[🇺🇸]National Museum Brand “MU:DS” Expands Globally with Hong Kong Launch

The National Museum Foundation of Korea (NMFK) will open a permanent MU:DS Promotion Gallery at the Korean Cultural Center in Hong Kong on October 11.

MU:DS, the official brand of Korea’s National Museum, presents modern reinterpretations of key national treasures from institutions such as the National Museum of Korea. Recently, its Kedeheon collection has achieved remarkable popularity among MZ consumers, leading to multiple sellouts.

Sales have grown from 6.1 billion KRW in 2016 to 21 billion KRW in 2024, marking a 3.5-fold increase. As of August 2025, revenue surpassed 21.7 billion KRW, and is projected to reach 30 billion KRW by year’s end.

The new gallery will be located in PMQ, Hong Kong’s creative and cultural hub, with support from the Korean Cultural Center in Hong Kong.

The grand opening will coincide with the “Korea Square 2025” festival, featuring exhibitions, live performances, and hands-on cultural experiences. The display will highlight 74 design products inspired by seven key themes — including the Pensive Bodhisattva, Baekje Incense Burner, celadon, white porcelain, mother-of-pearl crafts, and traditional calligraphy and paintings.

Building on its Hong Kong launch, NMFK plans to expand into North America and Europe.

In November 2025, the foundation will release a special product line in collaboration with the Smithsonian National Museum of Asian Art’s special exhibition “Korean Treasures: Collected, Cherished, Shared,” and will also participate in the 2025 Korea Wave Expo to engage with global consumers. Expansion into Europe is planned for 2026.

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