64% Increase in Visitors Compared to Last Year
Highest Figure in 20 Years
"Myuz" Sales Reach Record 11.5 Billion Won
The National Museum of Korea announced on July 2 that the number of visitors in the first half of this year reached 2.7 million, a 64% increase compared to the same period last year. This is the highest figure in 20 years since the museum relocated to Yongsan. During the same period, sales of the museum's cultural merchandise brand "Myuz" also rose by approximately 34%, reaching a record high of 11.5 billion won.
The National Museum of Korea explained that this growth is the result of the global popularity of Hallyu content expanding into traditional culture.
According to the National Museum of Korea, since ranking 8th in the world for museum visitor numbers in 2024, the number of foreign visitors has continued to increase steadily.
Hallyu fans have had a significant impact as well. The museum explained that after BTS member RM visited the special exhibition "New Nation, New Art: Grand Exhibition of Early Joseon Art" and posted Lee Am's "Hwaha Gujado" on Instagram, the number of visits from international fans increased.
In addition, as elements of Korean traditional culture, such as Jakho-do (traditional folk paintings depicting tigers and magpies together), have gained attention on OTT platforms and TV programs like Netflix's "K-pop Demon Hunters" and Mnet's "World of Street Woman Fighter," related Myuz merchandise sales have also increased. Items such as the "Magpie Tiger Badge" and the "Black-rimmed Gat-string Pen" sell out as soon as they are restocked, and the average daily number of visitors to the Myuz online shop has reached around 260,000.
In response to the high level of interest from visitors, the National Museum of Korea will provide popular cultural merchandise such as the "Magpie Tiger Badge" to up to 50 visitors per day, on a first-come, first-served basis, from July 7 to July 11, to those attending the "New Nation, New Art: Grand Exhibition of Early Joseon Art."
Until July 24, visitors who post a verification photo on social media after viewing the "K-pop Demon Hunters" related exhibits will be entered into a draw, with 10 winners receiving a set of cultural merchandise worth 50,000 won, including a "Gat Keyring."
Further details can be found on the official Instagram of the National Museum of Korea.
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