The limited-edition "MU:DS" souvenirs from the National Museum Foundation of Korea (NMF), which have recently been selling out, will be newly released on the 24th. This is the "APEC 2025 KOREA" edition produced in partnership with dessert brand Buchang Confectionery, famous for "Lee Jang-woo walnut cookies."
This project is a collaborative initiative planned by youth company FG and the National Museum Foundation of Korea (NMF) to wish for the successful hosting of the "APEC 2025 Gyeongju summit." With the recent popularity among Millennials and Gen Z due to the "Kedehun (K-pop Demon Hunters) craze," Gukjungbak, by attempting a new-sensibility collaboration with youth company FG, is drawing attention as a cultural industry model where tradition meets trends.
In particular, it draws attention for combining the traditional dessert walnut cookies with museum goods inspired by museum artifacts. This collaboration, in which Korea's unique aesthetics and flavors harmonize on one stage, carries the message that "the most Korean is the most global."
At the "Buchang Confectionery X National Museum Foundation of Korea MU:DS collaboration pop-up store" held at Shinsegae Department Store Gangnam starting on the 24th, visitors can see the limited-edition products and popular MU:DS goods in person. Afterward, the APEC edition lineup will be unveiled sequentially through Buchang Confectionery's official Instagram. This limited edition includes popular MU:DS items such as the "Smile of Silla pouch," "tiger tray," "celadon keyring," and "celadon cup set."
To commemorate the collaboration, Buchang Confectionery has newly introduced the fall season limited "purple honey sweet potato walnut cookie gift set." Featuring a harmonious blend of the sweetness of sweet potatoes and the flavor of walnuts, it will be sold exclusively during the Shinsegae Gangnam pop-up period. Buchang Confectionery said, "As a limited-edition product, inquiries have been coming in even before the release, and an early sellout is expected."
FG and Buchang Confectionery are running the "Smile Gyeongju" campaign to wish for the successful hosting of "APEC 2025 Gyeongju." The campaign, in the form of an SNS relay with participation from hundreds of celebrities including Kim Jun-su, Park Na-rae, Tak Jae-hoon, and Park Ji-sung, is drawing attention as a public participation project that promotes Gyeongju's cultural value and appeal at home and abroad and spreads a positive image of Korea through K-culture.