"A science museum is not a space for delivering knowledge, but a platform for conveying science culture. Next year, we plan to create programs connecting with national events like sports or Mars exploration to attract more visitors to the museum," said Kwon Seok-min, director of the National Science Museum of Korea.
In an interview with Seoul Economic Daily on Wednesday, Kwon emphasized that "science is not a separate academic discipline but a culture embedded in everyday life." He added, "I want to contribute to advancing Korea into a science culture leader rich in science capital through popularizing science museums."
Kwon, who previously served as director general of science and technology policy at the Ministry of Science and ICT (MSIT), has extensive experience in science and technology policy and research and development planning. Since assuming the directorship of the National Science Museum in June last year, he now likens himself to "an advertising company CEO." In an era when people consume over-the-top streaming content at home and public science museums nationwide worry about declining visitors due to shrinking school-age populations, he is constantly creating reasons for people to visit the museum.
Indeed, in the 18 months since his appointment, the National Science Museum has presented exhibitions and events with a distinctly different character. A prime example is the "Dinosaur Enthusiasts Expo" held in May this year. The museum collaborated with adult dinosaur fan clubs to develop programs and held unconventional events like a "Dinosaur Presidential Election" incorporating voting. By adding scientific interpretation and participatory elements to dinosaurs, a familiar subject popular with children, the museum expanded enthusiasts' passion into public experiences. On August 8, "Cat Day," the museum offered academically-focused programs about cats with accessible, experiential content.
These initiatives are grounded in Kwon's motto: "Science is everywhere." He explained, "Science is not confined to laboratories but is hidden throughout daily life in sports, games, pets, hobbies, and walks. The science museum is a space that brings out this hidden science in an entertaining yet substantive way." He added, "At MSIT, I designed R&D roadmaps, nurtured government-funded research institutes, and worked on technology commercialization and workforce policies. At the museum, the more important role is helping citizens feel familiar with science and gain confidence and hope in their lives."
These efforts are reflected in the numbers. Since Kwon's appointment, annual visitors to the National Science Museum increased from 850,000 in 2023 to 920,000 last year. This year, attendance exceeded 980,000 as of last week and is expected to surpass one million before Christmas. The change extends beyond quantitative growth. The visitor composition has also shifted. While school group field trips previously dominated, voluntary visits from families, individuals, and young adults have notably increased. The museum's image is transforming into a place that people in their 20s and 30s visit based on personal interests. Kwon said, "We are moving away from the museum creating exhibitions and events alone, instead collaborating with external partners to broaden our subjects and maintain freshness. We will weave monthly and annual programs into cohesive narratives to make the museum a place people want to visit continuously."
Kwon's vision is expected to shine brighter next year. The National Science Museum plans to focus on the keyword "sports" in conjunction with the World Baseball Classic and Asian Games scheduled for next year. Through sports science exhibitions and commentary programs linked to major sporting events, the museum aims to use the popularity of sports as a new gateway to science culture. Kwon emphasized, "I want to contribute to creating an era of 'science capital' where science and technology are applied in daily life and integrated into various activities, going beyond the era of one-way transmission. I hope the museum can serve as an incubator for Korea's science culture to grow into a genre rivaling K-pop."
