Diversifying Exhibition Programs in Step with Growing Interest in K-Culture
Popularity of Korean Aesthetics 'Sayuui Bang' and 'Cheongjasil' Increasing
Digital Immersive Content Enhances Foreigners' Understanding
The number of foreign visitors to the National Museum of Korea in the first half of this year reached a record high of 95,000.
Foreign visitors participating in the exhibition guide program Photo by the National Museum of Korea
On the 17th, the National Museum of Korea announced that the number of foreign visitors to the museum in the first half of this year was counted at 94,951. This figure represents a 56% increase compared to 2019, before the COVID-19 pandemic, and a 35% increase compared to the same period last year.
The museum explained, "This is the result of diversifying exhibition content and expanding exchanges with foreign local museums in line with the surge in foreign visitors to Korea amid growing interest in K-culture."
According to a report by the British Art Newspaper, the National Museum of Korea ranked 5th among museums and art galleries worldwide in 2022 and 6th in 2023 in terms of visitor numbers. This rise in international recognition is also considered to have had an impact.
Additionally, the museum’s newly renovated permanent exhibitions, such as the "Room of Contemplation," which displays two National Treasure Ban-gasa-yu statues side by side, and the "Celadon Room," where visitors can appreciate the beauty of Goryeo celadon, were very popular among foreign visitors. These spaces are designed to allow visitors to deeply experience Korean beauty and spirit.
Foreign visitors experiencing digital immersive content at the National Museum of Korea. [Photo by National Museum of Korea]
Digital immersive content has also become a new attraction at the museum, including an 8-meter-high LED tower representing the Gwanggaeto the Great Stele, a 60-meter-long panoramic video showcasing King Jeongjo’s procession to Hwaseong Fortress and the landscape painting Gangsan-mujindo, and Joseon Dynasty portraits where visitors can create their own portraits using artificial intelligence (AI).
The National Museum of Korea conducted 463 exhibition interpretation sessions in English, Chinese, and Japanese during the first half of this year. Approximately 3,900 foreign visitors participated, a 29% increase compared to the same period last year. In particular, special interpretation programs for foreign residents and short-term international students in Korea, which include hands-on activities such as ‘making traditional tassels,’ were found to be very popular.
The AI exhibition guide robot ‘Q.I.’ also attracts the attention of foreign visitors. It speaks Korean as well as English, Japanese, and Chinese, providing museum usage guidance, exhibition explanations, and even simple daily conversations.
Moreover, with its escort guidance function, it is common to see foreign visitors and children following the robot to their destinations without difficulty. The exhibition guide robot Q.I. offers foreign visitors a unique and enjoyable museum experience while also contributing to enhancing South Korea’s brand image as a leading IT nation.
Exhibition guide robot 'Q.I' explaining and guiding visitors through the exhibition [Photo by National Museum of Korea]
The National Museum of Korea plans to completely renovate the first floor of the permanent exhibition hall, from the entrance to the Goguryeo Room, by the end of this year, significantly strengthening the ancient history section. A new exhibition space for the Oegyujanggak Uigwe on the second floor will also be created.
A museum official stated, "We will continue to expand content that more foreigners can enjoy conveniently and interestingly, and continuously improve any inconveniences in viewing."
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