Permanent MU:DS Exhibition Hall Opens at the Korean Cultural Center in Hong Kong
Special Collaboration Products to Be Unveiled at the Smithsonian Exhibition in the United States
The National Museum Cultural Foundation announced on October 10 that it will open the 'MU:DS Permanent Exhibition Hall' at the Korean Cultural Center in Hong Kong on October 11. 'MU:DS' will make its global debut as a new face of K-culture, reinterpreting tradition in a contemporary way.
Perspective view of the permanent exhibition hall of Yu Ji inside the Korean Cultural Center in Hong Kong. Provided by the National Museum Cultural Foundation
'MU:DS' Expected to Achieve 30 Billion Won in Sales This Year
'MU:DS' is the official merchandise brand of the National Museum, offering design products that reinterpret key collections from national museums, including the National Museum of Korea, for everyday use. In particular, products related to K-Pop Demon Hunters, which have recently become a sensation on social media and online communities, have consistently sold out upon release, rapidly emerging as cultural items that attract the attention of Millennials & Gen Z.
Sales have also grown 3.5 times, from 6.1 billion won in 2016 to 21 billion won in 2024. As of August 2025, sales have already surpassed 21.7 billion won, with the total expected to reach 30 billion won by the end of the year.
Permanent Exhibition Hall Opens at the Korean Cultural Center in Hong Kong
The permanent exhibition hall will be established at PMQ, a major cultural and creative hub near Soho in Hong Kong, in collaboration with the Korean Cultural Center in Hong Kong. The center has actively supported the creation of the exhibition space and its promotion, providing a foundation for Hong Kong residents and tourists to experience Korean traditional culture up close. On the opening day, 'Korea Square 2025,' the largest Korean cultural festival in Hong Kong, will be held in conjunction with the Gyeongju APEC Summit, offering a wide range of cultural experiences including exhibitions, performances, and hands-on activities. In addition, a total of 74 products based on seven themes-including the Pensive Bodhisattva, Baekje Gilt-bronze Incense Burner, celadon, white porcelain, mother-of-pearl lacquerware, calligraphy and painting, and APEC commemorative special items-will be showcased.
Expanding into North American and European Markets through Korean Exhibitions
The foundation will accelerate its entry into the North American and European markets, starting with the opening in Hong Kong. Under the slogan 'MU:DS, K-Culture Unboxed,' it aims to take on the global stage by promoting the 'recreation of tradition and redefinition of K-culture.'
In November, the foundation will launch products in connection with the special exhibition 'Korean Treasures: Collected, Cherished, Shared' at the Smithsonian National Museum of Asian Art in the United States, marking its entry into the North American market. The Smithsonian, the world's largest museum complex with 21 museums and art galleries and 14 research centers, will host this special exhibition-centered on donations from the late Chairman Lee Kun-hee-until February next year.
During the same month, the foundation will also participate in the '2025 Hallyu Expo' in New York to engage with local consumers and expand global touchpoints through collaboration with CJ OnStyle. In 2026, it plans to enter the European market, further strengthening the competitiveness of Korean cultural content.
Jung Yongseok, President of the National Museum Cultural Foundation, stated, "MU:DS is a new medium of K-culture that transcends eras and generations. Starting with Hong Kong, we will expand our activities to North America and Europe to elevate the status of Korean culture worldwide."
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