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National Museum Foundation CEO Vows Global Expansion Of ‘MU:DS’ Through Collaboration With Local SMEs

Foreign tourists examine a display for the ''2026 BTS X MU:DS Collaboration Merch'' at the museum gift shop within the National Museum of Korea in Seoul, South Korea, on April 9, 2026. The collaboration features traditional Korean accessories and lifestyle items inspired by the global K-pop group's brand and the museum's cultural artifacts. As part of a strategic push to expand the ''MU:DS'' brand internationally, the collection leverages the global influence of BTS to promote South Korean cultural heritage to a younger, diverse audience. The National Museum of Korea, which currently offers free admission to its permanent galleries, is scheduled to transition to a paid entry system in 2027. (Photo by Chris Jung/NurPhoto)

Photo ID	#13551704
Date Taken	9 April 2026
Location	N/A
Photographer	Chris Jung/NurPhoto
Category	Economy, Business and Finance
Copyright	© 2026 NurPhoto - Chris Jung/NurPhoto

Small Group of People Waist Up South Korea Seoul Paju Choung Yong Suk CEO Choi Imja Kim Mi-kyung Donghwi Im National Museum of Korea National Museum Foundation of Korea MU:DS Museum Goods Cultural Heritage Cultural Products SMEs GLUCK 3D Printing Manufacturing Pensive Bodhisattva Great Gilt-Bronze Incense Burner Drunken Scholar Color-changing Glass Miniature National Treasure Buddhism Goguryeo Kingdom Gwanggaeto Stele Gyeongcheonsa Ten-story Pagoda BTS RM Kim Nam-joon Lee Jae Myung President of South Korea K-pop Collaboration Hallyu Korean Wave Tourism Foreign Press corps International Expansion Branding Museum Gift Shop Admission Fee 2027 Transition Digital Restoration Immersive Display April 2026