Why Is the Pensive Bodhisattva in Milan?... Museum Goods Brand MU:DS Makes Its Olympic Debut

National Museum Cultural Foundation's MU:DS Makes Its European Debut at the Olympics
96 Products to Be Showcased at Korea House in Milan
Taking the First Step Toward Becoming a K-Culture Distribution Platform

The National Museum Cultural Foundation announced on the 4th that the National Museum product brand MU:DS will officially participate in the Korea House during the 2026 Milan-Cortina d'Ampezzo Winter Olympics, which will be held in Milan, Italy, from February 5 to 22. This marks the official European market debut of MU:DS.

The National Museum Cultural Foundation announced that Myutjeu (MU:DS) will officially join Korea House during the 2026 Milano-Cortina d'Ampezzo Winter Olympics in Milan, Italy. The photo shows Myutjeu's booth. Photo by National Museum Cultural Foundation.

The Korea House, operated by the Ministry of Culture, Sports and Tourism and the Korean Sport & Olympic Committee, will be set up in Villa Necchi Campiglio, a historic building in the heart of Milan. The foundation plans to use MU:DS products, which offer a contemporary reinterpretation of Korean cultural heritage, to present the essence of K-culture to visitors from around the world in this space.

During this event, a total of 96 products will be released under five themes: Pensive, Celadon, White Porcelain, Najeon Lacquerware, and K-Pop Demon Hunters. In particular, products featuring Korean symbols such as the traditional hat gat, magpie-and-tiger motifs, and the Irworobongdo folding screen, which have drawn attention thanks to the Netflix animation K-Pop Demon Hunters, will be prominently displayed to capture the interest of local visitors.

The foundation will sell 19 popular items on-site, including the miniature Pensive Bodhisattva Mind Series, magpie-and-tiger badges, and keyrings that have gained popularity both in Korea and abroad. A key feature of these products is that they allow people to enjoy the aesthetics of museum artifacts in everyday life.

Using its participation in this Olympics as a stepping stone, the foundation plans to utilize the Korea House not only as a space for sports diplomacy but also as a K-culture distribution platform that introduces the Korean lifestyle. This represents a shift from exhibition-centered cultural promotion toward expanding cultural heritage into products and experiences.

Guknip Bangmulgwan Munhwajaedan's Myusjeu Pensive Bodhisattva miniature. Photo by Guknip Bangmulgwan Munhwajaedan

The National Museum Cultural Foundation recorded 41.3 billion won in museum product sales last year. In particular, MU:DS products released in connection with the overseas touring exhibition of the late Chairman Lee Kunhee's donated works at the National Museum of Asian Art of the Smithsonian Institution in Washington, D.C., sold out within one week of the opening, demonstrating their potential in overseas markets.

Jung Yongseok, President of the National Museum Cultural Foundation, said, "It is meaningful that we can showcase the beauty of our cultural heritage at the Winter Olympics, a global festival," adding, "This entry into Europe will be an important opportunity to confirm the global competitiveness of K-goods."

The Korea House will also host a variety of cultural programs, including K-food and beauty experiences, promotions for winter tourism in Korea, and a hanbok fashion show. The Korea House will be open from 11:00 a.m. to 8:00 p.m., and visitors can enter by making a reservation in advance through the official website or by registering on-site.