The Folk Museum Director Who Delivered Even a Red Signboard From a Stamp Shop: "We Accept Any Donation With a Story"

[Interview] Sanghoon Jang, Director of the National Folk Museum of Korea
"Yes, even these can be donated"... Expanding the Boundaries of Folk Culture
No. 1 in Foreign Visitors, "The Life of Koreans" Resonates
From Donation Culture to North Korean Folk Customs: The Museum's Expansion
The Future of Folk Culture Envisioned by a "Director in the Field"

"Can something like this be donated?"

The National Folk Museum of Korea cherishes even the smallest traces of everyday life.

"Yes, it can!"

Director Jang actively encourages curators' activities on YouTube and their publishing efforts. Recently, he is taking a commemorative photo holding a book published by a curator. Photo by Seo Mideum

This phrase is written on the back of Sanghoon Jang, Director of the National Folk Museum of Korea's business card. Since taking office in 2024, Director Jang has engraved this sentence on his business card as part of the museum's own campaign to promote a culture of donation. When we met him at the National Folk Museum of Korea in Jongno-gu, Seoul, on January 7, he said, "There is still a strong perception that museums only collect expensive, ancient artifacts," and added, "However, while the roof tile from Hwangnyongsa Temple and the roof tile from a 1970s house slated for redevelopment may differ in historical value, it is not a matter of superiority."

Director Jang is known as a "director who goes out into the field." He personally donated the military uniform he wore during his time in the KATUSA and even transported a red signboard (about 1 meter tall) from a stamp shop in a redevelopment area with the owner's consent. He said, "If you miss the right time, things disappear," and expressed regret, "While preparing for last year's coffee exhibition, I tried to find a vending machine from the 1980s but ultimately could not."

"As long as there is a story and context, most things can be donated. Even luxury items like a Gucci shawl or a fox fur scarf are meaningful if they represent the dreams of Koreans from a particular era." In fact, the Folk Museum actively collects items that reflect the lives and emotions of ordinary people. He said, "There is nothing that represents the lives of ordinary people better than coal briquettes, so I personally instructed the staff to collect them."

An outdoor exhibition space full of a modern atmosphere, the 7080 Nostalgic Street. Provided by the National Folk Museum of Korea

The response from visitors has also been enthusiastic. Last year, the National Folk Museum of Korea recorded over 2.28 million cumulative visitors, with 1.38 million of them being foreigners-the highest proportion of foreign visitors among domestic museums. In particular, the permanent exhibition on "The Life of Koreans" has received the greatest response from foreign visitors. Director Jang noted, "Even in France or the United States, it is rare to see exhibitions that systematically cover an individual's life story," and explained, "This is the result of accumulation since 1993, and it is an exhibition where a grandfather can hold his grandchild's hand and explain things." He added, "While exhibitions at the National Museum of Korea require a certain level of understanding, the Folk Museum is accessible to everyone."

The museum is also strengthening its merchandise strategy. The museum shop will double in size within this year, and plans are underway to introduce customized products that reflect the unique identity of the Folk Museum.

Among the upcoming planned exhibitions, the most notable is a special exhibition on North Korea. The Folk Museum will hold a North Korea special exhibition this fall and aims to establish a North Korean Folk Culture Hall at its Paju branch by 2030. Director Jang emphasized, "This will be the first time for both a special exhibition and a permanent exhibition hall dedicated to North Korean folk culture," and added, "We are taking concrete steps to confirm the cultural homogeneity of the Korean people." Currently, the museum holds about 1,500 North Korea-related artifacts.

"I always regret that oral history research with displaced people was not conducted earlier. Rather than vaguely talking about reunification, it is more important to leave thorough records first." He expressed his hope, "I hope this exhibition will serve as an opportunity to raise awareness."

In an interview conducted on the 7th at the director's office of the National Folk Museum, Director Sanghoon Jang introduced archival materials from his childhood visits to the Folk Museum with his mother. Photo by Seomideum

According to the Cultural Heritage Administration's plan to restore the original form of Gyeongbokgung Palace, the Folk Museum is scheduled to relocate to Sejong by 2031. However, the future use of the Seoul branch has not yet been decided. Since the museum building is over 50 years old and considered a modern cultural heritage, demolition is not easy. Director Jang said, "The Cultural Heritage Administration recognizes the strategic value of the current location," and added, "It is reasonable to preserve the layers of time in a single historic space."

Regarding the new Sejong branch, he explained, "It will be a space that demonstrates the depth of Koreans' understanding of world cultures," and said he is envisioning a space where both commonality and uniqueness can be confirmed through mutual understanding. "Korea has achieved great success as a trading nation. However, if we only sell products without understanding the societies we trade with, it is not sustainable. Cultural leadership is built on long-standing understanding and respect."

To this end, a related exhibition will first be held in Seoul this December. Director Jang stated, "The next five years will serve as a testbed period in preparation for the 2031 relocation to Sejong." On Children's Day this year, an event inviting cultural centers from various countries to introduce their traditional games received a great response and is expected to become a regular event.

With his retirement scheduled for the end of next year, Director Jang has clearly set out the museum's long-term direction. "The Paju branch should include an open storage facility and a North Korean folk culture space; the Seoul branch should focus on the life of Koreans; Sejong should cover world cultures; and the Yeongnam and Honam branches should be added to encompass regional cultures." He stressed, "Simply increasing the number of archaeology-focused museums is redundant. We need more museums that offer different perspectives."

When asked whether the museum's direction might change with a new director, he answered with a smile, "The staff also agree with this direction. It won't change easily. Do not disregard folk culture."

On the back of Sanghoon Jang, Director of the National Folk Museum of Korea's business card, there is a phrase requesting donations. Photo by Seomideum