Combining "MU:DS" with Hive Artist IP
Collaboration on Product Development and Global Distribution
Hive announced on October 2 that it has signed a memorandum of understanding with the National Museum Cultural Foundation and the National Museum of Korea to enhance the brand value of K-Culture products and expand their entry into the global market.
The signing ceremony, held that morning at the National Museum of Korea in Yongsan-gu, Seoul, was attended by Bang Sihyuk, chairman of Hive, Yoo Hongjun, director of the National Museum of Korea, and Jung Yongseok, president of the National Museum Cultural Foundation. They agreed to work together to increase their influence in the global market through cooperation between K-Culture products and the K-pop industry.
Hive announced on the 2nd that it has signed a memorandum of understanding with the National Museum Cultural Foundation and the National Museum of Korea to enhance the brand value of K-Culture products and expand their entry into the global market. Jung Yongseok, president of the National Museum Cultural Foundation, Yoo Hongjun, director of the National Museum of Korea, and Bang Sihyuk, chairman of Hive, are taking a commemorative photo. (From left) Photo by Hive
The National Museum of Korea is the largest museum in the country, housing more than 440,000 cultural heritage items and overseeing their preservation, research, exhibition, and education. Last year, it recorded 3.79 million annual visitors, ranking eighth in the world in terms of museum attendance, and this year, the number of visitors is expected to surpass 5 million, which would place it among the top five globally.
The National Museum Cultural Foundation is a public institution that promotes projects utilizing the cultural heritage of national museums. It launched the cultural product brand "MU:DS," inspired by the artifacts held at the National Museum of Korea. Recently, MU:DS experienced a sell-out phenomenon due to the popularity of the film K-Pop Demon Hunters.
Through this memorandum of understanding, Hive, the National Museum of Korea, and the National Museum Cultural Foundation have agreed to: develop and commercialize products that combine design elements from the National Museum product brand MU:DS and the intellectual property of artists from Hive Music Group; cooperate to expand MU:DS into overseas markets using Hive's global distribution network; and collaborate on promotional activities to spread the collections and content of the National Museum of Korea.
Hive previously collaborated with the National Museum of Korea last year through the official MU:DS product line "Dalmajung." Dalmajung, an official product that combined the brand value of BTS with traditional Korean aesthetics, incorporated design elements inspired by six national treasures from the museum's collection, such as the Pensive Bodhisattva and the White Porcelain Moon Jar, into items like wind chimes, keyrings, and accessories, attracting attention both domestically and internationally.
BTS, artists under Hive, filmed their congratulatory speech and performance video for YouTube's online virtual graduation ceremony "Dear Class of 2020" at the National Museum of Korea during the COVID-19 pandemic in 2020.
Bang Sihyuk, chairman of Hive, stated, "This collaboration is very meaningful for Hive, as we strive to elevate the status of K-Culture on the global stage through music, artists, and content. We will dedicate all of our infrastructure and sincerity to promoting our cultural pride to the world."
Yoo Hongjun, director of the National Museum of Korea, said, "This collaboration with Hive will serve as an opportunity for tradition and modernity to come together, sharing the beauty of Korea's cultural heritage with the world and further expanding the horizons of K-Culture."
Jung Yongseok, president of the National Museum Cultural Foundation, commented, "Through this collaboration, I hope that the National Museum product brand MU:DS will be able to reach even more people in the global market."
Hive announced on the 2nd that it has signed a memorandum of understanding with the National Museum Cultural Foundation and the National Museum of Korea to enhance the brand value of K-Culture products and expand their entry into the global market. Yoo Hongjun, director of the National Museum of Korea (left), and Bang Sihyuk, chairman of Hive, are posing for a commemorative photo. Photo by Hive
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