HYBE joined hands with the National Museum of Korea and the National Museum Foundation of Korea (NMF) to expand K-culture globally.
HYBE signed a memorandum of understanding this morning (2nd) at the National Museum of Korea with the National Museum Foundation of Korea (NMF) and the National Museum of Korea to enhance the brand value of K-cultural products and expand entry into global markets. The signing ceremony was attended by Bang Si-hyuk, chairman of HYBE; Yu Hong-jun, director of the National Museum of Korea; and Jeong Yong-seok, president of the National Museum Foundation of Korea (NMF), and they agreed to jointly enhance influence in the global market through cooperation between K-cultural products, which are recognized worldwide for their value, and the K-pop industry.
The National Museum of Korea holds some 440,000 cultural heritage items and is the largest museum in the country responsible for their preservation, research, exhibition and education. The museum, which ranked eighth in the world for museum attendance after recording 3.79 million visitors last year, is expected to surpass 5 million visitors this year and is anticipated to be elevated to a top-five museum worldwide.
The National Museum Foundation of Korea (NMF) is a public institution that promotes culture and spreads its value at home and abroad by utilizing the cultural heritage of national museums. It launched its own cultural product brand "MU:DS," created using motifs from the National Museum of Korea's collection, and is widely promoting the value and beauty of our artifacts to people in Korea and around the world.
HYBE, the National Museum of Korea and the National Museum Foundation of Korea (NMF) plan to leverage each organization's expertise for full-scale collaboration centered on: ▲developing and commercializing products that combine design elements of the National Museum product "MU:DS" with HYBE music group artists' IP ▲cooperating on MU:DS's entry into overseas markets using HYBE's global distribution network ▲promotional cooperation to spread the National Museum of Korea's holdings and content.
In particular, HYBE and the National Museum product "MU:DS" already collaborated once last year through the official "Dalmagjung" series, so another synergy is expected. The official "Dalmagjung" products unveiled last year, which added BTS's brand value to traditional Korean beauty, drew motifs from six national treasure-level artifacts in the National Museum of Korea's collection, including the Ban'gasa yusang and the white porcelain moon jar, and incorporated those design elements into modern, practical items such as landscapes, keyrings and accessories, drawing attention both domestically and abroad.
BTS also formed a connection when they filmed congratulatory remarks and a performance video at the National Museum of Korea for YouTube's online virtual graduation ceremony Dear Class of 2020 during the COVID-19 period in 2020.
Bang Si-hyuk, chairman of HYBE, said he was pleased and honored to join with the National Museum of Korea, which symbolizes the history and identity of K-culture, and the National Museum Foundation of Korea (NMF), which works to elevate that value. He said the collaboration is very meaningful for HYBE, which is striving to raise the stature of K-culture on the world stage through music, artists and content, and that HYBE will do its best to publicize their cultural pride to the world by pooling all of HYBE's infrastructure and sincerity.
Yu Hong-jun, director of the National Museum of Korea, said promoting traditional culture, the root and source of inspiration for K-culture, to the world is a major task of the National Museum of Korea. He added that the collaboration with HYBE will serve as an opportunity for tradition and modernity to meet, convey the beauty of Korea's cultural heritage to the world, and broaden the horizon of K-culture. He also said he hopes the collaboration will allow the National Museum of Korea to communicate with more people and provide experiences in which traditional culture comes alive anew in a modern sensibility.
Jeong Yong-seok, president of the National Museum Foundation of Korea (NMF), said it is very meaningful to be able to present the value of our culture to the world together with HYBE, a global corporation representing Korea, and the National Museum of Korea. He said he hopes the collaboration will allow the National Museum product brand "MU:DS" to meet more people in global markets. He added that they will continue to do their best to widely promote the beauty and meaning of their artifacts and to ensure that K-cultural heritage and K-culture grow together and firmly establish their place in the world.
[photo] HYBE
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