20th Anniversary of Yongsan Museum: Collaboration with Orion
Eight Artifacts Featured in Bichobi Snack Design
Hojakdo, Gilt-bronze Pensive Bodhisattva, and More Included
The National Museum Culture Foundation announced on the 23rd that, in celebration of the 20th anniversary of the opening of the National Museum of Korea in Yongsan, it will launch the "Bichobi National Museum of Korea Edition" in collaboration with global food company Orion.
This collaboration is based on Orion's flagship snack "Bichobi," which is popular among foreign tourists. The edition features eight artifacts from the National Museum of Korea's collection, incorporated into the product packaging and individual wrappers, allowing people to enjoy cultural heritage in their daily lives. The selected artifacts include: Hojakdo (Tiger and Magpie Painting), Gilt-bronze Pensive Bodhisattva, Ten-story Stone Pagoda from Gyeongcheonsa Temple Site, Celadon Openwork Incense Burner with Chilbo Design, White Porcelain Moon Jar, Gold Crown from Seobongchong Tomb, Irwolobongdo (Sun, Moon, and Five Peaks Folding Screen), and Hojokban (Tiger Legged Table).
The main design, Hojakdo, has attracted global attention as it inspired the tiger and magpie characters in the popular Netflix animation "K-Pop Demon Hunters." Given the immense popularity of the "Magpie Tiger Badge" by Myuz, which sold out repeatedly, the National Museum Edition is also expected to receive an enthusiastic response.
The foundation has previously collaborated with various brands such as Casetify, Starbucks, and Shinhan Card to introduce cultural heritage in innovative ways. These initiatives offer opportunities for the general public, including those who do not visit museums, to experience ancient artifacts and traditional culture, serving as a bridge that draws more people to museums. In particular, this collaboration is a meaningful example of how Myuz is expanding beyond museum merchandise to become a competitive K-content brand.
Jung Yongseok, President of the National Museum Culture Foundation, stated, "The collaboration with Orion, utilizing representative artifacts of the National Museum of Korea, is very meaningful. We hope that the launch of this product will serve as an opportunity to make our cultural heritage more familiar not only to foreign tourists visiting Korea but also to consumers around the world."
The "Bichobi National Museum of Korea Edition" will be available starting on the 29th at major hypermarkets and corporate supermarkets nationwide, including Lotte Mart Seoul Station branch and the Myeongdong tourist district.
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