Phuong Ly, wife of Vietnamese Communist Party General Secretary To Lam, reportedly showed interest in MU:DS during their visit to Korea last August. She made time to tour the National Museum of Korea's gift shop. "The overseas market is vast—we could even transfer our MU:DS technology to Vietnam," Jung said.

He is...

Born in Seoul in 1973. Graduated from Seoul Jamsin High School in 1992. Graduated from Temple University with a degree in Broadcast Arts Management in 2000. Received a master's degree in International Business from Kyung Hee University in 2010. Vice president of GNC Media in 2001. Vice president of Korea Art Copyright Association in 2001. Chairman of Korea Art Exhibition Planners Association in 2020. Senior administrative officer at the Presidential Secretariat's Office of Culture and Sports Secretary in 2023. President of National Museum of Korea Cultural Foundation since 2024.