Editorial photo #13551704 Economy, Business and Finance
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)
