The National Museum of Korea (NMK) in Yongsan, Seoul, is making history, ranking 3rd in global museum attendance. Following the footsteps of the Louvre and the Vatican, this remarkable achievement is driven by more than just ancient relics. At the center of this craze is ‘MU:DS’, the museum’s official brand that has turned souvenirs into a global ‘K-lifestyle’ phenomenon. Today, we explore the NMK’s rising status and why travelers worldwide are obsessed with its unique merchandise.
1. Global Standing Proven by Numbers
As of 2025, the National Museum of Korea recorded a staggering 6,507,483 annual visitors, breaking all previous records.
- Daily Average: Approximately 17,800 people visit the museum every day.
- Global Ranking: According to The Art Newspaper, NMK ranked 3rd worldwide in museum attendance, trailing only the Louvre (France) and the Vatican Museums (Vatican City). It notably surpassed the British Museum and the Metropolitan Museum of Art.
- International Appeal: For the first time, foreign visitors exceeded 230,000, solidifying the museum’s status as a global landmark that transcends borders.
| Rank | Museum / Gallery | Location | Annual Visitors (2025) |
| 1st | Musée du Louvre | Paris, France | Approx. 9.04 Million |
| 2nd | Vatican Museums | Vatican City | Approx. 6.93 Million |
| 3rd | National Museum of Korea | Seoul, South Korea | Approx. 6.50 Million |
| 4th | British Museum | London, UK | Approx. 6.44 Million |
| 5th | Metropolitan Museum of Art | New York, USA | Approx. 5.98 Million |
2. ‘MU:DS’: Bringing Ancient Relics to Your Desk
In the past, museum souvenirs were often limited to simple postcards or keychains. However, the NMK’s brand ‘MU:DS’ (Museum for Days) has revolutionized the industry by reimagining cultural heritage through a modern lens.
① Pensive Bodhisattva Miniatures – The Global Fandom
The most coveted item for international visitors is undoubtedly the Pensive Bodhisattva miniature.
- Trendsetting Colors: By moving beyond traditional bronze and introducing vibrant pastel pinks, mints, and purples, these statues have become stylish interior decor pieces.
- The BTS Effect: After BTS leader RM was spotted with one in his studio, it became a ‘must-have’ for ARMYs worldwide. It’s a prime example of how “the most Korean thing can become the most global.”
② Mother-of-Pearl Reimagined: Tech Meets Tradition
The use of Najeon-chilgi (traditional Korean mother-of-pearl lacquerware) on modern tech accessories has fascinated international tourists.
- Phone cases and earbud covers adorned with shimmering iridescent patterns showcase Korea’s sophisticated aesthetic.
- The practicality of blending thousand-year-old artistry with everyday devices appeals strongly to Western travelers who value both form and function.
③ Moon Jars and Soban: The Essence of Minimalism
The Moon Jar, a masterpiece of Joseon white porcelain, has been transformed into diffusers and candles. Similarly, the Soban (traditional small tray-table) has been reinvented as a wireless charger. These items resonate with the “minimalist” and “quiet luxury” trends popular in North America and Europe.
3. Why International Travelers Flock to the NMK
▣ The Room of Quiet Contemplation
Widely regarded as a masterpiece of exhibition design, this room houses two Pensive Bodhisattva statues in a dark, minimalist space. It offers an overwhelming sense of immersion. Regardless of religious background, visitors often describe it as a “healing and meditative experience.”
▣ Where Tradition Meets Digital Innovation
From AI guide robots like ‘QI’ to immersive digital displays of the Gwanggaeto Stele, Korea’s IT prowess is on full display. These features provide an intuitive and engaging experience for non-Korean speakers, breaking down language barriers.
▣ A Cultural Hub with a View
Located in the heart of Seoul, the museum offers a breathtaking view of the N Seoul Tower. The outdoor gardens and ‘Mirror Pond’ provide a perfect photo spot and a serene walking path, making it a “complex cultural space” where one can easily spend an entire day.
4. Closing Thoughts: Carry a Piece of Korea with You
The National Museum of Korea is no longer just a place to remember the past; it is a window into Korea’s present and future. If you’re visiting Seoul, experience a beauty that rivals the Louvre and take home a piece of MU:DS to brighten your own space.
