HYBE Joins Forces to Globalize "Myuths"... Signs MOU on the 2nd

MOU Signed on the 2nd
HYBE, National Museum of Korea, and National Museum Cultural Foundation
Join Forces for the Global Expansion of K-Culture

The National Museum of Korea, the National Museum Cultural Foundation, and HYBE have joined forces to promote Korean cultural heritage and the spread of K-culture. They signed a memorandum of understanding (MOU) to cooperate for the global expansion of K-culture through collaboration between Korean traditional cultural heritage and K-pop.

On the 2nd, a memorandum of understanding signing ceremony was held for the globalization of 'Myuths'. From the left in the photo are Jeong Yongseok, President of the National Museum Culture Foundation; Yu Hongjun, Director of the National Museum of Korea; and Bang Si-hyuk, Chairman of HYBE. Provided by the National Museum of Korea

Under the agreement, the three organizations will pursue the following initiatives: ▲ development and commercialization of products that combine the National Museum’s “Myuths (MU:DS)” merchandise with HYBE music group artists’ intellectual property; ▲ expansion into overseas markets through HYBE’s global distribution network; and ▲ promotional cooperation to spread awareness of the National Museum of Korea’s collections and content.

The National Museum’s “Myuths (MU:DS)” is a cultural product brand launched by the National Museum Cultural Foundation, inspired by artifacts from the National Museum of Korea. It reinterprets traditional cultural heritage with a modern sensibility, widely promoting the value and beauty of Korean cultural heritage around the world. Last year’s “Dalmajung” series, created in collaboration with BTS, drew significant attention both domestically and internationally, using national treasures such as the Pensive Bodhisattva and the White Porcelain Moon Jar as motifs. This new agreement is seen as a fresh attempt to build on that success.

Hongjun Yoo, Director of the National Museum of Korea, stated, “Promoting our traditional culture, which is the root and source of inspiration for K-culture, to the world is a key mission of the National Museum of Korea. This collaboration with HYBE will allow tradition and modernity to come together, sharing the beauty of Korean cultural heritage globally and further expanding the horizons of K-culture.” He added, “Starting with this partnership, I hope the National Museum of Korea can communicate with even more people and provide experiences where traditional culture comes alive with a modern touch.”

Sihyuk Bang, Chairman of HYBE, said, “It is both a pleasure and an honor to work with the National Museum of Korea, which symbolizes the history and identity of K-culture, and with the National Museum Cultural Foundation, which strives to enhance its value. For HYBE, which aims to elevate the status of K-culture on the global stage through music, artists, and content, this partnership is deeply meaningful. HYBE will dedicate all of its infrastructure and sincerity to promoting our cultural pride worldwide.”

Yongseok Jung, President of the National Museum Cultural Foundation, commented, “It is very meaningful to be able to share the value of our culture with the world together with HYBE, a leading global company representing Korea, and the National Museum of Korea. Through this collaboration, I look forward to seeing the National Museum product brand ‘Myuths (MU:DS)’ reach even more people in the global market.”