Museum’s ‘MU:DS’ goods become cultural collectibles
The Kkachi-Tiger pin, a hot item both at the National Museum of Korea and online. Courtesy of the National Museum Foundation
Crowds are lining up at the National Museum of Korea in Yongsan, Seoul, not only for exhibitions but also for pins, pens and beach towels.
The museum’s merchandise shop has seen a surge in popularity, driven by a wave of collectible items branded as MU:DS (a combination of the words “museum” and “goods”), with one item in particular sparking a frenzy: the enamel “Kkachi-Tiger” pin, featuring a magpie perched atop a tiger’s head.
On July 11, the shop sold out of the pin within 20 minutes of opening, with a notice posted at the entrance reading “Sold Out.”
Online, all 17,900 pins available for preorder were snatched up in a twinkling. “We started selling it at 10 a.m., and it was gone in 20 minutes. It’s the fastest we’ve ever seen,” said a museum official.
“I came to see the exhibit, but my daughter asked me to get the Kkachi-Tiger pin and a gat-shaped pen,” said Kim Young-soo, 46, visiting from Jeju. “Both were sold out — she was really disappointed.”
The pin’s design is inspired by “Hojakdo,” a genre of traditional folk painting that features a tiger and magpie — symbols of protection and good fortune.
Its recent sales boom is tied to the sudden global popularity of the Netflix animated film “KPop Demon Hunters,” as fans noted similarities to the duo of Derpy (the blue tiger) and Sussie (the three-eyed magpie.)
That pop culture connection, combined with a broader trend of decorating bags with “lucky” items, triggered a rush in demand.
Other products reminiscent of the film’s fictional idol group Saja Boys, including key rings, pens and bookmarks featuring their iconic gat, a traditional wide-brimmed hat, are also flying off the shelves.
Liberation Day edition of the Pensive Bodhisattva miniature holding holding the Denny Taegeukgi, the oldest known Korean flag. The flag was kept by Owen N. Denny, a U.S. advisor to King Gojong during the late Joseon period, and later donated to the National Museum of Korea by his descendants. Estimated to have been made in the mid-1880s. Courtesy of the National Museum Foundation
Historic flair fuels MU:DS boom
But the MU:DS craze didn’t start with "KPop Demon Hunters." Sales of museum merchandise at Korea’s national museums have grown nearly sixfold in four years — from 3.76 billion won ($2.7 million) in 2020 to 21.28 billion won last year ($15.4 million), reflecting four years of 42 percent year-on-year increases.
Daily traffic to the online store has soared from 7,000 to 300,000, peaking at 500,000 on days when popular or limited-edition items are released.
Fresh designs and witty interpretations of history have fueled the boom. Among this year’s hits is a Liberation Day-themed figurine of a Pensive Bodhisattva holding the Denny Taegeukgi — Korea’s oldest known flag, gifted by the descendants of U.S. diplomat Owen Denny. A key ring version is already generating buzz ahead of its July 15 release.
The “Drunken Scholar Heat-Sensitive Cup Set,” one of the National Museum of Korea’s bestsellers / Courtesy of the National Museum Foundation
One of the museum’s best-selling items, the “Drunken Scholar Heat-Sensitive Cup Set,” was also a design award winner. Created by an outside designer and inspired by a tipsy scholar depicted in a painting by Kim Hong-do from the Joseon Kingdom (1392-1910), the cup features an image printed with thermochromic pigments.
When a beverage colder than 18 degrees Celsius is poured into the glass, the pictured scholar’s face turns red. More than 100,000 units have sold since its launch in December 2023.
“As someone who once designed glassware featuring historical elites, this was shocking,” said product planner Seo Ji-hee. “It broke stereotypes about museum goods.”
The appeal of MU:DS lies in blending cultural heritage with everyday function — from sauce bowls and heating pads to lighting fixtures and computer keyboards.
Tourists are taking note. “These aren’t just souvenirs. They’re useful, well-made and beautiful,” said Sarah, 51, a visitor from Canada. “The designs reflect Korean tradition, but they’re also stylish.”
Anna, 21, from Germany, said, “Other countries just sell magnets or postcards. Here, you have practical options. I want to buy everything, but my suitcase won’t hold it all.”
The National Museum’s affiliate, the National Museum Foundation, produces and curates MU:DS items. Along with in-house designs, they accept open design submissions every year.
This year, 3,000 designs were submitted and 90 were selected. “Most come from solo designers or very small companies,” said planner Kim Eun-sook. “Winning the MU:DS contest has become a credential for entering other markets, so submissions keep growing.”
Sarah, a tourist from Canada, shows the MU:DS items she purchased at the National Museum of Korea on July 11 — a notebook, two trays and two bookmarks. Korea Times photo by Kim Su-mi
Cultural pride drives demand for stylish heritage merchandise
The shift in perception began in 2020 with the release of a miniature Pensive Bodhisattva statue. Previously seen as dusty souvenirs, museum products have evolved into desirable lifestyle goods.
“A good MU:DS product reveals the character of the original artifact, while also being beautifully designed and practical,” Kim said.
This trend reflects a broader cultural moment among younger Koreans, who are embracing what some call “hip tradition.”
The “Smile of Silla” sauce bowl, sold at the National Museum of Korea gift shop. Courtesy of the National Museum Foundation
As K-culture spreads globally, attention is turning to its traditional roots. “The more K-pop goes global, the more young Koreans revisit their cultural identity,” said pop culture critic Kim Hern-sik. “Unlike Gen X, who once chased foreign trends, today’s generation embraces traditional culture without prejudice.”
Lee Young-ae, professor of consumer studies at Incheon National University, said, “The combination of historical narrative and functional goods fits the values of younger generations, who prioritize experience and story. The impact of MU:DS could grow even further when paired with K-content, like we saw with 'KPop Demon Hunters.'”
The Denny Taegeukgi key ring / Courtesy of the National Museum Foundation
This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.