The National Museum of Korea's traditional culture goods brand "MU:DS" is gaining popularity, especially among the MZ generation (those born from 1980 to 2000). Due to the global success of the Netflix animation "K-Pop Demon Hunters," traditional folk art-inspired goods featuring motifs of magpies and tigers, similar to the characters in the series, are reportedly selling out.
Recently, while "K-D Hunters" has played a role in this trend, the growth of MU:DS began in earnest several years ago. The younger generation visiting the museum recognizes tradition as new and sensory content. These goods have positioned themselves as "tradition worth collecting," going beyond simple souvenirs. Since 2022, the National Museum Foundation of Korea (NMF) has been operating MU:DS with the goal of changing perceptions about museum products.
According to the National Museum, the sales of MU:DS across national museums increased nearly sixfold from 3.761 billion won in 2020 to 21.284 billion won last year. The growth rate compared to the previous year reached 42%. The number of daily visitors to the online merchandise store increased from the previous level of 7,000 to over 300,000 recently, with up to 500,000 visitors on new product reservation days.
The consumer demographics are also distinct. As of 2023, the largest group of MU:DS buyers is in their 30s at 36.6%, followed by those in their 20s (17.4%), 40s (17.3%), and 50s (17.1%). Notably, women aged 20 to 40 comprise 72% of the total customer base, establishing them as the core demand group. There is also an increasing number of consumers visiting the museum not just for viewing but as a destination to purchase goods.
Common features of the hit products include enhancing design and practicality while preserving the value of traditional artifacts. The "Drunken Scholar Changing Color Cup Set," inspired by Kim Hong-do's genre paintings, features a delightful concept where the scholar's face turns red when liquor is poured, and has sold over 100,000 sets since its launch. Items like the "Denny Korean Flag Keyring" and the "Goryeongpo Towel" are also achieving steady popularity and becoming bestsellers.
Many of these products are created through solicitations to external designers. The foundation selects about 90 products for commercialization from over 3,000 entries received each year, providing broad opportunities for emerging designers and small creators.
The recently popular new item, the "Boiler Room Incense Set," features a structure that replicates a traditional heating stove and incorporates incense that evokes the smell of freshly cooked rice. It is also a winner of a tourism competition in Korea. The design allows smoke to escape through a selected direction of either a chimney, cauldron, or heating stove, merging with the "fire-watching" trend. This product sold out immediately after its release and has become popular among the MZ generation for use as a healing item and interior decor.
A representative from the National Museum of Korea noted, "With the popularity of Netflix's K-D Hunters and the traditional cultural elements such as the traditional hats and uniforms featured in the performances of the Korean team 'Beomjeok' from Mnet's 'World of Street Woman Fighter,' interest in museum cultural products has increased."