Korea's traditional culture goods brands "MU:DS" and "K-Heritage" have joined forces. The Ministry of Culture, Sports and Tourism's "MU:DS" and the Korea Heritage Service's "K-Heritage" — similar traditional culture products that had been produced and sold separately — have decided to combine their efforts in earnest.
The National Museum Foundation under the Ministry of Culture, Sports and Tourism signed a memorandum of understanding (MOU) with the Korea Heritage Service Agency on Saturday at the Korea House in Jung-gu, Seoul, to expand Korea's premium cultural products and enhance the value of cultural heritage, the foundation said Sunday.
The foundation explained that "this agreement was arranged to strengthen the cooperation framework by linking the cultural heritage content and cultural product business capabilities held by both organizations, and to widely promote, both at home and abroad, K-goods that embody the identity and appeal of Korea's traditional culture."
The two organizations have been expanding their distribution channels through mutual sales of cultural products since 2023. Currently, the National Museum Foundation sells the Korea Heritage Service Agency's "K-Heritage" products at the National Museum of Korea's product shop, while the Korea Heritage Service Agency showcases the foundation's museum cultural product "MU:DS" at the Korean Traditional Culture Center in Terminal 1 of Incheon International Airport.
In addition, through this agreement, the two organizations decided to push forward in earnest with ▲ cooperation on mutual sales of flagship cultural products ▲ revitalization of premium cultural product distribution ▲ expansion of offline sales channels ▲ cooperation on cultural product promotion and marketing. Through this, they plan to improve access to cultural products using museum-held relics and national heritage, and to broadly introduce K-goods that reinterpret traditional Korean aesthetics in a modern way to consumers at home and abroad.
Jung Yong-seok, president of the National Museum Foundation, said, "This agreement will serve as an opportunity to organically connect museum-held relics and national heritage content to provide the public with a richer cultural experience." He added, "Through close cooperation between the two organizations, we will continue to strive to widely promote the excellence of Korea's traditional culture both at home and abroad."
Lee Gwi-young, director of the Korea Heritage Service Agency, also said, "This will serve as an opportunity for premium cultural products using national heritage and museum-held relics to reach more of the public and overseas consumers." She added, "Based on the content and expertise held by both organizations, we will actively cooperate in enhancing the value of Korea's traditional culture."
